Why the West End Keeps Me on My Toes

Pippa Bexon, Executive Director of Client Services at Situation UK, combines her deep love of theatre with extensive experience in marketing across industries, including Broadway and the music business. Her expertise provides invaluable insights into the unique challenges and opportunities of the West End market.

For Pippa, the West End’s defining challenge is its intense competition. “There are more productions in the West End than on Broadway,” she explains. “Budgets here are smaller, which means they need to work harder. The efficiency of your strategy and media choices is absolutely critical.”

Another factor is the emotional investment that comes with theatre marketing. “You’re working directly with the people creating the art. There aren’t layers of approvals—it’s personal. The stakes are high, and sometimes it’s their own money on the line. That brings an incredible sense of responsibility.”

Pippa also notes the external factors that affect success. “Tourism, politics, train strikes, seasonality—there’s a long list of things outside our control that have a direct impact on performance. That’s not something you face to the same extent in other industries.”

For producers looking to enter the West End market, Pippa stresses the importance of planning and understanding audience dynamics. “You need to evaluate your competitive set and really define what sets your show apart,” she advises. “There’s an assumption that a big title, brand, or celebrity guarantees success, but that’s not the case. You still have to do the work to connect with your audience.”

She also highlights the creative freedom the West End offers. “London is an incredible space for trying out new work. Audiences here are willing to take risks, and they see a wide variety of productions. That gives producers more room to experiment, both artistically and commercially.”

Pippa believes that theatre marketers often over-rely on traditional branding tools. “Key art and a tagline alone aren’t enough. Consumers are much smarter than that,” she says.

Instead, she champions the value of storytelling and multi-layered campaigns. “What’s underrated is the power of content and messaging that creates an emotional connection. Whether it’s behind-the-scenes access, cause marketing, or showcasing the creative team, people want to align with something that resonates with their values and interests.”

Despite her strong focus on digital, Pippa is still a fan of traditional tactics like outdoor advertising. “I deeply believe in outdoor. It provides the kind of impactful, big-brand moments that digital can’t always replicate on its own. It’s about creating a full-funnel approach where every piece works together.”

Pippa’s passion for the theatre shines through as she reflects on what makes the industry unique. “I’m a theatre nerd, so being in a rehearsal room and seeing people perform for the first time is incredible. There are very few industries where you can feel this close to the product and know your work directly impacts it.”

She also values the people. “The passion and commitment of everyone involved can make it challenging, but it’s also the most rewarding part. Everyone is aligned around a shared goal of creating something special.”

Ultimately, it’s the transformative power of theatre that inspires her. “Every time I walk into a theatre and see an audience sharing a moment, I’m reminded why we do this. It’s about creating experiences that connect people and make them feel something. That’s what makes it all worth it.”