WPP Production has appointed former Thinkerbell creative director Felix Ettelson as head of creative craft in Australia, as the production business looks to scale its use of generative AI alongside traditional creative capabilities.
Based in Sydney, Ettelson will lead a multidisciplinary team spanning design, copywriting, creative, production and generative AI specialists. He will also be responsible for setting creative quality standards across content production, hybrid workflows and enterprise tools powered by WPP Open.
Ettelson will report to WPP Production Australia managing director Dan Robathon, working alongside the company’s growth and client services teams, generative AI studio and local innovation teams.
Robathon said Ettelson brought together conceptual creative leadership and practical experience with generative AI production.
“Felix represents the modern creative leader our industry needs right now,” he said.
“He pairs the disciplined eye and storytelling instincts of a top-tier Creative Director with deep, practical fluency in generative AI pipelines and traditional craft-based production.”
Before joining WPP Production, Ettelson was creative director at Thinkerbell, where he led brand platforms and integrated campaigns for clients including Apple, Vodafone, Guinness, TPG, BCF and Hahn.
His work spanned television, out-of-home, digital, earned media, social and design, alongside the development of generative AI imaging and film workflows for live client work, including InclusivelyMade.ai.
Ettelson previously held senior creative roles at M&C Saatchi, Ogilvy, VCCP and BWM Dentsu. His campaign credits include KFC’s Bucket Ball, Coca-Cola’s Coke Shout Outs, BWS’s Unforgettable Summer and My Muscle Chef’s Life Keeps Coming.
He has also tutored at AWARD School twice, helping develop emerging creative talent.
Ettelson said the role presented an opportunity to rethink how creative craft and technology work together.
“By uniting high-end conceptual thinking with generative tools and the power of WPP Open, we can remove the friction between rapid ideation and enterprise execution without ever compromising visual standards,” he said.
“I’m thrilled to lead the creative craft team here and collaborate across WPP’s network to make work that is ambitious, beautifully made, and truly memorable.”
