You’re the founder and CEO of United Entertainment Group (UEG). For those who don’t know, what exactly does UEG do?
UEG is a culture company. Culture is the cornerstone of everything we do. We harness it—not just to follow trends, but to stay ahead of them—and we use it as our north star to create meaningful opportunities for both brands and talent. Whether it’s launching a new product with a famous star, creating a global campaign for a Fortune 100 brand, or building a business with a breakout creator, we help brands show up in the world in ways that are timely, relevant, and culturally resonant.
Tell us about some of the incredible names you’ve worked with over the years!
It’s been an honor to collaborate with talent like Rihanna, Mark Wahlberg, Taylor Swift, Queen Latifah, Chris Pratt, Doechii, Drew Barrymore, Jennifer Lopez, the Kardashians, and MrBeast, as well as brands such as Unilever, Procter & Gamble, Starbucks, Samsung, PepsiCo, and BMW. Whether it’s building a campaign, a new business, or a collaboration, our job is to bring their vision to life in a way that resonates.
What sparked your vision for the company?
UEG was launched in 2007 in partnership with Hollywood powerhouse United Talent Agency (UTA). Since then, we have become partners with the communications giant Edelman. From day one, the mission was clear—to sit at the intersection of entertainment and brand marketing with insider access to culture movers, and to do it differently. We saw that the future of brand communication would be led by talent and culture, not just traditional advertising.
Why was the pandemic time so transformative for your business?
During COVID, I was living in the Hamptons full-time. Like most of the world, our company went fully virtual. But that allowed us to deepen our relationships with talent—both A-listers and digital creators—because suddenly, everyone was in the same boat. Consumers were getting their content virtually, and we leaned all the way into that. It changed our approach—and it worked.
What does UEG look like today?
We’re now in New York, Los Angeles, Chicago, Dallas, Miami, and San Francisco—and globally in London, Singapore, Seoul, Munich, and Berlin. We were named Ad Age’s Sports and Entertainment Agency of Year for 2025. We’re very proud of that.
What do you enjoy most about the Hamptons?
I’ve been coming out here since the beginning of UEG. It’s where I reset and refocus. I love barbecuing, strolling through Sag Harbor, catching a game at the bar at Townline BBQ, and getting out on the bay in a boat. It’s also a place where I can slow down just enough to think big again.
What’s one thing most people don’t understand about your world?
People think a lot of what you see in the world of content is luck and timing. Some of it is, but the truth is that many of the creators and artists you see on your screens or listen to have been honing their craft for a long time. It’s not easy. The real work is in the strategy—understanding how to connect the right platform or talent with the right brand at the right cultural moment. That’s where we come in.
What’s next for you and the company?
I’m energized by the way brands and talent are coming together, not just to promote products, but to build real businesses. We’re helping creators launch their own IP and legacy brands reinvent themselves through cultural partnerships. It’s not about chasing the spotlight; it’s about building something that lasts.
For more information, visit uegworldwide.com.
