UWG ANNOUNCES LAUNCH OF NIL PROGRAM – THE NILE TO DRIVE EQUITY AND EMPOWERMENT FOR BLACK COLLEGE ATHLETES WITH NIL INVESTMENTS

 Student Athlete NIL Joins as Partner to Support Career Mobility and Readiness Efforts 

College Football Athlete Chase Griffin to Serve as Student Athlete Executive in Residence 

NEW YORK (October 18, 2021) – UniWorld Group (UWG), the nation’s longest-standing multicultural advertising and marketing agency, today launched The NILE (name, image, likeness, empowerment), a new sports business consulting unit that partners with major brands to maximize the equity and empowerment impact of their NIL investments. The unit will guide brands in all facets of NIL including equitable ad investment allocation, pricing, content creation and distribution, as well as developing robust programs to provide mentorship, and other industry support for Black college athletes in the development of their platforms through name, image, likeness activities. 

Joining forces with UWG as a strategic partner is Student Athlete NIL (SANIL), an agency of record dedicated to working with brands and student-athletes in the new frontier of NIL. UWG also welcomes Chase Griffin, a UCLA QB and student leader, to the team as Student Athlete Executive in Residence where he will serve as an adviser and provide his intellect and authentic insights on the student-athlete experience. 

“For Black college athletes like Chase Griffin this moment represents a generational empowerment opportunity that will jump start the engine of economic mobility for their families,” said Monique Nelson, Chair & CEO, UWG. “Through UWG’s The NILE practice we can empower Black student-athletes to pursue and properly manage NIL opportunities.” 

UWG’s enduring partnerships with leading brands uniquely qualifies the agency to facilitate marketing opportunities on any level—national, regional, hyper-local or niche sports. Brands can execute campaigns leveraging student-athletes in real time. Brands will also be able to capitalize off cultural moments in the world of college athletics as they happen and establish themselves as relevant mainstays in those conversations. UWG has unique relationships and insights on the Black college-athlete experience and understanding of the on-ramp empowerment support they need to fully realize this opportunity. 

“Investing in NIL of college athletes represents a great return on investment opportunity for brands. We are proven value creators,” said Chase Griffin. “College athletes can partner with brands to combine the drive, discipline, and focus that got us to this point and create a new, equitable, and purpose-driven future.” 

UWG’s The NILE consulting practice will provide opportunities for content creation, equity building through investment, career mobility and readiness and connecting these partnerships to communities for positive change. UWG and SANIL are working together to bring to life new properties, events and initiatives that will allow student-athletes to partner with brands that can help them leverage their influence to build a better future for everyone they touch. 

“Never before has there been an opportunity to partner with individuals who have the unique ability that student-athletes do to build brand awareness and convert new customers through a unique blend of national and hyper-localized influencer marketing,” said Jason Belzer, CEO of SANIL. “We’re incredibly excited to team up with UWG to ensure that all of our brand partners will enter the NIL space equipped with the knowledge, data and insights necessary to take full advantage of one of the greatest arbitrage opportunities in marketing history.” 

To celebrate the launch of the new consulting unit, UWG will host a session at Advertising Week New York 2021 on Monday, October 18 titled “Name, Image, Likeness, Equity and Empowerment” with UWG’s Monique Nelson and SANIL’s Jason Belzer discussing the NIL opportunity and impact for brands, advertisers, and college athletes. 

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 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 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

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