Generator finally fills new managing director position

James Livesley, Media Week, Tuesday, 12 December 2006, 12:00am,

I-Level's consultancy business Generator has completed its year-long search for a managing director with the appointment of Martin Sutton, a formerPricewaterhouseCoopers business adviser.

Sutton, who is new to the media agency sector, will report into I-Level group managing director Faith Carthy. Generator offers strategic consultancy to help companies grow their businesses online.

The new managing director fills the position Guardian News and Media deputy commercial director Adam Freeman was set to take in January. I-Level announced Freeman was to join Generator, but he decided to stay with the newspaper group.

Sutton is joining from energy supplier Centrica, owner of British Gas, where he specialised in business assurance for the past three years. Before that, he spent 11 years working on client-facing business at PricewaterhouseCoopers, where he worked in financial assurance and advisory services specialising in the telecoms, media and lottery sectors in the UK, Eastern Europe and South East Asia.

He will now work with Generator's managing partners, Matthew Pitt and Jeremy Swinfen-Green.

Carthy said the newly created role had taken a long time to fill, not because of recruitment difficulties, but "because there was no perfect profile. We saw a huge variety of people, some with a media owner background".

Carthy said Sutton's lack of media experience was not a factor as "it is a consultancy role and there are plenty of media experts around him".

This article was first published on Media Week