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This week, A-list Hollywood talent including Mark Wahlberg, Scarlett Johansson and John Legend, pitched marketers on their creative projects at the Way Upfronts, ADWEEK has learned from a source familiar with the first-of-it’s-kind event.
The virtual upfront is Oscar-winning producer Michael Sugar’s brainchild and debuted on Tuesday and Wednesday. Sugar, alongside his partner, Matt Rotondo and a broader team, are creating a new marketplace at the intersection of Hollywood and branding. Sugar’s eponymous company, Sugar23, helps brands and filmmakers orchestrate partnerships and funding deals.
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