Broadway Marketing Agencies that Serve The Broadway Industry in NYC (2023)

With up to 40 very different Broadway shows playing at any one time on the Great White Way in New York City, Broadway shows must actively market themselves to ensure new or continued success. Marketing campaigns begin very early in the process (sometimes as the Broadway-bound show is still being written) and often include a full-scale advertising assault that includes Print, Environmental, Web, Radio, TV, and Direct Mail ads. These measures are necessary because, at the end of the day, the success or failure of a Broadway show will depend wholly on how many tickets are sold. Critical accolades can also help with sustaining a Broadway musical or play, but there have been many times when the Tony Awards have been given to shows that have long since closed on Broadway, coming just too late to rescue them. It's like a movie winning an Oscar when it's already on DVD. So it is up to the Broadway marketers to generate buzz about a show as early as possible, and to keep the public aware of that show through its Broadway life.

With so many Broadway shows on offer, it's surprising that there are only three main Broadway marketing companies in New York City who specialize in Broadway advertising. These companies are Serino Coyne, SpotCo and Eliran Murphy Group (EMG). Each company is able to provide a full service of marketing solutions, but more often than not a producer will choose different parts of each agency to provide a holistic approach to their Broadway marketing campaign. Understandably, the Broadway producer is looking to get the best bang-for-the-marketing-buck and looks to the Broadway marketing agency to direct the monies to the most efficient and best performing solutions. Usually, one Broadway advertising agency is chosen as the lead and they will engage services from the other agencies, a copacetic arrangement that has been in place on Broadway for many years. The lead agency will also utilize services from other smaller Broadway marketing companies and niche service providers in order to establish their client's marketing strategy and ensure that full market penetration is achieved.

(Video) How to Pick a Broadway Show to Watch in New York City

Serino Coyne - Broadway Advertising and Marketing Firm

Founded in 1977 but didn't start racking up Broadway clients until the late '80s, Serino Coyne is the biggest full service advertising and marketing agency on Broadway. In addition to its New York office, Serino Coyne has branches in L.A., San Francisco, and Las Vegas, helping performing arts institutions around the country with their marketing needs. Since its purchase in 2003 by Omnicom Group, Serino Coyne is no longer an independent organization - its philosophy is, however, to continue to act like one. Clearly a staid and bureaucratic environment does not provide its creative clients the necessary support and Serino Coyne has ensured that they stay close to their independent goals while having the financial support and infrastructure of a large corporation. Serino Coyne tends to land the blockbuster shows like Wicked, Spamalot, and Mamma Mia. CEO Nancy Coyne is credited for developing the "Disney On Broadway" campaign, which has helped establish Disney's place on the Great White Way.

SpotCo - Broadway Advertising and Marketing Firm

A medium-sized Broadway marketing company that is renowned for its fresh, smart, and handsomely-designed campaigns. Clients include Avenue Q, Rent, and Chicago, all of which SpotCo created groundbreaking ad campaigns for. The company, masterminded by Drew Hodges, began as the design studio Spot Design, which serviced entertainment heavies like MTV and Sony but had never touched Broadway until hired to do Rent's Broadway marketing in 1996. After creating the memorable photo montage design for that youth-oriented Broadway phenomenon, Spot Design became SpotCo and went on to handle the striking and sexy black-and-white Chicagocampaign. SpotCo campaigns are currently appearing worldwide from Las Vegas to London, Melbourne to Moscow. Their shows have been honored with four Pulitzer Prizes, two Tony Awards® for Best Musical and six Tony Awards for Best Play.

Eliran Murphy Group - Broadway Advertising and Marketing Firm

The smallest of the three Broadway advertising companies. Eliran Murphy Group is a New York-based advertising agency that specializes in arts and entertainment, EMG's biggest client is the Roundabout Theatre Company, which does several productions each Broadway season. EMG also frequently handles smaller Broadway musicals, plays, and limited run shows.

(Video) Broadway Casting Director Benton Whitley Shares 5 Tips for a Successful Audition

Potential for a Tripoly and Collusion

Naturally there is some concern in the Broadway community that it's not good having only a small number of marketing agencies handle all the Broadway advertising. These Broadway shows are competing for audiences, so isn't there a conflict of interest? But the Broadway marketers insist that that would be like choosing which child they loved best. They contend that they make every effort to give equal attention to each property they represent, working to demonstrate in the advertising what makes each individual Broadway show different and unique.

Each marketing solution provides different value to achieve the overall marketing strategy. The Broadway producer has taken the time to understand what demographic will fill the seats and wants to use the marketing dollars most effectively in those areas. But the Broadway producer can often get it wrong and market to the wrong audience or market in the wrong way. That is why it's important that the Broadway marketing agency really understands its job, and understands the show it is representing, so that it can wisely use the advertising to inform potential audiences of what to expect. It does no good to create a campaign that sets up false expectations -- that only disappoints or angers the audience. And creating a beautiful campaign that doesn't actually sell tickets only disappoints and angers the producer!

Traditional Broadway Marketing Strategies

Some established marketing solutions like printed magazines, newspapers, and radio spots tout that they may not actually sell many tickets, but they will establish the brand in people's minds. However, research has shown that as people are bombarded with so much advertising nowadays, little of this traditional approach sticks. In fact, when the League of American Theatres and Producers (now called The Broadway League) made a big move to establish Broadway as a brand with their Live Broadway campaign, many Broadway marketers resisted the approach, preferring to concentrate on selling each show as an individual product. It has become clear that the marketing pitch needs to be immediate and compelling -- if you don't grab them at the "elevator pitch" opportunity, the chances are that you won't grab them at all. And Broadway marketing agencies have found that newer forms of marketing for Broadway shows, such as direct mail and online marketing, have been highly successful in helping to sell tickets -- which is, after all, what matters most.

(Video) The Birth of Off Broadway: Crash Course Theater #47

Direct Mail

Direct mail is an excellent marketing tool because it brings a Broadway show's campaign right to the ticket buyer's mailbox. Attractive ad pieces with the show's artwork and logo make a pitch to the consumer directly, and provide all the information they need to buy tickets right away. Extra incentive is often added in the form of a special discount code that can be used to get a discount price on tickets. Sometimes a special mailer with a CD containing a few songs from a Broadway musical will be sent out via direct mail to generate additional interest. Broadway advertisers are armed with extensive data about who the Broadway audience is, and direct mail allows them to focus their limited budget dollars on the people most likely to actually buy Broadway show tickets.

Print Advertising Moves To Web Marketing

Once very popular, print advertising has lost favor ever since the internet took hold. More and more money is now spent on online advertising, which is thought to be a better way of reaching the Broadway ticket buying consumer. Web marketing is an exciting new frontier in Broadway advertising because there are so many ways to reach the consumer, whether it's through e-mail blasts that land directly in the person's inbox, or an advertisement embedded in an article that she is reading on the web. The e-mails, which are sent out by a variety of companies that have gathered extensive mailing lists full of people interested in Broadway discounts, are usually used as a way of distributing discount codes. The consumer then uses the discount codes to purchase her Broadway tickets at a discounted price.

Print advertising is hardly obsolete, though. Advertising a Broadway show in the New York Times is still considered absolutely vital because that newspaper holds so much influence over well-to-do, upwardly mobile, and artsy New Yorkers and tri-staters who are the most dependable Broadway ticket buyers. Tourists may account for a large part of the Broadway box office, but it is the locals who can be classed as "regular" theatergoers, and these are also the people who are more likely to see plays and under-the-radar shows. At the beginning of any Broadway show campaign, the marketing agencies put special effort into advertising to these people.

(Video) Branding Broadway

Environmental Campaigns

An especially creative new specialty. SpotCo's brilliant Avenue Q advertising campaign utilized this, through ads on everything from New York City taxicabs to wearable buttons. The ads featured close-up pictures of the show's various puppet characters along with clever, slightly naughty blurbs engineered to make it clear that this puppet show is not for kids while also enticing the show's hip target audience. For the Las Vegas production of Q, they actually covered an entire taxicab in faux puppet fur to advertise the show! SpotCo is also credited with having played a large part in Avenue Q's eventual winning of the 2004 Tony Award for Best Musical (over that year's Broadway heavyweight, Wicked) because of its innovative election-themed ad campaign that urged Tony voters to "vote your heart".

The Broadway advertising agency isn't like any old advertising agency; what they do is unusual. They're often on the ground floor of a project, possibly creating a logo and press materials that will help raise money to actually bring the show to Broadway. Broadway marketers must work quickly because their product is not something physical or lasting -- it only exists as long as there is an audience buying tickets to see it. Their job is an incredibly difficult one because they have so little money to work with (the advertising budget is perhaps 10% of the show's entire budget, which is never very large to begin with), and what they're trying to sell is a very expensive product. Not only are Broadway show tickets pricey, but there is often a cost for traveling into New York City (everything from a plane ticket to parking costs). Fortunately, the people who work at Broadway advertising agencies are usually very passionate about theater and are uniquely able to communicate their love of it into their work.

But passion is not enough. If the show is not good enough to generate the positive word-of-mouth that is ultimately the best insurance of a long life on Broadway, or if the audience is simply not responding to the show, there is only so much that advertising can do. Broadway marketers must pay heed to the law of diminishing returns, and if the money they're putting into ads isn't resulting in higher ticket sales, then it's time to move on.

(Video) Broadway (Manhattan)


What is a famous marketing advertising company in New York? ›

StrawberryFrog is a top NYC advertising agency, focused on marketing, communications, and design. As one of the leading ad agencies in the USA, it has worked with famous brands like Emirates Airline, Jim Beam, Pampers, Heineken and SunTrust Bank.

Who markets Broadway shows? ›

These companies are Serino Coyne, SpotCo and Eliran Murphy Group (EMG). Each company is able to provide a full service of marketing solutions, but more often than not a producer will choose different parts of each agency to provide a holistic approach to their Broadway marketing campaign.

What is Broadway marketing? ›

Welcome to Broadway Marketing Ltd, where promoting your business is our business. Born in 1956 from an expertise in building brands, we offer unique, quality promotional products, excellent service and customer-focused marketing. From our office in Albany, NY, we are your premier source for branding solutions!

What does Serino Coyne do? ›

We are a full-service advertising and marketing agency that marries the human stories of our clients with storytelling, art, data and conversations that are smart and compelling.

Who is the top marketing company? ›

A Closer Look at the Top 11 Multi-Billion Dollar Marketing Agencies
  1. Publicis Worldwide. Publicis Worldwide is a global creative agency network within Publicis Group. ...
  2. OMD Worldwide. ...
  3. VMLY&R. ...
  4. Mindshare. ...
  5. BBDO Worldwide. ...
  6. Ogilvy. ...
  7. TBWA. ...
  8. DDB Worldwide.

What is the largest marketing agency? ›

The largest advertising agency in the world is Omnicom Group, with a revenue of $14.29 billion. As of 2022, global ad agencies have a market size of $383.67 billion.
Dentsu Aegis Network has ten primary divisions:
  • Merkle.
  • Dentsu Media.
  • Mcgarrybowen.
  • Posterscope.
  • Fountainhead MKTG.
  • Isobar.
  • iProspect and Vizeum.
  • Soap Creative.
Jul 14, 2022

How do you get a Broadway agent? ›

Classes with other industry professionals can also help get you referred since they'll often bring in agents and managers to the final class, or submit you to them once the class is finished. Agents themselves also run classes, so you can meet agents and managers directly.

How do you get on Broadway without an agent? ›

You don't need an agent to get on Broadway—but having one helps. Unrepresented actors can search casting notices for advertised auditions. If you're Equity, you can sign up for ECCs and EPAs. However, many Broadway gigs are not posted publicly; instead, they're cast exclusively through agent submissions.

How do you become a Broadway investor? ›

Most Broadway shows will accept a minimum of $25,000 for an investor share of the production, with some shows as low as $5,000. Producers may need to raise or invest at least $150,000 to $250,000 or more. Some investors work with other investors to share in the investment, like an investment group or partnership.

How hard is it to get a job on Broadway? ›

How many people are trying to get one of those coveted roles? At least 10,000. It's a rigorous selection process. You've got to be in top 10% to get hired and cast in a show.

Who is a theatre marketer? ›

A theatre Marketer is part of a team who focuses on the 'advertising' of a production and encouraging customers to buy tickets for a production. A Marketer will promote your theatre/production through the use of social media, television, print and radio to inform and encourage the public.

What is RTA advertising? ›

Real-time advertising is a special form of display advertising that requires a slightly different procedure. The biggest difference is that RTA works with real-time bidding (RTB). RTB is a method that enables advertising space on websites to be auctioned in milliseconds.

Who are Serino Coyne competitors? ›

Who are Serino Coyne 's competitors? Alternatives and possible competitors to Serino Coyne may include Charlie Company , Orange Glow Music , and Artist Group International .

Who owns RPM advertising? ›

steve platcow - CEO - RPM Advertising | LinkedIn.

Who owns the agency initiative? ›

Initiative is a global media planning and buying agency that is part of IPG Mediabrands, the media buying arm of multinational holding company Interpublic Group of Companies. Initiative's roots date back to 1970.

What are the big 4 marketing firms? ›

Largest agencies

WPP, London $4.45 billion. Omnicom Group, New York City $3.43 billion. Publicis, Paris $2.96 billion. IPG, New York City $2.26 billion.

Who are the industry leaders in marketing? ›

Marketing Thought Leaders, Organized by Specialty
LeaderMarketing Specialties
Seth Godin
Michael King
Dana DiTomaso
Goldie Chan
5 more rows
Aug 19, 2020

What are the Big 6 marketing agencies? ›

Most of the “big six” groups – WPP, Publicis Groupe, Omnicom, Interpublic, Dentsu and Havas – had expected it would take two years or longer for revenue to return to pre-pandemic levels.

What celebrities use marketing agency? ›

But what about the stars who dream of working not just for, but in the ad industry? Spike Lee, Michael B. Jordan, Ryan Reynolds, Shaquille O'Neal, Armando Pérez (AKA Pitbull), and Kristen Bell are among the celebrities who have tied their names to advertising agencies and studios.

Are there still ad agencies on Madison Ave? ›

Today, several agencies are still located in the old business cluster on Madison Avenue, including StrawberryFrog, TBWA Worldwide, Organic, Inc., and DDB Worldwide. However, the term is still used to describe the agency business as a whole and large, New York–based agencies in particular.

What agency is Zendaya with? ›

Call Me By Your Name director Luca Guadagnino has signed with CAA. The Hollywood talent agency representing the Italian director comes as Zendaya, The Crown's Josh O'Connor and West Side Story breakout Mike Faist team up with Guadagnino for Challengers, a romantic drama written by Justin Kuritzkes and picked up by MGM.

Can you make a living on Broadway? ›

The current minimum salary for an Equity performer on Broadway is $2,034 a week. But that figure can increase depending on the particular demands of any given track.

Does Broadway pay well? ›

How much does a Broadway Actor make? The average Broadway Actor in the US makes $137,346. Broadway Actors make the most in San Francisco, CA at $207,134, averaging total compensation 51% greater than the US average.

How much money do you start with in be a Broadway star? ›

Players begin with $1,000 and roll the dice to determine who goes first. The player with the highest roll moves first, unless there is a player named "Tony;" if there is, that player moves first.

Can you get on Broadway without a degree? ›

The answer is no, it is definitely not mandatory to have a college degree to make it on Broadway or in touring companies.

How much money do Broadway actors make? ›

How much does a Broadway Actor make in New York? The average Broadway Actor salary in New York is $71,489 as of January 26, 2023, but the range typically falls between $58,912 and $87,285.

What is Broadway Equity minimum? ›

Actors' Equity Association announced Monday that its membership had voted in favor of the three-year contract, which by late 2024 would raise the minimum salary for performers working on Broadway to $2,638 per week.

Do you have to be equity to audition for Broadway? ›

Yes, with a few exceptions, you must be a member of the stage actors' union, Actors' Equity Association (AEA) in order to audition for Broadway shows, tours and many higher paying regional theatres.

How much money do Broadway producers make? ›

The estimated total pay for a Broadway Producer - Musical Theatre is $49,854 per year in the United States area, with an average salary of $46,181 per year.

What training is needed for Broadway? ›

If you're wondering how to train for a career on Broadway, it all starts with high quality musical theater training. There are a number of ways to get this training: BFA and MFA degree programs at the college or university level are one way to get started.

What is the average age of a Broadway actor? ›

The average age has stayed in the 40-45 range for two decades. That's one of the findings in the 22nd annual demographics report issued by the Broadway League today. The report is an analysis of the make-up of the record-setting 14.8 million Broadway attendees of the '18-19 season.

How do I work with Broadway? ›

Want to work on Broadway? Check out for the latest listings. From internships with Tony-winning producers and entry-level jobs in the performing arts, to ensemble and lead roles in Broadway shows. For more exclusive video content visit

What are the 4 Roles of a marketer? ›

Build awareness about a brand. Grow a company's market share. Innovate and launch new services and products or pivot from existing models. Acquire new customers.

What is theatrical marketing? ›

Theatrical marketing is a specialty within the marketing and sales profession. You need an intricate knowledge of theater and how a theater company works behind the scenes. This involved field requires more than advertising an upcoming show or selling tickets.

What does a theatre marketing manager do? ›

The Marketing Manager will oversee the marketing and advertising activities of the theatre including annual marketing plan and budget and all promotion and engagement strategies. They will focus on developing new audiences while also deepening relationships and communication with current audiences.

Is RTA owned by the government? ›

Established as one of the key authorities within the government, RTA has played an integral role in the overall development of Dubai, paving its way into becoming one of the smartest cities in the world.

What type of company is RTA? ›

Traffic & Roads agency manages the planning, designing, construction and maintenance of road networks and setting up the traffic and related educational programs alongside the preparation of policies, legislations and technical standards to ensure easy access and safe roads for all.

What is RTA and RTB? ›

Right to Buy (RTB) or Right to Acquire (RTA) are schemes that enable our customers who rent their homes to buy them from us at a discount.

What is the most popular company in New York? ›

In 2021, the leading publicly traded company headquartered in New York was Verizon Communications. That year, they had a revenue of about 133.61 billion U.S. dollars. Following Verizon Communications was JPMorgan Chase, which had a revenue of 127.2 billion U.S. dollars.

How many advertising agencies are there in NYC? ›

There are more than 1200 advertising agencies in NYC. Plus, as the business capital of the US, companies seeking success must be able to balance the city's warp-speed progress while competing creatively in marketing.

What are good marketing companies? ›

Global Marketing Strategies
  • Red Bull.
  • Airbnb.
  • Dunkin Donuts.
  • Domino's.
  • Rezdy.
  • World Wildlife Foundation.
  • Pearse Trust.
  • Nike.
Nov 22, 2021

What are the top 3 jobs in New York? ›

What Are the Highest-Paying Jobs in New York?
  • Management Analysts. 2021 Median Annual Salary in the U.S.: $93,000. ...
  • President/Chief Executive Officer. ...
  • Medical and Health Services Managers. ...
  • Information Security Analysts. ...
  • Sales Engineers. ...
  • Actuaries. ...
  • Training and Development Managers. ...
  • Computer Network Architects.

What are the top 3 industries in New York? ›

The leading industries in New York include financial services, healthcare, professional and business services, retail trade, manufacturing, and education.
  1. Financial Services. ...
  2. Healthcare. ...
  3. Professional and Business Services. ...
  4. Retail Trade. ...
  5. Manufacturing. ...
  6. Educational Services.

Who is the biggest employer in Manhattan? ›

In 2021, IBM was the largest company headquartered in New York, employing about 350,600 people. Bank of China, Healthfield Operating Group, Deloitte, and PepsiCo rounded out the top five employers headquartered in New York in that year.

What are the five types of advertising agencies? ›

There are basically 5 types of advertising agencies.
  • Full service Agencies. Large size agencies. ...
  • Interactive Agencies. Modernized modes of communication are used. ...
  • Creative Boutiques. Very creative and innovative ads. ...
  • Media Buying Agencies. Buys place for advertise and sells it to the advertisers. ...
  • In-House Agencies.

What are the 10 biggest advertising markets in the world? ›

Largest advertising markets worldwide in 2019 (in million U.S. dollars)
CharacteristicAdvertising revenue in million U.S. dollars
United States4,304
6 more rows
Jan 6, 2023

How do I know if a marketing agency is good? ›

There are steps potential clients should follow before hiring an agency in order to ensure they have the best experience possible.
  1. Get Recommendations From Facebook Group Members. ...
  2. Require A Portfolio. ...
  3. Negotiate A Contract. ...
  4. Start With A Small Budget. ...
  5. Expect Transparency. ...
  6. Use Independent Tools.
Dec 11, 2018

What are the 4 types of marketing? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.


1. First and Loudest: The Marketing of Broadway (Working In The Theatre #379)
(American Theatre Wing)
2. Woke Broadway Shows Are FAILING.
(The Comments Section with Brett Cooper)
3. Keith Makes A Broadway Musical
(The Try Guys)
4. What even IS a Broadway FLOP?
(Wait in the Wings)
5. DukeNY Industry Insights: On the Business of Broadway
(Duke Arts)
6. How SpongeBob BROKE Broadway.
(Wait in the Wings)
Top Articles
Latest Posts
Article information

Author: Wyatt Volkman LLD

Last Updated: 05/06/2023

Views: 5822

Rating: 4.6 / 5 (66 voted)

Reviews: 81% of readers found this page helpful

Author information

Name: Wyatt Volkman LLD

Birthday: 1992-02-16

Address: Suite 851 78549 Lubowitz Well, Wardside, TX 98080-8615

Phone: +67618977178100

Job: Manufacturing Director

Hobby: Running, Mountaineering, Inline skating, Writing, Baton twirling, Computer programming, Stone skipping

Introduction: My name is Wyatt Volkman LLD, I am a handsome, rich, comfortable, lively, zealous, graceful, gifted person who loves writing and wants to share my knowledge and understanding with you.