Theatrical Ad Agency SpotCo Will Partner Globally with Dewynters

SpotCo, the New York advertising agency responsible for the groundbreaking campaigns for Chicago, Rent, Avenue Q, In the Heights and the forthcoming musicals Billy Elliot and Shrek, has entered into an agreement to be acquired by First Artist Corporation PLC. Two years ago, First Artist acquired Dewynters, a leading British ad agency, and the August 11 press release announcing SpotCo's sale emphazised the fact that SpotCo and Dewynters will "join forces in a unique global partnership."

"Broadway's gone global," SpotCo CEO Drew Hodges said in a statement. "Theater and live events have become giant universal brands. There's now a huge worldwide demand for live productions. By working with Dewynters, we're uniquely positioned to tap into international markets with coordinated campaigns that are sophisticated, engaging and most importantly, can cut through an environment saturated with entertainment options."

The partnership between the two companies will form a transatlantic super shop for marketing, design, digital media, advertising, merchandising and promotions for live theatrical entertainment, designed to reach an international audience. The relationship will not be mutually exclusive and both companies will continue to work together as well as independently with other clients and agencies. Both companies will retain their names and billings will remain independent.

SpotCo, founded in 1997, represents almost half of the shows running on Broadway. Beginning with the creative for the musical Rent, which catapulted the show into a worldwide phenomenon, SpotCo has developed a reputation for inventive, often irreverent campaigns.

Founded over a century ago in 1872 and incorporated in 1924, Dewynters has created some of the most memorable theatrical imagery, including the logo art for The Phantom of the Opera, Les Misérables, Miss Saigon and Cats, as well as such global musical hits as The Lion King, Mamma Mia!, We Will Rock You and Wicked. The agency recently designed the horse-cum-torso image for the new production of Equus, starring Daniel Radcliffe.

Over the past decade, SpotCo and Dewynters have collaborated on various worldwide campaigns, most notably on the phenomenally successful revival of the Kander & Ebb-Bob Fosse musical Chicago.