David Easton and Mike Bubenicek. Credit: REBORN
Independent agency REBORN has appointed Mike Bubenicek head of creative strategy and innovation, as it moves to build capability in AI-driven marketing.
The Sydney-based agency says the role is focused on addressing what it describes as a growing “AI capability gap” in the Australian marketing sector. Bubenicek will work across brand strategy, AI and creative production.
REBORN founder David Easton said the appointment extends the agency’s Future Thinkers philosophy.
“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 has worked across Europe and Australia over the past six years with REBORN and previously co-founded Etnetera Motion, a Prague-based creative studio producing work for brands including Škoda Auto, Volkswagen, Nivea, PepsiCo and MSD.
He has also trained more than 15,000 people across 80 companies, including Red Bull and Jägermeister.
Bubenicek co-founded design marketplace Mocup, which scaled to more than 100,000 customers including Facebook, Uber and Microsoft, before being acquired by Smartmockups and later sold to Canva in 2021.
He said his focus at REBORN is to connect AI capability with creative output.
"After six years of collaboration, joining REBORN now feels like the right move at exactly the right time,” Bubenicek 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.
“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 remains a partner at Etnetera Group. REBORN’s client list includes Dove, Vaseline, Korean Tourism, ITP and Key Pharmaceuticals.
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