Ten launches commercial creative division Generate headed by Kylie Rogers

Tim Burrowes

August 26, 2013 8:49

Rogers, left, will head up Generate as part of the restructure masterminded by Barrett, right

Generate will replace Ten’s previous cross-platform offering Connect with a wider offering covering branded entertainment, content creation, experiential marketing, sponsorships, talent engagement and activations. Rogers has pledged that Generate will deliver work for clients as creative as the ads seen on the Superbowl.

The launch sees Melissa Fein – previously head of entertainment and sports partnerships at media agency Mindshare – join the operation as national director. Also in the role of national director is Aaron Quirk who previously headed up Connect.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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4 COMMENTS

Nick 26 Aug 13

I hope that logo isn’t an indicator of their creativity

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Clive Burcham 26 Aug 13

A smart way to cut out Traditional Ad agency fees and generally OTT Production Fees for broadcast content, but not sure of a client’s appetite for Broadcast, exclusively. That said, Kylie and Melissa will be a very dynamic duo!!

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Peggy Olson 26 Aug 13

Good get having Mel Fein on the team. Not sure how this structure is any different though to what Nine and Seven are already doing with their teams.

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Jim 26 Aug 13

So close to de-generate. 😛

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