Agency 3.0

William Morris, Media Execs Create ‘Agency 3.0’ – Advertising Age – Madison+Vine: News

batman-take-emHollywood’s oldest talent shop, the 110-year-old William Morris Agency, is partnering with a triumvirate of digital media, wireless and advertising executives to create a joint venture called Agency 3.0, a digital-marketing-services company seeking to marry digital technology to strategically developed content.

In an interview with Ad Age, Mr. Johnson said TV advertising "is becoming less effective," in part because "it’s highly disconnected from the creative process."

Time for a new approach
"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, William Morris’ CEO. "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."


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