McCann Melbourne hires Psembi Kinstan as executive creative director

McCann Melbourne has hired Psembi Kinstan into a newly created executive creative director role.

Kinstan has relocated back to Australia from the UK, where he was a creative director at Y&R and BBH London. He was the youngest CD to be hired by both networks.

Psembi Kinstan joins McCann Melbourne as ECD

At BBH, Kinstan led successful pitches for Audi, Barclays and Publicis networks’ global Western Union business win. During his time in the UK, he won Cannes Lions in five consecutive years for campaigns for M&S, Audi, Oxfam and a BAFTA award for his work with the BBC.

Kinstan will lead all creative output for McCann Melbourne and work on key projects across the entire Hero network of agencies including Smart, The Red Republic, BBE, Engine Room Productions and JSA Creative.

Kinstan joins the creative leadership team at McCann which includes chief creative officer Patrick Baron, and recently appointed Sydney chief creative officer Ben Coulson.

Kinstan said the momentum of the Hero network drew him to McCann.

“The ambition and energy that Ben, Pat and Coulson have is inspiring, and their desire to make properly populous and famous work is right up my alley,” he said.

“I’m looking forward to getting stuck in and working with some great brands and really good humans.”

Baron said: “Psembi’s done his best work for some of the world’s biggest brands. We couldn’t be more excited to have him joining our leadership team from BBH London at this exciting time. He represents a new generation of creative leadership in Australia, with a new energy and voice.”

Creative chairman and Hero founder, Ben Lilley, added: “Psembi is a unique talent in so many ways, right down to his name, which came from his three-year-old brother. It’s not surprising he has such a creative world view, and this has led to such a strong creative career. I’m looking forward to seeing what he can now bring to our Australian clients and business.”

The Hero network of agencies was launched in October, marking Lilley putting the independent stamp on his collection of agencies.

Lilley acquired McCann Worldgroup Australia, which included The Red Republic and Smart, in February from international holding group IPG.

Since then Lilley has rebooted Smart as a brand innovation consultancy, acquired Red Engine SCC and rolled it into The Red Republic, and purchased JSA Creative and BBE.

Hero is both the name of the network and the internal infrastructure that streamlines the client services and P&L from each agency.


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