Matthew Serino Exits Broadway Ad Agency He Co-Founded

News   Matthew Serino Exits Broadway Ad Agency He Co-Founded
Matthew Serino, president of Serino Coyne, Inc., the largest full-service advertising and marketing agency in the live entertainment industry, will step down from his position effective Sept. 30, the company announced.

Serino will remain as a consultant to the agency he co-founded through the end of the year, and will continue to serve on the boards of Broadway Cares/Equity Fights AIDS and The Broadway Association.

Serino Coyne has been instrumental in creating marketing and advertising campaigns for such major Broadway hits as The Lion King, Wicked, Hairspray, The Producers, Movin' Out, Annie, Cats, 42nd Street and more.

The agency has offices in New York, Los Angeles, Las Vegas and San Francisco and "services the world's leading theatrical producers and the most prestigious theatres and performing arts centers in the nation," according to its website.

Nancy Coyne will remain CEO with a management team that includes Greg Corradetti and Angelo Desimini (directors of account services), Sandy Block and Tom Callahan (directors of creative services) and Catherine Reid (chief financial officer).

Coyne started the shop with Serino in 1977 to specialize in the area of live entertainment advertising, marketing and promotions. According to the Sept. 11 announcement of the management change, the agency handles 70 percent of the current musicals on Broadway, including Wicked, Jersey Boys, Spamalot, Mamma Mia!, Spring Awakening, A Chorus Line, Les Misérables, The Phantom of the Opera, Hairspray, Curtains and Legally Blonde and the Disney musicals Mary Poppins, The Lion King and The Little Mermaid.

The agency is also handling The Metropolitan Opera, Lincoln Center Theater and The Big Apple Circus as well as American Express Gold Card Events.

In announcing his departure Serino stated, "I consider myself lucky to have been able to work within the theatre community at Serino Coyne Inc. these past 30 years. Starting and growing a business is always a challenging task, and Broadway has undergone many changes during my time here, and the agency has had to evolve and adapt to keep up. Seeing Times Square change from its colorful past and turn into the family-friendly environment it is today has been amazing. I am proud of the agency that my partner and I built over the years, and looking at Broadway today gives me the satisfaction of knowing we have contributed to the growth of the theatre industry."


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