Creative agency 72andSunny Amsterdam has named Hollie Loxley as its new managing director. Taking up her new role effective immediately, Loxley joins from VML UK.

Reporting into international president Chris Kay, Loxley will join Simone Moessinger, ECD, and Armando Potter, head of strategy to complete the Amsterdam agency’s leadership team.

“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”, said Loxley.

“I look forward to building on its strong foundation and helping shape what’s next — for our clients, our people, and the work.”

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In her new role, Loxley will be tasked with leading the office and “supercharging” growth, following new business wins including e.l.f. Cosmetics, Zurich Insurance, Lingo, Disaronno, Indeed and TikTok.

Kay added: “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”.