Tackling Australia's AI Capability Gap
REBORN, a Sydney-based independent creative agency, has appointed European AI expert Mike Bubenicek as Head of Creative Strategy & Innovation. The appointment, announced on 15th April, aims to bridge the AI capability gap in Australia’s marketing sector.
Marking its 18th anniversary, REBORN welcomes Bubenicek to inject fresh creative and technological perspectives into its leadership. Bubenicek co-founded Etnetera Motion in Prague, where he developed award-winning TV commercials and cutting-edge digital marketing for clients including Škoda, Volkswagen, and Nivea.
In the last two years, Bubenicek has trained over 15,000 professionals in AI across more than 80 companies, making him a leading figure in the European AI space. His expertise aligns with REBORN’s mission to integrate AI with brand strategy and creative production.
Bringing European Expertise to Australia
Having collaborated with REBORN for over six years on projects spanning Europe and Australia, Bubenicek will continue his partnership with Etnetera Group while introducing European methodologies to the Australian market.
Beyond his role at REBORN, Bubenicek co-founded the design marketplace Mocup, which scaled to over 100,000 customers, including Facebook, Uber, and Microsoft, before its acquisition by Smartmockups and subsequent sale to Canva in 2021. He also hosts the Mike:ON podcast, exploring brand-building and emerging marketing trends through conversations with industry leaders worldwide.
David Easton, founder of REBORN, highlighted Bubenicek’s extensive experience: “Mike has incredible experience in marketing at every level—from helping Pepsi connect with Gen Z on social to contributing to Škoda’s communication strategies and supporting Nivea’s digital transformation.”
Reflecting on his new position, Bubenicek stated, “AI is changing the game, not by replacing creativity, but by removing the friction around it. My focus is simple: to bring a global perspective, connect it with the Australian market, and help challenger brands use AI not just to move faster, but to move differently.”
Bubenicek’s role at REBORN will formalize a new capability at the intersection of brand strategy, AI, and creative production. This appointment aligns with REBORN’s Future Thinkers™ philosophy, aiming to innovate the marketing landscape. As Bubenicek integrates his European expertise, REBORN anticipates a transformation in how Australian brands engage with AI to enhance creativity and strategic growth.
