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United Entertainment Group expands to APAC, unveils new team, culture board

Singapore – As part of its official launch in APAC, United Entertainment Group (UEG) Worldwide, a global agency specialising in entertainment, sports, and lifestyle marketing, has now unveiled a raft of senior hires and a new ‘Culture Board’, which features a diverse mix of worldwide and regional profiles.

Led by UEG’s EVP Si Philby, UEG APAC covers 12 markets and has merged the Background Creative Counsel network across the region. The new ‘Culture Board’ includes Dan Flower, the global managing director of style bible The Face Magazine, Ali Hillman, the international art curator and founder of Friday Trampoline, Melvin Tanaya, the co-founder and design director of luxury streetwear brand Song for the Mute, Lauren Yates, Bangkok-based designer, photographer, and founder of Wmenswear, and Benji B, the music director for Louis Vuitton and head of Deviation Music, as well as Samie Oliver, the executive producer of Background Creative Counsel and co-chair of the UEG APAC Culture Board.

Also part of the expansion is the appointment of Piers Hopkins, who will join UEG APAC as director of China. Piers has been working in China for over 12 years within fashion and media from a commercial, business strategy, and operations perspective. Prior to his role at UEG, Piers oversaw operations, events, and brand partnerships as country manager at Business of Fashion in China. Piers brings a wealth of hands-on experience, cultural, and linguistic understanding to UEG APAC, specialising in bringing brands to the Chinese market. 

Philby shared, “Over the years I’ve been fortunate to collaborate with some of the best in business, across a vast array of geographies and cultures. We are now bringing a formula that’s different to other agencies with unrivalled intel, ideas and access.”

Meanwhile, Jarrod Moses, UEG Worldwide’s president and CEO, said, “The UEG APAC team is moving at pace, evident in both the creative intelligence we are forming and the suite of capabilities we offer our brand clients across the entertainment, sports & lifestyle”. 

Additionally, UEG APAC has announced new additions to the full-time team featuring APAC general manager Isobel Howard, who was a former general manager of Background Creative Counsel with corporate experience at Cisco Systems, HSBC and Qantas, and Rosie Ranck, formerly of M&C Saatchi, Leo Burnett, and Ogilvy.

Joining as APAC client services director is Paige Lewis, formerly of Amplify in London and Sydney, where she ran the global Adidas account as well as Porsche, PlayStation, and Afterpay. Tim Brownfoot also joins as APAC creative director, previously working across the Beer portfolio at Lion, prior to which held senior creative roles at Sweet&Chilli and brand experience agency The Projects.

Moreover, looking after a key vertical in UEG’s capabilities, Danai Gapare joins as account director of talent & influence with previous experience at Under Armour, Rebel Sports, and as a professional athlete. Former E! Australia Host Ksenija Lukich also joins as a producer, talent & influence having worked as a TV presenter, content creator, and brand ambassador.