In 2025, host Ruthie Fierberg gathered five leader of top-tier Broadway advertising and marketing firms for an advertiser roundtable. That foundational conversation raised even more questions and led to this Part 2.

Fierberg chats with Liz Furze, chief executive officer of AKA NYC; Callie Goff, managing director and chief creative officer of SpotCo; Jeremy Kraus, managing partner of Situation; Ilene Rosen, founder of RPM; and Matt Upshaw, chief executive officer of Serino Coyne. They shared their expert insights and got into greater detail for the industry professionals out there.

In this Part 2, they break down 1) what data they are paying attention to, how they use it and why it’s important, 2) what they wish clients better understood, 3) why moment-making is (or isn’t) useful to a campaign, 4) how they’re thinking about social media versus websites and 5) how AI can be used as a benefit to theater.

Want to watch the video of this conversation? Click here.