William Morris Launching Agency 3.0 With Amp’d Founder Adderton

imageWilliam Morris Agency is launching a new branded content and marketing division, called Agency 3.0, working with former Amp’d Mobile CEO and founder Peter Adderton. The division, which will operate as a separate company, has most of the creative team behind Amp’d’s critically acclaimed content services, and has signed on *Qualcomm* and *Clearwire* as clients, we have learned, though the company refused to confirm these clients. Our sources also say that WMA is going to invest as much as $3 million into the venture over time, though again, the company refused comment on any amount.

Other executives in the new company include Greg Johnson, former founder of Interpublic’s Emerging Media Lab, who will head the company’s practice addressing consumer brand companies and traditional agencies; Steve Stanford, the former CEO of Icebox, and former COO of Amp’d, who will head the company’s practice in the entertainment industry; Scott Anderson, former creative head and co-founder of both Boost Mobile and Amp