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Culture Labs team6/17/14

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

Pedro Ferreira4/25/14

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

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Matthew Zagada4/24/14

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

Culture Labs Teaser
Michael Maliner4/24/14

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


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.

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 New York City College of Technology,

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.

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



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

Alexis Van Eyken6/30/16

Celerating Black Music Month: Our Work with Carolyn Malachi & Amtrak

This past winter, we produced a journey series with Amtrak and Carolyn Malachi, chronicling her train trip from Washington, D.C. to ...

Miami skyscrapers
Amy Gomez5/12/16

Happy Birthday AHAA! The Association of Hispanic Advertising Agencies Celebrates 20th Anniversary at Annual Conference

“AHAA 20/20: The Future in Focus,” the title of this year’s conference, was a wink at the organization completing its second decade. ...

Rethink 2016
Monique Nelson3/24/16

2016 Advertising Research Foundation Re!think Conference: UWG and Futures Co. Present US Marine Corps Case

UWG and The Futures Company led a discussion at the 2016 Advertising Research Foundation’s Re!think Conference. The theme of the ...

Kelvin Phillips3/2/16

A Producer's Reflection: Uniculture and the Oscars

When I was a young film student, I watched the Oscars religiously. I dreamed about the day that I would be up on that stage, in front ...

Bruce Kirton3/1/16

The Emotional and Rational Mindsets of Multicultural Consumers


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Greg Edwards6/9/15

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 ...

Staren Soanes5/4/15

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 ...

Jessica Joseph2/9/15

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 ...

Iris Dillon12/16/14

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 ...

Eugenia Blackmon11/19/14

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 ...

Ahmad Abdul-Ali10/21/14

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 ...

Stella Canlas9/16/14

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 ...

Dylan Rivera8/25/14

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 ...

Christina Adams, Eric Ross, Katherine Halliburton7/17/14

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. ...

Juanita Davis6/2/14

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 ...

Mother's Day Blog Header
Bruce Kirton4/22/14

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 ...

Monique L. Nelson4/2/14

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 ...

Talk to us.

New Business

When your business wins, we win. So lets 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 are ready do something great, give us a shout!

Integrated Communications/ Media, Brooklyn

Digital Media Planner


Job Description

Digital Media Planner



The Digital Media Planner has the main day-to-day responsibility for assigned accounts and is expected to be familiar with all account details, from competitive environment and category dynamics to account processes and brand specifics. The media planner will utilize all resources available to help develop sound media plan recommendations. The media planner offers resourceful problem-solving, both internally and externally, while maintaining successful client relationships.


  • Work closely with supervisor to prepare channel digital media plans, including target and geography analysis, budget allocation across partners/sites, developing and reviewing RFPs, program/site selection and reporting
  • Analyze media alternatives to recommend how to best allocate the advertising budget
  • Help develop plan metrics and be responsible for analysis and related reports pertaining to KPIs
  • Manage day-to-day plan changes/maintenance of media plans
  • Develop agency points of view on media opportunities for submission to the client
  • Maintain regular contact with junior-level clients and account management
  • Present to client as appropriate
  • Conduct negotiations with media sales reps
  • Issue and update insertion orders
  • Traffic ad tags and creative using third-party ad server tools
  • Analyze campaign performance and recommend necessary optimizations
  • Resolve media invoice and ad service fee discrepancies
  • Train and develop Assistant Media Planner(s)


Job Description


  • BA/BS degree required
  • 2–4 years of experience in an advertising agency/media department with two or more years of digital media planning experience
  • Demonstrate aptitude to work with numbers
  • Ability to communicate concisely and clearly, both orally and in writing
  • Self-starter/demonstrate initiative
  • Digitally savvy — personally use digital media, demonstrate passion about emerging media, Google Analytics, Google Images, ability to search and research topics, etc.
  • Thrive 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

Digital , Brooklyn

Digital Producer

Job Description


Digital Producer





The Digital Producer works as the main liaison between cross-functional teams to lead the development, production and delivery of digital tactics. This individual will coordinate web development and digital creative projects. The Digital Producer will leverage a deep understanding of the digital process and requirements to coach and guide teams through a project lifecycle. This role requires an ability to communicate strongly and effectively with internal teams to drive decisions and next steps.


Success is achieved by going above and beyond in delivering high quality creative output, effectively managing activity and working closely with the Account team.



  • Oversee full portfolio of digital work and ensure process is followed
  • Partner with account leadership to manage account P&L by negotiating statements of work, making sure work is delivered on budget,and invoicing clients according to the proper terms
  • Handle ad serving operational aspects of online advertising
  • Act as main traffic liaison of digital assets to all publications and ad serving teams; gain clarity for publisher needs/custom units
  • Manage digital asset file server and corporate website
  • Internal ambassador for digital communication with a role in educating and mentoring
  • Partner with counterparts in Account, Creative, PMO & Finance



  • Bachelor’s degree required
  • Minimum 4–6 years’ experience in digital production at an interactive advertising agency on banner, website, mobile & social campaigns
  • You are unfazed by tight deadlines and conflicting priorities, and remain calm under pressure
  • Experience with various third-party rich media advertisers and ad- serving systems
  • Ability to think quickly under pressure, as well as motivate and engage the team to produce the best possible result
  • Solid understanding of project management methodology, including the ability to identify and resolve issues, manage risk, and develop detailed work plans and specifications
  • Experience managing technical projects and familiar with WordPress
  • Excellent time management skills

Apply for this job

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