{"id":2332585,"date":"2026-03-17T03:49:25","date_gmt":"2026-03-17T03:49:25","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2332585"},"modified":"2026-03-17T03:49:25","modified_gmt":"2026-03-17T03:49:25","slug":"ceo-matt-upshaw-takes-ownership-of-major-entertainment-marketing-agency-serino-coyne","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/ceo-matt-upshaw-takes-ownership-of-major-entertainment-marketing-agency-serino-coyne\/","title":{"rendered":"CEO Matt Upshaw Takes Ownership of Major Entertainment Marketing Agency Serino Coyne"},"content":{"rendered":"<p><\/p>\n<div fs-richtext-element=\"rich-text\">\n<p>Some major industry buzz! The CEO of Serino Coyne, Matt Upshaw, has acquired ownership of the agency from its parent company. The agency will retain 100% of its executives, staff, and associates \u2014 and move into a new midtown office space.\u00a0<\/p>\n<p>By transitioning to private ownership of the agency from parent company Omnicom, Upshaw has the unique opportunity to lead the agency independently.<\/p>\n<p>\u201cIndependence gives us the agility to move faster, think bolder, and double down on what we do best: crafting the strategies that help extraordinary experiences find the audiences they deserve,\u201d Upshaw said in a statement.<\/p>\n<p>Upshaw has been part of Serino Coyne since 2007, working his way up from Assistant Account Executive to CEO in 2019. When he took leadership, the agency shifted to an audience-first strategy.\u00a0<\/p>\n<p>\u201cThe live entertainment\u00a0 landscape is more dynamic and more competitive than it\u2019s ever been. Audiences today discover culture across feeds, streets, and\u00a0 screens \u2014 and the next generation craves in-person experiences that foster genuine connection,\u201d Upshaw said. \u201cSerino Coyne is uniquely positioned at that intersection.\u201d<\/p>\n<p>Throughout his tenure, he created the Insights and Revenue Management department \u2013 the first of its kind in the industry \u2013 and led the Account Management department. He has spearheaded campaigns for over 50 clients, from Broadway mainstays to Netflix and Capital One. He also spent five years serving in the United States Navy, and other periods in civil engineering and the National Security Agency.<\/p>\n<p>Currently, the agency\u2019s clients include Broadway giants like <em>Wicked <\/em>and <em>The Outsiders, <\/em>and new shows this season like<em> Cats: The Jellicle Ball, Proof, <\/em>and <em>Bug. <\/em>It was originally founded in 1977 by Nancy Coyne and Matthew Serino, and was the very first advertising agency to specialize in live entertainment.<\/p>\n<\/div>\n<p><script type=\"text\/javascript\">!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.agent=\"plwebflow\";n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https:\/\/connect.facebook.net\/en_US\/fbevents.js');fbq('init', '395526149965746');fbq('track', 'PageView');<\/script><\/p>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source www.theatrely.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some major industry buzz! The CEO of Serino Coyne, Matt Upshaw, has acquired ownership of the agency from its parent company. The agency will retain 100% of its executives, staff, and associates \u2014 and move into a new midtown office space.\u00a0 By transitioning to private ownership of the agency from parent company Omnicom, Upshaw has [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2332586,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[],"class_list":["post-2332585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/03\/CEO-Matt-Upshaw-Takes-Ownership-of-Major-Entertainment-Marketing-Agency.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2332585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2332585"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2332585\/revisions"}],"predecessor-version":[{"id":2332587,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2332585\/revisions\/2332587"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2332586"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2332585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2332585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2332585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}