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Culture Labs team // Strategic Planning6/17/14

Brand Identity Part 3: Do people in the same social circles tend to wear the same brands?

The hypothesis driving this exploration is that people in the same social circles tend to wear the same brands. We see brands as Read More...

Pedro Ferreira // Creative4/25/14

Brand Identity Part 2: What does our brand report tell us about David and Deicy?

Hypothesis People drawn to certain brands tend to have a core group of friends who are drawn to the same brands. AssignmentTake a deep Read More...

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Matthew Zagada // Creative4/24/14

Brand Identity Part 1: Who influences New York’s up-and-comers?

HypothesisPeople drawn to certain brands tend to have a core group of friends who are drawn to the same brands. AssignmentTo take Read More...

Culture Labs Teaser
Michael Maliner // Strategic Planning4/24/14

Welcome to Culture Labs. So what are we going to study first?

Culture Labs is off and running.  We got our first hypothesis to test. Hypothesis: People drawn to certain brands tend to have a core Read More...


UWG is all about culture. We live it. We breathe it.

Our company stands on it. Which is why our employees

and CityTech students will continue to make sure that

culture is reflected in everything we do.

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The Culture Labs, powered by UWG, is a collaborative workshop

designed to identify and cultivate the nuances of

culture that affect our daily decision-making process. In

partnership with local universities, the UWG Culture Labs

produces open cultural data and content that is employed

in our work and the work of our partners.

The Culture Labs, powered by UWG, is a collaborative workshop designed to identify and cultivate the nuances of culture that affect our daily decision-making process. In partnership with local universities, the UWG Culture Labs produces open cultural data and content that is employed in our work and the work of our partners.

We are more than an agency.

We are the curious ones.

The seekers who believe invention breeds new ideas.

We are makers existing at the intersection

of culture, innovation and communication.

We are UWG.

We are more than an agency.

We are the curious ones.

The seekers who believe invention breeds new ideas.

We are makers existing at the intersection of culture, innovation and communication.

We are UWG.

UWG People

UWG encourages our employees to do amazing and

interesting things beyond their 9 to 5. UWG is about

making better people, which in turn, makes a better UWG.

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“A Warrior’s Education”



UWG and the United States Marine Corps initiated an authentic dialogue with Asian-Pacific American officers and enlisted prospects during and beyond the nationally recognized Asian-Pacific American Heritage Month.

The campaign, titled “A Warrior’s Education,” positioned the Marine Corps as a unique opportunity to achieve educational and professional success, and the honor of defending the freedom of others around the world as a profession.

Digitally focused, the campaign drove distinct engagement where Asian-Pacific American youth are most active, and most likely to create and share content: social media.


A dedicated and shareable tab was added to the existing MCRC Facebook page to house all targeted content. The tab featured four 60-second videos illustrating how respect and discipline play a role in earning a “Warrior’s Education,” in addition to an interactive photo gallery of the Marines’ personal items and external links to relevant information.

The tab was also supported by a series of timeline posts (Facebook, Twitter) and paid social placements throughout the campaign.


During May 2013, “A Warrior’s Education” was the highest-performing tab on the United States Marine Corps Facebook page, with over 13,000 tab views and engagement measures exceeding historical benchmarks.

The average audience retention rate for all four videos was 75.8%, revealing that users stayed engaged with the content and watched more than three-fourths of the whole video. Lastly, posts totaled over 6,355,456 users.

Team Members

Strayer University - Hispanic Growth Initiative


Hispanic Growth Initiative


UWG positioned Strayer as a key provider of educational access and communicated Strayer’s commitment to Latina advancement by partnering with three culturally relevant, signature properties focused on Latina EMPOWERMENT, PROFESSIONAL DEVELOPMENT and SELF-IMPROVEMENT


The impact of these events was amplified through print/digital advertising, PR and social media.


Approximately 5,000 on-site consumer impressions, nearly 1,000,000 social media impressions and over 8,000,000 media impressions.

Team Members



Retool Your School


In 2010, The Home Depot launched the Retool Your School Campus Improvement Grant Program to help Historically Black Colleges and Universities (HBCUs) with much needed sustainable campus improvements.

