You will be redirected back to your article in seconds

UTA, Moses taking brand stand

Agency, executive launch UEG

United Talent Agency is beefing up its branded entertainment efforts, partnering with marketing exec Jarrod Moses to launch United Entertainment Group.

The Gotham-based shingle will operate independently from UTA and focus on developing and producing entertainment properties for consumer brands seeking to court customers in nontraditional ways.

That means original Web series, TV shows, movies, music, live events, vidgames and publishing rather than pure product placement.

UTA already serves as the Hollywood rep for such companies as Amazon and American Eagle Outfitters and will continue to do so.

But as a separate entity, UEG will enable the tenpercentery to go beyond advising clients on what stars, projects and events to target. UEG will be in a position to produce programming for a range of corporate clients, not just those repped by UTA. UEG intends to work with other talent agencies, advertising agencies and brands.

Despite some major client wins, UTA has been looking for some time for a way to make its corporate advisory practice stand out from the strong departments at rivals like CAA, William Morris Agency, ICM and Endeavor.

“The thrust of this business is to take consumer brands and create content with them, for them and on their behalf,” said UTA co-founder and partner Peter Benedek. “It’s not meant to be a pure consulting business, which is what we do now. We didn’t have the ability to do the kinds of things (Moses) does given what we’re doing the rest of our day.”

UEG will have an incentive to make its projects stand out as it will own a piece of everything it produces, though the client will own the majority of those properties.

“We will participate as partners,” Moses said. “We’re building these programs from scratch but also being vested with them. It’s really about having a seat at the table and putting our money where our mouth is.”

To head UEG as prexy-chief exec, Moses is ankling Alliance, a New York-based branded entertainment shop that he co-founded in 1997 and is owned by ad agency WPP.

While CEO of Alliance, Moses worked with such clients as Procter & Gamble, the Coca-Cola Co., NBC Universal, Panasonic, Reebok, Mercedes Benz, MTV Networks, Hasbro, Motorola and Wal-Mart, brokering strategic partnerships, concert tours, endorsement deals and product placements.

He brokered such deals as pairing Old Spice with the Will Ferrell comedy “Talladega Nights: The Ballad of Ricky Bobby,” integrating Crest toothpaste into “The Apprentice,” introducing Staples into the vidgame “Tycoon City: New York,” including Reebok in the first season of “Survivor” and outfitting the cast of “Dawson’s Creek” in J. Crew.

Lisa Jacobson will continue to head UTA’s branding and licensing practice, which includes Gwen Stefani’s L.A.M.B. and Harajuku Lovers lines, Christy Turlington’s Nuala and Maha Nuala lines and Kidrobot’s fashion and lifestyle business.

Although a separate entity, UEG will be part of any discussions the tenpercentery has with corporate clients considering entertainment projects.

Formation of UEG is UTA’s latest move to expand its traditional representation biz into other areas. It recently launched UTA Online to rep talent creating online programming. And it partnered with ad agency Spot Runner to bow 60Frames, a finance and syndication company for Web fare.

More Scene

  • Adam Driver appears at the curtain

    Adam Driver on Starring in 'Burn This' for a Second Time

    The Hudson Theatre’s new production of “Burn This” marks its first Broadway revival since it premiered on the Great White Way in 1987, but Adam Driver is no stranger to the work. He starred as Pale in a Juilliard production of the Lanford Wilson drama when he was still a student — and only now, [...]

  • PMC Event Rome

    Film, Fashion, Formula E Mix at Rome E-Prix Bash

    Film, fashion and Formula E auto-racing fused during a dinner and celebration of the Rome E-Prix on Thursday at the Palazzo Dama by the Piazza del Popolo in the heart of the Eternal City.  Guests mingled and sipped cocktails as hors d’oeuvres were passed around in a former home of the Italian nobility with conversation [...]

  • Katy Perry, Diane von Furstenberg, Arianna

    Katy Perry and Anita Hill Honored at the DVF Awards

    Katy Perry was among the honorees at the 10th Annual DVF Awards on Thursday night. The singer was recognized for her advocacy work with both UNICEF and the LGBTQ community. “Music has opened the doors for so many opportunities for me,” she said while accepting the inspiration award. “The ability to meet people and champion [...]

  • Chrissy Metz'Breakthrough' Film Premiere, Arrivals, Regency

    Why 'This Is Us' Star Chrissy Metz Could End Up Performing at the Next Oscars

    Chrissy Metz made her live-singing debut on Sunday when she performed “I’m Standing With You” from her new movie “Breakthrough.” Was that just a step on her way to performing at the Oscars? Could be. The song was written by 10-time Oscar nominee Diane Warren. “They said Chrissy had to sing it and I was [...]

  • Bob IgerSimon Weisenthal Gala honoring Bob

    Disney's Bob Iger Blasts Hateful Political Discourse and Social Media: 'We Can Do Better'

    Bob Iger didn’t mince words while being honored Thursday by the Simon Wiesenthal Center. Upon receiving the Humanitarian Award at the organization’s National Tribute Dinner from Jeffrey Katzenberg, the Walt Disney Co. chairman and CEO delivered a scathing critique of social media and the current state of political discourse. “Hate and anger are dragging us [...]

More From Our Brands

Access exclusive content