The Royal Shakespeare Company has appointed an agency to create its
debut branding campaign.
McCabes, which won the account without a formal pitch, specialises in
the live entertainment sector and will begin work on the account from
The agency will create a press, radio and outdoor campaign which is
scheduled to break in the next month. The campaign will primarily be
aimed at increasing ticket sales but will also aim to raise the RSC’s
’The RSC already has a very strong brand but we are always looking to be
challenged with new ideas and McCabes has a strong history in this
area,’ Andy Cole, the deputy head of marketing at the RSC, said.
McCabes was established in 1989 and has since created campaigns for West
End shows including West Side Story, Fosse and Mamma Mia!, and for the
comedians Jack Dee and Lee Evans.
It recently helped Mamma Mia! break a new box office record when, on 14
February this year, the musical sold more than pounds 500,000 worth of
Its advance ticket sales now stand at an estimated pounds 10
’Winning a prestigious client like the RSC has been a long-cherished
dream. We are confident that our hands-on approach as a marketing-led
agency focused solely on the performing arts will provide the basis for
a terrific working partnership,’ Michael McCabe, the managing director
at McCabes, said.
PHD Compass will continue to handle the media planning on the account.