TBWA\Sydney Appoints Group Creative Lead, Darren Borrino

TBWA\Sydney has appointed Darren Borrino as group creative lead, strengthening the agency’s senior creative bench as it continues to lift craft and creative ambition across the group.

Darren joins from New York, where he co-founded inkfish.® Built around an idea-first approach and a project-based model that brings specialist global talent together for each brief, inkfish has delivered work for brands including ASICS, Therabody, Pfizer, PromethistAi and Our Next Energy.

Prior to inkfish®, Darren was group creative director at TBWA\Chiat\Day New York, with responsibility for creative across Nissan North America and Hilton Hotels’ global business.

An art director by training, his career spans senior creative roles across New York, Sydney, Prague and Johannesburg, and his work has garnered gold awards at major international award shows including D&AD, Cannes Lions, Clio Awards, Spikes Asia and The One Show, among others.

Alongside his agency work, Darren is an AWARD School tutor, reflecting an ongoing commitment to developing emerging creative talent. He has also spoken publicly about the importance of moving beyond work that is simply “clever” toward ideas that genuinely persuade and endure, particularly as the industry adapts to new tools, including AI.

In his new role, Darren will work alongside chief creative officer Matt Keon and the broader leadership team to elevate craft, sharpen thinking and support teams in pushing ideas further, reinforcing TBWA’s Disruption® approach through the work.

Darren said, “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 added, “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.

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