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.

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