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Wayne Fletcher, Global Head of Comms Planning, Universal McCann

Wayne Fletcher joined Universal McCann in 2006 following nine years in various roles at Carat UK and Carat International. Starting out as senior strategist on Unilever foods, Wayne set up Carat's Consumer Insight and Strategy division, Carat International's Communication Planning function and Carat deepblue, an International strategic and creative consultancy focusing on innovation in consumer engagement and connection. Wayne began his media career at MillwardBrown, exploring the merits of broadcast sponsorship as an equity lever.

A resolute advocate of consumer-centered creativity, Wayne has spent much of his career applying his formal training in social and behavioral psychology to the challenges of modern advertising and communications. Over the years this has lead to the development of numerous breakthrough concepts and ideas in brand attitude formation through direct and indirect customer experience and the development of new techniques to uncover motivations in media consumption. His philosophy when it comes to media communications is to consistently surprise and delight by exceeding customer expectations at every turn. Today, Wayne works out of Universal McCann in New York and London.