Chris Howatson: Visionary Leader Shaping Creativity and Advertising
Chris Howatson has a remarkable ability to redefine what creativity means in the world of advertising. From transforming agencies into powerhouses of innovation to founding Howatson+Company, his vision continues to shape the industry and inspire professionals worldwide. This post explores his extraordinary career, the philosophies driving his success, and his vision for the future.
A Trailblazer at CHE Proximity
Before embarking on his entrepreneurial path, Chris Howatson honed his leadership skills as Group CEO of CHE Proximity Australia. Starting his career at Clemenger Group as a 17-year-old eager to learn, he quickly gained the knowledge and expertise needed to revolutionise the business. By the age of 27, Chris was the CEO of one of Australia’s most acclaimed creative agencies.
Chris’s tenure at CHE Proximity focused on marrying customer consultancy with creative excellence. This unique approach saw incredible outcomes, including accolades such as WARC’s Most Creative Agency in Australia (2019) and its 3rd Most Effective Agency in the World (2020). CHE Proximity also won the Australian Financial Review’s Most Innovative Marketing Solution award four times (2017, 2018, and twice in 2020). His leadership set new benchmarks for balancing innovative creative outputs with achieving tangible business results.
Chris’s philosophy encourages businesses to rethink creativity as an integrated discipline that spans branding, consultancy, and innovation. He leveraged this during his time at CHE Proximity, creating a legacy of pushing boundaries in both Australia and globally.
Founding Howatson+Company
After nearly two decades with the Clemenger Group, Chris founded Howatson+Company in 2021, an independent venture that approaches creativity as the heart of business success. His new agency broke away from traditional agency formats, embracing a multidisciplinary structure that integrates creativity with technology, brand strategy, media, and data expertise.
Howatson+Company quickly gained momentum, becoming one of Australia’s most talked-about agencies. Within its first year, it was named the D&AD 2022 Global Independent Agency of the Year and Mumbrella’s Emerging Agency of the Year. The team expanded to 110 members, supported by two offices in Melbourne and Sydney. Both offices are strategically located in creative precincts at street level to foster a strong connection to community and culture.
Reflecting on the agency’s core philosophy, Chris notes, “Care fiercely” forms the backbone of the company’s culture. This principle reinforces a familial environment where employees, clients, and projects are treated with intimacy, collaboration, and mutual respect.
Notably, a significant milestone for Howatson+Company was its amicable separation from former co-founder Ant White. This led to rebranding the agency from Howatson+White to Howatson+Company, with “Company” symbolising inclusivity and collaboration between employees, clients, and partners alike.
A Legacy of Creativity and Impact
Chris believes in redefining creativity, not just as an output but as an enabler of growth and transformation. Central to Howatson+Company’s structure is the philosophy that “everything is creative.” The agency operates under six verticals—brand, data, technology, experience, influence, and media—designed to maximise innovation by fostering collaboration across traditionally siloed disciplines.
These strategic efforts ensure that creativity at Howatson+Company drives measurable business outcomes while resonating culturally. This approach ensures that the agency’s work is influential not only in the advertising world but also across wider business ecosystems.
By maintaining independence and capping organisational growth at 200 staff, Chris ensures agility, sustainability, and creative excellence remain at the heart of his business—a sharp contrast to multinational agencies burdened by legacy operations.
Chris’s approach to creativity also reflects the industry’s increasing move towards ethical and social responsibility. He believes marketers have a duty to make a positive impact on consumers, society, and culture. This ambition amplifies his ethos of authenticity and his personal values as a father.
Leading with Creative Purpose
Looking ahead, Chris Howatson sees enormous potential for creativity to catalyse positive change both within and beyond the advertising industry. He aims for Howatson+Company to become a globally recommended name, not just for creative outputs but for its empathetic and innovative approach to people and culture.
Chris also acknowledges the challenges the marketing world faces, such as shrinking production budgets, the adaptation to artificial intelligence, and the complexity of engaging younger industry talent. Yet he sees these challenges as opportunities, advancing a broader vision of creativity that goes beyond communications to encompass every area of brand experience.
On a personal level, Chris continues to value authenticity, family, and the joy found in leading a flourishing company. His philosophy of “setting the right example when no one is watching” guides him not just as a leader but as a father, grounding his aspirations in both professional and personal integrity.
Chris Howatson is a leader who has never stopped evolving and innovating. From his early success recognised by B&T’s inaugural 30 Under 30 list to his current leadership at Howatson+Company, his contribution to creativity and advertising remains unparalleled. At the heart of it all is a belief that creativity—when applied with purpose and heart—can deliver not just business value but cultural significance.
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