# Serino Coyne

> Serino Coyne is a New York advertising and marketing agency built specifically for live entertainment, cultural institutions, and attractions. Founded in 1977, it combines brand strategy, creative development, media buying, digital outreach, influencer work, analytics, ticketing, events, and web development for clients ranging from Broadway productions to MoMA, Alvin Ailey, Lincoln Center, and the New York Philharmonic. CEO Matt Upshaw returned the company to independent ownership in 2026 while retaining its staff and a strategic relationship with former owner Omnicom.

- **Founded:** 1977
- **Headquarters:** New York, United States
- **Founders:** Nancy Coyne (Co-founder and former CEO), Matthew Serino (Co-founder)
- **Products:** Brand strategy and creative development, Integrated communications and media, Audience development, Analytics, research, and revenue management, Website development
- **Notable:** Founded in 1977 as a specialist agency for live entertainment and Broadway., Claims more than 515 million tickets sold before the agency stopped counting., Claims 571 Broadway opening nights and more than 75 wins across the Clios, Tellys, Webbys, and other advertising awards.

## Products & services

- **Brand strategy and creative development** — Positioning, campaign concepts, key art, brand systems, and creative assets built around the distinctive character of a show or institution.
- **Integrated communications and media** — 360-degree planning, media strategy and buying, broadcast and video, digital advertising, out-of-home, SEM, SEO, and social distribution.
- **Audience development** — Influencer marketing, social media, partnerships, brand experiences, events, and content designed to turn awareness into attendance.
- **Analytics, research, and revenue management** — Audience research, campaign measurement, ticketing intelligence, retargeting, and revenue decisions tied to ticket sales.
- **Website development** — Digital experiences and transactional paths for productions and cultural brands.

## Achievements

- Founded in 1977 as a specialist agency for live entertainment and Broadway.
- Claims more than 515 million tickets sold before the agency stopped counting.
- Claims 571 Broadway opening nights and more than 75 wins across the Clios, Tellys, Webbys, and other advertising awards.
- Lists industry firsts including the first Broadway television ad, Broadway ad on Netflix, Broadway digital marquee, Broadway 3D billboard, and audio ads in the New York City subway.
- A Lincoln Center programmatic campaign reported a 20% conversion rate among ad clickers and a video completion rate 214% higher than the client's same creative on YouTube.
- Won a 2025 Clio Entertainment award for MoMA's citywide 'Museum of Modern New York' out-of-home campaign.
- Returned to independent ownership in 2026 through CEO Matt Upshaw's management buyout, retaining more than 70 employees.

## Latest updates

- **2024-04** — An influencer campaign for Manhattan Theatre Club's Mary Jane hosted more than 20 creators and reported 3.7 million in potential follower reach.
- **2025-11** — The Museum of Modern New York campaign for MoMA received a 2025 Clio Entertainment award for an out-of-home mixed campaign.
- **2026-02** — CEO Matt Upshaw completed a management buyout from Omnicom on February 27, returning Serino Coyne to independent ownership.
- **2026-04** — The agency moved to newly designed offices at 1450 Broadway in Times Square.

## Links

- Website: https://serinocoyne.com
- LinkedIn: https://www.linkedin.com/company/serino-coyne
- Twitter/X: https://www.twitter.com/SerinoCoyne
- YouTube: https://www.youtube.com/user/SerinoCoyne
- Instagram: https://www.instagram.com/SerinoCoyne
- Facebook: https://www.facebook.com/SerinoCoyne

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Profile page: https://yespress.io/serino-coyne
Published by YesPress — https://yespress.io
Last updated: 2026-09-24