PEKOE POV
PEKOE POV
Helping Broadway Producers and Ad Agencies Speak the Same Language “How ad agency services have expanded in the digital era” by Pekoe Group’s Jessica Ferreira for Broadway News — For decades, the role of a Broadway advertising agency was relatively straightforward. Agencies developed creative campaigns, planned media flights, negotiated placements and built awareness to sell tickets to a show. The channels were familiar, the audience journey was relatively predictable and success was ultimately measured at the box office. While the goals remain the same — selling tickets and building audiences — the path to achieving them has changed dramatically. As the advertising landscape has been transformed by digital platforms and consumer behavior has evolved, so has the role of the Broadway advertising agency, and we have experienced this firsthand. Today’s agency is more than a media buyer and creative partner. We are data analysts, content strategists, audience researchers and more. Understanding this evolution can help producers and agencies work together more effectively in an increasingly complex marketing environment... Click To Read The Full Article