AMSTERDAM, THE NETHERLANDS – Global creative company 72andSunny has announced the appointment of Hollie Loxley as Managing Director of its Amsterdam office. Loxley steps into the role this month, reporting to International President Chris Kay and joining Simone Moessinger (Executive Creative Director) and Armando Potter (Head of Strategy) to form the agency’s leadership team in the Dutch capital.
Loxley arrives from VML, where she served as Managing Director, bringing with her a wealth of experience in leading high performing teams and delivering work that drives both cultural and commercial impact. At 72andSunny, she will be tasked with steering the Amsterdam office into its next phase of growth, building on recent momentum following new business wins and organic growth from clients such as e.l.f. Cosmetics, Zurich Insurance, Lingo, Disaronno, Indeed and TikTok.
Her appointment follows a series of senior hires across Europe, including Fergus Waddell as Head of Growth for the region and Rui Ferreira as European Strategy Studio Lead, moves that underscore 72andSunny’s ambitions to expand its influence across the continent.
Chris Kay, International President for 72andSunny said: “The moment we met Hollie we knew we had found the perfect next generation European leader. She has a deep belief in the power of culture and creativity, she leads with humanity and smarts, she has a modern entrepreneurial gene and razor-sharp vision for the region, and has the right alchemy to partner with Simone and Armando to continue the momentum with the rest of our Amsterdam crew.”
Loxley’s career is marked by a blend of strategic vision, creative excellence, and purpose-driven innovation. Known for fostering inclusive and collaborative cultures, she has been instrumental in shaping campaigns that resonate on a global scale. Among her achievements are acclaimed projects for Dove, UEFA, HSBC and Sport England’s “This Girl Can” campaign – an initiative that has earned more than 20 Cannes Lions over the past decade.
Her commitment to inclusive creativity also led to the development of StorySign, a groundbreaking collaboration with Penguin and Aardman designed to help deaf children learn to read. The initiative went on to win eight Cannes Lions, further cementing her reputation as a leader who marries creativity with impact.
Before her tenure at VML, Loxley held the role of Managing Director at Havas London and spent nearly a decade at FCB Inferno, where she rose to Managing Partner and Head of Account Management. Relocating from London to Amsterdam, she now takes on the task of shaping the next chapter of 72andSunny’s European journey.
Speaking on her new role, Loxley shared “I’m incredibly excited to join the talented team at 72andSunny Amsterdam. The agency’s bold creativity, collaborative spirit, and focus on work that moves culture forward is exactly why 72andSunny leads with impact. I look forward to building on its strong foundation and helping shape what’s next — for our clients, our people, and the work.”
