Published on: September 1, 2026
TBWA Australia has appointed Pia Chaudhuri as Chief Creative Officer of its Sydney office, strengthening its creative leadership as the agency enters its next phase of growth. Chaudhuri succeeds Matt Keon, who recently vacated the position.
Chaudhuri will be based in Sydney and work alongside 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 Australia’s Melbourne office, to encourage greater creative alignment between the two markets.
With more than two decades of experience spanning London, Sydney and Denmark, Chaudhuri is a multidisciplinary creative leader recognised for developing inventive, culture-led work. Her approach is centred on the belief that people can be the most powerful medium for brands.
She joins TBWA Australia after serving at sister agency Clemenger BBDO since November 2025. Her wider career includes senior positions at Bear Meets Eagle On Fire and OLA, the LEGO Agency, as well as experience with LEGO and BMF.
During her tenure at the LEGO Agency, Chaudhuri developed a multi-year partnership between LEGO and Nike and spearheaded She Built That, the brand’s first global platform dedicated to girls. Her creative work has earned recognition across major industry platforms, including Cannes Lions, The One Club, Spikes, the Effies and WARC.
TBWA Australia Chief Executive Officer Kimberlee Wells said: “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.”
TBWA Australia Chief Executive Officer Paul Reardon said: “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.”
Commenting on her appointment, Pia Chaudhuri said: “I’m incredibly excited to be joining TBWA. It’s an agency I’ve long admired for its genre-bending, culture-defining work and its enduring commitment to Disruption®.
“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.”
Chaudhuri’s appointment adds further creative expertise to TBWA Australia’s leadership team while reinforcing the agency’s focus on disruptive, culture-shaping ideas. Her collaboration with the Sydney and Melbourne teams is expected to further strengthen the network’s national creative offering.
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