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.

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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 head of brand strategy and creative at Bonehook in Portland, Oregon.