Digital partnership for West End ad agency

Dewynters teams with MediaCom

Dewynters, the U.K. arts and entertainment marketing agency that handles the majority of West End business, is forming a new partnership for digital media with MediaCom, the U.K.’s largest media agency.

The partnership means clients including Cameron Mackintosh Ltd., Disney Theatricals, Donmar Warehouse, Sonia Friedman Prods., Really Useful Group and the Royal Opera will now have access to MediaCom, whose annual digital billings are over £160 million (about $250 million).

Dewynters topper Anthony Pye-Jeary told Daily Variety the two companies have been keen to form a partnership since working together on the London run of “Wicked” which, at the time, was MediaCom’s sole West End show.

“By teaming up with the best in the business, our clients benefit from their unparalleled knowledge, experience and buying power and MediaCom gain access to our hugely diverse client list,” he said.