HSN Opens Left Coast Office, Partners With United Entertainment Group

Establishing a presence in Hollywood, HSN named United Entertainment Group (UEG) its marketing partnership agency of record Monday and said it is opening a Los Angeles office.

The aim is for UEG and its partner UTA (United Talent Agency) to leverage their combined presence in Los Angeles and on Madison Avenue to build on the home shopping network’s continuing effort “to integrate entertainment and retail by building partnerships that consist of celebrity brands, unique music platforms, television and film collaborations, and like-minded brand partnerships,” HSN said in its press release.

“We are extremely excited to be entering into this partnership with HSNi as we believe they have a hugely successful, proven, and unique platform with which to engage and excite the Hollywood and Brand community,” UEG CEO Jarrod Moses said in a canned statement.

UEG, which is a joint venture with UTA, creates marketing platforms for consumer brands and entertainment properties.

“HSNi is thrilled to be working with a highly respected agency such as UEG as we open our Los Angeles offices to better engage the entertainment industry,” said Andy Sheldon, chief creative officer of HSN and general manager of HSN Entertainment.

“Having a presence on both coasts will provide us the agility we need to succeed. I look forward to working closely with Jarrod and his team to identify new brand sponsorship opportunities that will enable us to further develop our music platform and elevate our HSNi brands overall.”

UEG has developed campaigns for Procter & Gamble, Frito-Lay, General Mills, AT&T and Starbucks, while working with entertainment companies including Time Warner, Comcast, Facebook and Google, as well as celebrities such as Katie Perry, Mark Wahlberg, Queen Latifah, Pharrell Williams and Drew Barrymore.

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