SapientNitro chief creative officer Malcolm Poynton departs

Gaston Legorburu, Worldwide chief creative officer at SapientNitro, said: “As our creative leader for Europe over the past four years, Malcolm has made a tremendous contribution to SapientNitro. SapientNitro’s London office has emerged as a real creative force in the industry and is now front of mind for clients seeking to break boundaries at the intersection of technology and story.

"Malcolm leaves the agency in great shape to continue on that trajectory. As well as our immense gratitude for the impact he has made to our business, we wish him the very best for his future endeavours.”

During his time at SapientNitro the agency created award-winning campaigns such as Unilever’s smile activated ice cream vending machine, Foot Locker's Sneakerpedia, and RBS’s GetCash.

Some suggested tension had built, due to the fact the agency had recently failed to convert major pitches such as BMW and British Airways, despite reaching the final short lists

However, sources close to Poynton denied such claims.

"It is nonsense to suggest failure to win these accounts was the reason for his departure. And Malcolm actually appointed Mark, so it is also nonsense to suggest that was an issue. Malcolm did an amazing job for SapientNitro and was one of the few who could really get their heads round both the tech and the creative side of the business. His will be some really big shoes to fill."

Poynton will now pursue other creative opportunities, according to the agency.

At the time of writing it was not clear if he has a new role to go to, but his name has been connected with Cheil.