UKG, a global leader in AI-driven HR, pay, and workforce management, has launched a bold new logo and identity alongside its global brand campaign, “When Work Works, Everything Works.” Featuring actor Adam Scott, the campaign positions UKG as the Workforce Operating Platform, unifying HR, pay, and AI agents to deliver insights from the world’s largest workforce dataset, addressing challenges like burnout and frontline workforce complexity.
The campaign, created by Droga5, highlights UKG’s role in reducing burnout and enhancing workforce resilience through AI-driven insights. Data from a forthcoming 10-country survey of 8,200 frontline workers shows AI users report lower burnout (41%) compared to non-users (54%). UKG leverages real-time data from millions of daily users to optimize hiring, training, scheduling, and engagement, benefiting both employees and businesses.
Voiced by Adam Scott, the campaign personifies “Work” as a self-aware character navigating modern workplace challenges with UKG’s solutions. Directed by Martin Krejčí, it launches with an 80-second film, a 60-second anthem, and shorter spots across connected TV, digital, and social platforms. The campaign’s human tone positions UKG as a partner empowering global workforces, debuting at the Aspire conference on November 3, 2025.
“With an unmatched understanding of today’s global workforce, UKG is redefining what’s possible for our customers,” said Sarah Hodges, chief marketing officer at UKG. “Our new brand reflects the power of AI-enabled workforce intelligence to help leaders make smarter decisions, reduce burnout, and build more resilient organizations.”
Mariano Jeger, Executive Creative Director at Droga5 New York, said, “The greatest inspiration behind this campaign was the everyday struggle we all feel in pushing through the constant pressure of modern work. We imagined what would happen if Work itself became a character… With the help of UKG and Adam Scott bringing it to life, we finally get to hear Work own up to its flaws and start figuring out how to make work work.”
Ben Brown, head of strategy at FUNDAMENTALco, said, “The value creation strategy developed by FUNDAMENTALco positions UKG as the preferred technology partner putting workforce understanding to work… This central purpose has served as the springboard for our new global brand platform.”
FUNDAMENTALco’s refreshed brand identity includes a modernized logotype, updated typography, and a color system reflecting connectivity and confidence. This design aligns with UKG’s role as a unified platform delivering actionable workforce insights for organizations of all sizes.
UKG’s Great Place To Work® data shows high-trust companies achieve 8.5x higher revenue per employee and 3.5x greater stock market returns over 27 years compared to top U.S. firms. UKG’s platform fosters trust through engagement, driving productivity and customer experience improvements.
UKG is a leading global AI platform for HR, pay, and workforce management. Unifying award-winning solutions with the world’s largest collection of workforce data and people-first AI, UKG delivers unrivaled insights into today’s workforce, helping organizations in every industry turn data into decisions that elevate productivity, culture, and the customer experience. Trusted by more than 80,000 organizations across 150 countries, tens of millions of employees — from small businesses to global enterprises — use UKG every day.
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