Wayne Deakin

Wayne Deakin is a globally recognised creative leader with more than 25 years of experience shaping brands and driving design innovation across Asia, Europe, and the US. His path into the industry was anything but conventional: following a professional surfing career, he pivoted into advertising via AWARD School in Australia—an unexpected move that launched a journey across some of the world’s most respected agencies and brands.

Wayne has held senior creative and design leadership roles at Jung von Matt, Jam, Engine Group, AKQA, and Huge. Most recently, he served as Global Principal, Creative and Global Executive Creative Director at Wolff Olins, where he partnered with C-suite leaders to break down silos and reimagine what modern brands and experiences can achieve.

Across his career, he has delivered transformative work for a wide range of iconic names, including Google, Nike, Nothing, On Running, Selfridges, Apple, Chanel, LVMH, Uber, Mercedes and the Mercedes F1 team, LG, Lloyds, Rolls Royce, Ubisoft, BBC, Warner Bros, the Olympics, and the United Nations. His work also extends to cultural institutions, with installations for galleries and museums such as BAFTA and the Serpentine.

Blending storytelling, technology, and design, Wayne creates work that delivers both cultural relevance and commercial impact.  Recognised by major global award shows, he has judged and chaired prestigious juries, received numerous individual honours, and led agencies to win multiple industry titles. His collaborations include projects with icons such as Virgil Abloh and Milton Glaser, with his work featured in leading publications and design museums worldwide.  A passionate advocate for neurodiversity and emerging creative talent, Wayne contributes regularly to media and publications, sharing insights on creativity, innovation, and the future of design with his trademark optimism and belief in the power of ideas to drive change.