Dylan Reed is the CEO of Communications and Experiences agency Kreate Australia, as well as a partner in the Renascence Group – the growing hospitality group behind Melbourne’s Farmer’s Daughters, Victoria by Farmer’s Daughters and Sydney’s Morena restaurants.

Dylan’s experience spans over 20 years in destination marketing, communications and events in Australia and the UK and his involvement in both Kreate and the Renascence Group see him bring to life his passion for creating enduring collaborations and partnerships.

Prior to taking over the leadership at Kreate Australia (and going on to purchase the business from its original owners) Dylan was the Manager of Melbourne Marketing at Visit Victoria – Victoria’s state government tourism marketing agency. His role oversaw the development and delivery of award winning domestic and international brand campaigns including Play Melbourne; Remote Control Tourist and Open Up to More (Melbourne’s first ever brand campaign in mainland China).

Prior to joining Visit Victoria, Dylan was based in London where he oversaw major event campaigns for London’s West End, Disney Theatrical and 20th Century Fox. These
included Oxford Street and Regent’s Street’s Christmas Lights and West End Live.
Earlier in his career Dylan was in tourism product development and communications at
the City of Melbourne where highlights included overseeing Melbourne’s tourism product
integration in the Main Press Centre at the 2006 Commonwealth Games.

Whilst based in Melbourne, Dylan splits his time between Sydney and Melbourne with
both businesses having teams and venues/oXices in both cities. With a degree in
Linguistics, Dylan is a polyglot and has a passion for learning languages, food and drink and exploring the world.