BY LINDSAY RITTENHOUSE, ADAGE

Superfly, the New York-based production company most commonly recognized as a founder of music and arts festivals including Bonnaroo in Tennessee and Outside Lands in San Francisco, has been slowly building out its marketing division since 2009. Increasingly, it counts that division, what it calls the services side of its business, as a full-fledged advertising agency that specializes in experiential—and it’s just made a major investment and two executive appointments to bolster its agency ambitions.

Most recently, Superfly created “The Seinfeld Experience,” a year-long activation in New York for comedian Jerry Seinfeld and Warner Bros. that will open in the fall to celebrate the 30th anniversary of the iconic 1990s sitcom’s pilot.

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