UTA Acquires JUV, Agency and Consulting Firm Specializing in Targeting Gen Z Consumers

Rexa Vella

UTA Acquires JUV, Agency and Consulting Firm Specializing in Targeting Gen Z Consumers

UTA is tucking a small acquisition into its marketing division: The company announced the acquisition of JUV Consulting, a marketing, creative services and research agency that helps clients target Gen Z consumers.

The JUV operations, to be rebranded as Next Gen, will become a new practice within UTA’s entertainment marketing division. About a dozen of JUV Consulting’s employees will join UTA, including CEO Ziad Ahmed (pictured above), working at UTA’s offices in Los Angeles, New York and Chicago.

Terms of the deal weren’t disclosed. The addition of JUV (juvconsulting.com) promises to augment UTA’s marketing and branding capabilities. Its biggest push into the space came in 2021, when UTA acquired media and marketing consulting firm MediaLink for $125 million.

Ahmed and the rest of the JUV team will report to current UTA Entertainment & Culture Marketing co-heads David Anderson and Julian Jacobs. Founded in 2016, JUV Consulting says it has worked with more than 300 clients, including more than 30 companies in the Fortune 500. Its roster of customers includes Lionsgate, Spotify, BET, Google, Meta’s Instagram, Unilever, Converse, Nike, Levi’s and e.l.f. Beauty.

“JUV was founded on the idea that the world looks better when diverse young people have a seat at the table — and we are thrilled to take our seat at this tremendously impactful table and scale our work even further by becoming UTA Marketing’s Next Gen practice,” Ahmed said in a statement. “UTA has a track record of championing creative voices, and we are grateful to become a part of that remarkable story.”

UTA’s Jacobs commented, “Ziad Ahmed and the JUV team have become the clear leader in helping brands understand and engage with Gen Z and youth culture. We are thrilled to have their unique expertise now part of UTA, and further supercharge our ability to help clients build authentic connections and community with the next generation of consumers.”

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