UWG elevates Gregory Edwards to president

Edwards Will Report to Chair and CEO Monique Nelson

BROOKLYN, NY (October 14, 2020) — UWG, the longest-standing multicultural advertising and marketing agency in the United States, today announced the promotion of Gregory Edwards to the role of President of UWG, effective immediately. He has served for the past three years as COO.

In his new role, Edwards will be responsible for setting and implementing the agency’s goals in support of the CEO and board of directors’ vision. He will continue to lead all go-to-market functions, including sales, communication and marketing strategy, reporting directly to Chair and CEO Monique Nelson.

“Greg always recognizes the bigger, more strategic ideas that are the true catalysts to business growth,” said Monique Nelson. “His passion for the unique value UWG has consistently and successfully brought to our clients for more than 50 years is a great asset as he leads our exciting next phase of engaging growth audiences.”

Prior to joining UWG in 2014, Edwards worked for Leo Burnett/Arc Worldwide in various capacities with clients such as Samsung, McDonald’s and Allstate. With many years of client and agency experience, and a proven background that includes digital media and product development, Edwards has developed campaigns for Fortune 500 companies, including Coca-Cola, McDonald’s, Frito Lay, Quaker and Gerber, to name a few.

“2020 has shown UWG that what we bring to the table is invaluable to brands and marketers in connecting with growth audiences,” said Edwards. “The opportunity to lead our UWG family of passionate strategists, creatives and culturists is an incredible honor. I am thrilled to be a part of UWG’s amazing legacy — connecting the soul of the brand to that of the consumer.”

In July, UWG completed a year-long commemoration celebrating 50 years of pushing culture forward through insight-driven storytelling. For more information about UWG, please visit www.uwginc.com or follow the conversation on InstagramTwitterFacebook and LinkedIn.

50 YEARS OF MULTICULTURAL MARKETING BREAKTHROUGHS

Today UWG, the country’s longest-standing multicultural marketing agency, celebrates 50 years of pushing culture forward through insight-driven storytelling. To recognize this important landmark, UWG begins a year-long celebration.

Before the advertising industry understood the economic power of multicultural consumers, Byron Lewis, a young African American advertising executive, realized that the needs of a growing black consumer base should be reflected in an agency that best represents them. In 1969, Mr. Lewis founded UniWorld Group, Inc., forever changing the landscape of the American advertising industry and solidifying his status as one of the founders of multicultural advertising.

Today, Chair and CEO Monique Nelson has enhanced UWG’s range of expertise to connect brands with the growing and diverse cultures in today’s marketplace. She has evolved Mr. Lewis’s original concept into UniCulture, a nuanced understanding of the multicultural audience mindset beyond the layers of race and ethnicity.

With today’s minorities becoming the new majority, the role of multicultural agencies is even more important than when UWG was founded in 1969. To that end, UWG will add to its headquarters in Brooklyn and offices in Atlanta, Detroit and Miami by expanding its footprint to include a new Los Angeles satellite office, bringing its expertise and capabilities to the entertainment community this fall.

“UWG has experienced exceptional growth and gained extraordinary cultural knowledge over the last 50 years. I am extremely proud to be part of the UWG legacy,” says Ms. Nelson. “As our society and industry continue to evolve, I am excited to be at the helm of a game-changing agency, full of cultural leaders who deeply understand how culture and social influence impact the way people live, work and interact with brands.”

The agency’s award-winning work has prevailed for five decades. Among UWG’s most longstanding clients are Ford Motor Company (29 years), Colgate-Palmolive (23 years) and The Home Depot (18 years).

UWG industry milestones include:

  • 2000: UniWorld Group becomes a strategic partner of WPP, one of the world’s largest communication groups
  • 2012: UniWorld Group names Monique Nelson as Chair and CEO
  • 2013: Byron Lewis is inducted into the Advertising Hall of Fame
    by the American Advertising Foundation
  • 2014: UniWorld Group rebrands itself as UWG

UWG will release details about upcoming events and activities throughout the year.

About UWG
UWG is the longest-standing, full-service, multicultural marketing agency in the United States. For the past 50 years, the agency has been pushing culture forward through insight-driven storytelling. Headquartered in Brooklyn, with offices in Atlanta, Detroit and Miami, it is a minority-owned, woman-led strategic partner of the WPP network. For more information about UWG, please visit www.uwginc.com or follow us on Instagram, Twitter, Facebook and LinkedIn.

This Genre Now Runs The Music Industry

In July, Hip-hop surpassed rock ’n’ roll as the most popular genre in the United States, according to Nielsen Music’s mid-year report. The shift in rank can be attributed to the rise in streaming services, according to Forbes. Rock is far and away the winner when it comes to album sales—the genre claims 40% of all album sales in the country—but the total number of records actually purchased dwindles every year, so while that percentage may remain steady or even climb, it’s not representative of how Americans are truly consuming music. Hip-hop/R&B, on the other hand, is responsible for just over 29% of all on-demand streams across the country, and that is the only field that is growing noticeably. In fact, R&B/hip-hop is almost as popular on streaming services like Spotify and Apple Music than the next two genres (rock and pop) combined. At least seven of the top 10 most popular songs on streaming platforms in 2017 fit squarely into the hip-hop field, while another, Bruno Mars’ “That’s What I Like,” blends pop and R&B.

Services like Spotify and Apple Music have become the premier platforms for hip-hop and R&B to thrive. Artists like Drake, who broke boundaries as the most-played artist on Spotify in the streaming service’s history, have contributed tremendously to the genre’s success. His More Life playlist was reportedly streamed more than 10 billion times on both Spotify and Apple Music. Forbes also adds that Lamar’s latest release DAMN, was also considered to be the biggest album in the country at the time of writing. Without a doubt, this is a big win for the hip-hop community.

 

 

The Undefeated

Each year, UWG works with a wide variety of media partners to help our clients reach their target audience in impactful ways.  We pride ourselves on selecting amazing partners that are equally passionate about connecting with their audience.  This year, we are especially proud to be one of the launch partners for ESPN’s newest platform, The Undefeated, one of the first major platforms dedicated to exploring the intersections of race, sport and culture

Read More

Celebrating Black Music Month

This past winter, we produced a journey series with Amtrak and Carolyn Malachi, chronicling her train trip from Washington, D.C. to Atlanta, G.A. to participate in The Curators of Hip Hop Legacy Tour.

Read More