Bray Leino Appoints Wayne Deakin as First Chief Creative Officer
Bray Leino creates its first CCO role to unify creative leadership across three agencies and five sectors. Wayne Deakin's appointment signals a strategic push toward integrated creative management amid a 39% profit decline.
Creative communications agency Bray Leino has appointed Wayne Deakin as its first Chief Creative Officer, effective March 24, 2026, in a newly created role overseeing creative output across three agencies and five industry sectors.
New Role Consolidates Creative Leadership Across Three Agencies
Deakin's appointment marks the first time Bray Leino has created a CCO position in its history. His remit spans Bray Leino, krow Group, and Story Group, covering FMCG, automotive, financial services, healthcare, and B2B accounts.
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Named clients under his oversight include Thatchers Cider, Cummins, MFL Direct, TePe, Novo Nordisk, and Covonia. Deakin reports directly to CEO Kate Cox.
Cox described the hire in direct terms. "Wayne is a multi-award-winning creative and a respected industry leader," she said. "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."
Appointment Follows 39% Drop in Profit Before Tax
The hire comes against a difficult financial backdrop. Bray Leino's 2025 financials show revenue reached £68.8 million, but profit before tax fell 39% to £2.9 million year-on-year.
The creation of a single CCO role, rather than separate creative heads across each agency, reflects a push toward leaner, more unified creative management. The structure is designed to reduce the inefficiencies that come from fragmented leadership across a multi-agency group.
Deakin framed the opportunity in competitive terms. "The agency has that rare, restless and positive independence and agility modern clients need," he said. "There is a genuine gap in the market for a partner that doesn't just talk about integration, but lives it. Modern successful brands are built as ecosystems now."
Deakin Brings 25 Years Across Asia, Europe, and the US
Deakin brings more than 25 years of international experience across brand, advertising, product, and experience platforms. He has held senior roles at Wolff Olins, where he served as Global Principal and Global Executive Creative Director, leading teams across London, New York, San Francisco, and Los Angeles.
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His prior agency experience includes AKQA, Huge, Engine Group, Jung von Matt, and George Patts Y&R, with career exposure spanning Asia, Europe, and the United States. Immediately before joining Bray Leino, he operated Studio Deakin, an independent consultancy advising C-suite executives on transformation and marketing.
Deakin entered the creative industry through AWARD School in Australia after a career as a professional surfer.
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Independent Agency Model Positioned Against Global Networks
Deakin's appointment signals a broader strategic direction for Bray Leino as a mid-sized independent competing against large global agency networks. His stated philosophy centers on integration across disciplines rather than siloed agency thinking.
Bray Leino has also developed a proprietary methodology called FMCG creativenergy, which applies consumer goods creative approaches to regulated healthcare markets. That framework now falls under Deakin's leadership, spanning clients from Thatchers Cider to Novo Nordisk.
No further timeline for structural changes across the three agencies has been announced.
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