Bray Leino Appoints Globally Recognised Creative Leader Wayne Deakin as Chief Creative Officer

Mar. 24, 2026

Creative communications agency Bray Leino has today announced the appointment of globally recognised creative leader Wayne Deakin as Chief Creative Officer, a newly created role that marks a significant step in the agency’s next chapter of growth and creative ambition.

In his new role, Deakin will oversee creative across Bray Leino, as well as krow and Story, with responsibility for leading output for key areas of excellence such as FMCG, automotive, financial services, healthcare and B2B. He will work with clients including Thatchers Cider, Cummins, MFL Direct, TePe, Novo Nordisk and Covonia, and will report to Kate Cox, CEO.

Deakin brings more than 25 years’ experience across brand, advertising, product, experience and cultural platforms, spanning Asia, Europe and the US. He has held senior creative leadership roles at George Patts Y&R, Jung von Matt, Jam, Engine Group, AKQA, Huge and Wolff Olins, where he was Global Principal and Global Executive Creative Director leading multidisciplinary teams across London, New York, San Francisco and LA. More recently, he ran Studio Deakin, working directly with UK and international C-suite brand leaders in an advisory and creative consultancy capacity on transformation and wider marketing work.

Over the course of his career, Deakin has collaborated with 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 work has been recognised by leading international awards programmes such as Cannes Lions, The One Show, ADC, New York Festivals and the Lovies.

A former professional surfer who entered the industry via AWARD School in Australia, Deakin is known for his multidisciplinary approach. His work blends storytelling, craft and emerging technology, with a focus on creating ideas that resonate with both people and the systems shaping modern life. Alongside his agency leadership roles, he is also a long-standing advocate for neurodiversity and emerging talent, and writes and speaks regularly on creativity, leadership and the future of the industry.

Kate Cox, CEO at Bray Leino, said:

“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.”

 

Wayne Deakin, Chief Creative Officer at Bray Leino, added:

“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 are part of the MISSION Group PLC. Bray Leino is one of the UK’s earliest full-service agencies outside London, established more than 50 years ago. Today, the agency operates across the UK and internationally.