Sutherden joined H&K as a director in 2003 in charge of directing Carling's football strategy, Gillette's sponsorship and squash brand Robinson's sponsorship of Wimbledon. More recently, he headed up the winning pitch that secured the Sport England account for H&K.
Prior to joining the WPP-owned H&K, Sutherden was a board director at Golin Harris, where he worked on Carling's association with the Premier League as well as sponsorship for brands including Worthington, Lego and TSB.
Morgan is set to move to HSBC on February 13 with Sutherden taking on his new role, managing the 15-strong sports marketing and sponsorship at the same time.
Marie Louise Windeler, H&K chief executive, said: "Andy has been a driving force in our sports marketing and sponsorship team for the past three years.
"He could not be a better successor for Giles and I know our 15-strong sports marketing and sponsorship team will continue to thrive under Andy's leadership. It's a real endorsement of professionalism when a member of the inhouse team moves to an important client."
Sutherden was responsible for Carling's latest competition offering Manchester United and Wigan fans this chance to win a 拢20,000 state-of-the-art football gallery in their home and VIP tickets to the Carling Cup Final.
As part of the prize Carling will be installing artificial grass, the latest plasma TV screens, videogames, luxury furniture including custom-made dug-outs and players' tunnel. For added effect, piped in crowd noise, floodlights for night matches and a hot dog van for the front garden is planned.
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