Kimberlee Wells has built her career on the belief that creativity is not just a tool for brands, but an accelerant for both shareholder value and positive social change. As CEO of TBWA\Melbourne and global practice lead of Sustain by TBWA, she has advised many of Australia’s leading brands and government agencies, helping them realise incremental growth through bold, disruptive creativity.
Her leadership has seen TBWA work with partners to rally for LGBTIQ+ rights, champion women’s financial equality, and improve acceptance of Australia’s minority groups. Most recently, she was invited to speak at the United Nations General Assembly during the Sustainable Development Action Zone, highlighting the role creative communications play in advancing the UN’s 17 Sustainable Development Goals.
Recognised locally and internationally, Wells is regularly acknowledged as one of the top 10 most powerful women in Australian media, and she is one of just 30 global creative leaders advising Google Assembly on the future intersection of creativity and technology.
Chatting with us ahead of B&T’s Women In Media Awards, presented by Are Media, Wells’ message to the next generation of female leaders was simple but commanding: “Head up. Shoulders back. You’ve got this.”
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According to Wells, the only way to make a difference is disruption, a principle that lies at the heart of TBWA’s approach. At TBWA, this concept of disruption is more than a philosophy; it’s a responsibility.
“Disruption demands we challenge the status quo, especially when it excludes, stereotypes or diminishes. We intentionally seek out untold stories and champion diverse voices, taking responsibility to reshape brand narratives and drive industry-wide change,” Wells explained.
“We’re proud to deliver campaigns that don’t just reflect society but actively help reimagine it, making inclusivity actionable, not aspirational.”
Progress in all areas of a business, Wells explained, is incomplete without balance and equity. Her global Sustain practice is built on this belief.
“Our Sustain by TBWA practice is grounded in the intersection of purpose, people, and planet, because environmental progress without social equity is incomplete,” she explained.
From co-designing programs with underrepresented communities to deploying an inclusive AI tool that reviews campaign materials for bias, Wells is pushing sustainability beyond tokenism. “Campaigns like Mastercard’s Wheelchair Ballkids and the UN Flotilla prove that when inclusivity is the default, creativity skyrockets, audiences expand, and conversations shift meaningfully. It’s a win-win-win.”
For Wells, the proof lies in practice. “Inclusivity and sustainability are immersed across every facet of our operations,” she told B&T. TBWA’s “DE&I by Design” framework guides everything from hiring to supplier engagement and pay equity.
“We’re also very proud to be among the first agencies in Australia with A+ accreditation from the Advertising Council for ethics, sustainability, DE&I, and wellbeing, proving our actions match our values.”
TBWA’s work under her leadership has repeatedly set new benchmarks. “While some of our most high-profile campaigns in this space, such as those for ANZ, Mastercard, Igniting Change and the United Nations, set new standards for visibility and allyship, our ongoing focus is on creating work that challenges bias and builds equity for the future.”
Wells is equally committed to shaping the next generation of leaders. “Mentorship at TBWA is deeply ingrained in our culture and extends far beyond supporting women,” she explained. Through programs like “Take the Lead” and “Future Leaders,” emerging talent is paired with senior leaders worldwide.
“Structured and reverse mentoring, plus global connections, ensure everyone has access to decision-makers and real advancement pathways. Personally, I’ve mentored talent from Tokyo to New York, many now leaders themselves, demonstrating the ripple effect we seek to create”.
The results speak for themselves. “‘Take the Lead’ has driven a 20%+ uplift in female leadership roles in key markets, with significant gains in retention and promotion rates for women. At TBWA\Melbourne, strong female leadership at the executive level for over 14 years has become a visible beacon for young women and marginalised communities, signalling what’s possible and encouraging the next generation to lead boldly.”
“For us, that visibility is both a privilege and a responsibility”.
That same philosophy applies internally. “During the pandemic, I felt a deep responsibility for our team’s well-being, especially those isolated or facing unique challenges. We collectively learned to ‘human harder,’ building deeper trust, empathy, and resilience.”
She sees TBWA’s culture today as the result of that commitment. “Our consistently high engagement scores and strong culture are a direct result of never wavering on people-first principles, no matter the circumstances.”
For Wells, this initiative is not only a reflection of her strong leadership and personal ethos, but it is also her advice to the next generation of emerging leaders hoping to build a better and more equitable future. ” Your unique perspective is your superpower; use it boldly to shape the future you want to see,” she said.
“Own your voice. Seek mentors and allies, then pay it forward by lifting others as you climb. Embrace curiosity, resilience, and the courage to disrupt norms, creatively and culturally”.
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