Where experience meets excellence. The know-how you need, when it counts.

When Lexicon’s CEO and co-founder, Amanda Deacon, isn’t looking after day-to-day operations, you’ll find her in her happy place: the strategic engine room. Driven by a passion for growth—both for businesses and the people who power them—Amanda thrives on tackling complex business challenges for clients, diving deep into industries and customer mindsets to uncover insights for that fuel smart, effective strategies.

Working hand-in-hand with clients and the Lexicon team, she transforms data and insights into bold, creative solutions that ignite real growth.

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And life before Lexicon? Amanda spent over a decade at the forefront of financial services, working with prestigious global brands such as Macquarie Bank, Barclays, and Royal London Asset Management, both in Australia and internationally.

When Lexicon’s CEO and co-founder, Amanda Deacon, isn’t looking after day-to-day operations, you’ll find her in her happy place: the strategic engine room. Driven by a passion for growth—both for businesses and the people who power them—Amanda thrives on tackling complex business challenges for clients, diving deep into industries and customer mindsets to uncover insights for that fuel smart, effective strategies. Working hand-in-hand with clients and the Lexicon team, she transforms data and insights into bold, creative solutions that ignite real growth.

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And life before Lexicon? Amanda spent over a decade at the forefront of financial services, working with prestigious global brands such as Macquarie Bank, Barclays, and Royal London Asset Management, both in Australia and internationally.

The driving force behind Lexicon’s strategic comms and content offering, Ciara Waters is the firm’s co-founder and chief inquisitor, known for her natural instinct for asking precisely the right questions. With extensive client-side experience and a deep passion for understanding people, Ciara brings a rare mix of empathy and insight, helping brands move beyond the expected and build connections with their customers that are sharp, relevant and meaningful.

Ciara’s unique career has spanned financial services, marketing, and law—giving her a commercial lens and a knack for navigating complexity. From Head of Marketing at Macquarie Funds Management to practising law at Allen & Overy in the UK, she’s developed a creative, results-focused approach that ignites brand growth where it matters most.

The driving force behind Lexicon’s strategic comms and content offering, Ciara Waters is the firm’s co-founder and chief inquisitor, known for her natural instinct for asking precisely the right questions. With extensive client-side experience and a deep passion for understanding people, Ciara brings a rare mix of empathy and insight, helping brands move beyond the expected and build connections with their customers that are sharp, relevant and meaningful.

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Ciara’s unique career has spanned financial services, marketing, and law—giving her a commercial lens and a knack for navigating complexity. From Head of Marketing at Macquarie Funds Management to practising law at Allen & Overy in the UK, she’s developed a creative, results-focused approach that ignites brand growth where it matters most.

Kate is a visionary Creative Director renowned for shaping exceptional brand identities that fuel meaningful growth for her clients. With a portfolio spanning transformative work for high-profile clients like Zurich, Aware Super, the ASX, and ANZ, she brings together strategic clarity with design excellence to create powerful brand experiences.

A natural problem-solver, Kate thrives on untangling complex challenges through design thinking and collaboration, delivering innovative solutions that elevate brands and drive growth. Her work has earned multiple accolades, including Good Design awards and recognition as part of Financial Standard’s Creative Agency of the Year. As a judge for the Victorian Premiers Design Awards, she continues to champion thoughtful, impactful design and shape its future.

Kate is a visionary Creative Director renowned for shaping exceptional brand identities that fuel meaningful growth for her clients. With a portfolio spanning transformative work for high-profile clients like Zurich, Aware Super, the ASX, and ANZ, she brings together strategic clarity with design excellence to create powerful brand experiences.

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A natural problem-solver, Kate thrives on untangling complex challenges through design thinking and collaboration, delivering innovative solutions that elevate brands and drive growth. Her work has earned multiple accolades, including Good Design awards and recognition as part of Financial Standard’s Creative Agency of the Year. As a judge for the Victorian Premiers Design Awards, she continues to champion thoughtful, impactful design and shape its future.

Russell is a master of words, with over 20 years of experience turning curiosity and insight into exceptional campaigns. His career spans long-term roles at Ogilvy and The Campaign Palace, where he worked with clients from blue-chip brands like Singapore Airlines and Audi to State and Federal governments. As creative director of the NSW Drink Driving ‘Plan B’ campaign, Russell helped make our roads just a little bit safer while picking up a swag of awards.

Russell has dabbled in comedy, television and even started his career as a high school teacher. With his analytical mind and ability to hone in on the human element in a sentence or story, he fits right in with our Lexicon team and beliefs.

Russell is a master of words, with over 20 years of experience turning curiosity and insight into exceptional campaigns. His career spans long-term roles at Ogilvy and The Campaign Palace, where he worked with clients from blue-chip brands like Singapore Airlines and Audi to State and Federal governments. As creative director of the NSW Drink Driving ‘Plan B’ campaign, Russell helped make our roads just a little bit safer while picking up a swag of awards.

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Russell has dabbled in comedy, television and even started his career as a high school teacher. With his analytical mind and ability to hone in on the human element in a sentence or story, he fits right in with our Lexicon team and beliefs.

Naomi is a gifted storyteller with a unique ability to uncover the human emotions at the heart of every brief. Whether the topic is everyday or extraordinary, she turns insights into compelling brand content that resonates deeply, connecting audiences to brands in ways that feel real and memorable.

With over 15 years of experience, Naomi has created captivating content for lifestyle brands like Marie Claire, Women’s Health, and Stellar. She’s also partnered with major clients such as the International Olympic Committee and ANZ to bring brand stories to life. Her diverse background, including freelancing in LA, gives her the unique ability to craft content and stories that not only engages—but delivers results.

Naomi is a gifted storyteller with a unique ability to uncover the human emotions at the heart of every brief. Whether the topic is everyday or extraordinary, she turns insights into compelling brand content that resonates deeply, connecting audiences to brands in ways that feel real and memorable.

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With over 15 years of experience, Naomi has created captivating content for lifestyle brands like Marie Claire, Women’s Health, and Stellar. She’s also partnered with major clients such as the International Olympic Committee and ANZ to bring brand stories to life. Her diverse background, including freelancing in LA, gives her the unique ability to craft content and stories that not only engages—but delivers results.

Miriam has a rare knack for finding ways to connect ideas and people, bringing creativity and intelligence to everything from workshops and interviews to strategic recommendations and copy execution for Lexicon clients. Equally at ease with investment directors to climate scientists, Miriam is driven by a boundless curiosity about technical topics and complex situations.

With 17 years experience working across agencies, consulting and client-side roles, Miriam has delivered sharp insights and compelling copy for companies in complex industries including financial services, sustainability and technology, helping them communicate confidently in complex spaces.

Miriam has a rare knack for finding ways to connect ideas and people, bringing creativity and intelligence to everything from workshops and interviews to strategic recommendations and copy execution for Lexicon clients. Equally at ease with investment directors to climate scientists, Miriam is driven by a boundless curiosity about technical topics and complex situations.

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With 17 years experience working across agencies, consulting and client-side roles, Miriam has delivered sharp insights and compelling copy for companies in complex industries including financial services, sustainability and technology, helping them communicate confidently in complex spaces.