What Serino Coyne does

Serino Coyne is a privately held, full-service advertising and marketing agency founded in 1977 (per firmographics) and headquartered at 1450 Broadway, 4th Floor, New York, NY 10018. The firm is purpose-built for the live entertainment and cultural-institution verticals, with a stated positioning as the world's first agency dedicated to live entertainment, cultural institutions, and attractions. Its client roster spans Broadway and Off-Broadway productions (Wicked, The Outsiders, Gatsby, Jersey Boys, Next to Normal, Tommy), major NYC cultural institutions (MoMA, Lincoln Center, Manhattan Theatre Club, Roundabout Theatre Company, New York Philharmonic, Alvin Ailey, Central Park Conservancy, The Shed, Chamber Music Society), experiential attractions (Sight & Sound, Studio Seaview, Fathom Entertainment), faith-based media (Air1, KLOVE, EMF), and consumer-brand partners seeking entertainment adjacencies (Capital One, BMI).

The firm's service offering is end-to-end: brand strategy, creative development, media planning and buying across digital, video, audio, outdoor, tourist, and print, social media, partnerships, research, analytics, ticketing and revenue management, website development, SEM/SEO, and events. Production is conducted in-house, spanning motion graphics, broadcast editing, video, 3D-printed physical builds (e.g., marionettes, Times Square snow globes, 3D billboards, tractor activations). The technology stack relies on third-party tools — Google Analytics for tracking and Demographics & Interest Reporting, Google Display Network for retargeting, and MailChimp for email — with no public-facing API or proprietary platform disclosed.

Revenue is generated primarily through professional-services agency fees on project- and retainer-based engagements, supplemented by media commissions and markups on media spend. Pricing is quote-based and not publicly disclosed; the go-to-market is enterprise field sales, with high-touch account management and direct client engagement. Distribution is concentrated in the U.S. market, with the NYC headquarters supporting a client base that is heavily New York-anchored though the firm claims to architect "global entertainment brands." The firm has approximately 62 named staff across creative, media, account, partnerships, operations, finance, and events functions, led by CEO Matt Upshaw, President Greg Corradetti, and Managing Director Michael Hartman. There is no parent company, holding entity, or institutional investor disclosed in the source material.

Name

Serino Coyne

Legal name

Serino Coyne

Website

https://serinocoyne.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

51–100 employees

Short description

Serino Coyne is a privately held, full-service New York advertising and marketing agency founded in 1977, dedicated exclusively to live entertainment, Broadway productions, cultural institutions, and attractions, serving clients such as Wicked, MoMA, Lincoln Center, and Capital One.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Full-service advertising & marketing agency fees: Revenue is generated through professional services engagements covering brand strategy, creative development, media planning/buying, social media, partnerships, research, analytics, ticketing/revenue management, website development, SEM/SEO, and events. Engagement model is project- and retainer-based for long-running entertainment and cultural clients.
2. Media planning & buying commissions/spend: Agency plans and buys media across digital, video, audio, outdoor, tourist, and print, generating revenue through media commissions and/or markups on spend.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Serino Coyne is a full-service advertising and marketing agency that sells brand strategy, creative development, media planning and buying, social media, partnerships, research, analytics, ticketing and revenue management, website development, SEM/SEO, and event services to Broadway productions, cultural institutions, and attractions. Engagements are delivered as project- and retainer-based professional services with in-house creative production and account management.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Service Advertising & Marketing

Quantifiable outcome

• Over 75 advertising award wins (Clios, Tellys, Webbys)
• +2 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core (operational vendor for email marketing), core (analytics and retargeting infrastructure) and minor (vendor network referenced in privacy policy).

• MailChimpcore (operational vendor for email marketing)Technology or IntegrationMailChimp is used as the third-party email communication system to store and send Serino Coyne's mailing list communications. MailChimp states it is committed to GDPR compliance, including breach notification within 72 hours. Data is stored on MailChimp servers located in the United States.
• Google (Analytics and Google Display Network)core (analytics and retargeting infrastructure)Technology or IntegrationGoogle Analytics tracking code is used on the Serino Coyne website to enable Demographics and Interest Reporting, audience analysis, and ad targeting on the Google Display Network. Users can opt out via Google Ads Settings.
• Ad retargeting and tracking partnersminor (vendor network referenced in privacy policy)Channel Partner/ Reseller/ DistributorThe privacy policy notes that Serino Coyne uses cookies along with 'various ad retargeting and tracking' partners; users receive cookies from these partners when visiting serinocoyne.com or partner advertiser websites, and partners are restricted to using data for retargeted ads, advertising, and custom audiences.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sparks: Global experiential and brand experience agency with entertainment, sports, and cultural clients. Comparable to Serino Coyne in delivering large-scale physical brand activations and experiential creative for live-event-driven clients.
• Jack Morton Worldwide: Global experiential marketing agency (part of IPG) with deep entertainment, cultural, and brand-experience work. Overlaps with Serino Coyne's experiential production capabilities (Times Square activations, 3D builds, brand experiences) but serves broader industries at global scale.
• 160over90: Full-service cultural, entertainment, and sport marketing agency (part of Endeavor) with a roster spanning music, film, sports, and cultural brands. Comparable to Serino Coyne in entertainment marketing services but operates at much larger scale across multiple verticals.
• PMK*BNC: Entertainment and lifestyle public relations and marketing agency with significant Broadway, cultural, and celebrity-driven campaigns. Comparable to Serino Coyne in serving cultural institutions and entertainment clients with integrated marketing services.
• DKC: Communications and marketing agency with a notable entertainment, arts, and culture practice spanning Broadway, film, and cultural institutions. Adjacent to Serino Coyne's client base with overlap in cultural-institution marketing.
• Octagon: Global sports and entertainment marketing agency (part of IPG) that handles sponsorships, partnerships, and experiential campaigns. Comparable to Serino Coyne in monetizing audiences through brand partnerships and entertainment adjacency work.

Direct peers

• Allied Global Marketing: Agency focused on entertainment, media, and cultural marketing with significant Broadway, film, and cultural-institution clients. Competes directly for the same entertainment and arts organization budgets as Serino Coyne.
• SpotCo: New York-based advertising agency founded in 1995 that specializes exclusively in Broadway and live theatrical marketing. SpotCo is the most direct competitor to Serino Coyne, serving many of the same Broadway productions and using a similar full-service creative-plus-media model.
• Situation Group: NYC-based creative agency specializing in Broadway and theatrical marketing with additional cultural and lifestyle work. Overlaps Serino Coyne in live entertainment creative production and target client base (Broadway producers, cultural institutions).

Emerging players

• m ss ng p eces (MISSING PIECES): Creative agency with strong entertainment, culture, and brand experience portfolio including Broadway, streaming, and cultural clients. Comparable in audience-development and creative execution approach to Serino Coyne's live entertainment work.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SerinoCoyne
• Facebookfacebook.com/serinocoyne
• LinkedInlinkedin.com/company/serino-coyne
• Instagraminstagram.com/SerinoCoyne
• Xx.com/serinocoyne

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serino Coyne