The White Mage is a known leader of the art of Magic. He is known to be a complete expert in the subject, and was originally doing spy work against the Devil in Doodleland 6, before realizing he was trapped and had to be rescued by Zak and his friends. He is shown to be a wise and resourceful wizard.
He appears again later in Little Big Doodleland 3, where he shows up in acts 1 and 2. His role in the story is rather minor.