Gerry Graf Gears Up for Another Venture

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Gerry Graf
Gerry Graf
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Less than a year after leaving Saatchi & Saatchi and setting up his shop, Barton F. Graf 9000, Gerry Graf's already plotting his next venture: a web and mobile content offering called Wholesome Lane.

The well-known creative has teamed up with a couple of longtime buddies from his days at BBDO, Scott Weitz and J.D. Williams, who are the co-founders of Driver Digital, a new media network and spinoff of Driver Media, a decade-old production house that works with agencies on commercial projects for AT&T, Microsoft and others.

Together, the trio are forming Wholesome Lane, a hub for web and mobile content aimed at 18- to 35-year-old men. The idea, said Weitz and Williams, is to create humorous two-minute-long videos that span 10 to 40 episodes. The execs didn't disclose any current clients, but said their hope is that the network will straddle Madison Avenue and Hollywood, churning out some content that's branded and some that's just pure entertainment.


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