Generate empowers agent Hoffman


Veteran CAA literary agent Jared Hoffman has joined multiple-platform content company Generate to help lead its management arm, the company said Tuesday.

Hoffman joins Generate's Dave Rath and Kara Welker in building the division's literary and corporate client base. He also will collaborate with founders Jordan Levin, Pete Aronson and Mike Karz to create projects and opportunities for talent represented by the Generate management division.

"Jared's outstanding relationships in the creative community, coupled with his expertise in brand marketing and alternative distribution, make him an ideal fit for Generate," Levin said.

While at CAA for nearly 11 years, Hoffman worked in the feature film literary division and handled high-profile writers and directors in the family and comedy areas. While in its corporate division, he developed entertainment opportunities for such brands as Motorola, Imax and Nextel.

"This opportunity will allow me to continue to be involved in the lives of content creators and storytellers as well as to work more closely with them to find the right opportunities for their stories to find audiences in this changing media environment," Hoffman said.

Launched in 2006, Generate was established to create content across multiple platforms. The company launched with a content development deal with MTV Networks channels.