United Entertainment Group

The creator economy is rapidly transforming, and the business of influence is evolving alongside it. Dive into Adham Mattar’s full piece below.

Don’t miss this ADWEEK HOUSE panel, Friday November 21st, with our own Ann Wool and Sam Kohnke alongside Jill Gregory with TWG Motorsports discussing how CPG brands are finding speed in sports!

Check out this conversation with Robin Bonn and Jarrod Moses where they unpack how brands, creators, sports stars and celebrities meet in the fast-evolving world of culture and entertainment marketing.

We’re proud to share that Allegra Pit Shop has been recognized with a Bronze at the LIA Awards! This campaign was a true demonstration of creative collaboration — developed in partnership with our colleagues at Edelman US and Canada. Together, we brought the Allegra Pit Shop to life at the Indy500, transforming Andretti Global’s Marcus Ericsson’s pit stop into a real-time fan challenge that showcased Allegra’s non-drowsy allergy relief with 0% brain interference sharpness in an unforgettable way. Huge congratulations to the incredible team who made this award-winning idea a reality: Ann Wool, Michael Brown, Sea Louise Bensimon, Anthony Chelvanathan, Debbie Lobel , Kaitlyn K., Anders Hallén, Margo Hicks, Courtney Miller, Jennifer Alonso, Svetlana Popova, and Natee Likitsuwankool. #AllegraPitShop #Edelman #UEG #MarcusEricsson  #AwardWinningWork

Written by Emily Homlish, SVP of Talent based in New York, this piece explores how celebrities are shifting from endorsements to true partnerships. Read more on how authenticity is redefining influence.

Centrum Silver and Dave & Buster’s launched Dave & Brain Busters, a new partnership highlighting the benefits of play for brain health. The campaign debuted at a Times Square VIP event featuring Amy Sedaris, Candy Calderón, and Centrum’s Josh Gabriele — celebrating the power of play at any age. Now through Nov. 14, adults 50+ can enjoy Silver Hours at select Dave & Buster’s locations for 10% off food, drinks, and games!

We’re proud to celebrate recent promotions across the UEG team. A huge congratulations to our colleagues for their incredible work, leadership, and impact!

The Power of Partnering with Celebrities & Creators? Last night marked the premiere of Olivia and Alex: Parenthood on ITV2, an ad-funded series brokered by UEG for Glade. Behind the launch sits a powerful example of how brands can partner with talent to reach audiences authentically across multiple platforms. The series builds on a three-year partnership between Glade and Olivia Bowen, the brand’s long-standing ambassador. What began as a social-first collaboration has since expanded into an integrated, multi-channel ecosystem: from holiday retail campaigns and custom VOD ads on Netflix and Amazon, to in-store experiences and live events. This latest chapter - a talent-led entertainment series - cements Glade’s position within culture, meeting audiences where they are and how they consume content. This partnership demonstrates the long-term value of aligning with the right talent - turning a simple endorsement into a 360° brand experience that drives both relevance and results.   ITV2  & ITV X– Sunday nights, 8pm. Congrats to: United Entertainment Group team - Lauren Monks & Aissetou Griffin, Jolene Lukeba Angel Eye Media Ltd - the Producer of series Olivia and her team, Freddy White - White Label Management. #brandedentertainment #celebritypartnerships #afp