Agencies Edelman, UEG Team Up For Influencer Marketing Program

Two marketing agencies that share an owner are joining forces to create branded content. Edelman and United Entertainment Group (UEG) have announced Starling, an offering that will work with top digital content creators on influencer marketing projects.

Starling will work with Edelman and UEG’s brand clients to harness the power and influence of social media stars. An example of the program’s work is already available thanks to When The Water Boils, a recently-launched web series sponsored by Barilla that features My Drunk Kitchen’s Hannah Hart as its host. In each episode, Hart sits down with a guest and chats with them while a pot of water — which will ultimately be used to cook Barilla pasta — boils on the stovetop. The first of three episodes released thus far features Hart’s conversation with Bill Nye, noted Science Guy.

“We have seen explosive talent growth in the video influencer space. Therefore, partnering our clients with the right influencers is more important than ever to ensure we deliver deep and meaningful programs,” said UEG President of Entertainment Adam Smith in a press release. “We are excited to bring our combined expertise to clients, with the same level of excellence and reliability that they have come to expect from both organizations.”

Additional information about Starling is available in a short introductory video posted to Edelman’s official YouTube channel.

Edelman and UEG are both owned by DJE Holdings. Other clients involved in their previous influencer marketing campaigns include Petco, Disney Parks, and Western Digital Corporation.