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Ambassador Theatre Group rebrands as ATG Entertainment. The announcement was made public Monday 15 April, 2024. With the new rebranding comes a new logo, design language, and the new brand proposition “Passion Behind Performance”. The CEO was excited to make the announcement.
Featured above is the new logo and design for ATG Entertainment.
Ted Stimpson (CEO) came forward with this statement in regards to the public rebranding of Ambassador Theatre Group, now ATG Entertainment:
“Now is the right time to change our name to ATG Entertainment, modernise our look and strengthen our brand proposition. Over the past few years, we have grown quickly and, with 64 venues and over 11,500 people across Europe and North America, we are pleased to unify the Group with a brand that reflects the breadth of our business today. We are all deeply committed to supporting our Producers as they put on incredible productions that excite, move and touch our audiences and I believe this is perfectly captured with our new brand proposition, ‘Passion Behind Performance.’”
Ted Stimpson has been CEO of the company since October of last year. However, ATG has been a powerful entertainment industry company since the early 1990’s. ATG is based out of the United Kingdom but operates over 60 venues across the UK, Europe, and United States of America. ATG Entertainment is hoping with this rebrand that they can operate outside of theatre and live entertainment and add production work under their umbrella as well.
Featured above is the old design for ATG (Ambassador Theatre Group).
Selling nearly 18 million tickets every year, ATG is widely recognised throughout the entertainment sector. Some of their productions include: Harry Potter and the Cursed Child, Cabaret, Moulin Rouge! The Musical, Wicked, and The Lion King. ATG Entertainment also features several concert and comedy shows on their stages such as Ed Sheeran, John Legend, Bob Dylan, and Arctic Monkeys. The company delivers more than 15,000 performances annually and has worked with multiple award winning shows.
Ted Stimpson went on to say:
“We are proud of our strong heritage and foundations that have been built over 30 years. The shows created with our producers for theatregoers by the Jujamcyn team on Broadway, and the unforgettable entertainment brought by Mehr-BB to our European audiences, have been transformational to the One Company we are today.”
As Ambassador Theatre Group rebrands as ATG Entertainment, it is currently expected that more announcements of partnerships, tours, and new productions will be coming shortly. ATG Entertainment is already partnered with Sonia Friedman Productions (an international production company). ATG Entertainment has helped produce the world’s first non-english productions of shows such as Harry Potter and the Cursed Child, Moulin Rouge! The Musical, and Harry Potter Tokyo.
Janine has always been a part of music and performing. The first show that inspired her to go into theatre was the Velveteen Rabbit which she saw as a child, and Drew works to keep that magic alive in her work. When Drew was accepted into an internship program for audio engineering at a recording studio, she jumped at the opportunity. That was at the start of 2020, and so much has happened since then, both in her career and in the world. Since then, Drew has taken several opportunities to work at recording studios, concerts, festivals, and even large theatres while spending some time on tour. Drew's favorite by far though, has been the chance to work on Broadways and West End shows, as this was a dream come true. Drew is honoured to get to share these experiences from being inside the entertainment industry.
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