Lucio Ribeiro joins TBWA

May 13, 2025 3:11

TBWA Australia has appointed Lucio Ribeiro as its first ever chief AI and innovation officer.

Ribeiro will operate across both internal and client-facing functions, helping scale AI capabilities throughout the TBWA network nationally. He will begin in Melbourne, where the agency has recently won several high-profile clients, including the Australian Defence Force Recruitment creative and digital account.

According to a media release on Tuesday, his appointment reflects the agency’s commitment to its “disruption” model. TBWA will “double down” on applying AI across the network to “unlock deeper creative value” for clients, under Ribeiro’s leadership.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.