Wayne Deakin Steps Down from Wolff Olins, Pledging ‘Stay Hungry, Stay Foolish’

​Wayne Deakin has departed his role as global ECD and principal at branding agency Wolff Olins after four years in the role. He is understood to have stepped down in the summer for a period of gardening leave.

“After an incredible chapter at Wolff Olins , I stepped down from my role this past Summer as time for a new adventure. I’ve spent the past time off recharging, reflecting, traveling, surfing, learning, Ai-ing, volunteering, teaching and most importantly enjoying really precious moments with family and loved ones. Now. I’m excited to dive into a new challenge. Whatever the universe might choose to throw at me,” said Wayne.

“I came in to build bold, modern brands, and it became so much more. I’ve had the privilege of shaping famous work across global markets with industry leaders that unites strategy, design, and experience, delivering meaningful creative and commercial impact,” he continued.

At Wolff Olins, Wayne oversaw the UK and US studios, driving creative excellence across multiple regions and played a key role in expanding the consultancy’s reach into Asian and European markets. In 2023, he led the agency’s rebrand, creating a colourful and playful new identity.

“I’m deeply grateful to the brilliant Wolff Olins crew I’ve worked with since 2021,” said Wayne, shouting out Wolff Olin’s global CEO Sairah Ashman and CEO of Omnicom Brand Consulting Group Mark O’Brien.

Wayne is understood to be pursuing freelance and consulting work to partner with a wider range of brands and agencies on a project-by-project basis. His first project is advising on a new brand initiative for a UK government department.

Prior to his time at Wolff Olins, Wayne held ECD roles at Huge, AKQA and Engine Group. With a master's degree in psychology, semiotics and cognitive sciences, Wayne has carved out a reputation a creative at the intersection of design, human behaviour and technology.