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United Entertainment Group launches APAC offering, appoints Si Philby as EVP

Sydney, Australia – United Entertainment Group (UEG), the global entertainment, sports, and lifestyle agency owned by Edelman, has announced the launch of its agency offering in Asia-Pacific. In addition, UEG has appointed Si Philby as its executive vice president for its APAC offering.

He will be reporting to Jarrod Moses, CEO and founder at UEG, while partnering with Michelle Hutton, vice chair for APAC at Edelman, to roll out its services to clients.

The agency’s expansion into the APAC region – one where the intersection of entertainment and culture are at the crux of brand partnerships and strategies – reflects increasing global demand for its services. This marks the fifth international office the agency has opened since 2017.

Philby brings over two decades of global creative experience to this role. He co-founded and launched two independent agencies – the most recent being the Background Creative Counsel, a global network of diverse experts who participate in culture and offer creative counsel to future-minded brands and leaders.

Speaking about his appointment, he said, “UEG is a phenomenal business that resonates with my own values on how brands show up in culture. Having collaborated with Edelman’s brand teams on special projects over the last 10 years, there’s already an established level of trust and partnership that we are now building on. We are collaborating with the best talent and smart clients to develop innovative ideas that are different from the norm.”

Through the launch of UEG in APAC, Philby’s Background Creative Counsel will be integrated into UEG’s operation, providing clients with unparalleled access to this unique network which includes creators, athletes, futurists, philanthropists in the areas of music, entertainment and fashion.

Meanwhile, Moses commented, “As an agency whose mission is to deliver best-in-class global entertainment and cultural connectivity, it’s essential that we have experienced leadership in APAC, which is the fastest growing entertainment region in the world. Si brings a wealth of industry experience, cultural connections and an expansive creative network to UEG. We’re excited to have him at the foundation of our APAC offering which will deliver unparalleled value to our clients.”

Lastly, Hutton added, “Our region is the most diverse and culturally rich region in the world, it’s where many trends and movements are born and with UEG’s launch in APAC, we will be at the forefront of helping clients find new and different ways to connect and engage with people.”