Founded in 2003, UG STRATEGIES is an entertainment lifestyle marketing, advertising, brand management, and public relations agency based in New York City. UGS produces marketing, advertising, and PR synergies for clients in the music, film, television, fashion, technology, and consumer products industries. Clients include 20th Century Fox, Armani Exchange, ASICS, Red Bull, JetBlue Airways, HBO, Paramount Pictures, Universal Music Group, Sony Music, Live Nation, Nintendo, Heineken, The Weinstein Company, Citibank, American Apparel, and many others.




A leader in the festival activation space, UGS conceives and executes highly effective brand sponsorships at music, film, and food festivals across the world. We work with our clients to deliver creative and effective on-site consumer activations, digital extensions, and targeted media campaigns with a 360-degree approach, to drive brand awareness and loyalty through the festival experience.


UGS works with some of the largest movie and television studios in the world to produces custom, comprehensive, domestic and international marketing and publicity campaigns for theatrical releases, home entertainment releases, and television broadcasting premieres. From exclusive, red-carpet celebrity affairs to grassroots film promotions on college campuses, UGS has helped market over 100+ major franchises to date, including television titles such as Family Guy, X-Men, TrueBlood, and Glee, and movie releases including Into The Wild, St. Vincent, and Our Idiot Brother.


Producing the right event is like making the perfect cocktail! One part conceive, once part create, one part execute, and don’t forget to follow-through. From star studded, red carpet world-premieres to the hottest new product launch, to the coolest after-hours speakeasy, UGS events, conferences, and tours are memorable at any level.


With UGS’ extensive relationships throughout entertainment, combined with top-of-the-line production teams and assets, we deliver clients with custom, effective, and unique content solutions including professional video and photo, as well as strategic licensing and clearance services.


UGS continues to be on the forefront of the interactive marketing landscape, always with its finger on the global digital pulse. As marketing and advertising technologies continue to evolve and burst boundaries, UGS remain experts in online, mobile, and social media marketing.


UGS has its roots in college marketing, with clients such as record labels and TV studios seeking to engage with the ever exploding and lucrative college campus consumer market in the early 2000s. Since launch, UGS has executed over 500+ major nationwide college campus activations, ambassador programs, college radio & press campaigns, Greek Life (fraternity & sorority) marketing, and more.


UGS expertise in sponsorship / brand relations allows our clients to access sponsorship and revenue that crucially adds to their bottom line. We work with our clients to build and execute sponsorship and marketing campaigns that are custom, based on their individual funding and client acquisition goals.


Creating the right visual image or asset is everything. UGS creative architects know how to bring a company, brand, event, or product to life by the power of visual design and it’s emotional response.


  • TEAM



Founder / CEO

Parag Bhandari is the Founder & CEO of New York-based UG Strategies, an entertainment lifestyle marketing and public relations agency, with clients that include major television and film studios, consumer brands, technologies, music properties, and others. UG specializes in developing integrated and cross-platform consumer marketing, public relations, and advertising solutions that reach today’s 18-35 year old entertainment lifestyle demographic. Through integrated, multi-platform media campaigns, digital marketing, branded content, special events, and influencer / celebrity access, UG creates custom campaigns for clients that reach their target demographic creatively and highly effectively.

Mr. Bhandari graduated in 2000 from Rutgers University with a degree in English. Prior to launching UG in 2003, Mr. Bhandari worked in artist development and radio promotion at Sony Music Entertainment, and college marketing at The Fader Magazine. Mr. Bhandari has spoken at marketing & media conferences around the world, and has been featured by major international media including BBC World Business News, Huffington Post, and others.



Executive Vice President

Rome Thomas, a music business veteran, has held senior executive positions at Sony Music and Universal Music labels for 20+ years. Rome's extensive music industry experience includes developing worldwide careers of artists such as: Maroon 5, Incubus, and Pearl Jam, in the areas of sales and marketing, artist development, and content rights management / acquisition. Rome also currently sits as a Partner in Freesolo Entertainment, an artist management joint venture with Vector / Live Nation and Sony ATV Publishing.



Business Affairs & Development

Usman Shaikh leads UG’s west coast office and handles business affairs for the agency, an attorney and founder of U.S. Law Group. His practice focuses on Corporate, Entertainment and Intellectual Property transactions. Usman takes a business-minded, interdisciplinary approach in representing his clients, which include entrepreneurs, tech start-ups, financiers, producers and production companies, new media companies, creative talent and fashion designers. Usman brings his solid relationships with key executives and businesses in diverse industries to client representation, leveraging these relationships to create deal-making opportunities for his clients.

Usman began his legal career over a decade ago as a corporate attorney at the New York offices of the international law firm Winston & Strawn LLP and, eventually, moved on to the Wall Street firm of Seward & Kissel LLP. During his time in New York, Usman worked on a wide range of corporate transactions in the areas of Mergers & Acquisitions, Private Equity, Securities, Secured Lending and Structured Finance. Prior to forming U.S. Law Group, Usman was at ICM Partners, one of the leading talent agencies in Hollywood, where he worked with business affairs in negotiating and structuring talent, production and financing deals, and gained invaluable experience in the entertainment deal making process. Usman earned his J.D. from the University of Pennsylvania Law School and a B.A. in Economics from Rutgers University. Usman is a member of the California, New York and New Jersey bars.