THUNDER BAY — Business — A cornerstone of Thunder Bay’s creative economy is turning a new page. As Generator Insights Strategy Creative celebrates 25 years in business, four senior team members have stepped forward to take the reins of the independent agency.
Amanda Phillips, Daniel Griffin, Scott MacKay, and Ryan Novak — each with deep roots at Generator — have officially acquired the business, marking a generational shift while maintaining the values and vision that built the agency’s reputation.
“We’re proud of the work we’ve done together and the great friendship the four of us have formed over the years,” said Amanda Phillips. “Our diverse skill sets and shared vision to do meaningful work are the core of our equal partnership.”
Built in Thunder Bay — Grown Across Ontario
Founded in 2000, Generator has grown into a full-service creative agency serving clients across Northwestern Ontario and the province. From brand strategy and advertising to video production and web design, the agency has been instrumental in delivering award-winning campaigns in sectors including healthcare, Indigenous services, tourism, education, retail, and not-for-profits.
The agency has remained proudly Thunder Bay-based, with a focus on community impact and long-term partnerships.
Seamless Transition, Trusted Leadership
The new ownership team has been central to Generator’s evolution in recent years, working alongside the firm’s original founders. With decades of collective experience, Phillips, Griffin, MacKay and Novak are well-positioned to guide Generator’s future.
“We’re really excited about this transition,” the new team shared in a joint statement. “We’re also deeply grateful to Jack, Barry and Carm for building such a fantastic business that we are proud to take over.”
Founders Pass the Torch with Confidence
The transition follows the retirement of Jack Hudolin, Barry Smith, and Carmelina Del Nin, who together founded and grew Generator into one of Northwestern Ontario’s most respected creative agencies.
“In the years leading up to my retirement I had the privilege of witnessing the incredible leadership, teamwork, and creativity of Daniel, Amanda, Scott and Ryan,” said Barry Smith. “I am confident this group of young entrepreneurs will continue to lead Generator with integrity, professionalism and commitment to the community for many years to come.”
Looking Ahead — New Energy, Same Purpose
While the faces at the top may be new, the focus remains the same: community-first creative thinking.
The new owners say the agency’s future will blend the best of its legacy with fresh perspectives, new technologies, and a renewed passion for storytelling. Clients can expect continuity in relationships, creative process, and delivery — with a few new twists on the horizon.
“This is a new chapter, but the same mission — helping our clients and communities tell their stories, grow their impact, and connect through creativity,” said Ryan Novak.
For more information about Generator and its services, visit generatorad.com
