Carthy leaves IPC to be i-Level group head

Online agency i-Level has hired former IPC business development director Faith Carthy as a group head.

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

its growth’.

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.


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