Celebrity brand-building has become a big business.
So the United Entertainment Group has launched UEG Ventures after company founder Jarrod Moses had success connecting Queen Latifah and CoverGirl for their brand partnership.
UEG is an entertainment and sports marketing agency, part of DEJ Holdings (Daniel J. Edelman Holdings). Jarrod Moses launched UEG in 2007 and in 2024 became global chair of DJE’s entertainment, sports and culture business.
Now the agency is looking to pair more starry clients with capital investment for additional Madison Avenue success stories, whether with start-ups or as the face of brands.
Celebrity entrepreneurs will enter business ventures in the earliest stages of development or as they expand. “UEG Ventures was built to bring the power of culture into the foundation of business. By aligning investment with creative strategy and our unmatched access to talent, we help visionary brands move faster, connect deeper, and scale smarter,” Moses said in a statement.
Recent dealmaking at UEG to bring star wattage to new products includes Paris Hilton and her 11:11 Media banner teaming with the McCormick spice brand for campaign and product partnerships as part of a two-year tie-up, a partnership between the soda retail chain Cool Sips and actress Whitney Leavitt and actor and producer Wilmer Valderrama pacting with real estate developer Edens to create the Latin American-inspired cocktail bar Elegacia in Washington D.C. as part of the Union Market development.
“UEG Ventures has a clear understanding of the intersection of business and talent in a way few others do — and they bring a level of authenticity that was essential as I built the Elegancia brand, a Latin food and drink concept inspired by the dishes that are most authentic to me,” Valderrama stated.
As UEG moves beyond just offering expertise in marketing strategy, PR and other talent support, the new Ventures division is looking to strike celebrity and brand partnerships in the health and wellness, food and beverage, fashion and apparel, beauty and personal care, financial services, sports, retail and technology sectors.
UEG is headquartered in New York, with offices in Los Angeles, Chicago, Miami, Dallas, London, Hamburg, Sydney, and Tokyo.
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