Creative-led specialist agency OUTSIDE IN has appointed ex-72andSunny CCO and renowned creative leader Wez Hawes as creative partner.
Founded by Grace Leat, Jacque Kelly and Lucie de La Chaise, OUTSIDE IN launched in 2025 with a mission to plug directly into brands to make world-class creative more accessible. The unique model draws on the in-house experience of the ex-Modibodi creative team to work directly with founders, CMOs and CEOs to bolster brands’ internal creative and strategic firepower.
Since then, the agency has built a reputation for creating culturally-led campaign and branding work, with clients including Lyka, VUSH, P3 Recovery, Australian Marine Conservation Society, and Ardour Hotels.
As one of the few female-founded independent creative agencies in Australia, OUTSIDE IN has built its identity around a hands-on partnership model, working closely with clients, and drawing on the Founders’ experience across both major agencies and high-growth brands.
The agency said Hawes’ hiring signals the start of its next chapter, bringing decades of world-class creative leadership into the business.
Ex-BBH London alumni Hawes has held CCO and ECD roles at some of Australia’s most prolific agencies. He is known for fostering thriving creative cultures, nurturing talent, and shaping culturally impactful work for iconic brands including Hyundai, Lynx/Axe, Samsung, NRMA Insurance, KIA, and Tiger Beer, to name a few.
Hawes has worked with the OUTSIDE IN Founders across multiple agencies over the last decade, including CHEP Network, Marcel Sydney and Innocean. He said he was drawn to the agency’s energy, ambition and unique offering.
“My most rewarding creative experiences always seem to come from plugging directly into brands to work with the CEOs, CMOs or Founders. It’s the most effective way to get to the most impactful and nuanced creative. The OUTSIDE IN mantra of ‘removing the middlemen’ struck a chord with me, and perfectly sums up the fiercely creative and business-minded personalities of Founders Grace, Jacque and Lucie. By removing the traditional agency layers and structures we’re able to work as a true ‘in-house’ partner, giving marketeers unprecedented access to the most passionate, talented and bloody lovely creative leaders in Australia,” said Hawes.
Co-founder Grace Leat said the partnership reflects the momentum OUTSIDE IN has built over the past year.
“Bringing Wez into the business feels like a huge moment for us. When we started OUTSIDE IN, we wanted to build something that felt closer to clients and more agile, creatively ambitious and commercially switched on than the traditional agency model. Wez gets that completely, which is why this feels like such a natural next step,” said Leat.
Co-founder Lucie de La Chaise said: “We’re super hands-on, invested in our clients’ businesses, and probably a bit too obsessed with making things great. Having Wez’s experience, perspective and creative energy in the mix gives us even more firepower to keep pushing the kind of work we want to see in the world.”
Co-Founder Jacque Kelly said: “For CMOs and Founders who want more direct, flexible access to senior creative thinking, this is our little nudge to try us. OUTSIDE IN was created to make world-class creative more accessible and Wez joining us only makes that offering stronger.”
