Today’s guest is Jarrod Moses, Founder and Global CEO of United Entertainment Group (UEG) – part of Edelman. Jarrod unpacks how brands, creators, sports stars and celebrities meet in the fast-evolving world of culture and entertainment marketing. He reveals how UEG structures partnerships that go beyond timesheets and deliverables to also reward performance and behaviours.
Jarrod also discusses the shifting power balance between creators, agencies and clients, the pitfalls of inauthentic partnerships, and the discipline it takes to stay entrepreneurial while leading a global agency network. From UEG’s early work with Rihanna to long-term lessons in leadership, this conversation offers an inspiring look at the mechanics of one of the world’s pre-eminent marketing disciplines.
HIGHLIGHTS:
[02:01] The role of emotion
[04:35] Enhancing culture
[07:46] Taming the celebrity–brand beast
[09:35] Three truths of partnership
[12:34] Game plans for every client
[17:43] Believable spontaneity
[22:20] What kills authenticity
[27:57] Discovering Rihanna with Jay-Z
[33:51] UEG’s commercial formula[35:58] Engaging the C-suite