Year after year, the online program has strived to increase the reach, total grants offered and program participation.

The program is supported totally online and promoted via digital, social, mobile and radio. At the end of the 2013, the program had awarded almost $700,000 in grants across 49 schools.


The campaign involved a custom Tweetoff platform that integrated the Retool Your School website, voting, Facebook and Instagram.

This platform allows users to get the latest program stats via the leader boards, vote, make social media posts and view other supporters’ votes. Online/mobile banners and eblasts were developed to drive traffic to the website and tweetoff platform.

Additional support was garnered at the SIAC and SWAC tournaments via in-game activations and signage.


  • 67 HBCUs participated – 10% increase versus PY
  • Overall program impressions – up 45%
  • More than 2.6MM votes were cast – +55% vs PY
  • Social media participation across all platforms increased significantly versus PY


Team Members

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Lincoln and Automotive Rhythms hosted “Lincoln Evening of Style” at Siren Studio in Los Angeles. Nia Long, actress and event host, arrived in a Lincoln MKC.

The Lincoln Evening of Style introduced the all-new Lincoln MKC to a targeted group of over 200 AA influencers and media, and garnered a projected favorable opinion metric lift of 15% for the brand, for both PR and social media impressions.


Lincoln’s activation included social media outreach with hashtags, on-site branding, event content capture and event B-roll, branded event recap on AR website, talent interviews, vehicle displays and inclusion in the event press release.


• Attendance: 200
• Favorable opinion: 15%
• Social media impressions: 10 MM
• PR impressions: 5 MM

Team Members


Colgate Palmolive

Colgate Optic White


Colgate Optic White (OW) was the featured brand of the Best Man Holiday movie premiere — one of the most highly anticipated movies of 2013.

What began as simply a co-branding event, from sizzle to substance, turned out to be one of the largest PR activations for the Colgate Optic White brand.

Hollywood’s brilliant smiles were shining at the Best Man Holiday movie premiere.


Popular journalist Tanika Ray conducted OW interviews on the Red Carpet. The product was available for display and use in the restrooms, and event attendees left with the Optic White regimen.


• Targeted PR impressions: 20MM
• Reached PR impressions: 112MM

Team Members



Amtrak Multicultural Microsites


UWG launched three multicultural microsites to inspire brand affinity and elevate awareness of Amtrak among younger black, Latino and LGBT consumers who don’t currently consider Amtrak for their transportation needs.

African American, Hispanic and LGBT segments lead other groups in use of digital/social media, and are avid consumers of online content. They are skeptical of advertising claims but are willing to engage with brands that offer them value.


UWG created three targeted microsites that feature authentic, culturally relevant stories about travel in key Amtrak geographies, with links to travel deals.

Each site is updated weekly with timely, original content.


Site traffic has increased every month since launch, and integrated links from the content result in high-quality traffic sent to, where our audiences are booking travel and signing up for Amtrak’s frequent traveler program.

Team Members

The Perfect Risotto_Greg_1000x560
Greg Edwards // Account6/9/15

The Perfect Risotto

First off, let me get the obvious questions out the way. Is this a rice dish?  The answer is yes.  Do you have to like Italian food to Read More...

Staren Soanes // PMO5/4/15

How my Peers Built a Passion in Me . . .

As I talk to my mom about my volunteer events, she jokes with me about how I did not like kids when I was little. Now, I spend a lot of Read More...

Jessica Joseph // Innovation2/9/15

Stop Trying to Go Viral

Viral is a buzzword we hear all too often in this industry. Influencers and brands alike all compete to see who can dominate the Read More...

Iris Dillon // Branded Entertainment12/16/14

It's all in the Gumbo

New Orleans, Louisiana, is an ethnically diverse community, with rich cultural roots. Stories are passed down through elders, absorbed Read More...

Eugenia Blackmon // Legal11/19/14

Motherhood And No Work/Life Balance

Motherhood. The word alone is loaded and has a variety of sentiments for everyone. I entered motherhood three years ago and recently Read More...

