DEFY has announced the launch of DEFY INT, its new through-the-line (TTL) agency, marking a significant expansion of the group’s integrated marketing and communications capabilities. The company has also appointed experienced marketing and communications professional Wasaam Ismail as Chief Executive Officer of DEFY INT.

Built for brands seeking consistent and cohesive thinking across every customer touchpoint, DEFY INT brings together creative strategy, integrated campaigns, digital solutions, audio-visual and film production, live brand experiences and data-led execution. Digital remains at the core of the agency’s offering, with artificial intelligence incorporated where it can deliver meaningful value and improve outcomes.

The agency’s identity is centred around five key principles reflected in its name: Interactive, Intelligent, Integrated, Intentional and Defyint.

DEFY INT aims to create interactive experiences across creative, digital, audio-visual and live platforms, while leveraging data, analytics, targeting and AI to deliver intelligent solutions. Its integrated approach combines the creative strength and capabilities of the DEFY Group under a unified strategy, ensuring consistency across campaigns and platforms.

The agency also places strong emphasis on being intentional in the brands it partners with and the commitments it makes, while its “Defyint” philosophy reflects a belief in challenging conventional thinking and exploring better ways forward.

Wasaam Ismail brings extensive experience in advertising, marketing and corporate communications to his new role. He previously spent nine years at Loops Integrated, initially joining as General Manager before serving as CEO for more than half of his tenure.

During his career, Ismail has gained experience across a wide range of industries, including finance, FMCG, retail, telecommunications, energy, fashion and hospitality. His professional journey has included roles with agencies such as Phoenix Ogilvy and Z Messenger, as well as positions with Hutchison Telecommunications and LAUGFS Holdings, where he served as General Manager and Head of Corporate Communications and Marketing.

His work has received recognition at leading industry platforms, including the Effie Awards, SLIM Digis and Dragons of Asia. Ismail has also contributed significantly to the development of Sri Lanka’s marketing and advertising industry through his involvement with professional bodies and industry initiatives.

He has previously served on the board of the Accredited Advertising Agencies Association (4A’s) and currently serves as an Executive Committee Member of the Digital Marketing Association of Sri Lanka. His experience also includes serving as a jury member for the Effie Awards, Deputy Jury Head for SLIM Digis and a judge for the local Young Spikes Asia competition.

In addition, Ismail spent nine years lecturing for the Chartered Institute of Marketing (CIM) programme at the Sri Lanka Institute of Marketing, contributing to the development of future marketing professionals. He holds an MBA from Australia, a Postgraduate Diploma in Marketing from CIM UK and is a recipient of the Sri Lanka Prize for Marketing Planning from CIM UK.

Commenting on the launch, Ismail said DEFY INT was established to bring different marketing disciplines together without compromising the consistency of strategic and creative thinking.

“DEFY INT is about bringing disciplines together without allowing the thinking to fragment along the way. We want to create work that is strategically sound, creatively strong, measurable and genuinely connected across every touchpoint,” he said.

Dilshara Jayamanna, CEO of the DEFY Group and Chief Creative Officer of DEFY, said Ismail’s experience and leadership would play an important role in the next stage of the group’s growth.

Jayamanna added that having a leader of Ismail’s calibre directly involved in the business would provide clients with greater access to senior strategic thinking, industry perspective and accountability throughout the development and execution of their campaigns.

With the launch of DEFY INT, the DEFY Group is positioning itself as an integrated partner for brands seeking a combination of creativity, strategic intelligence, measurable outcomes and meaningful engagement across multiple platforms.