DARREN BORRINO RETURNS TO TBWA\AUSTRALIA AS GROUP CREATIVE LEAD

TBWA\Australia (Sydney) has appointed Darren Borrino as Group Creative Lead, marking his return to both the agency and the Australian market. Bringing international experience and past success within the TBWA network, Borrino’s appointment strengthens the agency’s creative leadership as it gears up for more culturally driven, high-impact brand work.

TBWA\Australia (Sydney) has announced the appointment of Darren Borrino as Group Creative Lead, marking both a homecoming to the agency and a notable return to the Australian market. The move signals a strategic strengthening of the network’s creative leadership bench at a time when clients are demanding sharper creativity, stronger craft and more integrated brand experiences across channels.

Borrino is no stranger to TBWA. His previous stint within the collective saw him contribute to award-winning work and cross-market collaborations that built the agency’s reputation for culturally disruptive ideas. His return is expected to reignite that momentum. Industry watchers view the appointment as an important signal of TBWA\Australia’s ongoing commitment to creative excellence and its confidence in doubling down on leadership talent with global exposure.

Over the past several years, Borrino has worked across multiple international markets, most recently within competitive creative landscapes that have pushed agencies to evolve. Colleagues who have collaborated with him cite a distinctive creative sensibility—strong visual craft, narrative precision and an instinct for ideas that connect brand purpose with culture in energising ways. This blend aligns closely with TBWA’s world view, often referred to internally as “Disruption®,” which positions creativity as a strategic lever for business and cultural impact.

The timing of Borrino’s re-entry into the Australian industry is also noteworthy. The local advertising market has been reshaped by post-pandemic shifts in consumer behaviour, rapid growth in digital platforms, and heightened expectations around brand storytelling. Marketers are investing in creative platforms that can travel across markets and mediums, while agencies are being challenged to deliver work that resonates beyond traditional channels. Against this backdrop, TBWA has been gradually expanding its creative footprint, winning competitive pitches and producing work that has earned recognition across award circuits.

For TBWA, the appointment is also about future-proofing its talent structure. Bringing in a Group Creative Lead with prior knowledge of the agency culture offers continuity, while his recent global experience ensures new creative influences feed into the system. The agency is expected to leverage his strength in both campaign thinking and hands-on craft, making him central to shaping the next wave of creative output for marquee clients across categories.

Borrino’s return to Australia underscores a broader trend of senior creative talent gravitating back into the market after extended international runs. While global exposure remains highly valued, the Australian industry has become increasingly attractive due to the quality of work emerging from local shops and the growing presence of international brands operating from the region. Many see the market as a fertile ground for ‘big thinking’—ideas that can be birthed locally and scaled globally.

Internally, his appointment has reportedly been met with enthusiasm across teams, with creative departments eager to collaborate and rekindle unfinished conversations from years prior. If the industry’s response is any indication, TBWA’s decision reflects a deeper belief that creative leadership anchored in both heritage and reinvention can propel the agency into its next ambitious chapter.