Ahmad Abdul-Ali // Account10/21/14

Bridging the digital divide: Why experiential marketing matters — now more than ever

“What would we ever do without the internet??” was a question posed by a Toby Maguire-looking fellow I shared the elevator with. I Read More...

Stella Canlas // Finance9/16/14

Sweet Is My Hard Life

In many Asian countries, among them the Philippines, there is a tradition that has been passed down from generation to generation: that Read More...

Dylan Rivera // Account8/25/14

I Live Hip-Hop and Rap on the Side

At eight years old, my brother Jay and I deemed ourselves “The Rappin’ Twins.” We decided to become mega-superstars and tour all over Read More...

Christina Adams, Eric Ross, Katherine Halliburton // Media7/17/14

What’s missing in Multicultural Media/Advertising?

Go beneath the surface of culture representation Of course, we all understand there is no “one size fits all” messaging in advertising. Read More...

Juanita Davis // Events6/2/14

3 Key event engagement touch points + 4 Effective ways to use social media to boost events = 7 Lessons for consumer connectivity

Juanita Davis, Event Manager at UWG, shares her approach to strategically planning events and ensuring consumer connectivity. Formulas Read More...

Mother's Day Blog Header
Bruce Kirton // Strategic Planning4/22/14

Mother’s Day and Multicultural Mothers

I got a request to write a blog for the corporate website about Mother’s day, but every time I sat down to begin I had trouble getting Read More...

Monique L. Nelson // CEO4/2/14

Three Lessons on Developing Some of the Best Multicultural Advertising Campaigns in the World

As Chairman and CEO of UWG, the longest-standing multicultural advertising agency in the world, Monique L. Nelson shares her unique Read More...

Talk to us.

New Business

When your business wins, we win. So let’s grow and make history together.


We love to share our good news. To find out more about UWG, email us.


One MetroTech Center North
11th Flr. Brooklyn, NY 11201

Phone: 212-219-1600
Fax: 212-219-6395


500 Town Center Drive
Dearborn, MI 48126

Phone: 313-615-3337
Fax: 313-615-4077


3340 Peachtree Road, NE
Suite 300, Atlanta, GA 30326

Phone: 404-994-6393
Fax: 404-682-7301

Work with us.

Want to be a part of the UWG squad?

Can you work hard and play harder?

If you think you're ready to do something great, give us a shout!

Strategic Planning, Detroit

Digital Strategist

The digital strategist is responsible for the successful management of digital strategy for client brands. The role requires an innovator, a trendsetter, and a progressive thinker who utilizes digital to complement and amplify client goals, objectives and communications. The Digital Strategist answers key questions, such as how brands are communicated and experienced through digital interactions, how digital interactions fit into broader customer experiences and how these interactions and experiences be can measured against client objectives.

This individual combines an in-depth knowledge of client business objectives, online strategies and their competitive landscape with a rich background in the digital marketing industry to deliver effective digital marketing recommendations. This person also handles the day-to-day operations of client projects, including research, scope development, creative briefing and job execution. He or she is responsible for organizing information shared by and with the client, and ensuring that agency procedures are followed.

The digital strategist is responsible for achieving the client’s strategic brand and business objectives by working with the agency team to provide guidance and execution of strategies. This person serves a vital role in promoting the integration of cross-functional teams and ensuring seamless delivery of all work to the client. This candidate must be prepared for a fast-paced environment and be comfortable making decisions.


