Icon Agency gains two creative directors
Kenneth E. Parris III and Alex Wadelton on bicycles
Icon Agency has appointed Alex Wadelton and Kenneth E Parris III as creative directors.
As a duo, Parris and Wadelton have already delivered work for major brands, including Meta and The Athlete’s Foot. They’ve also worked together on government projects centered on societal and community issues.
With their appointments, Wadelton and Parris are expected to serve a crucial role in guiding Icon’s creative direction and offerings.
“These appointments mark an exciting step for ICON as an interdisciplinary agency, combining bold creative, communications, and strategy under one roof,” Icon’s executive director of brand, creative and communications, Georgina Rees, said in a media release.
“Ken and Alex embody this ambition, blending artistry, innovation and cultural insight to help clients make a real impact.”
Both creatives boast long-standing careers in the industry.
(L-R): Kenneth E Parris III, Alex Wadelton
In addition to serving as a creative director at DDB New York for a little over three years, Parris has worked with numerous Australian agencies to deliver campaigns for ANZ, Qantas, Subaru and more.
After working as a senior creative at agency The Works, part of Capgemini from October 2022 to July 2023, he joined Icon as an art director, tasked with leading the business’s Sydney-based creative offering alongside former Cashrewards in-house creative lead Gareth Fitzpatrick.
Meanwhile, Wadelton’s career has seen him work across agencyland, including as a creative group head and senior writer at DDB; senior writer roles at Y&R (which is now known as VML); and creative director positions at McCann Melbourne.
On top of raising close to $5 million for health and social causes, Wadelton contributed to “the launch of the Big Bash League, a global campaign for Wrigley’s across 70 markets”, and government campaign covering sustainability responsible gambling, and road safety.
He joined Icon’s team in the past year, serving as an art director (copy) before his promotion.
Parris spoke highly of Wadelton and his skills in a media release, stating: “The entire ICON team is unique and driven, and I believe we’re building something extraordinary together.
“The way Alex distils complexity and creative objectives into deeply human ideas reflects his intellect, sense of humour, and generosity.
“His dedication to making what matters, while not taking ourselves too seriously, inspires me every day. And with George at the helm, I’m excited to help shape creative possibilities that open opportunities for our clients.”
Similarly, Wadelton had nothing but positive things to say about his fellow creative director in the same release.
“I’m really excited to work with Ken. He’s not only an amazing bloke, and an incredible art director, he helped pull me through the life-threatening injuries sustained during our photo shoot,” he said.
“George and the team are building something special, and I’m pumped to be a part of it. No bull.”
Wadelton and Parris’s promotions aren’t the only piece of news Icon has made in 2025.
The company was announced as the PR agency for the Melbourne International Flower and Garden Show in February, and collaborated with Japanese communications agency, Sunny Side Up, to raise awareness of Australia’s participation in Expo 2025 Osaka, Japan.
Icon also helped roll out a back-to-school campaign for shoe retailer The Athlete’s Foot.
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