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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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Matthew temp-intern1
Pedro temp-intern3

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

LIncoln_048_1000x560_removed cars




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

Miami skyscrapers
Amy Gomez // Account5/12/16

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. Read More...

Rethink 2016
Monique Nelson // CEO3/24/16

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 Read More...

Kelvin Phillips // Creative Services3/2/16

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 Read More...

Bruce Kirton // Strategic Planning3/1/16

The Emotional and Rational Mindsets of Multicultural Consumers


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!

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

Project Mangement , Detroit

Project Manager


Job Description


Project Manager




The Project Manager is responsible for the development of project plans that ensure maximum process efficiency while delivering optimum creative solutions for internal and external partners; guides and supports allocation of talent and creative resources on each project; provides suggestions for continuous improvement of best practices to ensure maximum utilization of resources.


  • Act as primary point of contact for all assigned projects
  • Lead day-to-day management and optimization of all assigned projects
  • Ensure project briefs/CPRs are fully complete before commencement of work
  • Ensure projects meet client business requirements (deliverables and executional mandatories)
  • Plan, coordinate and direct discipline teams to ensure briefs are executed
  • Attend appropriate internal meetings with pertinent departments — kick-off, creative brief, creative review boards, status meetings
  • Gain strong understanding of brand standards to ensure all project deliverables stay “on brand”
  • Ensure that all disciplines are informed of concept development in a timely manner
  • Work with Legal, Traffic and Media to ensure that delivery times and specs for all programs and media channels are met
  • Support cross-discipline and cross-partner collaboration
  • Resolve problems and keep moving toward completion
  • Maintain electronic and paper files of all creative work
  • Ensure that all disciplines have access to the most up-to-date materials at all times
  • Provide point of view on best practices and solutions across functions
  • Ensure post-project information and financial data is complete


Internal: Account Management, Brand Content & Alliances, Media, Creative Services, Design, Digital/Social, Public Relations, Events, Legal, Finance/Operations

External: Agency partners and clients


Will make decisions around day-to-day management and optimization of projects; solve partners’ points of frustration and providing solutions; drive continual effort to maintain project flow/delivery without sacrificing the work.



The candidate will need to make decisions quickly, and innovate and create new processes when warranted.


The environment is extremely fast-paced and deadline driven.


  • Strong interpersonal skills; positive, energetic and open-minded
  • Strong work ethic, and relentless commitment to quality and efficiency
  • Excellent communication, written and verbal
  • Confident and comfortable presentation skills
  • Ability to lead and manage cross-functional teams
  • Extraordinary attention to detail and organizational skills
  • Flexibility to adjust quickly to changes and deliver on tight deadlines
  • Proficiency with personal computers, as well as pertinent software packages
  • Passion for the industry and brand


  • Minimum 5 years proven and progressive project management experience
  • Automotive and/or technical experience a plus but not mandatory
  • Bachelor’s degree in business-related field or equivalent experience
  • Project Management Professional (PMP)® certification a plus

Apply for this job

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