WPP Production names Felix Ettelson creative craft head

WPP Production has appointed former Thinkerbell creative director Felix Ettelson as head of creative craft in Australia, overseeing creative output and expanding generative AI use across its Australian operations.

Based in Sydney, Ettelson will report to Dan Robathon, managing director of WPP Production Australia. He will lead a multidisciplinary team spanning design, copy, creative, production and generative AI.

His remit includes setting quality benchmarks for content, hybrid production pipelines and enterprise tools powered by WPP Open. He will also work with growth, client services, the generative AI studio and local innovation teams.

Combining craft and AI production

Robathon said Ettelson brings experience in both traditional production and generative AI.

“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 joins WPP’s unified global production company after serving as creative director at Thinkerbell, where he developed brand platforms and integrated campaigns for clients including Apple, Vodafone, Guinness, TPG, BCF and Hahn.

His work covered television, out-of-home, digital, earned media, social and design. He also introduced generative AI imaging and film workflows into client work, including InclusivelyMade.ai.

Experience across agency networks

Ettelson has spent 15 years in the creative industry, with earlier senior 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.

Ettelson said: “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.”

Alongside his agency roles, Ettelson has tutored at AWARD School twice, with students winning and placing runner-up. He previously graduated from the programme as a top student.