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Amanda Pekoe, CEO of the Pekoe Group in NYC, talks Tony Awards and milestones

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The Tony Awards are quickly approaching on Sunday, June 8th on CBS! For the second consecutive year, Amanda Pekoe, Founder and CEO of the Pekoe Group, is giving her Tony Award predictions! She is celebrating the fifth anniversary of her prosperous organization, The Pekoe Group, located at 7 West 45th Street in New York City.

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The Pekoe Group is a full service marketing firm for Broadway and Off-Broadway theater. Dealing directly with Tony marketing, Amanda is an excellent source for the Tony Awards. Visit www.thepekoegroup.com and for more on the Tony Awards, visit www.tonyawards.com.

The Pekoe Group is celebrating its fifth anniversary. I’m sure there have been some stellar moments over the years. Tell me some highlights the Pekoe Group began.

So many! We have a really great internship program, and just finished the Spring “term” and one of the copywriting interns wrote the most amazing thank you note. It might look small from the outside, but this was a major highlight of the year for me.
Working with people and delivering valuable experiences is really what we are all about as a company and as marketers. This note was just such an amazing expression of that and I’m very grateful for it.
This is the busiest time of the year for you! Please tell me how the Tony Awards impact your business and some of the shows you are promoting right now.

Now is when all eyes are on the Tonys, so marketing shows that have not been nominated can be a real tricky. Currently, we are asking ourselves, “How do we make some noise here?” We have a few awesome musicals opening at the end of the month and the challenge at the moment is pulling focus towards what’s next.

Last year, you gave some pretty accurate predictions of who will win the Tonys, saying it was the year for ‘Kinky Boots.’ Indeed it was! This year, best play nominees include award-winning actor Bryan Cranston giving a bit of a departure performance from ‘Breaking Bad’ or ‘Malcolm in the Middle’ as President Lyndon B. Johnson in ‘All the Way.’ Actress Tyne Daly is in ‘Mothers and Sons,’ Debra Messing is stepping out onstage for the romantic comedy, ‘Outside Mullinger.’ There’s Denzel Washington in ‘A Raisin in the Son’ for Best Revival. Then there are incredible musicals such as Disney’s ‘Aladdin’ and the unforgettable ‘Beautiful: The Carole King Musical.’ Which one do you think is the big standout this year?

There are so many amazing shows nominated this year. I think Beautiful: The Carol King Musical may take the Tony Award for Best Musical, and 'Hedwig and The Angry Inch' for Best Revival of a Musical.

Were there any surprise nominees for you? What has been your personal favorite musical this year?

There were some surprises about shows that weren't nominated, but no surprise about those who were. My favorite musical was the revival of ‘Hedwig And The Angry Inch.’ I saw the original version downtown back in the 90's and loved it then, so seeing this production, especially with Neil Patrick Harris, was really awesome for me. I also thoroughly enjoyed James Monroe Iglehart's performance as the blue genie in Aladdin!

We talked about Neil Patrick Harris hosting last year, but instead, he’ll be a nominee for ‘Hedwig and the Angry Itch,’ just a powerful performance. Hugh Jackman is back! Such a good choice, Hugh Jackman is all over the map!

We love Hugh Jackman! He is so much fun to watch, and has an amazing presence. I'm sure he will be an incredible host this year.

You are a huge theatre person. You started out as an actress and found your real passion in ‘The Pekoe Group!’ Did you ever imagine that it would be what it is today?

Running an agency is crazy hard work. When I actually stop and look at the company, I’m blown away. I am so grateful for the amazing team at The Pekoe Group and for the incredible clients we work with. Five years ago, I was sitting at a glass-top table in a friend’s PR firm with one employee and one intern and now I employ 25 people! That is all beyond my expectations.

Click here for more information on the Pekoe Group and for more on the Tony Awards, visit tonyawards.com.

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