Paul Meates joins Howatson+Company in newly created executive story director role

Howatson+Company has appointed Paul Meates to the newly created role of executive story director.

The role will lead AI creation teams, supporting creative teams create master AI assets, ensuring craft and great storytelling is never compromised.

Prior to Howatson+Company, Meates spent 10 years at Droga5 NY, twice named Agency of the Decade during that time. In 2023 he returned to Australia to join Clemenger BBDO Sydney as ECD, where he added over 50 international awards to the shelves of one of Australia’s most iconic agencies.

Meates started his career in Western Australia, first at The Shorter Group in Perth, before moving to Sydney in 2001 to join Ogilvy & Mather. He move back to Perth in 2002 to join brainCELLS before heading off to Rothco in Dublin (now Droga5). In 2005 he returned to Australia, joining The George Agency in Melbourne, followed by GPY&R Melbourne in 2008, before moving to Droga5, New York in 2013.

His work has been exhibited at the High Museum in Atlanta, accepted into the MoMA archives in New York, and tweeted by Barack Obama (back when tweets were a thing). In addition, Meates co-founded The Great Brain Cell Sacrifice, a company that donated a book for every bottle of wine sold. With three critically acclaimed wines, the company donated enough books to fill seven libraries in America’s most underfunded schools.

Says Chris Howatson, CEO of Howatson+Company: “The early investments we’ve made in AI production has enabled the rapid expansion of AI master art production across video, voice and image. 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% 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.”

Says Meates: “Without a great story, it’s harder than ever to find someone willing to listen. 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 starts at Howatson+Company today.

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