Omnicom Buys Serino Coyne, Broadway's Big Ad Agency

News   Omnicom Buys Serino Coyne, Broadway's Big Ad Agency Serino Coyne, the 25-year-old advertising agency that has created campaigns for some of Broadway's hottest properties — including Mamma Mia!, The Lion King and The Producers — has been bought by Omnicom Group, according to published reports.

Terms of the deal have not been disclosed. Serino Coyne is Broadway's biggest marketing and ad agency, and recently created and trumpeted the current "Tuesdays at 7" campaign, a program in which Broadway curtain times Jan. 7-March 24 are earlier than usual on Tuesdays (the poorest-selling night of the week) to entice families , older folks and office workers.

Serino Coyne and other business partners, including the Broadway ad agency Spotco, Playbill and the League of American Theatres and Producers, created the annual "A Season of Savings" initiative, offering a Playbill-like coupon booklet with discount offers to plays, musicals, Times Square-area restaurants and hotels.

At the time of the 2002 "Season of Savings" push, Nancy Coyne, president of Serino Coyne, said in a statement, "A Season of Savings makes it easy and affordable for metro area residents to enjoy a night out at the theatre. The colorful Playbill provides special offers to a wide selection of great Broadway and Off-Broadway shows. Based on our first success we believe that consumers will hold on to this Playbill so they can take advantage of more than one offer throughout the fall."

Serino Coyne was founded in 1977 and has created advertising for Broadway shows, national tours and other entertainment events. Variety reported the firm handles marketing for more than half the productions currently on Broadway. Its clients, Variety reported, include Disney, Radio City Entertainment, Dodger Stage Holding and producer Cameron Mackintosh.

Founded in 1986, Omnicom Group's companies operate in the disciplines of advertising, marketing services, specialty communications, interactive/digital media and media buying services, according to its website. Omnicom Group includes three global advertising agency networks (BBDO Worldwide, DDB Worldwide and TBWA Worldwide) and leading U.S.-based national advertising agencies (Arnell Group, Goodby, Silverstein & Partners, GSD&M, Martin/Williams, Merkley Newman HartyIPartners and Zimmerman Partners). Its Diversified Agency Services (DAS) consists of a global enterprise of more than 100 companies that provide services in direct marketing/consultancy, public relations, promotional marketing, and specialty communications. Neither Serino Coyne nor Omnicom have yet made a statement about the sale of Serino Coyne.