Tag: United Entertainment Group

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.

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.”