Experience
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Lead global creative efforts across the WO studios in London, New York, San Francisco and Los Angeles, with collaborative work extending into Asia and beyond. My focus is on building transformative brands, products and experiences — and shaping the cultural vision that helps businesses and organisations thrive.
At the heart of my role is helping to redefine what brand means today. I work closely with C-suite leaders to bridge the gap between brand and experience, enabling deeper, more meaningful connections with audiences in an increasingly complex and disruptive world.
I’m passionate about challenging outdated industry models and helping to write new playbooks that meet the evolving demands of modern organisations.
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On the global leadership team.
I help oversee our Creative / Experience Design / Transformation vision and lead a number of major brand transformations and product experiences in EMEA, US and Asia.
During my time was lucky enough to help win clients, awards and recognitions from the industry. Including ADCs, Drum, Design Week, and others but winning ‘Best agency to work for’ and ‘Working not Working top 100’ is the thing I am most proud of.
Grew the EMEA offering with more than double digit revenue growth year on year for the 4 years I was there & built out a team (through a series of pitch wins and organic opportunities that made London the fastest growing office in the network) Lead a number of other cross studio and regions in the US and Asia to help increase the quality of work and make significant growth for the agency across markets.
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ECD of AKQA London. Multidisciplinary creative leadership with a focus on design.
Working closely with senior stakeholders & c-level teams on comms, products & digital transformation. Working across the agency’s accounts, looking after 100 creatives of all disciplines, and leading cross discipline accounts.
Recent achievements for the agency:
- IAB Agency of the Year
- Multiple Cannes lions, One show, ADC and many other awards
- Creativepool Agency of the Year
- 2 x Campaign Digital Innovation Agency of the Year Awards ‘Runners Up’.
- Voted into BIMA Hot 100
- Campaign's A List again
- Selected by BIMA members as co-Creative Chair BIMA council
- Contagious Pioneers 2017 / The best and bravest agencies on the planet
- Award jury on a number of local and international award shows
- Active role in mentoring new talent into the industry with D&AD New Blood & One Club awards and initiatives
- Thought leadership and opinions pieces for press in Campaign, The Drum, B&T, Fast Co, Forbes, LBB, And others.
- Keynote speaker and panelist for a number of leading events.
- Featured by trade/other media as a leading industry figure in British digital creativity.
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Project to oversee & lead a multidisciplinary team on a NPD service and product. Standing up a new creative vision and approach for one of the worlds strongest brands
(Still under NDA)
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Contracted by MDC Partners (holding group) to help Doner in the US elevate and lift the creativity and experience across the group. Put in motion changes to accelerate creativity and shape a new brand approach which lead to new growth for the agencies.
Doner is a full service global Advertising Agency with over $1 billion in billings. Headquartered in Detroit, with offices in Atlanta, Cleveland, London and Los Angeles. tem description
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Joint ECD @ The Engine Group
Creative and experience leadership across many channels and specialist agencies with Engine Group clients. Helped lead the group's most successful growth period of wins + awards The UKs largest independent holding groups with 12 agency brands including; WCRS, Jam, Misfit, Partners, MHP, and others. Won a number of best-in-class titles for the agencies with publications and industry bodies.tem description
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Helped take JAM from a 'not on the radar' agency to a leading UK Top 5 Digital Agency in its 1st year. Kept it in that Top 5 status while in charge over the next 3+ years at the helm.
- Built an award winning and innovation reputation for the agency from 0 awards when I started to the below - 150+;
New York Festivals, Lovies, BIMA Grand Prix and BIMA awards. DADI Grand Prix and DADI awards, Webbys, Campaign Big Awards, Cannes Lions, Kinsale Sharks, FaceBook Studio Awards, IAB Creative Showcase Awards, The Mashies, D&AD, Buzz Awards, FMBE Awards, to name a few..
2014 - CAMPAIGN Digital Agency of the Year Finalist
2014 - The Drum Listed as Number 2 Digital Agency of the Year
2013 - CAMPAIGN Digital Agency of the Year Finalist
2013 - MARKETING Digital Agency of the Year Runners-up.
2013 - The Drum Listed as Number 2 Digital Agency of the Year
2012 - CAMPAIGN Digital Agency of the Year Runners-up.
2012 - MARKETING Digital Agency of the Year Runners-up.
JAM is now rebranded and acquired as ENGINE.
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JUNG VON MATT group has been – when it comes to awards for creativity and effectivness – the most successful agency in German with 22 offices across Germany, Austria, Switzerland, East Euro, Nordics and China.