  • Develop digital amplification and social growth strategies to support client objectives
  • Analyze overall client objectives to uncover opportunities for growth within digital and social media
  • Understand client’s online, digital and social engagement environment
  • Develop consumer engagement strategy that works within the above parameters
  • Work with agency’s media team to identify strategic opportunities for digital amplification through paid and owned channels.
  • Utilize paid social and paid search strategy / tactics to complement digital media buys, along with amplifying published content (or other digital programming)
  • Work with agency’s PR team to enhance existing outreach efforts through earned channels
  • Develop measurement strategy to effectively track and report the success of agency’s digital efforts
  • Build Keynote presentations that detail the strategy
  • Set and enforce digital standards of excellence throughout the organization, ensuring that the digital strategy is best in class across the board


  • Provide strategic direction and recommendations to the content development team as needed
  • Understand best practices within digital and social platforms to guide or identify opportunities for content development
  • Develop content parameters and publishing schedules with the content development group that adhere to developed strategic objectives
  • Develop digital and social publishing schedules


  • Work with content development group and digital production team to ensure content and digital production are meeting client and strategic objectives
  • Partner with Content Development, Production and Digital Media department leads to manage and streamline processes and procedures, establish and communicate timelines for deliverables, and identify and improve overall cross-departmental efficiencies.
  • Ensure that agency integrity/positioning are maintained across all digital and social channels
  • Participate in mobile app/web development initiatives with partners, vendors and sister agencies to ensure requirements meet specific consumer segments

Analytics and Metrics

  • Utilize social-listening tools to measure effectiveness of digital activities
  • Identify opportunities for growth through analysis of analytics and understanding of target audiences/consumers
  • Increase the value digital/social metrics analysis and insights
  • Report success and effectiveness of client engagements through analytic tools


  • Minimum 5–7 years of digital marketing or related experience, preferably within an advertising agency or marketing communications department
  • Must have demonstrated proficiency in digital communication tools and platforms
  • Managerial experience overseeing the performance of vendors
  • Understanding of the digital/mobile application-build process is a plus
  • Ability to successfully manage multiple assignments simultaneously
  • Strong digital and innovation insights and the ability to translate those insights into smart communications
  • Self-starter, able to work independently
  • Excellent organizational and project management skills
  • Clear, persuasive presentation and written communications skills

Apply for this job

Account Services, Brooklyn

Account Executive


The account executive will be responsible for the day-to-day administration of marketing and advertising initiatives for the client and agency partners. The Account Executive will report to the Account Director and will be the primary liaison to agency departments to ensure that client goals are met. The Account Executive will ensure that all work is reviewed before it goes to the client and is always on schedule and will maintain compliance with Agency/Client scope of work guidelines. It is the primary objective of the Account Executive to secure Account Director’s confidence as an advertising professional.


  • Assist in the development of marketing and advertising strategies, including gathering and analyzing information.
  • Plan, organize, activate and control the day-to-day process, bringing a perspective to strategy development and the execution of creative plans on behalf of the Client.
  • Work with senior staff on the planning and implementation of advertising and marketing initiatives to serve the Client’s business.
  • Provide ongoing reporting of recommended action steps.
  • Ensure all creative has passed through proper approval and legal channels.
  • Monitor and report competitive actions and/or initiatives.
  • Document Client meetings/conference calls in writing, outlining direction and agreements made.
  • Manage estimates to ensure accuracy.
  • Ensure quality, timeliness and cost efficiency of Agency creative product.
  • Work with the Account Director and Creative team to develop the most effective method of presenting to your Clients.


  • Bachelor's degree in advertising, marketing, communications or equivalent relevant experience
  • 3+ years’ experience as an account executive or related role in an advertising or marketing agency
  • Thorough understanding of the client’s industry and business
  • Client-focused, with a strong sense of detail and urgency
  • Proven ability to communicate, both verbally and written, with people at all levels of an organization
  • Organized; detail oriented; able to multi‐task; self‐starter; able to take initiative to complete projects successfully


Microsoft Office, especially Excel, Word and PowerPoint


UWG, the longest-standing multicultural marketing agency in the country, is uniquely poised to connect forward-thinking brands to the $2 trillion spending power of multicultural consumers. Established in 1969, UWG is based in Brooklyn and owned by WPP (minority share) and private investors. Through developed strategic alliances with political, business and cultural organizations, UWG provides clients with access to untapped audiences and their cultural drivers. The charge is not simply to create advertising campaigns but to build environments that provide insights into who the consumers are and what engages them intellectually and emotionally, resulting in affecting communications that include strategy development, branded entertainment, digital media, public relations and events/promotion.

Apply for this job

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