Chris Howatson says revenue from the software will provide a buffer Howatson and Company has spun out a new business with an in-house AI platform it says can automate campaign rollout and save brands tens of thousands of dollars.“Unicorn”, developed by Howatson’s digital arm Plus Also Studio, adapts master creative into hundreds of formats across digital and out-of-home for a $5000 per campaign fee, with plans to expand the offering to AI-generated voice and video capabilities.Speaking to Mumbrella, agency founder and CEO Chris Howatson said the platform took 18 months and $2.5 million to develop, and with all existing clients onboarded, is now being offered to external brands.“Client budgets are decreasing, but the amount of content required is increasing exponentially,” he said.ADVERTISEMENT “Rollout, the part of the value chain that doesn’t create real value, was robbing budgets from strategy, concept, and master art. The challenge we set ourselves was: can AI and automation handle rollout efficiently?”“A normal rollout schedule might cost a client $100,000 and take three people three weeks. We can do it for $5,000 and in a fraction of the time—hours instead of weeks. It’s liberating. Clients can now reinvest that budget into upstream value like strategy and master art.”The service works by having brands upload master art and media schedules into a portal, with campaigns returned within 72 hours.The interface of UnicornMajor tech platforms, holding companies such as WPP Open, and local players like BRX all test and deploy AI tools to automate advertising campaigns, from rollout to creative production. Google’s Performance Max product, for example, optimises campaigns inside Google Ads, while its experimental AI product Pomelli Photoshoot can generate product shots from scratch.When asked how Unicorn fits into this surge of AI adoption in advertising, Howatson said the agency is “first in market” with its offering.“We don’t think anyone is operating tools like this at the level that we are … we’ve pitched against Adobe and Canva and come out on top every time,” he said, describing Unicorn as “AI disruption in rollout right now.”Looking at the broader picture, Howatson said Unicorn gives the agency a buffer for the future.“It’s a moat around our core work. If our creative business hits headwinds, this gives us a buffer through software revenue.”Howatson added that clients such as Endeavour Group and Myer have already “mastered” the platform, allowing them “to save millions of dollars in head-hour equivalent.”Now officially launched, the agency is targeting 100 brands licensing the technology within a year, with the capacity to service around 50 rollouts a week. Related Content News ‘It’s Not For Everyone’: AFR leans into ambition with new TV campaign F.Y.I. Allianz returns as major partner of QMS Milano Cortina 2026 Winter Games Network Eleanor Dickinson Topics Chris Howatson Howatson Plus Also Unicorn Have your say Login with:Continue with LinkedIn Or comment anonymously Your comment will be marked as unverified Name Comment Δ Latest 'Strategy without pain is just cosplay': What BrewDog's decline teaches us about marketing Howatson releases in-house AI creative platform as 'a moat around our core work' Plenty of unanswered questions in latest ABC News campaign, via Leo TV wiped out in latest Vic Gov ad spend figures M+C Saatchi global CEO Zaid Al-Qassab exits