Talent shop William Morris Agency is partnering with a trio of digital media, wireless and advertising executives to form a joint venture called Agency 3.0, reports Ad Age.

The entity is being dubbed a digital marketing services company that aims to match digital technology with strategically developed content.

Agency 3.0 brings together Peter Adderton, founder of both Boost Mobile and Amp'd Mobile; Greg Johnson, a former chief creative officer at McCann Worldgroup and Digitas; and Steve Stanford, founder of talent agency ICM's digital media group and recent general manager of HBO and AOL's broadband comedy joint venture.

Johnson told Ad Age that TV advertising "is becoming less effective," in part because "it's highly disconnected from the creative process," and that this new venture will "bring the ad dollars that much closer to the creative process."

William Morris' CEO, Jim Wiatt, told Ad Age that with this initiative, combined with a recently announced digital-media venture fund consortium the company joined, it can now provide services as well as make investments in the digital sector.