Aussie expat creative leader Wayne Deakin departs global ECD + Principal role at Wolff Olins

Wayne Deakin has stepped down from his role as Global Creative Principal and Global Executive Creative Director at international brand consultancy Wolff Olins.

Deakin’s departure marks the end of a significant era at the agency, where he was instrumental in steering its creative vision and delivering award-winning work for some of the world’s biggest brands.

Based between London and New York, Deakin oversaw Wolff Olins’ UK and US studios, while also driving the consultancy’s reach into Europe and Asia winning several global clients. He played a central role in growing new global client relationships and worked directly with senior executives, operating at the crossroads of brand strategy, design, and customer experience.

He also led Wolff Olins’ own 2023 rebrand, which injected a sense of fun and experimentation back into agency branding, an approach that has since influenced the wider industry.

Looking ahead, Deakin is turning his focus to freelance and consulting projects with agencies and brands worldwide. While committed to spending more time in Australia with family, his near-term priorities include advising on a UK government initiative and writing a book on design and branding.