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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 & Research , Detroit

Senior Director of Strategic Planning

Job Description


TITLE: Senior Director of Strategic Planning




  • Responsible for working with strategic planning department by providing direction for a variety of research projects.
  • Must have experience across multiple categories and customer segments to solve highly complex business and communication problems.
  • Analyze all information collected regarding the client’s, industry, business and brand, with the goal of developing smart and creative strategic recommendations in the form of brand promise, brand positioning, marketing message, and tactical and business implications.
  • Use key insights and brand guidelines to inspire and inform internal teams and the client in the following ways:
  • Develop and deliver creative work plans and briefings
  • Bring brand and customer to life in the agency and for the client
  • Evaluate tactical plans against the overall brand strategy objectives, and customer needs and wants
  • Create collaborative relationships with management-level creatives and client contacts, both research and brand
  • Design, coordinate, manage and conduct secondary and primary research, or delegate to appropriate parties (market research firms)
  • Be part of the agency’s pitch team in drafting and presenting strategies in new business presentations
  • Strong analytical and creative skills
  • Strong presentation and communication skills — written and verbal
  • Experienced at collaborative problem-solving both through teams and one-on-one consulting



  • MBA preferred with 10–12 years of marketing and planning experience
  • Advertising agency experience, and knowledge of the automotive industry preferred



Apply for this job

Account Management , Detroit

Account Supervisor

Job Description


Account Supervisor




The Account Supervisor (AS) must have a strong background and understanding of the automotive business, is responsible for the planning and execution of advertising activities for the account, and is an important contributor to the overall strategic direction of the account. The Account Supervisor coordinates the activities of the account team members to insure that they deliver the best product and that they contribute significantly to the client’s business. In addition, the AS must have strong planning and digital knowledge. The Account Supervisor also has partial responsibility for the profitability of his or her accounts.



  • Participates in preparation of annual marketing plans.
  • Analyzes data and solves problems concisely. Understands agency and client procedures and systems, and utilizes them effectively.
  • Provides contributions to key brand strategies, identifies key issues and proposes alternative solutions.
  • Sets priorities and manages workflow.
  • Prepares brand cost and income projections.
  • Provides recommendations for appropriate rewards and recognition.
  • Actively manages and monitors finance systems — receivables, cash management and direct expenses.
  • Strong knowledge of digital, social and mobile campaigns.



  • 5–7 years advertising agency experience strongly preferred
  • Knowledge and experience with all disciplines (media, account services, creative, production, event marketing, digital)
  • Highly proficient in understanding mobile marketing strategy, delivery and measurement.
  • Knowledge of the client business and customers
  • Strong analytical skills
  • Comfort with a non-traditional role, delivering creative ideas from an integrated marketing communication approach
  • Background in marketing communication
  • Computer skills: Word, Excel and PowerPoint



Apply for this job

Media, Brooklyn

Assistant Media Planner


Job Description


Assistant Media Planner




The Assistant Media Planner works in the channel-neutral strategy team. The Assistant Media Planner assists Media Planners and Supervisors in the preparation of budgets, competitive and target analysis reports, media POVs and media proposals. This individual also resolves billing discrepancies.



  • Utilize and understand proprietary and syndicated research tools used for planning and reporting purposes
  • Study demographic data and consumer profiles to identify desired target audiences for specific media vehicles, including lifestyles and psychographics
  • Utilize syndicated research to help analyze the competitive landscape; responsible for monthly, quarterly and annual competitive analysis
  • Assist in development of media plans that specify which forms of media will be used to effectively reach the target audience
  • Assist in maintaining flowcharts/plans and developing media delivery analysis
  • Assist in maintaining budget updates and spreadsheets
  • Develop agency points of view on media opportunities for submission to
    the client
  • Input data into Donovan and Ad Serving platforms
  • Assist in trafficking, tracking and reporting of online campaigns
  • Resolve discrepancies within the billing process
  • Attend client-specific and departmental meetings
  • Attend mandatory agency training
  • Participate in creative brainstorm sessions
  • Participate in new business
  • Proactively keep abreast of industry trends and share knowledge with team



  • BS/BA degree (Math, Marketing, Advertising or Psychology preferred)
  • Relevant Internships
  • Demonstrates aptitude to work with numbers
  • Ability to communicate concisely and clearly, both orally and in writing
  • Self-starter/demonstrate initiative
  • Digitally Savvy: Personally uses digital media, demonstrates passion about emerging media, Google Analytics, Google Images, ability to search and research topics, etc.
  • Thrives in team environment
  • Microsoft Office software (Outlook, Excel, (excellent Excel skills) PowerPoint, Word, etc.)
  • Interest in the multicultural market is a plus



Apply for this job

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