UTA Marketing will work to expand the automotive brand’s portfolio across film, television, sports and more.

NORTH AMERICA–To expand its branded entertainment initiatives, General Motors has tapped United Talent Agency to manage its branded entertainment initiatives.

UTA Marketing, a division of UTA that advises brands including Amazon, Delta and LinkedIn, will spearhead the initiative and will focus on developing strategic programs and campaigns with popular artists and creators. The division will also work to expand GM's profile across film, television, music, sports, arts and culture to propel the iconic automaker to the forefront of popular culture.

"We are fortunate and privileged to be working with one of the world's most iconic brands at such a watershed moment," says Jeremy Zimmer, chief executive officer, UTA. "Under the guidance of Mary Barra and her team, GM is demonstrating innovative leadership, and we love the challenge of working in partnership with them to drive that innovation within the entertainment industry."