Broadway advertising and marketing agency the Pekoe Group has appointed Cody Andrus as director of integrated marketing. He began with the firm on March 2.
In this newly formed role, Andrus is tasked with overseeing the development, execution and optimization of multi-channel marketing campaigns. He will lead cross-functional teams and serve as senior strategic counsel for the agency’s diverse roster of clients.
Originally from the Central Coast of California, Andrus moves to the agency side after nearly 20 years in New York City’s nonprofit theater scene. Most known to industry insiders for his extensive tenure across the city’s major institutional stages, Andrus began his career in the box office and front of house at Second Stage. He subsequently held marketing positions at several high-profile organizations, including the Vineyard Theatre, Manhattan Theatre Club, Lincoln Center Theater and New York City Center. Most recently, he served on the marketing team at Paper Mill Playhouse in Millburn, New Jersey.
The Pekoe Group is a strategic and creative advertising agency specializing in theatrical and lifestyle brands. For the past 17 years, the firm has provided services in advertising, digital strategy, social media, graphic design and marketing for Broadway, Off-Broadway and touring productions. Beyond the theater industry, the agency has represented various New York cultural institutions, restaurants and the Mayor’s Office of Media and Entertainment.
Current Broadway clients of the Pekoe Group include “Operation Mincemeat,” “SIX” and “Two Strangers (Carry a Cake Across New York).” Other industry clients include the Museum of Broadway and TDF.
Andrus’ appointment comes during a period of reported growth for the Pekoe Group. Andrus noted that he is looking forward to returning to the Broadway landscape in this new capacity. His background in institutional theater is expected to inform the agency’s approach to holistic campaign management and client relations.
In addition to the hire of Andrus, Pekoe Group is currently conducting a search for a second integrated marketing lead to handle further accounts.
