PIA CHAUDHURI NAMED CHIEF CREATIVE OFFICER AT TBWA\AUSTRALIA SYDNEY

TBWA\Australia has appointed Pia Chaudhuri as Chief Creative Officer of its Sydney office, strengthening its national creative leadership. Chaudhuri, an acclaimed multidisciplinary leader with over 20 years’ experience, will partner with Melbourne’s Paul Reardon to drive disruptive, culture-shaping work across the agency’s Australian operations.

TBWA\Australia has announced the appointment of Pia Chaudhuri as Chief Creative Officer of its Sydney office, a move that adds significant creative firepower to the agency’s leadership team as it embarks on its next phase of growth. Chaudhuri steps into the role following the departure of Matt Keon, who left after 16 months to pursue a new, as yet undisclosed venture.

Based in Sydney, Chaudhuri will work closely with Group Managing Director Blake Crosbie and newly appointed Chief Strategy Officer Ben Nilsen. She will also collaborate with Paul Reardon, Chief Creative Officer of TBWA’s Melbourne office, ensuring a unified creative vision across both cities. The appointment underscores TBWA’s commitment to strengthening its national offering through integrated leadership.

Chaudhuri brings more than two decades of experience across London, Sydney and Denmark, with a reputation for inventive, culture-shaping work rooted in the belief that people are the most powerful medium. Her career includes senior roles at Clemenger BBDO, Bear Meets Eagle On Fire and OLA, as well as a notable tenure at the LEGO Agency. At LEGO, she spearheaded a multi-year partnership with Nike and led She Built That, the brand’s first global girls’ platform. Her work has been recognised at Cannes Lions, The One Club, Spikes, the Effies and WARC.

Kimberlee Wells, Chief Executive Officer of TBWA\Australia, praised the appointment: “Pia is a bold, generous creative leader with an instinct for ideas that move culture. Together, Pia and Paul represent a powerful national creative bench, delivering the kind of disruptive thinking and standout work that our clients turn to us for.”

Paul Reardon echoed the sentiment: “As you’d expect with a role like this, we searched far and wide for the right person. That person is most certainly Pia. We can’t wait to start working with her and bringing our two offices even closer together.”

For Chaudhuri, joining TBWA marks the fulfilment of a long-held admiration for the agency’s genre-bending, culture-defining work. “I’m incredibly excited to be joining TBWA,” she said. “To me, Disruption® is more than a 30-year promise; it’s a clear north star. If our work isn’t disruptive in some way, it risks being ignored. I want to create an environment that inspires work worthy of that promise and delivers the impact our partners deserve.”