{"id":28153,"date":"2025-05-19T15:54:29","date_gmt":"2025-05-19T22:54:29","guid":{"rendered":"https:\/\/presskitchen.com\/?p=28153"},"modified":"2026-01-28T13:18:32","modified_gmt":"2026-01-28T13:18:32","slug":"ueg-in-adage-inside-jb-smooves-new-comedy-focused-creative-agency","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/ueg-in-adage-inside-jb-smooves-new-comedy-focused-creative-agency\/","title":{"rendered":"UEG in AdAge: Inside JB Smoove\u2019s new comedy-focused creative agency"},"content":{"rendered":"

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JB Smoove has teamed up with United Entertainment Group. From left: Smoove and Jarrod Moses, CEO of UEG.\u00a0<\/span>(Getty images\/UEG)<\/span><\/strong><\/em><\/p>\n

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Ewan Larkin<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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JB Smoove has always seen himself as something of an adman. In fact, during the heyday of his \u201cSaturday Night Live\u201d career in the early 2000s, the comedian-actor often demonstrated a natural flair for selling ideas.<\/p>\n

\u201cI was the pitch king at SNL,\u201d Smoove said. \u201cAnybody who worked with me will tell you\u2014the best pitches came from JB.\u201d<\/p>\n

Two decades and dozens of commercials later, Smoove is formally\u00a0setting up his own operation on Madison Avenue<\/a>.<\/p>\n

The \u201cCurb Your Enthusiasm\u201d actor has teamed up with United Entertainment Group to launch a creative agency focused on comedy. Called \u201cThe First Darrin,\u201d the joint venture will offer brands support in creative, production, social and experiential, along with providing direct access to Smoove and his expansive network, according to executives.<\/p>\n

\u201cHe\u2018s 100% committed to it,\u201d said UEG CEO Jarrod Moses about Smoove. (Moses\u00a0teased the new shop alongside Smoove<\/a> at Ad Age\u2018s A-List & Creativity Awards Gala on April 30.) \u201cThis is a business that we\u2018re building together. Financial details were not disclosed, though Moses said UEG and Smoove are both allocating resources to the venture.<\/p>\n

Smoove has long appreciated advertising\u2014even the new agency\u2019s name is a nod to his childhood love for the TV show \u201cBewitched,\u201d which featured a fictional ad exec called Darrin. (Two actors played the role over the years: Dick York, the \u201cfirst Darrin,\u201d and later, Dick Sargent.) Over the years, Smoove has starred in ads for brands including Caesars Sportsbook<\/a>, McDonald\u2019s and Nike, but with his own agency, the comic aims to be even more involved in the creative process.<\/p>\n

Smoove said he has always played \u201ctwo sides of the ball,\u201d not only acting in spots, but also helping write and punch them up, he told Ad Age.<\/p>\n

His new agency is \u201ca great chance to really show how much we really know.\u201d<\/p>\n

\u2018Believe in what the hell you\u2019re selling\u2019<\/h2>\n

About 25 UEG employees\u2014based in New York, Los Angeles and London\u2014will now also work on The First Darrin, Moses said. Smoove will essentially serve as the agency\u2019s executive creative director, pulling together the right team for each brief, he added. Oftentimes, those teams will include some friends and experts from his personal network.<\/p>\n

\u201cJB is the \u2018Pied Piper\u2019 of the comedy world,\u201d said Moses, who, like Smoove, will serve as partner at The First Darrin. There are \u201cthousands of comics\u201d he can get to come onboard for a project \u201cwith one phone call.\u201d<\/p>\n

Through Smoove\u2018s manager and longtime business partner, Rick Dorfman, The First Darrin will also be able to pull from entertainment-focused talent agency Authentic Talent & Literary Management. The goal is to bridge the gap \u201cbetween Hollywood and brands,\u201d said Dorfman, a partner at Authentic Talent & Literary Management.<\/p>\n

\u201cWe\u2018ve got about 1,000 clients that are at our disposal,\u201d Dorfman said. \u201cWriters, directors, comedians and actors.\u201d<\/p>\n

The First Darrin will initially focus on categories including consumer packaged goods, food and beverage, financial services and retail, said Moses, calling such brands \u201cripe\u201d for the agency\u2019s comedic approach. Smoove is also interested in partnering with brands that align with his personal interests and experiences\u2014including fatherhood, veganism, gardening and RV life.<\/p>\n

\u201cYou gotta believe in what the hell you\u2019re selling,\u201d said Smoove.<\/p>\n

Opening during uncertainty<\/h2>\n

The First Darrin arrives on the scene during a moment of widespread economic uncertainty. In response to President Donald Trump\u2019s tariffs, marketers have launched into scenario-planning mode, with some\u00a0deciding to reduce agency expenses<\/a>. Those challenges are not going away:\u00a0Nearly 40% of chief marketing officers plan to cut back on agency budgets in 2025<\/a>, according to a recent Gartner survey. The new agency aims to attract clients in part through a cost-efficient model. Traditional brand deals are often weighed down by various middlemen taking a cut, sometimes even tripling the cost by the time it reaches the client, Moses said.<\/p>\n

With The First Darrin, brands can get more transparency and value for their investment, he said.<\/p>\n

Brands \u201cfacing headwinds in an economically challenging environment is actually beneficial\u201d for us, added Moses.<\/p>\n

Even still, there\u2019s already no shortage of agencies for marketers to pick and choose from, with more executives opening their own shops every day.<\/p>\n

The First Darrin\u2019s partners are bullish about carving out a place in the industry. Smoove\u2019s versatility as a writer, producer and performer makes him a unique draw for clients, Moses said, calling his business partner a rare \u201ctriple threat.\u201d<\/p>\n

The comic, meanwhile, believes his creative agency has an edge thanks to his visibility. He can, for example, promote the agency on late-night and daytime talk shows, he told Ad Age. Smoove and Moses will also be at the\u00a0Cannes Lions International Festival of Creativity<\/a>\u00a0next month to tout the shop.<\/p>\n

Added Smoove: \u201cThis is exactly where I\u2019ve always wanted to be.\u201d<\/p>\n

Read the full story HERE<\/strong><\/a>,<\/p>\n<\/article>\n

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JB Smoove has teamed up with United Entertainment Group. From left: Smoove and Jarrod Moses, CEO of UEG.\u00a0(Getty images\/UEG) By: Ewan Larkin JB Smoove has always seen himself as something of an adman. In fact,…<\/p>\n","protected":false},"author":2,"featured_media":28154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,2101,4779],"tags":[1270,2480,4676,4778,4780,210,248,249,259,260,261,262,263,272,319],"class_list":["post-28153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-tv","category-ueg","tag-tv","tag-creative-agency","tag-ueg","tag-jb-smoove","tag-united-entertainment-group","tag-creative","tag-ad","tag-advertising","tag-campaign","tag-comedy","tag-commercial","tag-commercials","tag-creativity","tag-new-york","tag-adage"],"yoast_head":"\nUEG in AdAge: Inside JB Smoove\u2019s new comedy-focused creative agency - Press Kitchen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/ueg-in-adage-inside-jb-smooves-new-comedy-focused-creative-agency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UEG in AdAge: Inside JB Smoove\u2019s new comedy-focused creative agency - Press Kitchen\" \/>\n<meta property=\"og:description\" content=\"JB Smoove has teamed up with United Entertainment Group. 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