• by Gavin O'Malley  @mp_gavin, May 12, 2006

Talent agency William Morris has formed a digital media group to service its clients' VOD, broadband, and mobile needs, it said Thursday. Lewis Henderson, one of the founders of WMA's corporate consulting division, has been tapped to lead the initiative.

"The level of people getting into this business, and the calls coming in, just warranted creating this division and giving every office these resources," said Henderson.

The group will work with WMA clients to exploit the emerging opportunities in video-on-demand, broadband, and mobile. Also, the group is representing technology companies seeking to align themselves with the media and entertainment industry.

Henderson is tasked with managing a team of agents from WMA's offices around the globe--Beverly Hills, New York, Nashville, Miami Beach, London, and Shanghai--who will be expected to hatch related initiatives for WMA clients in the areas of film, television, music, publishing, theater, sports, and corporate.

"In every division, there's an element that's becoming digitized," said Henderson. "Even our book business--there are opportunities to create blogs and podcasts. We just want to make sure our clients are aware of these new opportunities."

Previously, Henderson served as a liaison between the agency's television department and Madison Avenue. In this role, he worked closely with ad agencies and media buyers to create and package TV programming. In the area of entertainment marketing and brand extension, Henderson worked with various brands--Monster.com, the United States Olympic Committee, the NFL--on film, television, and publishing initiatives.