72ANDSUNNY STRENGTHENS REGIONAL CREATIVE LEADERSHIP WITH DUAL APPOINTMENTS

72andSunny has appointed Firrdaus Yusoff as Executive Creative Director in Sydney, with Nikhil Panjwani stepping into the same role in Singapore. The moves reflect the agency’s ambition to deepen creative momentum in Asia-Pacific, following its Tiger Beer win, and to infuse Sydney with international perspective while bolstering Singapore’s creative firepower.  

72andSunny has announced two significant leadership appointments across Asia-Pacific, marking a new chapter in its regional growth strategy. Firrdaus Yusoff, formerly Executive Creative Director of the agency’s Singapore office, will relocate to Sydney to lead the creative department, while Nikhil Panjwani will take over as Executive Creative Director in Singapore. The dual moves underscore the agency’s ambition to build globally connected creative teams that draw strength from diverse perspectives and regional insights.  

International Chief Creative Officer Justine Armour framed the appointments as emblematic of a broader ambition to dismantle traditional creative hierarchies. “Great talent and great ideas should move in every direction, not just be exported from the traditional markets,” she said. “Fi going from Singapore to Sydney and Nikhil joining us to lead Singapore is a micro expression of a much bigger ambition: to build high value global creative teams, informed by where they are in the world but not limited by it.”  

Firrdaus brings nearly two decades of international experience spanning Singapore, London and Dubai. At 72andSunny Singapore, he helped shape the agency’s creative identity, following a successful tenure at Forsman & Bodenfors Singapore where he elevated the agency to the top of Campaign Brief Asia’s creative rankings. In 2023, he was named Singapore’s #1 creative by Campaign Brief Asia, while Forsman & Bodenfors was ranked the country’s leading creative agency. His portfolio includes KAMI, the world’s first virtual influencer with Down syndrome, created for Down Syndrome International, Gojek’s The Flow, and Mandarin Oriental’s Letters to Neighbours. His work has been recognised at Cannes Lions, D&AD, The One Show, Clios, LIA and Spikes Asia, and has been featured by CNN, Forbes and cultural institutions in New York and Paris.  

In Sydney, Firrdaus will partner with the agency’s leadership team to strengthen its creative offering and bring a distinctly international perspective to Australia’s vibrant creative scene. Armour described him as “the kind of creative leader we want more of at 72andSunny. He has incredibly high standards, with very low ego. He knows how to make ambitious work, and just as importantly, how to build the kind of in-person culture and team that makes ambitious work possible.”  

She added that his appointment was a deliberate move to enrich Australia’s creative ecosystem with insights from Asia. “Australia has extraordinary creative talent, and we want to add to that a genuinely international perspective, particularly one coming from Asia. Firrdaus understands the region, he’s built one of its strongest creative departments, and he brings a different set of references, experiences and instincts into the room that will make us better.”  

Meanwhile, Panjwani’s arrival in Singapore signals the agency’s intent to double down on the creative ambition of its Southeast Asian hub, following a period of momentum that includes being named global creative agency for Tiger Beer. Together, the appointments reflect 72andSunny’s commitment to building a borderless creative culture, one where ideas and talent flow seamlessly across markets to deliver work that resonates globally.