Advertising agency Howatson+Company has appointed Paul Meates to a newly created role designed to lead its AI creation capability across production teams.
The position, executive story director, will oversee AI creation teams working alongside the agency’s creative departments to develop “master AI assets” across video, voice and image, with a stated focus on ensuring storytelling craft remains central as adoption of AI accelerates.
According to founder and CEO Chris Howatson, the appointment builds on early investment in AI production within the agency and reflects a growing integration of technology into creative output.
“The early investments we’ve made in AI production has enabled the rapid expansion of AI master art production across video, voice and image,” Howatson said.
“The role of executive story director is inspired from Pixar where technology never outshines the connection born from story and craft. Paul will lead our AI creation teams and bring to life ideas using a blend of traditional and new techniques. This year we’ve seen 25 per cent of our production shift to AI and so this role, Paul, and his creation teams, will ensure the benefits of technology are realised without compromise.”
Meates said the role reflects the increasing importance of narrative in an AI-enabled production landscape.
“Without a great story, it’s harder than ever to find someone willing to listen,” said Meates. “So, I think having a great story is becoming more and more important. AI offers unprecedented capability; anything can be made with it, at any time. Stories define what those things should be. And why they should exist.”
Meates begins the role at Howatson+Company today.
