TBWA\Sydney names Darren Borrino group creative lead

TBWA\Sydney has appointed Darren Borrino as group creative lead, strengthening its senior creative leadership as the agency continues to focus on elevating craft and creative ambition across the group.

The appointment brings Darren Borrino back into the TBWA network, with the role designed to support teams in sharpening thinking and pushing ideas further across client work.

Background and recent work

Darren Borrino joins from New York, where he co-founded inkfish., an idea-led, project-based creative business that assembles specialist global talent for each brief. The company has delivered work for brands including ASICS, Therabody, Pfizer, PromethistAi and Our Next Energy.

Prior to inkfish., Darren Borrino held the role of group creative director at TBWA\Chiat\Day New York, overseeing creative output across Nissan North America and Hilton Hotels’ global business.

International experience and recognition

An art director by training, Darren Borrino has held senior creative roles across New York, Sydney, Prague and Johannesburg. His work has received gold awards at international shows including D&AD, Cannes Lions, Clio Awards, Spikes Asia and The One Show.

Alongside agency leadership roles, Darren Borrino is an AWARD School tutor, reflecting an ongoing commitment to developing emerging creative talent. He has also spoken publicly about the need to move beyond work that is simply “clever” in favour of ideas that persuade and endure, particularly as the industry adapts to tools such as AI.

Role within TBWA\Sydney

In his role as group creative lead, Darren Borrino will work alongside Matt Keon, chief creative officer, and the wider leadership team. His remit includes elevating craft standards, strengthening conceptual discipline and reinforcing TBWA’s Disruption approach through the work.

Darren Borrino: "I’m excited to return to TBWA, as an agency it has always stood for creative bravery, and it feels like a privilege to join a team that’s hungry to keep raising the bar and making the work better."

Matt Keon, chief creative officer, TBWA Sydney: "Darren brings deep craft, strong conceptual discipline and an idea-first mindset. He’s built teams, built a business, and understands what it takes to turn a strong platform into work that truly lands."

Matt Keon: "His appointment adds senior strength to our creative department, and alongside the talented teams we already have, we’ll keep pushing the work forward."

www.tbwa.com.au

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