• by Fern Siegel , 2 hours ago

Sine Digital was named media agency partner for The National Theatre in London after a competitive review.

The appointment is a part of NT's overall plan to heighten digital transformation and connect with broader audiences in the U.K. and worldwide across its stages, streaming platforms and cinema broadcasts.

The agency, based in London and New York, will lead media planning and buying across the National Theatre’s portfolio, including National Theatre Live, National Theatre at Home and its South Bank stages. It will support more than 60 integrated campaigns a year to drive audience growth.

“We’ll bring a 360-degree view of the customer to help shape the future of arts audiences, and use our combined learnings to drive smarter media decisions and form stronger connections with more audiences than ever before. Together, we’re hoping to help make theater more accessible and protect the future of the arts for generations to come,” said Alya Kubati, senior data/insights director at Sine Digital.

The NT is under the artistic direction of Indhu Rubasingham and Kate Varah, executive director. 

Alex Bayley, CMO at the National Theatre, added: “This partnership marks a bold step in redefining how theater reaches people in a digital-first world. ... we will pioneer new ways to make theatre more accessible, vital and relevant.”

Sine Digital focuses on cultural/entertainment clients and its roster includes Royal Ballet and Opera, LW Theaters, Nederlander Theaters, Center Theater Group and Studio Seaview.