The focus of the new venture will be to help brands find ways to connect with popular television shows, music, movies, video games and publishing in ways that go beyond simple product placement. UTA has already had some experience in this capacity as they serve as consultants for firms like Amazon and American Eagle Outfitters but they hope to expand away from the more traditional advisory role and collaborate with other talent agencies and advertising firms. This is a highly competitive field and UTA is clearly seeking ways to distance itself from their competition.

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"The thrust of this business is to take consumer brands and create content with them, for them and on their behalf," UTA co-founder Peter Benedek told Variety. "It's not meant to be a pure consulting business, which is what we do now. We didn't have the ability to do the kinds of things (Moses) does given what we're doing the rest of our day."

Moses will be taking his leave from Alliance, a marketing firm where he served as CEO. Alliance has an impressive portfolio of clients, including NBC, Coca-Cola, Mercedes Benz, and Motorola among numerous others.

While the primary challenge for UTA will likely be coordinate the efforts of UEG with their own in-house branding and licensing operation, UTA's strategy would appear to be very forward-looking as the advertising landscape undergoes fundamental technologicaly-driven changes. - CelebrityAccess Staff Writers