William Morris in Digital Media Agency Venture

BEVERLY HILLS, May 21: William
Morris Agency (WMA) has teamed with Peter Adderton, the founder of Boost Mobile
and Amp’d Mobile, and a team of digital-media executives, to form Agency 3.0.

The venture aims to merge
technology and content to create digital-media businesses across multiple
platforms for consumer brand, technology, telecom and entertainment companies.
Core offerings include digital strategy implementation, new product and brand
development, content creation and user interface and content platforms.

“There’s a whole new world
in the marketing, distribution and monetization of digital media, with unique
demands for new approaches to both design and implementation,” said Jim Wiatt,
the chairman and CEO of WMA. “Peter and the team we have assembled at Agency
3.0 are the best there are in recognizing trends and creating digital
businesses ahead of the curve. We recently announced a digital media venture
fund and now with Agency 3.0, we’ll be providing services as well as making
investments in this sector.”

Adderton will serve as the
chairman and CEO of Agency 3.0, with Greg Johnson as partner and president for
brands and agencies; Steve Sanford as partner and president of content and
entertainment; and Scott Anderson as partner and chief creative officer.

“Experience has taught us
how to work with advertisers and brands in the digital media space, and we
earned ‘Entertainment Marketer of the Year’ awards at both Amp’d and Boost
Mobile where we demonstrated that design, branding and tailored content through
an integrated user experience could drive rapid adoption,” Adderton said. “With
Greg’s pioneering work in the digital agency world, Steve’s digital content
prowess and Scott’s branding genius, we formed a team at Agency 3.0 with
unparalleled creativity and technical expertise to integrate branding and
distribution across all digital platforms. Our partnership with William Morris
Agency gives us incredible access to their talent, content and the
entertainment business as a whole, which will play very well into our efforts
at both brand marketing and content distribution.”

Agency 3.0 is located on
site at WMA’s Beverly Hills headquarters.

—By Mansha Daswani