Howatson+Company has created the new role of executive story director for Paul Meates, who joins after leaving Clemenger BBDO during its merger with the now-retired DDB. At Howatson+Company, Meates will be responsible for “building teams around AI and putting great storytelling at the heart”.

Meates had returned to Australia in 2023 after 10 years as group creative director at Droga5 New York, to take up the role of ECD at CHEP before it was absorbed into Clemenger in February 2025. During his three years back in Australia, he added more than 50 international awards to the agencies’ hauls. His awards include four Grand Prixes, a Global Grand Effie, an AICP Best In Show, and an Emmy Nomination.He was listed among Campaign US’s 40 over 40, and his work has been exhibited at the High Museum in Atlanta, accepted into the MoMA archives in New York.

He has also worked at agencies like GPY&R, Ogilvy, and The George Agency. In 2019, Meates co-founded The Great Brain Cell Sacrifice, a company that donated a book for every bottle of wine sold. In a two-year period he launched three critically-acclaimed wines and donated enough books to fill seven libraries in America’s most under-funded schools.

Chris Howatson, CEO of Howatson+Company, stated, “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.”

Paul Meates added, “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.”