Dewynters, which has promoted musicals including Mamma Mia! and Cats, was bought by First Artist in 2006 for £15.5 million. The two agencies have already collaborated on a number of worldwide campaigns. Although they will continue to operate independently, the acquisition will lead to further collaboration on global theatre campaigns.
Dewynters, the First Artist Corporation-owned theatre marketing agency, is to acquire its New York-based counterpart SpotCo, in a deal that could total $18.9 million.