REBORN appoints European AI strategist Mike Bubenicek as Head of Creative Strategy
Independent Sydney agency REBORN has hired Mike Bubenicek as Head of Creative Strategy & Innovation. The appointment addresses what the agency describes as a growing gap in AI capability among Australian marketing firms.
Bubenicek co-founded and led Etnetera Motion, a 40-person creative studio in Prague that produced award-winning work for Škoda, Volkswagen, Nivea, Pepsi, and MSD. Over the past two years, he has trained more than 15,000 professionals across 80+ companies in AI applications for marketing and brand strategy.
He previously co-founded design marketplace Mocup, which scaled to 100,000+ users including Facebook, Uber, and Microsoft before being acquired by Smartmockups and later sold to Canva in 2021. He also hosts the Mike:ON podcast, which explores brand-building and emerging marketing trends.
Six years of collaboration precedes the hire
Bubenicek and REBORN have worked together on projects across Europe and Australia since 2020. His new role formalizes a capability at the intersection of brand strategy, AI, and creative production.
David Easton, REBORN's founder, said the hire expands the agency's "Future Thinkers" philosophy. "Mike has experience in marketing at every level - from helping Pepsi connect with Gen Z on social to contributing to Škoda communications strategies - and he knows how to connect all of it to what AI actually makes possible," Easton said.
AI removes friction, not creativity
Bubenicek said joining REBORN felt timely. "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."
He added that his focus is to bring a global perspective to the Australian market and help challenger brands use AI to "move differently," not just faster.
Bubenicek remains a partner at Etnetera Group. REBORN's current clients include Dove, Vaseline, Korean Tourism, and Key Pharmaceuticals.
For creatives looking to build skills in this space, AI for Creatives Courses and AI Design Courses offer practical training on applying AI tools to creative work.
Your membership also unlocks:
