Broadway Marketer Serino/Coyne Reorganizes Leadership and Relocates Its Offices

News   Broadway Marketer Serino/Coyne Reorganizes Leadership and Relocates Its Offices Serino/Coyne, billed as "the nation's leading live-entertainment marketing agency," has announced a reorganization of its second-tier leadership. The company, which designs commercials, posters, logos, banner ads and other promotional materials for Broadway shows, is also relocating its offices from just south of Times Square to the advertising mecca of Madison Avenue in Manhattan.

Top management remains the same. Angelo Desimini recently assumed the role of CEO. Nancy Coyne, founder and former CEO, was recently named chairman. Catherine Reid continues as CFO, and Greg Corradetti continues as president of the firm, which handles the marketing campaigns for Wicked, Aladdin, The Lion King, The Phantom of the Opera, Jersey Boys, An American in Paris, Beautiful: The Carole King Musical, China Doll, On Your Feet!, Misery and the upcoming Dear Evan Hansen and Tuck Everlasting. Institutional clients include Lincoln Center for the Performing Arts, Second Stage Theater, Key Brand, American Express and the Tony Awards.

Angelo Desimini
Angelo Desimini

The following promotions are effective immediately:

  • Matt Upshaw, formerly a group director, was promoted to vice president of account management and insights. Upshaw will focus on ensuring that each account management team delivers clients with excellent service and attention. In addition, he leads the insights department in analyzing proprietary data, ticket sales and media performance, to maximize sales results for our clients.
  • Kim Hewski, who previously served as a group director, was promoted to vice president, research and customer relationship management. In this role, Hewski will utilize Serino/Coyne’s industry-leading qualitative and quantitative research capabilities to bring relevant and actionable customer-focused thinking to each campaign.
  • Vinny Sainato, formerly executive creative director, was promoted to vice president, creative development. In his new role Sainato is charged with creating cutting-edge, engaging creative.
  • Tom Callahan, formerly executive creative director, was promoted to vice president, creative strategy. Callahan will develop high-impact, insight-driven creative approaches for each campaign.
  • Jim Glaub, director of content and community, was promoted to vice president of content and community, where he will lead social engagement, content strategy and digital distribution.
  • Scott Yambor, formerly senior director, media services, was promoted to vice president of media services. He is responsible for developing and negotiating integrated media opportunities that are strategic, effective and cost efficient.
  • Leslie Barrett, director of integrated marketing, was promoted to vice president of business engagement. Barrett will continue to oversee the marketing division and will assume responsibility for ensuring a seamless integration of agency services and positive client experience.
  • Beth Schefflan, who previously served as vice president, human resources, is now vice president of talent engagement, ensuring Serino/Coyne continues to attract and cultivate the very best talent. In addition, Michele Groner, a live-entertainment marketing veteran, has joined the agency in the new role of vice president of strategy and planning.

    "Serino/Coyne has transformed into an integrated marketing firm known for the creation of customized campaigns that are inventive, creative and lasting for each client we represent," said Desimini in a press statement. "There’s little debate: the marketing landscape is exploding, demanding new skills to differentiate, break through and connect with audiences. Our newly appointed leadership team of experienced industry trailblazers will partner with the many best-in-class agencies within the DAS Group of Companies to solve our clients’ marketing challenges. With this new structure in place and reinvented office space just outside of Times Square, we’re staking Broadway’s rightful place, on Madison Avenue and bringing powerhouse global brands to Broadway."


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    Based in New York, Serino/Coyne is part of the DAS Group of Companies, a division of Omnicom Group Inc. In his new role, Desimini will report directly to Dale A. Adams, chairman and CEO, the DAS Group of Companies.  

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