Wayne Deakin is a globally recognised creative leader working at the intersection of brand, design and culture. With over 25 years’ experience across Asia, Europe and the US, he builds ideas that move fluidly across disciplines, from identity and advertising to product, experience and cultural platforms.
A former professional surfer, he entered the industry via AWARD School in Australia, an unconventional beginning that still shapes his instinct to challenge category norms and see industry and work differently.
He has held senior creative leadership roles at George Patts Y&R, Jung von Matt, Jam, Engine Group, AKQA and Huge. Most recently, as Global Principal and Global Executive Creative Director at Wolff Olins, he led global multidisciplinary teams to reimagine brands for the future.
His work spans some of the world’s most influential brands and organisations, including Google, Nike, Apple, Chanel, LVMH, Uber, Mercedes F1, LG, Lloyds, BBC and the United Nations. His approach blends storytelling, craft and emerging technology to create ideas that resonate with both people and the machines that shape modern life.
Recognised globally, he is a regular voice on leading award juries and has collaborated with cultural figures including the likes of Virgil Abloh and Milton Glaser. His output has been exhibited, published and even featured in museums worldwide.
An advocate for neurodiversity and emerging talent, Wayne writes and speaks on creativity, leadership and the future of the industry, championing a more open, optimistic and interdisciplinary approach to building what comes next for clients.
