• by Steve McClellan  @mp_mcclellan, October 7, 2014

PR giant Edelman is joining forces with United Talent Agency to create an experiential marketing and branded content firm to be called United Entertainment Group, A DJE Company. The DJE part of the name is a reference to Edelman parent DJE holdings.

The joint venture firm is described by its partners as “international full-service entertainment, sports and experiential marketing agency.”

The venture will combine the assets of Edelman content and experiential subsidiary Matter with those of a branded content specialist firm that UTA helped create seven years ago, also called United Entertainment Group. It has focused on creating brand impressions in film, television, music, social media, live events and celebrity platforms.

The new UEG will be overseen by Jarrod Moses as CEO and will have operations in New York, Los Angeles, Chicago, Dallas and San Francisco.

“Investing in entertainment marketing further solidifies our commitment to creating the next-generation communications marketing company and directly addresses the growing demand for authentic and engaging content relevant to today’s consumer,” said Richard Edelman, CEO of Edelman. “This partnership will also provide Edelman and its clients with access to insights, IP and expertise from one of Hollywood’s leading talent agencies.”

“We will continue to change the landscape of the entertainment marketing industry,” added Moses. “The combined team will enable us to create an unprecedented presence and the ability to build transformative programs for the world’s largest brands and celebrities.”

The partners believe that combining UEG’s branded entertainment expertise, with Edelman’s global footprint and digital capabilities (and Matter’s sports and experiential expertise), will provide culture-influencing insights, access and amplification for clients.