SpotCo celebrated its 20th anniversary this year. (Photo: Darren Cox)
After 20 years working on Broadway, advertising agency SpotCo can make some predictions about what’s to come in the advertising industry. The first is an increased use of online influencers to target ticket buyers. “In many ways, it’s a paid version of word of mouth,” said Kristen Rathbun, vice president of partnerships at the company. SpotCo’s move toward more targeted, digital advertising methods comes after the agency evolved out of the gritty, photo-based ads founder Drew Hodges pitched for “Rent.” Alongside the changing digital landscape, SpotCo has expanded into a multifaceted agency, adding an in-house interactive department and direct mail…

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