Former 72andSunny chief creative officer Wez Hawes has joined creative-led specialist agency OUTSIDE IN as creative partner, as the business enters its second year.
Founded by Grace Leat, Jacque Kelly and Lucie de La Chaise, OUTSIDE IN launched in 2025 with a model designed to work directly with founders, CMOs and CEOs.
The agency draws on the founders’ in-house experience as the former Modibodi creative team, aiming to give brands more direct access to senior creative and strategic support.
OUTSIDE IN builds its senior creative bench
Since launch, OUTSIDE IN has worked across campaign and branding projects for clients including Lyka, VUSH, P3 Recovery, Australian Marine Conservation Society and Ardour Hotels.
The agency describes its model as a hands-on partnership approach. It works closely with clients while drawing on the founders’ experience across major agencies and high-growth brands.
Hawes brings experience across senior creative roles in Australia and overseas. A former BBH London creative, he has held chief creative officer and executive creative director roles at agencies including 72andSunny.
His client work has included Hyundai, Lynx/Axe, Samsung, NRMA Insurance, Kia and Tiger Beer.
Work from OUTSIDE IN
Hawes reunites with former collaborators
Hawes has previously worked with the OUTSIDE IN founders across CHEP Network, Marcel Sydney and Innocean.
He said the agency’s direct-to-brand model was a key drawcard.
“My most rewarding creative experiences always seem to come from plugging directly into brands to work with the CEOs, CMOs or Founders,” Hawes said.
“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.”
Agency enters its next phase
Leat said Hawes’ appointment reflected the momentum the agency had built in its first year.
“Bringing Wez into the business feels like a huge moment for us,” Leat said.
“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.”
De La Chaise said Hawes’ experience would add to the agency’s senior creative capability.
“We’re super hands-on, invested in our clients’ businesses, and probably a bit too obsessed with making things great,” she said.
“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.”
Kelly said the appointment strengthened OUTSIDE IN’s offer for marketers seeking more flexible access to senior creative thinking.
“For CMOs and Founders who want more direct, flexible access to senior creative thinking, this is our little nudge to try us,” Kelly said.
“OUTSIDE IN was created to make world-class creative more accessible and Wez joining us only makes that offering stronger.”
Top image: Jacque Kelly, Wez Hawes, Lucie de La Chaise and Grace Leat