Agency pacts with trio on Lverage
WME is forming a global marketing services shingle, Lverage, in partnership with marketing companies the Red Peak Group, Trivergance and REDInteractive.Lverage will include WME’s marketing department — which has about 15 employees and is headed by Mark Dowley — and be based in New York with offices in Chicago, London and Los Angeles. Trivergance chairman Marc Byron and Red Peak Group CEO Michael Birkin will be the heads of Lverage. WME has been involved with recent marketing campaigns for clients including General Motors, Ford, Polaroid and Purina, with the dog food company part of Sony’s “Marley and Me” campaign. In addition to GM and Polaroid, Lverage clients will include Intel, McDonalds, Adidas and Starbucks. All the assets of Red Peak Group and REDInteractive will become part of Lverage. Trivergance will contribute assets but remain a separate entity.