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NEW YORK Boost Mobile founder Peter Adderton hopes to put his experience building a mobile phone service brand from scratch to use building a new kind of agency.
Adderton has joined two executives from Boost and Greg Johnson, a former director of Interpublic Group’s Emerging Media Lab, to launch Agency 3.0, which will work with technology firms to develop consumer brands and conversely help consumer companies embed technology in their offerings.
“We’re tying to put something together that’s attacking the next generation of what an agency should look like,” said Johnson, who will serve as president of brands and agencies.
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