TBWA names Pia Chaudhuri Sydney chief creative officer

TBWA\Australia has appointed Pia Chaudhuri as chief creative officer of its Sydney office, adding the former LEGO Agency and Clemenger BBDO executive to its Australian leadership team.

Based in Sydney, Chaudhuri will work alongside group managing director Blake Crosbie and recently appointed chief strategy officer Ben Nilsen. She will also work with Melbourne chief creative officer Paul Reardon across the agency’s Sydney and Melbourne offices.

More than 20 years in creative

Chaudhuri has more than 20 years’ experience across London, Sydney and Denmark, with previous senior roles at Clemenger BBDO, Bear Meets Eagle On Fire and OLA, the LEGO Agency.

At the LEGO Agency, she developed a multi-year partnership with Nike and led She Built That, LEGO’s first global girls’ platform. Her work has also been recognised at 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.”

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.”

Chaudhuri joins TBWA

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.”