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Leading global talent and entertainment company United Talent Agency (UTA) has appointed veteran consumer insights and research strategist Joseph Kessler to the newly-created position as Global Head of a new division, UTA IQ.

Kessler will oversee the branch, which is dedicated to analysing third-party data and leveraging its own proprietary tools and predictive analytics to provide actionable intelligence to agents, executives and clients across UTA’s practice areas.

“Over many decades, Joe has successfully operated at the high-stakes intersection of digital disruption, data-driven consumer insights and global brands,” said UTA co-president David Kramer. “He’s done so at a time when the explosion of platforms available to content creators and consumers means we must constantly provide deep, informed insights to our clients and within our own businesses. He’s the perfect executive to take the great work already being done by our existing teams and build a next-generation practice that can support the growing needs and ambitions of our company and our clients.”

Kessler and the UTA IQ group will work closely with existing teams throughout the talent agency, which has focussed on creating data-driven solutions and strategies. UTA is widely known for digital media practice and has built a dedicated digital strategy division, which utilises social media data to build custom strategies for clients.

“There is no company in the industry with more momentum or a deeper-held commitment to innovation,” said Kessler. “UTA understands that in years to come the most successful entertainment and media companies will be operating very differently than they do today, and that at the heart of that transformation will be the rapid enhancement of data-fuelled insights and evidence-based decision making. I’m excited to join the incredibly talented team already in place at UTA, and to work with them to build new capabilities that unlock new business opportunities for the agency and our clients.”