TBWA\Australia has appointed Pia Chaudhuri as chief creative officer of its Sydney office. Chaudhuri will work alongside group managing director, Blake Crosbie, and newly appointed chief strategy officer, Ben Nilsen. She will also partner closely with Paul Reardon, chief creative officer of the Melbourne office, strengthening holistic creative collaboration across Sydney and Melbourne.

Chaudhuri is known for inventive, culture-shaping work grounded in the belief that people are the most powerful medium. She joins following senior roles at Clemenger BBDO, Bear Meets Eagle On Fire and OLA, the LEGO Agency, in a 20+-year career across London, Sydney and Denmark.

At the LEGO Agency, she developed 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.

TBWA\Australia chief executive officer, Kimberlee Wells, stated, “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, added, “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 commented, “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.”