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Between May 2016 and October 2020, Adam was the Executive Vice President and Group Board Director of the Ambassador Theatre Group, during which time he focused on growth, acquisitions and partnership development. ATG programmes and operates 50 venues in the UK, US and Germany.
Adam began his career at Bill Kenwright Limited where between 1989 and 1993, he performed various roles culminating in a position of Associate Producer.
Adam set up AKA in 1993 with a vision to produce and promote theatre productions to a wider audience. By 2015, AKA had grown to become the largest employer of arts and entertainment marketing professionals in the world, with offices in London, Manchester, Glasgow, New York, Los Angeles, Sydney and Melbourne. During his time as CEO, AKA grew further and successfully expanded the group into the film and digital marketing industry across the UK, US and Europe through a series of acquisitions including the Creative Partnership and Digital Media Services, with clients that include 20th Century Fox, Universal Pictures, Working Title Films, Lionsgate, EOne, Netflix, Warner Brothers and Sony Pictures. With a client roster of some of the largest and most successful theatre producers, museums, galleries and arts organisations in the world including the National Theatre, Royal Shakespeare Company, Tate Galleries, National Gallery, Really Useful Group, Disney Theatricals, Cameron Mackintosh, Museum of Contemporary Art, The Australian Ballet and The Metropolitan Opera.
In December 2015 Adam sold the AKA Group to private equity firm Providence Equity Partners.
Between 1999 and 2006, Adam also produced more than 20 shows internationally including De La Guarda (London’s Roundhouse), Stones in His Pockets (West End, UK tour, Toronto, Broadway, US tour, Australia and more than 15 additional international productions), Cooking with Elvis (West End and UK tour), High Society The Musical (West End and UK tour), RENT (West End and UK tour), The Lieutenant of Inishmore (West End, Australia and UK tour), Def Poetry Jam (Edinburgh Festival), Sweeney Todd (West End, UK tour, Broadway, Toronto and US tour), Madame Melville (West End), A Day in the Death of Joe Egg (UK tour and West End), Taboo The Musical (West End, UK tour and Broadway) and Zorro (UK tour, West End, France, Netherlands, South Korea, Brazil, Israel, Japan and Russia).
Adam is a former board member of The Society of London Theatre, The Lyric Theatre Hammersmith, ACT Productions, STAGE ONE and Old Vic Productions. He is currently a trustee of Mousetrap Theatre Projects, a charity devoted to supporting children’s education and career development through the arts. In December 2020 Adam was elected to be chair of the board of the Donmar Warehouse.