Agency 3.0 is a new joint initiative from the William Morris Agency and a trio of digital media, wireless and ad executives: Peter Adderton, founder of Boost Mobile and Amp'd Mobile; Greg Johnson, ex-chief creative officer at McCann Worldgroup and Digitas; and Steve Stanford, who recently served as general manager of HBO and AOL's broadband comedy joint venture, and who developed ICM's digital media group. The startup reportedly aims to act as both a traditional ad agency and a new-media firm that helps develop interactive, ad-driven content.

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