Mobius Industries

Marketing & P.R. for theatre


At Mobius we build audiences for exciting and inventive cultural projects, with a specialism in the performing arts and entertainment.

Latest News and Blog
Jake Mace stands in black dungarees against a pale background.

When Everybody's Starry-Eyed, How Can You Tell What a Theatre Critic Actually Means to Say?


A woman takes a photo on a street

What Assets do you Need for a Successful Theatre PR and Marketing Campaign?


A sunny view of Edinburgh Castle taken from a distance away

Our take on the Edinburgh Fringe 2023


Tackling the Edinburgh Fringe's Identity Crisis


What we do

Our team

Managing Director

Richard Fitzmaurice (he/him) became Managing Director of Mobius in 2014 after originally joining in 2006. He leads on Mobius' strategic direction and is always on hand to offer marketing support and advice, whether formally or informally. Richard’s extremely broad experience ranges from commercial West End venues including the highly successful Leicester Square Theatre and subsidised venues including Battersea Arts Centre, festivals including Shubbak, LIFT and the London International Mime Festival, site-specific and immersive events such as shunt, and all the way to the more interesting reaches of the music industry.

Emma Berge

Head of Press

Head of Press Emma Berge (she/her) joined Mobius in 2011. Having risen through the ranks, she now manages the PR team on a day-to-day basis as well as working on campaigns with companies such as Park Theatre, New Perspectives and Upswing. Her previous work included freelance arts and entertainment journalism at digital and print titles.

Senior PR Account Manager

Elaine Jones has worked in consumer and entertainment PR for over ten years on a range of accounts from theatre to cars. Her previous companies include the award-winning agencies Frank PR where she worked with book charity Booktrust and Hard Rock Café, Taylor Herring where she worked with UKTV (Drama channel), BBC One (The Apprentice), Channel 4 (The Island with Bear Grylls) and eOne DVD campaigns including BAFTA winning film Mr. Turner and Fever PR working on Now TV. She spent four years at the National Theatre primarily working on National Theatre Live and most recently spent two years working on kids computer games with licensors including Universal and Hasbro.

Anne Dillow

Senior Marketing & Digital Account Manager

Anne Dillow (she/her) joined Mobius in 2019 after working as Communications Manager at Serious and the EFG London Jazz Festival. With over 10 years of experience working for and with London venues including Royal Albert Hall, Southbank Centre, Kings Place, Barbican and Cadogan Hall among others Anne has expertise in contemporary and classical music as well as theatre and spoken word.

Beatrice Updegraff

Junior Marketing Account Manager

Beatrice Updegraff (she/her) joined Mobius in 2017 after moving to London from the Midlands. After studying Drama & Theatre Arts at the University of Birmingham, she has worked in artistic and administrative roles for Capsule, Brum Radio and the RSC. She has extensive experience writing, directing and producing theatre in Birmingham and at the Edinburgh Fringe.

Senior PR Account Executive

Lorn Elvin (they/them) joined Mobius after graduating from the University of York with a degree in Writing and Directing for Theatre. During university, they worked with clients on a freelance basis specialising in grassroots and fringe theatre. Lorn previously managed Press and Media for VAULT Festival and has worked as a press officer and marketing assistant for theSpaceUK at the Edinburgh Festival Fringe.

Annabelle Mastin-Lee

Senior PR Account Executive

Annabelle Mastin-Lee (she/her) joined Mobius after graduating from the University of Warwick with a degree in Theatre and Performance, gaining experience in playwriting, production and directing. After graduating, Annabelle took on an administration role as head runner and receptionist at television post production house, Clear Cut Pictures.

George Rennie

Distribution Manager

George Rennie (he/him) has worked across the theatre and TV industries as a performer, writer, producer and administrator. He joins Mobius having duty managed a team of staff at the Coronet Theatre, co-run a cooperative actors’ agency, and supported many online productions as a digital facilitator. Coordinating print across London is an opportunity to put his mathematical brain to good use whilst drawing on his passion for storytelling, and he is thrilled to be able to inspire a team of engaged and sociable staff to spread the word about live performance in the city.

