Deal Gives WME Gets Some LVERAGE


NEW YORK (CelebrityAccess MediaWire) — WME Entertainment impresario Ari Emanuel and Patrick Whitesell have reportedly struck a deal with Trivergance Founder/Chairman Marc Byron and Red Peak Group CEO Michael Birkin to launch LVERAGE, an independent global marketing company.

Deadline Hollywood's Nikki Finke reports that the new company will include entertainment-related marketing in its portfolio, but that it will not be their primary focus. This is evidenced by their initial client roster, which appears to include heavyweight brands such as Intel, McDonalds, Adidas, Starbucks, General Motors, Polaroid, and Under Armor among others. The company will be based in New York but maintain offices in Chicago, Los Angeles and London.

According to Finke, Birkin, who's Red Peak Group will be absorbed by LVERAGE, will oversee the operation along with Byron, who's Trivergance will remain an independent, going concern.

Finke also reports that online marketing and web development agency REDInteractive, run by Donny Makower and Brian Lovell is also being assimilated in the deal. – CelebrityAccess Staff Writers