Simon Waterfall trained as a product designer. Entering the gaming industry at 16 he went on to co-found Deepend in 1994, Poke in 2000 and hold the post of President at D&AD in 2006. Moving from serial to parallel entrepreneur he now splits his time between his new consultancy Fray (set up to 'defend creativity' above all else), 'doing the wrong thing with suits and sports jackets' with his bespoke tailoring offer Social Suicide and (one can safely assume) a number of other things. He is a Royal Designer for Industry.

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