The broadcaster's managing director of brand and commercial operations is keen to revise the profile of ITV at boardroom level to persuade advertisers to spend more with ITV.
The move comes against the backdrop of a challenging TV ad market and the recent departure of ITV customer relations director Nicky Buss.
When confirmed in the role last September, a key part of Howell's job brief, one which is broader than previous commercial director Ian McCulloch, was to forge direct relationships between ITV and clients.
Howell's appointment in November followed a long trawl for a replacement for McCulloch. Several senior media figures, including The Mail on Sunday's Stephen Miron and MindShare's Dominic Proctor, were linked with the job.
One agency broadcast director said the moves to deepen direct client links showed ITV was attempting to "move outside the agency relationship a bit more" to boost ad-funded programmes and branded content revenues.
Another agency source said the move "smacks of desperation" by ITV, which has set itself a target of generating £100m in revenues from ad-funded programming by 2012.
But others were less concerned by ITV's apparent bid to forge direct client links. Chris Hayward, head of investment at ZenithOptimedia, said: "These dialogues don't represent anything more than relationship building. ITV is in the business of generating ad revenue and will do what they need to get that but, if it is not damaging the agency relationship, there is no reason to be concerned."
Bernard Balderston, associate director of media at Procter & Gamble UK, said: "Agencies are sensitive about direct approaches, but it is the clients' money that goes through them to the media owners."
An ITV spokesman said executive chairman Michael Grade and Howell were "meeting senior clients on an ongoing basis" and had built a strong client-facing team.
Meanwhile, it is thought that Buss will not be replaced, with ITV client development director Mark Trinder deemed able to head the broadcaster's client team following her departure.
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