Wayne Deakin joins Wolff Olins as Global Principal

wayne deakin wolff olins with sairah ashman

Wolff Olins has appointed Wayne Deakin into the role of Global Principal. 

He joins the Wolff Olins global client-facing leadership team with a remit to advance and enhance their existing Experience offer.

Wayne Deakin

Deakin (pictured above with Wolff Olins’ Global CEO, Sairah Ashman) joins from Interpublic Group’s global experience agency, Huge, where he has been ECD EMEA since April 2018, working with brands including Spotify, P&G, Google and Verizon with a focus on creating seamless experiences across digital, physical and communications touchpoints for brands.

He was previously Executive Creative Director of AKQA London, and also Creative Founder of JAM, then re-branded as Deep Focus and part of Engine Group, where Deakin became joint ECD for Engine in 2013.

Deakin said: “How you use data, how a button clicks, how you express values and purpose, or how you create inclusivity says so much about a brand with today’s consumers and employees. 

“Post-Covid, experience and identity are even more interwoven and interconnected than ever before as people look for much deeper relationships with brands. 

“Customer Experience is a sum of many parts both emotional and functional, and connecting the two is what people expect from modern businesses.”

Originally from Australia, Deakin is a “failed” pro surfer who then stumbled into design and advertising after winning a place at A.W.A.R.D School.

After working at famous agencies in Australia, he made his way around the world and also found time to earn a Master’s in Cognitive Sciences along the way. 

His first job in Europe was at Jung Von Matt in Germany and Switzerland.

Sairah Ashman, Global CEO of Wolff Olins, said: “I’m thrilled to welcome Wayne to Wolff Olins. We’re lifelong champions of transformative brands that resonate emotionally and deliver meaningfully, regardless of touchpoint or medium. 

“In Wayne we’ve found a fellow believer in the power of creativity and taking a holistic approach. 

“We’re looking forward to doing amazing things together for our clients and shaking up what it means to deliver outstanding brand-led experiences for their customers and employees – as well as results.”

Deakin has created numerous digital product and marketing world firsts. He has won over 500 major awards and his work has been highlighted as best-in-class by award shows and publications around the world.

he’s also recognised as a leader in championing diverse talent and creativity in the digital age with the likes of the One Club, D&AD, Webbys, DMA and BIMA Creative Council and is an active creative mentor and speaker across the industry.