Lucio Ribeiro joins TBWA

May 13, 2025 3:11

Lucio Ribeiro

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.

Lucio Ribeiro

Kimberlee Wells, CEO of TBWA Melbourne, said Ribeiro has “long stood out” in Australia’s innovation landscape.

He has spent over two decades in digital innovation, leading corporates including Optus, Seven West Media, and Nine. He has also consulted for global brands like Mercedes-Benz, BMW, Mondelez, and Goldman Sachs.

“He brings a rare ability to unite emerging technology, creative strategy, and commercial outcomes. He cuts through the chaos, turning AI confusion into clarity,” Wells said in the release.

The agency said it will not be using AI as a shortcut, but “as an accelerator” of cultural impact and sustainable brand growth. It sent a clear message to clients and the wider industry: “TBWA is investing in future-facing leadership to help brands not just keep pace, but lead.”

Ribeiro said he admired the TBWA leadership team, and when they approached him with the belief that “AI should be a co-pilot, not an autopilot”, things 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,” he said in the release.

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Lauren McNamara

Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.