That's right -- 40 acres
and a mule!

Peter Adderton and Greg Johnson, former executives at Boost Mobile and Interpublic Group's Emerging Media Lab, respectively, are building an agency that seeks to be all things to clients.

Spankin' new Agency 3.0 is not just about creating ads and pursuing revenue opportunities; it will also provide content for the platforms where those ads appear, including mobile and online video.

The content-and-advertising bundle is intended to attract clients interested in immersing users in their brand messages. And the ambitious proposition bears an equally ambitious price tag: Agency 3.0 seeks both compensation for its work and a partial ownership stake in its projects.

To ease the blow, commission will be based on how well the creative performs, ClickZ reports.

The William Morris Agency is financially backing the firm and will likely also provide back-door connections to star players in Hollywood.

Adderton serves as chairman and CEO of Agency 3.0; Johnson will be president.