With the launch of Lverage, WME Entertainment's latest venture into brand marketing, Ari Emanuel, co-CEO of WME, may want to replace ad agencies, reports Adweek
. To secure that goal, he has
formidable partners, including former Omnicom Group vice chairman Michael Birkin, now chief strategist for Red Peak Group, a New York-based specialist in brand consulting and experiential marketing
that WME acquired for Lverage. WME has access to fresh capital via a $300 million private equity fund at The Raine Group, in which the agency has a minority stake.