UTA acquires Gen Z marketing agency JUV Consulting

UTA has a small acquisition hidden in its marketing department. The company announced the acquisition of his JUV Consulting, a marketing, creative services and research agency that helps clients target his Gen Z consumers.

The JUV business, which will be rebranded as Next Gen, will be a new operation within UTA’s Entertainment Marketing division. Approximately 12 JUV Consulting employees will join UTA, including CEO Ziad Ahmed (photo above), and works out of UTA’s offices in Los Angeles, New York, and Chicago.

Terms of the deal were not disclosed. The addition of JUV (juvconsulting.com) is expected to strengthen UTA’s marketing and branding capabilities. The largest foray into this space occurred 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 and Culture Marketing Co-Heads David Anderson and Julian Jacobs. He says his JUV Consulting, founded in 2016, has worked with more than 300 clients, including more than 30 of his Fortune 500 companies. Its customers include Lionsgate, Spotify, BET, Google, Meta’s Instagram, Unilever, Converse, Nike, Levi’s, and Elf 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 have a seat at this highly influential table and lead UTA Marketing’s next-generation practice. We are excited to expand our work even further with this move,” Ahmed said in a statement. “UTA has a track record of championing creative voices, and I’m grateful to be a part of their great stories.”

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