The big three – entertainment, media and advertising – are coming together to form Agency 3.0 in a bid to create the perfect storm of digital technology and strategically developed content.

The entertainment powerhouse William Morris Agency is partnering with Peter Adderton, the founder of Boost Mobile and Amp’d Mobile and a team of digital media pioneers to launch Agency 3.0. The company bills itself as one part digital technology leader, one part next generation marketing agency, one part strategic content developer — designed to go beyond the scope of traditional agencies by serving clients in this new world of mobility, convergence and digital entertainment.

The company plans to work with interactive advertisers and content providers to bridge the gap between ideas and their execution in the digital media space. Its core offerings include digital strategy implementation, new product and brand development, content creating and user interface and content platforms.

Greg Johnson has joined Agency 3.0 as a partner and president of brands and agencies; he hails from McCann Worldgroup. Steve Stanford is partner and president of content and entertainment; previously, he created ICM’s Digital Media Group. Scott Anderson is partner and chief creative officer; he was the creative head and co-founder of Boost and Amp’d.

Agency 3.0 is located onsite at WMA’s Beverly Hills headquarters. Agency 3.0 is a joint venture, with ownership shared among WMA, Adderton and the other principals on the senior executive team.