Online agency i-Level has hired former IPC business development
director Faith Carthy as a group head.
Carthy, who worked as press director at Zenith for six years before
moving over to IPC, will take over the group head role from Ed Ling, who
moves into the newly created position of planning director.
I-Level, which earlier this year announced it had hired famed ad man
John Bartle as a non-executive chairman, has made a point of hiring
big-hitters. The agency feels that luring Carthy from IPC ’underlines
Creating the planning director’s role is also considered
’It is probably overdue,’ said managing director and former Saatchi &
Saatchi director Alan McCulloch.
’Ed is there to improve the quality of what we do, to increase our work
beyond the banner. He will encourage creativity from the planners,
consider different interactive solutions and look at opportunities for
our clients on a range of different platforms.’
As a group head, Carthy will have a more traditional role. ’She is
obviously working very hard to pick up everything she can about new
media,’ said McCulloch, ’but what she brings to the company is great
experience of best practice in planning and buying. She will also be
able to offer some training in this area to some of our young planning
and buying staff.’
McCulloch could not reveal which accounts Carthy would be responsible
for in her group, as the clients have not all been consulted.
Carthy put together cross-media deals at IPC and handled a variety of
blue-chip accounts at Zenith. She was in a strong position when she
decided to consider a career in the online sector but said i-Level was
an obvious choice. ’The internet is an exciting medium and there are a
lot of interesting players in the market.
When I asked around, I quickly discovered i-Level was the market-leading
McCulloch added: ’We now have 26 staff and billings of more than pounds
20 million -both figures are well-ahead of expectations. We have won a
lot of business from clients who have not been satisfied with the
service they were getting elsewhere.’
I-Level recently announced plans to expand into Europe, with offices due
to open in September in Amsterdam and Rotterdam.