Deakin's appointment to the newly created role marks the end of a six-month search for a creative head.
In his new role, Deakin will be responsible for helping to grow Jam's creative reputation, working across accounts including Sky, Samsung and Odeon. He will work closely with Alex Miller, the agency's managing director.
Deakin has spent the past eight months at Jung Von Matt, initially joining on a freelance basis. Before that, he had been the group creative director of 20:20, and has also spent time at agencies including Saatchi & Saatchi, Euro RSCG and Leo Burnett. In 2007, he founded Seed, an ad agency specialising in music and youth lifestyle brands.
Miller said: "Wayne is a significant hire for us and signifies the success we have seen in the past 12 months and ambitions for the future."