TBWA elevates AI leadership to the C-suite with Lucio Ribeiro appointment

TBWA has named Lucio Ribeiro as its first chief AI and innovation officer, signalling a broader industry shift as agencies begin to formalise AI leadership at the executive level.

The role signals a strategic move to integrate artificial intelligence across both internal operations and client work. Ribeiro will be based in Melbourne, where TBWA recently secured a series of high-profile wins, including the 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," Kimberlee Wells, CEO of TBWA\Melbourne, said. "His appointment reinforces our commitment to helping clients navigate AI with clarity, confidence, and cultural insight."

Ribeiro’s hire marks a deeper investment in the agency’s long-standing Disruption methodology, with a renewed focus on applying AI to unlock creative value and business growth. TBWA said AI will be positioned not as a cost-cutting tool, but as a catalyst for cultural relevance and strategic impact.

"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," Ribeiro said. "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 brings more than 20 years’ experience in digital innovation. He has founded three businesses and led technology strategy for major Australian corporates including Optus, Seven West Media, and Nine. He has also worked with brands such as Mercedes-Benz, BMW, Mondelez and Goldman Sachs.

The appointment is the latest signal that AI is moving from the periphery to the core of agency leadership—and may set a precedent for other networks and independents to follow.