United Entertainment Group launches in Asia via Japan

United Entertainment Group (UEG), a New York-based content marketing agency owned by Edelman, has entered Asia with the opening of an office in Tokyo.

According to a statement from the company, the Tokyo office will be a hub for the region. UEG positions itself as an entertainment, sports and lifestyle agency and described Japan as a fast-growing market, citing the upcoming Rugby World Cup and Tokyo 2020 Olympics.

Toru Fumihara will lead the Tokyo office as managing director. He began his career at Hakuhodo and worked at Red Bull, where he established an athlete management programme, before starting a marketing consultancy in 2016. His experience includes work on Major League Baseball sponsorships.

Fumihara will report to Mary Scott, president of global integrated communications, who oversees operations in Asia as a whole. Scott is based in New York.

UEG was founded in 2007. Edelman acquired the company in 2014, and in a separate statement said the two entities would work together closely on “various integrated efforts”.

Brands UEG has worked with include Asics, The North Face, Adobe, Shell and Starbucks. The company also has offices in Los Angeles, Dallas, Chicago, London and Hamburg.