Sydney, Australia – June 2025: Creative agency 72andSunny Sydney has announced the appointment of Sophie Sykes as Managing Director and Alexandra Nel as Executive Strategy Director, marking a significant evolution in its leadership team. This transition comes as Ross Berthinussen departs after six impactful years to return to the UK.
Sykes steps into the role of Managing Director, bringing her expertise from Howatson+Company, where she served as a client partner and was one of the agency’s first employees. Nel, appointed to the newly created position of Executive Strategy Director, previously held the role of Head of Strategy at +61, overseeing the Telstra account. She has also contributed her strategic acumen at TBWA/Australia and Leo Burnett.
The agency noted that these leadership changes coincide with a period of growth and momentum for 72andSunny Sydney, underscored by recent client wins, including Big W, AFL, Cadillac, and Princess Cruises. This momentum has also been bolstered by the hiring of Wez Hawes as Chief Creative Officer, a refreshed creative department, and the agency’s move to a larger studio space in The Rocks.
Chris Kay commented on the leadership transition, saying,
“After 7 years in Sydney it’s awesome to see the continued impact of our brand as we build for the next stage of cultural impact. Modern Australia needs a new generation leadership team who are here to play to win, and Sophie, Alex, and Wez are exactly that and the future looks sunny.”
Sykes and Nel are set to join in the coming months, reporting to Kay and International Executive Strategy Director Maria Galleriu. Together with Hawes, they will guide 72andSunny Sydney through its next phase of evolution, working with current clients such as Google, REA, Stake, and Deputy.
Wez Hawes shared his enthusiasm for the new team members, saying,
“To continue the trajectory 72andSunny is on right now, we knew we had to swing big and I couldn’t be more excited by the impending arrivals of Sophie and Alexandra. They both have a wealth of experience and proven track records in creating modern, culturally impactful work, while also being instrumental in building the agencies that create it.”
Maria Galleriu added,
“There’s creative power in new chapters. We’re bringing in two leaders who have heart and passion for unlocking what the 72andSunny brand of strategic and creative excellence can do next in the ANZ market. The possibilities are endless when you dream big like they do.”
Ross Berthinussen, reflecting on his tenure, said,
“I’m super grateful for my time with 72andSunny. I’ve learned so much and loved experiencing first-hand the rocket fuel of running a creative company powered by a belief in Optimism. I’m stoked to hand over to such an all-star team and can’t wait to see where Wez, Alex and Sophie take 72andSunny with our team of legends and wonderful client partners.”
Berthinussen played a key role in driving growth and securing high-profile accounts, including REA, Who Gives A Crap, and Big W, as well as delivering award-winning campaigns for Google. His next chapter will see him train as a coach with a focus on conscious leadership in the UK.
Kay concluded,
“Ross has been a strong driver of our core value of optimism at 72andSunny. He’s also been a key leader laying the foundations for this next stage of growth and for that we have immense gratitude and respect. He’s helped build something that is special, and we are excited to see him go onto his next life chapter. From everyone at 72andSunny, we wish him, and his family, all the best back in the UK.”
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