Ambassador Theatre Group (“ATG”), a leading live entertainment organisation and operator of The Alexandra, Birmingham today announced that it is rebranding as ATG Entertainment. The transformation is accompanied by a refreshed logo, design language and brand proposition: “Passion Behind Performance”.
“Now is the right time to change our name to ATG Entertainment, modernise our look and strengthen our brand proposition,” said Ted Stimpson, CEO of ATG Entertainment. “Over the past few years, we have grown quickly and, 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.”