Broadway advertising firm the Pekoe Group has announced two new directors. Jimmy McNicholas took on the title of consulting creative director beginning on May 1, and Leah Barnet will join the team as its director of integrated marketing on June 1. Both of these are new positions, and will function as senior roles working closely with Pekoe’s accounts, creative and strategy teams.
McNicholas brings 25 years of marketing and brand consulting experience to the Pekoe Group, including with the U.K.-based live entertainment advertising agency Dewynters and his own brand consultancy byJimmy, which he founded in 2021. He has previously worked with theatrical clients on Broadway, in the West End and on other stages, including productions of “Hamilton,” “Hadestown,” “Back to the Future” and “Wicked.” As consulting creative director, McNicholas envisions campaigns for clients and directs Pekoe’s creative teams.
Barnet has more than ten years’ experience in digital and brand marketing strategy with a special focus on entertainment. Most recently, she served as director of strategy and planning at Paramount’s MTV Entertainment Group, leading the division’s go-to-market brand strategy for franchises on Comedy Central, Paramount Network, MTV and Paramount+. As a director of integrated marketing at Pekoe, Barnet will oversee the development, execution and optimization of campaigns across multiple marketing channels (such as email, social media and print), while also serving as senior strategic counsel for clients.
The Pekoe Group has handled advertising, promotions, social media, websites and design for Broadway, Off-Broadway and touring productions for the past 17 years. Some of its clients include “SIX,” “Operation Mincemeat” and “Two Strangers (Carry a Cake Across New York),” in addition to the Museum of Broadway, TDF and the Mayor’s Office of Media and Entertainment in New York.
