WPP’s unified global production company, WPP Production, has appointed Felix Ettelson as head of creative craft, Australia. Ettelson will define and own the creative output for WPP Production Australia, bridging world-class human craft with next-generation technology.

He joins from Thinkerbell where he was head creative tinker (creative director) building and leading brand platforms across integrated campaigns for Apple, Vodafone, Guinness, TPG, BCF and Hahn. His work spanned TV, OOH, digital, earned media, social, and design, while also pioneering generative AI imaging and film pipelines directly into live client output – including the globally recognised InclusivelyMade.ai.

Felix’s earlier career spanned senior creative roles at M&C Saatchi, Ogilvy, VCCP, and BWM Dentsu, without standout campaigns including KFC’s Bucket Ball, Coca-Cola’s Coke Shout Outs, BWS’s Unforgettable Summer, and My Muscle Chef’s Life Keeps Coming, plus notable work for Commonwealth Bank, TAB, ING, GIO, Ancestry.com, and Binge.

At WPP Production, Ettelson will lead a multidisciplinary team of design, copy, creative, production, and GenAI specialists, establishing quality benchmarks across content, hybrid production pipelines, and enterprise tools powered by WPP Open. Felix will also partner closely with growth and client services, as well as the Generative AI studio and local innovation teams, to deliver intelligent, craft-led content systems at scale.

Dan Robathon, managing director, WPP Production Australia, stated, “Felix represents the modern creative leader our industry needs right now. 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. As WPP Production continues to transform how brands originate and scale content in a modern marketing landscape, Felix’s ability to turn cutting-edge tools into polished, culturally resonant craft makes him an invaluable addition to our leadership team.”

Ettelson has also been a dedicated voice for emerging talent, tutoring at AWARD School twice and producing both a winning and runner-up student, a full-circle achievement, having originally graduated from the programme as a top student himself.

He commented, “There is an extraordinary opportunity at WPP Production to fundamentally rethink how craft and technology intersect. 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. 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.”

Ettelson will be based in Sydney and report directly to Dan Robathon.