WMA's Early Adaptors

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Names: Paul Bricault-39, Lewis Henderson-37, Johnny Levin-46, John Mass-38

Who they are: The four founding members, all senior vice presidents, of William Morris Consulting. Mass heads up the unit with a current staff of 14, servicing 24 corporate clients including General Motors and Anheuser-Busch.

Where they're from: Prior to joining WMA in 1994, Bricault spent 4 years as a senior media analyst at Paul Kagan Associates, responsible for global coverage of film, television and new media markets. Henderson began his career as a trainee in the WMA mailroom, eventually moving into the tenpercentery's TV department. Levin also started in the company mailroom before becoming a motion picture literary agent. Levin did stints as a production exec at Warner Brothers and Columbia Pictures before returning to WMA. Prior to joining WMA, Mass was an exec in feature film financing at Triad Artists and was also in the Investment Banking Group at Bear, Stearns & Co.

%%PULLQUOTE_RIGHT%% What they've done:WMC has activated over 150 partnerships from product integration (including a multi-year relationship between Nokia and the Academy of Television Arts & Sciences and the Emmys) to brand extension (carving out a custom film label for Maxim magazine at New Line).

What's next:Gamefest, a national video game festival and competition that will launch Fall 2003, is one opportunity. WMC sees potential in leveraging its services in the public sector—"to any entity that has a need to strategically access the global reach and emotional resonance of entertainment."

Stock-in-trade: "Unparalleled experience in the category is our competitive edge. Collectively, the four principals alone bring to bear 45 years of tenure at WMC, which allows us to leverage deep insider access to creative deal flow across all media platforms on behalf of our eclectic client base."