Universal Studios Creates Promotional Division

Universal Studios has created Universal Studios Partnerships (USP), an agency-inspired entity designed to oversee multi-divisional corporate alliances as well as theatrical and home entertainment promotions.

USP will service the needs of both Universal Studios internal business units and its external partners. The new structure includes an account management function that will serve as a single, consistent point of contact for all brands once they have joined Universal as a corporate or single-party partner.

“Corporate and promotional partners are focused on both seeing a return on their investment and the quality of their daily interaction with their studio partners. USP will allow us to create, communicate and service realistic programs that will allow everyone to meet their goals,” said Stephanie Sperber, executive VP-USP in a statement.

Select Universal corporate partners include Coca-Cola, who recently renewed their relationships with Universal’s theme parks for another 10 years; JP Morgan Chase, who for the next five years will offer a co-branded Universal Entertainment credit card and other cross-divisional marketing opportunities; Kodak, a long-term studio partner associated with Universal theme parks and Universal Pictures’ properties; and MasterCard, a five-year strategic partner working across Universal Pictures, Home Entertainment and Theme Parks divisions.