Howe becomes global director for campaign innovation, reporting to Text 100 global CEO Aedhmar Hynes. She will also join the global board.
Text 100 global COO Andrew McGregor told PRWeek that Howe will be ‘accountable for infusing client work with greater innovation.'
McGregor added that social media and global best practice are the two elements that help ‘transform innovation.'
‘Sometimes we let social media hijack the agenda,' said McGregor. ‘Not to dismiss how important that is, but if you look from a global perspective it is not the only game changing activity you see going on.'
Howe was previously an SVP at Text 100 leading CSR out of the agency's London office. During her 16-year career with Next Fifteen agencies, she has also worked in the US and Asia.
‘Her international experience is equally important here,' said McGregor. ‘I guess we would see innovation coming from all four corners of the globe.'