To be overseen by National Sales Manager Kylie Rogers (pictured left) it will cover content creation, sponsorships, activations, integration, talent engagement, experiential marketing, and insights and data.
Seven has a similar creative division with SMG Red and Nine has Insights.
“Generate has been established in response to requests from advertisers and agencies for a highly-focused content-led ideas department that can amplify and socialise their brands across multiple screens,” Rogers said.
“Generate’s staff includes like-minded industry leaders, made up of content specialists and integration experts. We are passionate about great content and inspired by powerful insights.
“For advertisers and agencies, Generate represents a new way to access our assets and work with TEN to create content that can be amplified off-line, online and on-ground.”
Key execs include Creative Director Michael Stanford, and National Directors Aaron Quirk and Melissa Fein, former Head of Entertainment and Sports Partnerships at Mindshare Australia.
Network TEN’s National Sales Director, Louise Barrett (pictured right), said: “Generate’s aim is to deliver the best, most effective and most creative media solutions, driving results for our clients through powerful ideas and content across multiple screens.”
Over the past month TEN has also set up new Trading and Client Service departments, headed by Rod Prosser and Kelly Healy respectively.
“The new structure reflects the way our clients want to work with us,” Ms Barrett said.
“Generate will work closely with clients to amplify ideas across Network Ten’s television and digital assets via content creation, powerful sponsorships, innovative activations, engagement with Network Ten talent, best-in-market integration, and data and insights.
“We will also continue to work closely with DMG Radio’s Create division as a part of our offering.
“Our Trading division will look after negotiations and day-to-day trading. Bringing all of this together will be our Client Service division, where we will focus on becoming experts in understanding our clients’ business strategies and using the strengths of both Generate and Trading to drive results for their business,” she said.