UEG APAC Expands With a New Team, Culture Board, and China Offering

UEG Worldwide recently announced its expansion into the Asia Pacific region and has this week announced a series of senior hires and a new “Culture Board” as part of its official launch.

Led by EVP Si Philby, UEG APAC covers 12 markets and has merged the Background Creative Counsel network across the region.

The establishment of a new “Culture Board” features a diverse mix of worldwide and regional profiles, including: Dan Flower – Global Managing Director of style bible The Face Magazine. Ali Hillman – international art curator and founder of Friday Trampoline. Melvin Tanaya – co-founder and design director of luxury streetwear brand Song for the Mute. Lauren Yates, Bangkok based designer, photographer and founder of Wmenswear. Benji B, music director for Louis Vuitton and head of Deviation Music, and Samie Oliver – executive producer of Background Creative Counsel and co-chair of the UEG APAC Culture Board.


Philby says “Over the years I’ve been fortunate to collaborate with some of the best in business, across a vast array of geographies and cultures. We are now bringing a formula that’s different to other agencies with unrivaled intel, ideas and access”.

As part of the expansion, Piers Hopkins joins UEG APAC as Director, China. Piers has been working in China for over 12 years within fashion and media from a commercial, business strategy and operations perspective. Prior to his role at UEG, Piers oversaw operations, events and brand partnerships as Country Manager at Business of Fashion in China. Piers brings a wealth of hands-on experience, cultural and linguistic understanding to UEG APAC, specializing in bringing brands to the Chinese market.


UEG Worldwide President & CEO Jarrod Moses says “The breadth of talent we are assembling in the APAC market shows the importance we place on cultural credibility led by experts in their field. The UEG APAC team is moving at pace, evident in both the creative intelligence we are forming, and the suite of capabilities we offer our brand clients across Entertainment, Sports & Lifestyle”.

UEG APAC also announces new additions to the full time team featuring APAC General Manager Isobel Howard – former GM of Background Creative Counsel with corporate experience at Cisco Systems, HSBC and Qantas, and Rosie Ranck – formerly of M&C Saatchi, Leo Burnetts & Ogilvy.

Joining as APAC Client Services Director is Paige Lewis, formerly of Amplify in London and Sydney, where she ran the global Adidas account as well as Porsche, PlayStation and Afterpay.

Tim Brownfoot joins as APAC Creative Director, previously working across the Beer portfolio at Lion, prior to which held senior creative roles at Sweet&Chilli and brand experience agency The Projects.

Looking after a key vertical in UEG’s capabilities, Danai Gapare joins as Account Director, Talent & Influence with previous experience at Under Armour, Rebel Sports and as a professional athlete.

Former E! Australia Host Ksenija Lukich joins as Producer, Talent & Influence having worked as a TV presenter, content creator and brand ambassador.

The Staff

The Staff

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