TBWA Australia appoints Lucio Ribeiro as first-ever Chief AI and Innovation Officer
TBWA has appointed Lucio Ribeiro as its first-ever chief AI & innovation officer, becoming the first creative agency in Australia to elevate AI leadership to the C-suite. This newly created role marks a strategic step toward a new era of intelligent growth for the agency.
In this capacity, 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 high-profile client wins, including Australian Defence Force Recruiting.
“Lucio has long stood out in Australia’s innovation landscape. He brings a rare ability to unite emerging technology, creative strategy, and commercial outcomes. He cuts through the chaos, turning AI confusion into clarity,” said Kimberlee Wells, CEO of TBWA\Melbourne. “His appointment reinforces our commitment to helping clients navigate AI with clarity, confidence, and cultural insight.”
Ribeiro’s appointment reflects TBWA’s ongoing commitment to its Disruption® model. Driven by his expertise, TBWA 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.
For current and prospective clients, the message is clear: TBWA is investing in future-facing leadership to help brands not just keep pace, but lead. With Ribeiro on board, clients can expect integrated, structural and culturally tuned applications of AI that deliver measurable growth.
“I’ve long admired what Kimberlee and the TBWA leadership team have built. When they approached me with a shared belief that AI should be a co-pilot, not an autopilot, it immediately clicked,” said Ribeiro. “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.”
With over two decades of experience in digital innovation, Ribeiro is widely recognised as one of Australia’s most respected voices in emerging technology. He 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.
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