Lucio Ribeiro.
TBWA has appointed Lucio Ribeiro its first chief AI & innovation officer, laying claim to the title of the first creative agency in Australia to elevate AI leadership to the C-suite.
Ribeiro will operate across both internal and client-facing functions, helping scale AI capabilities throughout TBWA. While national in scope, the role launches from Melbourne, where the agency has recently secured a series of client wins, including Australian Defence Force Recruiting.
"Lucio has long stood out in Australia’s innovation landscape," said Kimberlee Wells, CEO of TBWA\Melbourne.
"He brings a rare ability to unite emerging technology, creative strategy, and commercial outcomes. He cuts through the chaos, turning AI confusion into clarity.
"His appointment reinforces our commitment to helping clients navigate AI with clarity, confidence, and cultural insight."
TBWA said it will double down on applying AI to unlock deeper creative value for ambitious clients, using AI not as a shortcut, but as an accelerator of cultural impact and sustainable brand growth.
"I’ve long admired what Kimberlee and the TBWA leadership team have built," said Ribeiro.
"When they approached me with a shared belief that AI should be a co-pilot, not an autopilot, it immediately clicked. AI is reshaping the creative industry at every level. In a world where content is abundant and technology increasingly commoditised, it's essential we harness AI's potential, without losing sight of the need for thoughtful curation and brand relevance.
"Like any tool, its true power lies in the hands of those with the skills to craft and share the right prompts, unlocking bold, disruptive creativity."
Ribeiro has built three businesses, led innovation and technology for corporates including Optus, Seven West Media and Nine, and consulted to global brands from Mercedes-Benz and BMW to Mondelez and Goldman Sachs.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.