How WWE Raw Turned the Brand Into a Global Entertainment Company

A shift in storytelling and brand partnerships was key

For Dwayne “The Rock” Johnson and John Cena, becoming a cultural icon began on WWE Monday Night Raw. It’s the longest-running weekly episodic program in TV history, and will celebrate its 25th anniversary live from New York on Jan. 22.

Click for more from this issue

This story first appeared in the Jan. 15, 2018, issue of Adweek magazine. Click here to subscribe.