Broadway advertising agency AKA has named Beth Watson as its new senior vice president, head of theater. Watson will take over for outgoing senior vice president Robert Jones, who will complete his five-year tenure with AKA on June 13 to take on a new position as chief marketing officer at Lincoln Center Theater (LCT).
Watson most recently served as executive vice president of SINE Digital, where, as co-head of the New York office, was instrumental in expanding the agency’s presence throughout the United States. Watson’s résumé also includes posts as vice president of client services at SpotCo and as in-house brand director for Tony Award nominee Josh Groban and TourDForce Productions.
“Joining AKA feels like a return home to the heart of theatrical storytelling,” said Watson in a statement. “This team has been setting the standard for strategic creativity in the industry, and I’m honored to help shape the next chapter of its legacy. I can’t wait to collaborate with our clients and colleagues to craft work that not only sells tickets but sparks cultural conversation.”
Watson will overlap for a transition period prior to Jones’ departure.
“It’s been an incredible five years with AKA,” reflected Jones. “I’m deeply proud of what we’ve built together: bold campaigns, meaningful collaborations and lasting partnerships. All of this with the brilliant team I’m honored to work with, and some truly exceptional clients that we’ve been privileged to champion. I’m extremely excited for my next adventure at LCT, and I leave AKA thrilled for what’s ahead for them, and for Beth’s talent and skill to be at the helm of the theatrical division.”
“We’re thrilled to welcome Beth to the team,” added Elizabeth Furze, CEO of AKA North America. “She brings a powerful blend of deep experience, strategic insight and collaborative spirit that will serve our clients and our team brilliantly. As we celebrate Robert’s outstanding leadership and prepare for this next chapter, we’re excited for all that lies ahead under Beth’s guidance.”
The announcement of Watson’s appointment comes on the heels of an expansion of its leadership team, including the promotions of Sam McMenamin to senior creative director, head of content and social, and Lisa Lewis to senior creative director, head of copy and design, along with new staff additions of senior video editor Joey Barglowski and art director Olufemi Leverett.
AKA currently shepherds the advertising efforts of newly minted 2025 Best Musical Tony Award nominees “Buena Vista Social Club” and “Maybe Happy Ending” and Best Revival of a Musical nominees “Gypsy” and “Sunset Boulevard,” as well as “Glengarry Glen Ross,” “Good Night, and Good Luck,” “Othello,” “Stranger Things: The First Shadow,” “The Last Five Years” and “The Picture of Dorian Gray.” The agency is currently a finalist for the 17th annual Shorty Awards for its work on the current Tony-nominated revival of “Romeo + Juliet.”
