Lucio Ribeiro Becomes TBWA Australia's First Chief AI and Innovation Officer
Lucio Ribeiro has been appointed TBWA's first-ever chief AI and innovation officer. The move makes TBWA the first creative agency in Australia to elevate AI leadership to the C-suite.
A well known figure in the artificial intelligence and digital innovation space, Lucio is recognised for his work in applying AI to marketing, media, and business strategy.
He has held senior roles at major organisations including Optus and Seven, where he was most recently director of digital marketing and innovation. He has consulted to global brands from Mercedes-Benz and BMW, to Mondelez and Goldman Sachs. He is also a lecturer at RMIT and Deakin universities across digital marketing, marketing insights and data, artificial intelligence, and business.
In his new role, Lucio 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 the highly-coveted Australian Defence Force Recruiting account.
"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."
Lucio added, "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.
"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."
His appointment is the latest senior hire at TBWA. Last month, LBB revealed TBWA\Sydney had hired Matt Keon as chief creative officer. In February, LBB also revealed TBWA\Sydney had appointed former Emotive strategist Michael Hogg as chief strategy officer, and Anomaly New York’s Elektra O’Malley as managing director.
