Edelman's joint venture with various agencies in Hollywood will change the landscape of the entertainment marketing industry.
Edelman has forged a joint venture with United Talent Agency and United Entertainment Group in the latest bid to combine advertising and Hollywood talent.
The new venture is called United Entertainment Group, A DJE Company and will be led by Jarrod Moses, founder of United Entertainment Group. Gail Becker, Edelman president, strategic partnerships and global integration, will serve on the board behind the venture.
Another DJE subsidiary, experiential and sports marketing player Matter, will also be in the mix. At its core, the new company will provide international marketing and branding expertise in the sports and entertainment sectors.
The venture follows other Madison and Vine deals such as ad agency Droga5 selling a significant minority stake to Hollywood agents William Morris Endeavor in July 2013.
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