Edelman parent company DJE Holdings and United Talent Agency announced Tuesday they will launch a marketing joint venture with United Entertainment Group founder Jarrod Moses.
Under Moses, the new company -- dubbed United Entertainment Group, a DJE company -- will be an "entertainment, sports and experiential marketing agency," according to a news release. It will combine Matter, DJE's sports marketing group, with the existing UEG.
"It's the perfect marriage where we can utilize each other's strengths and bring something wonderful together," Moses told The Times. "It will increase our man power ... and we'll have a client roster that's the biggest in the industry. It's very exciting."
Moses, who helped merge UEG with UTA in 2007, said he is confident that the new marketing firm will allow the companies to "scale their services and diversify in other regions of the world."
The firm will have a team of about 100 people and operations in New York, Los Angeles, Chicago, Dallas and San Francisco. It has about 75 clients, including Starbucks and Sam Adams.
Gail Becker, Edelman's president of strategic partnerships and global integrations, called the new operation a "powerhouse."
"Today's interpretation of entertainment is evolving -- encompassing sports and live experience to leverage popular culture for the ultimate benefit of brands," she said in a statement. "This partnership fuels our capability to provide powerful solutions for our clients and dramatically sets the stage for future growth."
"It's time," Moses added. "The market needs it."