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Wayne DEAKIN
Executive Creative Director EMEA | HUGE INC.
Wayne has over 20 years of industry experience and held creative leadership positions in Australia, Europe and the US.
Originally from Australia, Wayne is a failed Pro Surfer who then stumbled into advertising after winning a place at A.W.A.R.D School. After working at famous agencies in Oz, he worked his way around the world and also found time to earn a Master’s in Cognitive Sciences along the way.
Previous to coming to London he was at Jung Von Matt. He then helped to build Jam before moving to joint-ECD across the Engine Group. More recently he was ECD of AKQA London and helped the agency win several industry titles and awards.
Wayne has created numerous digital product and marketing world firsts. He has won over 500 major awards and his work has been highlighted as best-in-class by award shows and publications around the world.
He is now ECD for the Huge across EMEA and is focused on creating ideas that move businesses forward by creating seamless experiences across digital, physical and communications touch points for brands.
questionnaire
1. What was your very first job?
I was a Pro Surfer but then left that and stumbled into agency world. My first real job in this industry was as a junior art worker and coffee maker.
2. Please describe, in your own words, what your job is and what work it entails.
I lead the creative and experience team at Huge across EMEA and on some global clients. Looking after the team and trying to find new ways to solve business problems with creativity - I guess!
3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?
Apart from surfing, I wasn’t that good at other stuff apart from design so didn’t have much choice.
4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I look outside of the industry for inspiration. Films, books, art but think social media is great in the current Covid times.
5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?
Nike and Google stuff.
6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)
CGI, film and Animation
