Reborn Appoints European AI Expert Mike Bubenicek As Head Of Creative Strategy And Innovation

Sydney-based independent creative and media agency Reborn has hired Mike Bubenicek as its new Head of Creative Strategy and Innovation, a role focused on closing what the agency describes as an “AI capability gap” in the Australian marketing sector.

Bubenicek, who co-founded and led Etnetera Motion, a 40-person creative studio in Prague, brings a background that spans brand strategy, television commercials and digital marketing for clients including Skoda, Volkswagen, Nivea, Pepsi and MSD.

The appointment comes as Reborn marks its 18th year operating as an independent Australian agency.

From Prague To Sydney

Over the past two years, Bubenicek has built a track record as an AI practitioner in the European market. The Harvard-trained strategist has delivered AI training to more than 15,000 professionals across more than 80 companies, including Skoda, Red Bull and Jagermeister.

His relationship with Reborn is not new. The two have collaborated for more than six years across projects spanning Europe and Australia. Bubenicek will now be based at the Sydney agency with a brief to build out a formal capability sitting at the intersection of brand strategy, AI and creative production.

He will maintain his partnership with Etnetera Group while bringing European methodology to the Australian market.

A Commercial Track Record Beyond Agency Work

Bubenicek’s background extends beyond traditional agency roles. He co-founded design marketplace Mocup, scaling it to more than 100,000 global customers including Facebook, Uber and Microsoft. The business was acquired by Smartmockups and subsequently sold to Canva in 2021.

He also hosts the Mike:ON podcast, which explores brand-building, creativity and emerging marketing trends through conversations with industry figures.

Expanding The Agency’s AI Ambitions

David Easton, Founder of Reborn, described the appointment as an extension of 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 Skoda communications strategies, to supporting Nivea’s digital transformation – and he knows how to connect all of it to what AI actually makes possible,” Easton stated.

Bubenicek framed the move as a natural progression of the existing relationship between himself and the agency.

“After six years of collaboration, joining Reborn now feels like the right move at exactly the right time,” Bubenicek explained. “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.”

Addressing The Local Market

The hire reflects a broader trend of Australian agencies looking to import specialist AI expertise as the technology reshapes creative workflows and production processes.

Reborn, which was founded in 2008, positions itself as a challenger agency working with brands on creative, media strategy and digital marketing. The addition of a dedicated AI and innovation role at the leadership level signals the agency’s intent to embed the technology across its service offering rather than treat it as a standalone capability.

Bubenicek’s combination of hands-on AI training experience and traditional brand strategy work across major European accounts is intended to give Reborn a point of difference in an increasingly competitive market for AI-literate creative services.

Last Updated on April 15, 2026 by Nick Ross