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William Morris Execs Create 'Agency 3.0'

From 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….

“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.

“His partners’ new venture aims to ‘bring the ad dollars that much closer to the creative process,’ Mr. Johnson said.

Smart idea and an impressive team. I bet, though, they will come to regret that name.