Optus hires Lucio Ribeiro to lead 5G innovation unit

News Plus 10 Feb 2021 - 2 min read

Optus hires Lucio Ribeiro to lead 5G innovation unit

By Josh McDonnell - Senior Writer

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Optus Lucio Ribeiro 5G Tech

Optus has hired Lucio Ribeiro to run its 5G innovation unit. Ribeiro believes the technology will transform media and advertising – and aims to strengthen links with agencies and publishers.

What you need to know:

Digital consultant Lucio Ribeiro has been appointed as Director of Innovation at Optus' 5G division.
He will lead the growth and development for the unit and aim to strengthen partnerships.

Digital consultant Lucio Ribeiro has been appointed by Optus to lead innovation for its growing 5G division.

Ribeiro had most recently been running his own consulting firm and invested in a TikTok advertising consultancy alongside strategy executive Sergio Brodsky.

Taking on the full-time position, effective immediately Ribeiro will pause involvement in TikMyDay business, despite early success with brands such as Mini.

In discussions about the role over the last six months with the telco, Ribeiro told Mi3 that 5G is vital to the growth of key media platforms and will enable other technologies like artificial intelligence, IoT, VR and AR.

"5G is set to transform advertising, marketing and publishers with options never seen before. Optus has been powering these options with a series of innovative 5G concepts. In my role, I will be looking to further strengthen links with different ecosystems – the local start-up community, agencies, publishers – anyone with innovative concepts," said Ribeiro.

Ribeiro is no stranger to evolving technologies, previously running his own social media consultancy, Online Circle Digital, in the early days of advertising across Facebook and Instagram. He is also one of the most awarded marketers in Australia in Artificial Intelligence and is a part-time lecturer in AI and in digital marketing at RMIT University.