AKA Launches Theater Research Business

In New York, full service ad agency AKA has launched a research business called Show & Tell Broadway, using online surveys, in-person focus groups, and other tools to provide insights into how theatergoers interact with brands.

AKA has offices in the US, UK and Australia, and delivers campaigns to the entertainment and culture industries worldwide. Building on the firm's analytics expertise, Show & Tell Broadway draws on a proprietary, in-house panel of 12,000+ theater, arts and culture lovers, as well as other qual and quant sources, for services including post-show sentiment analysis. AKA Managing Partner Elizabeth Furze says the firm has tailored its services to theatrical budgets, so that shows can afford to conduct advertising research on a consistent basis.

The new division is led by two AKA NYC execs: VP Insights and Marketing Janette Roush, who previously held senior marketing roles at Type A Marketing, Alan Wasser Associates, Broadway.com, and Theatre Direct International; and Senior Insights and Media Analyst Sam Gates.

While the new business is initially targeting Broadway and Off-Broadway productions, and national and regional theater companies, Gates says the formula could be applied to many other arts and entertainment entities: 'Our goal is to broaden our panel to address audiences for museums, galleries and even sports nationwide. We believe we can help any entertainment organization better understand and communicate with its audience'.

Web sites: www.aka.nyc and www.showandtellbroadway.com .