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Former ID-PR Brands Exec Michael Smith Launches New Agency Midnight Dawn (EXCLUSIVE)


Michael Smith has announced the formation of Midnight Dawn after departing ID-PP about two months ago.

“Midnight Dawn has been 25 years in the making and I’m honored to have the privilege of representing a world class group of talent and brands,” Smith said in an exclusive statement to Variety on Tuesday. Smith is joined at Midnight Dawn by former ID-PR colleagues Tom Dietz, Lydia You and Stephen Baruch as senior vice presidents and director, respectively. Prior to founding Midnight Dawn, Smith most recently led ID-PR’s brands department for more than a decade, working with a diverse roster of companies and brands, including Nintendo, Netflix, Rémy Cointreau’s LOUIS XIII, Wynn Las Vegas, UNICEF, Reddit and WWE.

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