Independent creative and media agency REBORN Group Australia has appointed European AI strategist Mike Bubenicek as head of creative strategy & innovation, as it looks to accelerate its capabilities at the intersection of artificial intelligence, brand strategy and creative production.
The appointment comes as the Sydney-based agency marks its 18th year in business and seeks to expand what it describes as its “Future Thinkers” philosophy, designed to help challenger brands adapt to rapidly evolving marketing and technology landscapes.
REBORN said the hire is aimed at addressing a growing “AI capability gap” in the Australian marketing sector, with increasing demand for talent that can translate emerging AI tools into practical creative and commercial outcomes.
Bubenicek co-founded Prague-based creative studio Etnetera Motion, where he led work across brand strategy, TVCs and digital campaigns for global brands including Škoda, Volkswagen, Nivea, Pepsi and MSD. Over the past two years, he has also become a leading AI educator in Europe, training more than 15,000 professionals across 80-plus organisations including Red Bull and Jägermeister.
REBORN founder David Easton said the appointment strengthens the agency’s strategic vision at a pivotal moment for the industry.
“Mike has incredible experience in marketing at every level – from helping Pepsi connect with Gen Z on social to contributing to Škoda communications strategies, to supporting Nivea’s digital transformation – and he knows how to connect all of it to what AI actually makes possible,” Easton said.
Bubenicek, who will continue his partnership with Etnetera Group, said the move reflects a shared ambition to redefine creative capability in the age of AI.
“After six years of collaboration, joining REBORN now feels like the right move at exactly the right time,” he said. “AI is changing the game, not by replacing creativity, but by removing the friction around it. What’s left is what always mattered: taste, instinct, and bold ideas.”
Alongside his agency work, Bubenicek is also the co-founder of design marketplace Mocup, which scaled to more than 100,000 global customers before its acquisition and eventual integration into Canva, and hosts the Mike:ON podcast exploring creativity and marketing innovation.
