SpotCo, the Broadway advertising agency created campaigns for productions such as “Rent,” “Hadestown” and “Stereophonic,” has announced a series of leadership promotions and new hires as part of a strategic expansion under managing directors Callie Goff and Stephen Sosnowski.
The announcement includes promotions of longtime team members and the return of key personnel with deep industry experience.
Chris Scherer has been promoted to senior vice president of account services and client strategy. Previously, as vice president of strategy, Scherer led marketing campaigns for “Stereophonic,” “Hadestown” and “Leopoldstadt,” and has worked with organizations such as Park Avenue Armory and immersive experiences like “Luna Luna: Forgotten Fantasy.” In his new role, he will oversee SpotCo’s client-facing team and continue guiding strategy and campaign development.
Anne Gordon has been named vice president of strategic partnerships, having served as director of partnerships since 2022. She will lead integrated marketing initiatives and business development efforts both within and outside of the Broadway sector.
India Haggins has been appointed account director and head of audience growth. Haggins, who has previously worked with Roundabout Theatre Company and Lincoln Center Theater, will focus on audience development and community partnerships in her expanded role.
Veteran producer Tom Coppola has rejoined the agency as senior director of production. With 20 years of experience in theatrical advertising, Coppola will lead video and photo production efforts.
Andrew Lowy also returns to SpotCo as senior director of sales and audience insights. Lowy most recently served as director of ticketing for North America for “Harry Potter and the Cursed Child.” He will lead the agency’s sales strategies and data analysis initiatives.
“These updates reflect a decisive investment in talent, infrastructure, and creative vision,” the agency said in a statement.
SpotCo’s restructuring comes as Broadway continues to navigate post-pandemic challenges, including evolving audience behavior and growing competition for attention across platforms. The agency noted that these changes reflect a commitment to innovation and a renewed focus on storytelling in live entertainment.
