The Immortal Life of Agencies UEG's Global CEO: Culture, entertainment and commerce – Jarrod Moses
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Nov 4, 2025 Jarrod Moses, Founder and Global CEO of United Entertainment Group, dives into the fascinating intersection of culture, entertainment, and marketing. He shares insights on structuring partnerships that prioritize authenticity and performance, exploring the importance of emotional connections in branding. Jarrod contrasts UEG’s people-first approach with traditional agency models, discusses the balance of power between creators and brands, and recounts discovering Rihanna. His perspective reveals the nuances of maintaining agency identity while scaling.
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Start In Culture, Not A Black Box
- UEG defines culture and entertainment marketing as connecting brand and consumer emotions using entertainment and cultural platforms as catalysts.
- The agency starts in culture, building solutions with cultural creators before bringing plans to the brand.
New Competitive Set: Platforms And Creators
- UEG competes not only with traditional ad agencies but increasingly with media platforms and direct-to-creator approaches.
- Strategy must surround cultural activations; direct platform moves without strategy are scattershot.
Vet Creators For Long-Term Fit
- Do assess creators' ambitions, authenticity, and economics before deals to protect their long-term value.
- Avoid deals that pay well today but damage the creator's credibility and future earning potential.
