CBWA jury comment: Malcolm Poynton shares his thoughts on this year’s Integrated category

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Malcolm Poynton is currently Cheil Worldwide Network’s Global Chief Creative Officer, President Creative & Chair WW Creative Council. Here he shares his thoughts on this year’s Integrated Campaign winner and finalists from last Friday night’s Campaign Brief WA Awards presented at the hugly successful Oasis Ball.


The radio spot stands out most. A brave move to produce a full track instead of a bunch of 15’s or 30’s – the collab with Noongar rap artist Flewnt makes this work. And then there’s the echo of Flewnt’s lyrics integrated into the TVC’s to ensure the campaign has a consistent wit throughout.

The Hunger Ghrelins
Seen as a third world issue, hunger closer to home is an issue that’s ignored by most. Launching ‘The Ghrelins’ is a fresh way to tackle the issue; telling the ghrelins story and selling the ghrelins toy at supermarkets not only engages & educates kids about hunger, the campaign also brings the issue closer to potentially unaware or dismissive parents too.

The Transporter
Ensuring an audience know their public transport is included in an event ticket is kinda complicated. I love that tearing up Transperth’s familiar seat covering to make a mask and cape for what could only be a WWE fan, complete with WWE-style name, ‘The Transporter’ gets the message across seamlessly. It does it in print and video with equal simplicity and fun.

To see the full breakdown of this year’s award winners and finalists, click here.

Poynton (pictured below) joined Cheil Worldwide at the beginning of 2015 as the Network’s first ever Global Chief Creative Officer.

Having built and led teams responsible for award-winning firsts as diverse as Foot Locker’s Sneakerpedia, Dove’s Campaign For Real Beauty and Samsung’s #BeFearless VR experience, Poynton is a recognised industry influencer and speaker. A two time Cannes Lions Jury President, Clio Awards and LIA Awards Jury president, Poynton was recently named one of AdAge magazine’s “World’s Top 10 Digital minds” and named by TechCity Insider as one of the UK’s leading Digital Innovators. His international industry accolades number more than 500, including Cannes Lions for Film, Print, Media, Outdoor, Cyber, Glass and Mobile.

Prior to joining Cheil, Poynton was European Chief Creative Officer and a member of Sapient’s global leadership team where he helped build the company to in excess of a billion dollars in annual revenue, putting Sapient amongst Fortune Magazine’s 40 fastest growing companies in the world. M&CSaatchi, Saatchi&Saatchi, Ogilvy and SapientNitro have all won Agency of the Year titles during his creative leadership. With Cheil Worldwide, Poynton has steered the network into the industry’s Top 10 Creative Network rankings and has seen the Network win their first Glass Lion at Cannes, first Innovation award at AdFest, Gran Sol at El Sol Awards, Grand Prix at Dubai Lynx, Gold at the International ANDY awards, collect their first WEBBY awards, create the Most Viewed Ad in the World on YouTube and post record new business success with Samsung along with winning global accounts including Etihad Airways, adidas, PZ Cussons, Abbot and UN Women.

A Kiwi, Poynton is a former member of the NZ Yachting Team, recognised by KEA as a ‘World Class New Zealander’, former board member of the UK’s Institute of Contemporary Art, Patron of the Royal Academy of Arts, C.A.L.M. and a member of the Academy of Digital Arts and Sciences. Poynton lives in London with his Australian wife and English daughter.

For full coverage of winners and the finalists in all categories get the printed edition of the 44 page Campaign Brief Awards magazine. Email Mina on perth@campaignbrief.com

CBWA jury comment: Malcolm Poynton shares his thoughts on this year’s Integrated category