Content Proposes to Advertising. Advertising Accepts.

According to Ad Age, Hollywood’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.
The new venture aims to “bring the ad dollars that much closer to the creative process,” said Greg Johnson, a former chief creative officer at McCann Worldgroup and Digitas.
Another partner, Steve Stanford, who created rival talent agency ICM’s digital media group, said, “Today, a show that has sponsors already in place has a much better chance of airing.”
The team will be based at William Morris’ Beverly Hills headquarters.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.