United Talent Agency has launched a new entertainment marketing firm, United Entertainment Group, which will serve as a bridge between major consumer brands and the entertainment industry.
Marketing industry veteran Jarrod Moses, who previously served as CEO of WPP’s brand firm Alliance, has been named president and CEO of the group.
"The entertainment and marketing industries are continuing to converge at a relentless pace," UTA co-founder Peter Benedek said in a statement. "We want to offer clients and brands the most meaningful opportunity to create and build equity in this space."
UEG will focus on "alternative media development," the creation of new mediums through which brands can communicate their messages to consumers, as well as the creation of branded entertainment through existing media including film, TV, music and video games. The firm will also consult clients in the areas of brand and property development and brand management.
Many advertisers are looking for stronger partnerships in the entertainment world, and seek more than customary brand placement deals, Moses explained.
"Now more than ever brands want total solutions that are evolutionary and capture the consumer in an intriguing and motivating fashion," he said.
The firm will operate as a separate entity from UTA, which will continue its branding and licensing services for existing clientele.
UEG will be headquartered in New York City.