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NEW YORK For the first time a major Broadway production will be speaking to Latinos in their language and through their media.
Omnicom Group’s Dieste Harmel & Partners and Serino Coyne have formed a strategic partnership to manage advertising and marketing for the upcoming 2005 stage production of Mambo Kings, based on the Pulitzer Prize-winning novel The Mambo Kings Play Songs of Love by Oscar Hijuelos. Combining DHP’s multicultural advertising experience and Serino’s live entertainment knowledge, the alliance is set to transform how the marketing of Broadway shows is performed.
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