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Stars of PR

Stars of PR

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August 28th 2008:THE GLOBALIZATION OF BROADWAY

Broadway’s gone global. It’s not just Americans with an insatiable appetite for musicals and plays. Now there’s a huge worldwide demand for live productions as mega-hit shows that can go on forever grace stages from New York to Baltimore to Beijing. These theater and live events have become giant universal brands, often dwarfing the success of Hollywood films. And just who are the guys behind this raging trend? The two uber cool advertising agencies on the cutting edge of this global branding movement--America’s modern-edged SpotCo and the UK’s venerable Dewynters—who have formed a cross-

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