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WMA unit digs digital

Percentery taps Henderson to run Digital Media Group

The William Morris Agency is going digital.

Tenpercentery has announced the formation of the Digital Media Group, tapping veteran agent Lewis Henderson to head the new division. Henderson helped found the agency’s corporate unit, William Morris Consulting.

Most of WMA’s competitors haven’t yet formed distinct digital departments; the exception is UTA with its Digital Media practice.

WMA is hoping to ride the migration of content from traditional outlets to mobile phones, the Internet, video-on-demand and emerging platforms.

It also plans to rep technology companies looking to partner with media and entertainment companies.

“We created this important division to further maximize new digital opportunities for our clients,” WMA chief exec Jim Wiatt said.

Henderson said he’s already been working in this arena.

“During my 15 years at William Morris, I worked with many of the agency’s leading clients in what were then emerging platforms,” he said.

Henderson will lead a team of agents from WMA’s various offices both here (Beverly Hills, Gotham, Nashville, Miami Beach) and abroad (London, Shanghai). Agents will build opportunities for WMA clients across all disciplines, including film, TV, music, publishing, theater, sports and corporate.

Previously, Henderson served as a liaison between the agency’s television department and the advertising world, helping media buyers and ad agencies create and package TV programming.

In the area of marketing and branding, Henderson has helped brands get their message out through films, TV shows and publishing properties. Clients have included Monster.com, the U.S. Olympic Committee, 24 Hour Fitness and the NFL.

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