CEO Matt Upshaw Takes Ownership of Major Entertainment Marketing Agency Serino Coyne

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 — and move into a new midtown office space. 

By transitioning to private ownership of the agency from parent company Omnicom, Upshaw has the unique opportunity to lead the agency independently.

“Independence 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,” Upshaw said in a statement.

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. 

“The live entertainment  landscape is more dynamic and more competitive than it’s ever been. Audiences today discover culture across feeds, streets, and  screens — and the next generation craves in-person experiences that foster genuine connection,” Upshaw said. “Serino Coyne is uniquely positioned at that intersection.”

Throughout his tenure, he created the Insights and Revenue Management department – the first of its kind in the industry – 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.

Currently, the agency’s clients include Broadway giants like Wicked and The Outsiders, and new shows this season like Cats: The Jellicle Ball, Proof, and Bug. It was originally founded in 1977 by Nancy Coyne and Matthew Serino, and was the very first advertising agency to specialize in live entertainment.