Global Brand Experience Studio DE-YAN Names Industry Veteran Jonathan Akwue President

DE-YAN, a global brand experience studio known for pioneering integrated real-world engagements, has appointed Jonathan Akwue as its first-ever president. This leadership milestone, announced in late September 2026, marks a significant step for the studio as it capitalizes on a period of strategic expansion and creative acclaim.

Akwue joins DE-YAN after a distinguished tenure at Translation, where he served as president, and brings over 25 years of experience from leading roles at Publicis Groupe, Digitas UK, and Lost Boys. His expertise spans network and culture-driven agencies, positioning him to guide DE-YAN through its next phase of growth. Based in New York alongside founder and CEO Dejan Jovanovic, Akwue is tasked with elevating client partnerships and scaling the studio’s creative ambitions without compromising its distinct approach.

The timing of Akwue’s arrival corresponds with DE-YAN’s surge in industry recognition. The studio was recently honored as Experiential Agency of the Year by Ad Age at its Small Agency Awards and broke new ground by securing the first-ever Marketing Accountability Standards Board (MASB) certification for experiential return on investment (ROI). These achievements underscore DE-YAN’s commitment to blending creativity with measurable business impact.

DE-YAN’s portfolio has gained visibility through high-profile projects, including contributions to the FIFA World Cup Halftime Show, the launch of Meta’s retail experience stores, and Luma AI’s innovative $1 million Dream Brief. These initiatives illustrate the studio’s specialty in crafting immersive brand experiences that activate audiences beyond traditional advertising.

At the core of DE-YAN’s philosophy is an integrative model that redefines how brand experiences are conceived and executed. Rather than retrofitting campaigns with experiential elements, the studio prioritizes real-world activations as the starting point of a brand’s narrative. This approach inverts conventional agency workflows by embedding strategy, creative, technology, and production teams in a single collaborative environment, enabling seamless translation from concept to tangible engagement.

Akwue’s introduction to DE-YAN was sparked by his firsthand interaction with Meta Reality Labs’ retail installation in Los Angeles, where the studio’s expertise in cultural intelligence and tech-enabled experiences left a strong impression. His leadership is expected to leverage this unique blend of creativity and operational discipline to deepen DE-YAN’s competitive edge and client value.

The studio’s proprietary tools further distinguish its offering. DE-YAN’s Hyperion platform provides real-time behavioral insights, while its ERIC (Experiential Revenue Impact Calculator) tool — certified by MASB — allows for rigorous quantification of experiential ROI, a crucial development in an industry often challenged by subjective metrics.

Chief Creative Officer Jason Kreher, who joined from Wieden+Kennedy and Maximum Effort in 2025, highlights the studio’s decade-long dedication to crafting highly effective physical experiences. This foundation has positioned DE-YAN ahead of many larger agencies now scrambling to incorporate experiential capabilities. The leadership team envisions DE-YAN not simply as an agency, but as a category-defining brand experience studio that synthesizes technology, culture, and creativity.

A recent campaign for PUMA exemplifies this ethos: instead of staging a traditional stadium reveal, DE-YAN orchestrated a multi-day activation across New York's diaspora neighborhoods culminating in a large-scale street party. This grassroots approach amplified the World Cup kit launch’s cultural resonance, demonstrating how physical presence can galvanize community engagement and complement broader marketing efforts.

As DE-YAN continues its trajectory, industry observers and clients alike are watching how this integrated model will influence the future landscape of brand building. With Akwue at the helm as president, the studio is poised to expand its footprint while maintaining the craftsmanship and innovative spirit that have defined its decade-long journey.