Clemenger BBDO’s creative leadership is entering a new phase following the departure of Chief Creative Officer Psembi Kinstan. Senior executives have acknowledged the significant impact he made and the void his exit creates.
Kinstan has relocated to Europe to take on a leadership role at 72andSunny Amsterdam, ending nearly five years with DDB Group Melbourne and Clemenger BBDO.
His move arrives during broader structural changes within the Clemenger Group, including last year’s integration of DDB Australia into Clemenger.
Clemenger BBDO co-CEO Mike Napolitano noted that Kinstan was central to shaping the agency’s ambition and culture.
“Since 2021, Psembi and I have worked closely with CSO Matt Pearce to build a creative business focused on world-class work and the talented people required to produce it. He is a true talent and a wonderful leader,” Napolitano said.
Napolitano clarified that Kinstan’s departure was driven by personal goals and family priorities rather than organisational shifts.
“When Psembi shared his plan to head overseas with his wife Em and their two boys to continue their family adventure, I was happy for them. I am proud of the work we’ve done to build our team and the deep friendship we have formed. Psembi is always welcome back anywhere I work.”
A defining creative tenure
Kinstan joined DDB Group Melbourne as Executive Creative Director in 2021 and moved to Chief Creative Officer in 2024. His remit spanned Clemenger BBDO Melbourne and Smith St, the bespoke Coles agency partnership.
His time at the agency was marked by culturally and commercially significant work. Notable projects included DyslexicU, a university for dyslexic thinking launched with Richard Branson; The Creative Index, which quantified the economic contribution of creativity; and The Forbidden Flagmoji, a campaign addressing the lack of an official Aboriginal Flag emoji.
Clemenger BBDO Chief Creative Officer Stephen de Wolfe said Kinstan’s leadership was defined by both his vision and his personal influence.
“He is an ambitious and brilliant leader. That’s the Psembi I’ve been fortunate enough to work alongside twice in my career,” de Wolfe said.
De Wolfe acknowledged that while Kinstan’s move is a professional loss, it felt inevitable.
“It came as no surprise when he mentioned the unfinished adventures he and his family need to pursue outside of Australia. While I was thrilled to have Psembi as part of Clemenger BBDO’s future, I am even more excited for his next chapter.”
Global career continues
Kinstan’s move marks a return to Europe, where he previously became the youngest Creative Director in BBH London’s history in 2017. His earlier career included senior roles at Y&R London and McCann Melbourne, as well as a BAFTA win for his work with the BBC.
His departure comes at a pivotal time as the combined business recalibrates its leadership structure following the network consolidation.
While Clemenger retains a deep creative bench, Kinstan’s exit removes one of its most internationally recognised leaders and reinforces the ongoing global circulation of Australian talent.