Edelman has forged a venture with Hollywood talent agency United Talent Agency to provide the firm better access to entertainment content.
The deal, according to CEO Richard Edelman, "directly addresses the growing demand for authentic and engaging content relevant to today's consumer."
DJE Holdings, Edelman's parent, will contribute its MATTER sports & experiential marketing arm to the new set-up called United Entertainment Group.
Jarrod Moses, founder of UEG, will chair the partnership, supported by Gail Becker, who is Edelman's president-strategic partnerships & global integration.
UEG is to help clients engage consumers via film, TV, music, social media, events and celebrity platforms from its offices in Los Angeles, San Francisco, Chicago, Dallas and New York.
Edelman says the venture solidifies his firm's "commitment to creating the next generation communications marketing company."
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