TBWA has named Lucio Ribeiro as its inaugural Chief AI & Innovation Officer, becoming the first creative agency in Australia to introduce AI leadership at the C-suite level. This groundbreaking role signals the agency’s strategic commitment to embedding artificial intelligence at the heart of its creative and operational future.
In his new position, Ribeiro will oversee AI integration across internal teams and client engagements, scaling TBWA’s capabilities nationwide. Based in Melbourne—where TBWA recently secured major new business, including the Australian Defence Force Recruiting—he will play a central role in expanding the agency’s AI-first approach.
“Lucio has long stood out in Australia’s innovation space. He brings a unique blend of technical expertise, creative insight, and commercial strategy,” said Kimberlee Wells, CEO of TBWA\Melbourne. “He turns complexity into clarity—especially around AI—and his leadership reinforces our promise to guide clients through emerging technologies with confidence, creativity, and cultural intelligence.”
The appointment is an extension of TBWA’s Disruption® philosophy, aimed at leveraging AI not just for efficiency, but to unlock deeper creative value and sustainable growth. Ribeiro’s remit includes using AI to fuel more impactful, brand-relevant work—not as a shortcut, but as an engine for culture-driving innovation.
For clients, Ribeiro’s arrival underscores TBWA’s investment in future-ready leadership. His expertise will enable brands to adopt AI in a way that is strategic, culturally attuned, and designed to drive measurable results.
“I’ve always admired what Kimberlee and the TBWA team have built,” said Ribeiro. “When they shared the belief that AI should be a co-pilot—not an autopilot—I knew this was the right move. As AI transforms our industry, it’s vital that we apply it with intention, creativity, and human relevance. In a world of endless content and commoditised tech, success will come from those who can craft the right prompts and unlock bold, disruptive thinking.”
With more than 20 years of experience in digital innovation, Ribeiro is regarded as one of Australia’s foremost voices in emerging technology. He has founded three companies, led digital transformation at Optus, Seven West Media, and Nine, and advised global brands including Mercedes-Benz, BMW, Mondelez, and Goldman Sachs.
