SYDNEY — Edelman’s United Entertainment Group has expanded its global footprint with the opening of a regional office in Sydney.
The entertainment, sports and lifestyle agency’s new APAC operation will be overseen by executive VP Si Philby, who most recently ran the consultancy he co-founded, Background Creative Counsel. UEG will be based in Sydney.
Philby will report to UEG’s founder and CEO Jarrod Moses, and partner with Edelman’s APAC vice chair Michelle Hutton to roll out its services to clients across the region. Background, which is the umbrella for a global network of specialists, will be integrated into UEG’s operation.
Sydney is the fifth international office UEG has opened since its acquisition by Edelman in 2015. The firm has operations in London, Hamburg, Tokyo and Beijing in addition to New York (where it is headquartered), Los Angeles, Chicago, Dallas and Miami. The firm has worked with the likes of BMW, Samsung, ASICS, The North Face, and Starbucks
Said Hutton: “Our region is the most diverse and culturally rich region in the world, it’s where many trends and movements are born and with UEG’s launch in APAC, we will be at the forefront of helping clients find new and different ways to connect and engage with people.”