Hoffman will join duo in heading Generate

Production-management shingle Generate has added veteran CAA lit agent Jared Hoffman as a partner, joining founders Pete Aronson, Jordan Levin, Mike Karz, Dave Rath and Kara Welker.

Hoffman will join Rath and Welker in heading Generate Management and focus on building the division’s literary and corporate client base; he’ll work with Levin, Aronson and Karz on developing projects with talent repped by Generate.

Hoffman had been at CAA for nearly 11 years, most recently in the feature film lit division. He’d also worked in the corporate division with such brands as Motorola, Imax, Nextel, G-3, Harley Davidson, Coca-Cola and Delta Airlines.

Generate, established a year ago, has projects in development in film, TV, mobile and publishing. It has a first-look deal with MTV Networks to produce content for basic cable, broadband and mobile.

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