Adam Stone has left Roy Lee’s Vertigo Entertainment to become president of entertainment at Phenomenon, a strategic marketing and branding agency that is branching out to develop television shows and films.

Stone is leaving the production company responsible for “The Lego Movie” and its impending sequels to a startup connected to Phenomenon, the marketing agency led by Krishnan Menon that has collaborated with companies like Starwood, Crate & Barrel, Vitaminwater, Coca Cola and the Los Angeles Times.

Phenomenon plans to use its marketing expertise and consumer research prowess to find appealing stories for theatrical and television release. The Los Angeles-based firm said it relies on a proprietary “digital research platform” that gives it access to millions of consumers to measure their “attitudes, wants and needs.”

The company plans to turn those into stories ready for production. Warner Bros. will get a first look at Phenomenon’s television and film offerings.

Menon previously served as executive producer of the reality-based “America’s Prom Queen,” which aired in 2008 and guided product integration on other shows, such as “The Apprentice” and “America’s Next Top Model.”

Stone produced or exec produced films including “Horns,” “The Voices” and “When the Game Stands Tall.” He spent a little more than two years at Warner Bros.-based Vertigo. Before that, he was senior vice president of production and development at Mandalay Pictures.

“Phenomenon is a really cool, nimble company with their finger on the pulse of the cultural marketplace,” Stone said. “They believe in the power of story and have a unique and effective toolbox for developing, testing and marketing entertainment properties.”

Menon said he believes the strategic thinking that Phenomenon has applied to brands can lead to winning results in entertainment, as well. “At Phenomenon, we create experiences and stories for brands that transcend advertising and become iconic elements of pop culture,” Menon said. “We think there is a place for that kind of thinking and innovation in traditional storytelling.”