DEFY has added a new agency, DEFY INT, bringing creative, digital, production and marketing services under one team.
Wasaam Ismail has been appointed Chief Executive Officer of the agency. He brings experience across advertising, marketing and corporate communications.
DEFY INT will work with brands across digital campaigns, creative development, film production and live brand experiences. The agency will also use data and AI where these tools can support campaign planning and delivery.
One team across different marketing needs
The agency aims to reduce the gaps that can occur when different teams handle separate parts of a campaign.
Its services will cover creative concepts, digital work, audio-visual production and live experiences. Data, analytics and audience targeting will also form part of its work.
For brands, this means they can manage several parts of a campaign through one agency rather than coordinating multiple teams.
Ismail said DEFY INT wants to keep the thinking behind a campaign connected across each customer touchpoint.
“DEFY INT is about bringing disciplines together without allowing the thinking to fragment along the way,” Ismail said.
He added that the agency wants its work to remain measurable and connected while maintaining a clear purpose for each campaign.
Wasaam Ismail takes CEO role
Ismail previously spent nine years at Loops Integrated. He joined the company as General Manager before becoming CEO for more than half of his time there.
He has also worked at Phoenix Ogilvy and Z Messenger. His corporate experience includes Hutchison Telecommunications and LAUGFS Holdings, where he headed corporate communications and marketing.
During his career, Ismail has worked across finance, FMCG, retail, telecom, energy, fashion and hospitality.
His work has received recognition at the Effie Awards, SLIM Digis and Dragons of Asia. He has also served on the board of the Accredited Advertising Agencies Association.
Ismail currently serves on the Executive Committee of the Digital Marketing Association of Sri Lanka. He has also worked as an Effie Awards jury member and a judge for the local Young Spikes Asia competition.
DEFY Group CEO and Chief Creative Officer Dilshara Jayamanna said Ismail’s experience would give clients direct access to senior leadership within the new agency.
He said Ismail would remain involved in both client strategy and decisions around the agency’s work.
DEFY INT will now focus on building its client portfolio around brands seeking creative, digital, production and marketing services through one agency team.
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Last modified: September 8, 2026
