Global communications firm Edelman has appointed Jarrod Moses, chief executive officer of United Entertainment Group (UEG), as vice chairman, expanding his remit across the firm's global network while retaining his leadership role at UEG.In the newly created role, Moses will work closely with Edelman's leadership team to strengthen the integration of its corporate communications, reputation advisory and marketing capabilities with UEG's expertise across entertainment, sports, lifestyle and the creator economy. He will report to Edelman Global President and Chief Operating Officer Mainardo de Nardis and Global Chief Financial Officer Vic Malanga.The appointment reflects Edelman's continued push towards delivering more integrated communications and marketing solutions as brands increasingly seek to navigate the convergence of culture, creators, entertainment and corporate reputation.Moses has been instrumental in expanding UEG's role within Edelman over the past decade, helping clients leverage entertainment, sports partnerships and creator-led strategies as part of broader business and communications objectives. He also oversees UEG Ventures, the agency's brand incubation and investment platform, which focuses on developing emerging consumer brands and strategic partnerships.Founded in 2007 and acquired by Edelman in 2008, UEG specialises in entertainment, sports and lifestyle marketing and works with leading global brands across sponsorship, talent partnerships, experiential marketing and creator collaborations.Throughout his tenure, Moses has led programmes for brands including Samsung, Starbucks and Unilever, helping integrate culture-driven marketing with broader communications strategies.Commenting on his expanded role, Moses said: "The lines between communications, marketing, entertainment, sports, creators and culture continue to blur, creating enormous opportunities for brands willing to think differently."Edelman said the appointment will further strengthen collaboration across its global practices at a time when organisations are increasingly looking to combine reputation management with cultural relevance and audience engagement.The move comes as communications firms continue to evolve beyond traditional public relations and advertising models, bringing together capabilities spanning corporate affairs, integrated marketing, creator partnerships, data, technology and experiential communications to address changing client demands.With brands placing greater emphasis on trust, authenticity and cultural impact, Edelman's decision to expand Moses' responsibilities underscores the growing importance of entertainment, sports and creator-led strategies within the broader communications landscape.