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.
“We will continue to change the landscape of the entertainment marketing industry,” said Moses, CEO of the venture. “The combined team will enable us to create an unprecedented presence and the ability to build transformative programs for the world’s largest brands and celebrities.”
Richard Edelman, CEO, of Edelman, added: “Investing in entertainment marketing further solidifies our commitment to creating the next generation communications marketing company and directly addresses the growing demand for authentic and engaging content relevant to today’s consumer.”
Edelman added that the partnership will give Edelman's clients access to insights, IP and expertise from a leading talent agency.
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.