Bray Leino appoints Wayne Deakin as CCO

Creative communications agency Bray Leino has appointed Wayne Deakin as Chief Creative Officer, introducing a newly created role to support its growth plans and creative direction.

Wayne Deakin will oversee creative output across Bray Leino as well as sister agencies krow and Story. His remit includes leading work across sectors such as FMCG, automotive, financial services, healthcare and B2B, reporting to Kate Cox, CEO.

Driving creative across sectors

Wayne Deakin will work with clients including Thatchers Cider, Cummins, MFL Direct, TePe, Novo Nordisk and Covonia. His appointment places him at the centre of the agency’s creative operations as it continues to expand its offering across multiple industries.

Wayne Deakin brings more than 25 years of experience spanning brand, advertising, product and experience design. His career has taken him across Asia, Europe and the United States, where he has held senior roles at agencies including George Patts Y&R, Jung von Matt, Jam, Engine Group, AKQA, Huge and Wolff Olins.

Global experience and leadership

At Wolff Olins, Wayne Deakin served as Global Principal and Global Executive Creative Director, leading teams across London, New York, San Francisco and Los Angeles. More recently, he led Studio Deakin, advising senior brand leaders in the UK and internationally on transformation and marketing strategy.

Throughout his career, Wayne Deakin has worked with organisations including Google, Nike, Apple, Chanel, LVMH, Uber, Mercedes F1, LG, Lloyds, BBC and the United Nations. His work has received recognition from awards programmes such as Cannes Lions, The One Show, ADC, New York Festivals and the Lovies.

Kate Cox, CEO, Bray Leino: "Wayne is a multi-award-winning creative and a respected industry leader. He brings deep experience from leading agencies and global brands, working across international markets.

"From the moment you meet Wayne, his sharp strategic mind, relentless pursuit of better and genuine passion for people are immediately clear. As we enter our next phase of growth, his perspective, skills and ambition are spot on for where we're going. I'm very excited about what we're going to build together."

Focus on integration and future growth

Wayne Deakin, Chief Creative Officer: "What excites me about this opportunity is that it sits at a real inflection point. The agency has that rare, restless and positive independence and agility modern clients need. The kind that isn't anchored to one city or a stale, network way of thinking.

"There is a genuine gap in the market for a partner that doesn't just talk about integration, but lives it. We're bringing together craft, technology and talented people to build brands the right way – fusing them into something that's actually built for the future, not just designed to fit an old agency playbook.

"I've known Kate for many years; we share a fundamental belief in people and a restlessness with how things are usually done. In an industry often weighed down by its own history, this was exactly the kind of ambitious, straight-talking opportunity I just couldn't walk away from."

Bray Leino, krow and Story operate under the MISSION Group PLC. Bray Leino was established more than 50 years ago and operates across the UK and international markets.

www.brayleino.co.uk

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