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At 20:20 I helped the agency through rapid growth and the merging of 9 separate companies (across the UK) owned by the Digital Marketing Group PLC into the one brand & operating model - resulting in 20:20 becoming the UK’s largest digital design agency. (2010 turnover - £58m, 500+ people).
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Founded SEED with no clients & no money to create a successful award winning design agency in under 12 months. Sold business to a holding group.
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10 year’s learning my craft
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Learning my craft
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One of Australia’s most successful and largest independent advertising and communications agencies.
Wolff Olins
I was headhunted to take on the role of Global Creative Principal, leading the agency’s design, experience, and innovation approach across our studios in London, New York, San Francisco — and helping to establish our new presence in Los Angeles.
A key part of my remit is to shape a more modern, future-facing offer for our clients — helping them evolve, stay relevant, and lead in today’s fast-moving, disruptive landscape.
I work closely with C-suite leaders across a wide range of industries and markets, overseeing creative and strategic output across regions from South Korea to the US and Europe.
Current and recent clients include GSK, United Airlines, Uber, Google, LG, Hyundai, Xpeng, Instacart, TikTok, McKinsey, Johnson & Johnson, among others.
HUGE
I was headhunted from AKQA in early 2018 to join Huge as Executive Creative Director. One of my main tasks was to build the EMEA capabilities to drive transformative work for clients. I also was tasked with increasing our impact with clients in US and Asia and lifting the talent and work. In my three plus years at Huge, I have helped Huge triple in size and make it the fastest growing brands in the IPG network. I’ve also stood up a number of additional client based studios and in-house teams with Google within eight locations across EMEA and Asia. My work included product transformative work for brands including Google, Nike, On Running, LVMH, P&G, Barclays, Warner Brothers, and many others.
AKQA
AKQA is one of the world's top design agencies with a belief in the imaginative application of art and science to create beautiful ideas, campaigns, products and services. In my role as Executive Creative Director, I worked across many locations and teams looking at everything from brand design to digital products.
JAM + ENGINE
Helped take a small indy social and product studio into a new form of digital agency called JAM. JAM was a first of its kind and helped shape its culture and work as creative founder and took it from a 'not on the radar' studio to a leading UK Top 5 Digital Agency in its 1st year. Kept it in that Top 5 status over the next 3+ years at the helm with Campaign, Marketing and even Fast Co titles and a global reputation for doing work that connected with culture and new social media platforms.
Engine then took full ownership and I moved to be Co-ECD of the Engine Group looking after a full stack consultancy, brand and experience design, advertising and communications company. 16 agency brands (WCRS, Partners, Transform, Mischief PR, MHP, etc..) now created as one entity combining all capabilities under a single brand and P&L. The largest independent agency in the UK (its HQ) with a network of 15 major offices across North America and APAC.
As joint ECD for the group, my task was for aligning and creating the best creative and transformation solutions and approach for global clients across the offices - working across the group to raise creativity in all disciplines and merge agency cultures into one unified force for cross agency client relationships like Sky, Samsung, The Army, etc..to help clients be ready for new ways of traditional and modern marketing and branding.
JUNG VON MATT
JVM is one of Germany’s largest agencies, headquartered in Hamburg, with 24 offices in Germany, Austria, Switzerland, Sweden, China, Poland and the Czech Republic.
I was brought onboard to help push the innovation and design and more interconnection across the work with an emphasis on their largest clients.
Nice words.
“In short, Wayne is the real deal”.
— Jonathan Akwue, Executive Vice President Publicis Groupe.
“Just gets brand and design and where the two connect. Enjoyed the whole process of working with him.”
— Milton Glaser.
“True professional.
— Toto Wolff. CEO Mercedes AMG Petronas F1 Team
“Wayne is world class. Best of the best.
— Thomas P. Meier. CEO. Ricola.
“His thinking is always genuinely interesting, relevant and, most importantly, instantly engaging for the audiences he's connecting with. Sounds simple. It's not. It's a rare talent, making him a rare breed in the industry”
— Daniel Glover, The Academy.
“Wayne's brain works in a completely different way to most, generating brilliantly orginal ideas that are truly exciting.
And despite his brilliance, he couldn't be more collaborative, enthusiastic and energetic with regards to ideas and feedback from the wider team. His knowledge of emerging technologies, as well as case studies from all four corners of the globe provide great inspiration and stimulation that help you get the most from your brief.”