Marketing Account Executive

Juliet Barry (she/her) has worked in theatre since 2018, gaining experience in sales and audience relations. She worked as a freelance writer and social media creator whilst studying for a degree in Drama and Theatre Studies at Birkbeck University, and joined Mobius just before graduating in 2023.

Lydia Savva

Junior PR and Marketing Executive

Lydia Savva (she/her) graduated from The Urdang Academy in 2018 with an honours degree in Professional Dance and Musical Theatre and has since worked as a dancer and actress on both live theatre and pre-recorded television, for renowned choreographers and directors such as Matt Cole, Dean Lee, Wayne McGregor, and Ron Howard. Having studied a diploma in Interactive Media at The BRIT School, Lydia is fascinated by creative communications.

Research Executive

Frank Bertoletti (he/they) is a NYJO vocalist and multi-instrumentalist, gigging comedian and musician. He freelances across the Arts, and so far has worked with The Royal Albert Hall, Amazon Books, Folded Wing et al. He specialised in queer theory and postcolonial studies at Cambridge.

Elin Morgan

PR Consultant

Consultant Elin Morgan (she/her) has worked in communications for over 15 years and advises Mobius on strategic communications projects. She combines experience of working in-house, freelance and for agencies including Battersea Arts Centre and Lyric Hammersmith theatres, Prospero Communications as a Director and Sadler’s Wells as Head of Press. Until December 2020 she was Mobius's PR Director. She is a trustee of Theatre Uncut and an advisory board member for Uchenna Dance Company.

Maryann Wright

PR Consultant: Edinburgh

Maryann Wright is a freelance PR consultant specialising in the culture and charity sector. Maryann ran her own PR agency in Australia for a number of years, consulting for major theatre productions, festivals and concerts. Now in London, she has worked with some of the UK's leading entertainment clients, including Andrew Lloyd Webber and the Really Useful Group, Sir Howard Panter and Dame Rosemary Squire at Trafalgar Entertainment, and The Ivors Academy, and Acamar Films.


If you’ve got a festival in need of an audience, a project in a warehouse, you’re about to go on tour with a new play, a community led creative project, or you’ve got something really interesting in a pub theatre that the world needs to see, ​we can help. We have examples of how we've supported and boosted sales, awareness and the brand of clients who you might know, and clients who you might not. ​Maybe you've even seen some of our campaigns in action.

Our agency works right across the marketing mix to produce innovative and effective campaigns for companies at the forefront of performing arts and culture, on a whole range of scales. We create strategic theatre marketing campaigns balancing advertising, promotions, digital, print and distribution, ticketing and design, and link this with PR to get you the best value and the best results. 

Our job is to tell your story: whether you’re about to open a London show or starting a UK tour, curating a festival, or want to shout about arts projects engaging with local communities, we’ve built a wide range of media contacts covering the arts and beyond. We reach journalists covering lifestyle, social issues, politics and health, and work locally and nationally to achieve press coverage your audiences will see. Our agency is committed to working with companies that champion diverse voices and those taking work to venues beyond the big cities, and we’re always looking out for emerging artists. Our experienced team work closely in partnership with selected long-term clients on their PR but we’re also able to move fast to run media relations for the next big company on the Fringe.



There’s nothing like an eye-catching, information-rich flyer being passed from hand to hand to spark conversations about what’s going on in London. That’s why we’ve adapted our services to get to audiences where they are now, rather than where we’d like them to be. From distributing a thousand posters across London's residential areas, to budgeting and planning combined video and print distribution to engage your local stakeholders, we can help you reach and better understand your audience.

We’ve been working with London’s best and most savvy cultural organisations for more than ten years, and have case studies to demonstrate that print distribution is still one of the most effective ways to build awareness in a saturated digital landscape. We are well versed in audience demographics and behaviour and will work with you to run a print campaign in the best places to reach your target audiences most receptive to seeing a poster. Our team of experienced and enthusiastic distributers will engage audiences and businesses alike with personal and positive messaging. We can even book in your print!

If you're interested in joining our Distribution Street Team for flexible shifts paid at London living wage, click here for more information. 

Contact us to discuss your next project

+44 (0)20 3195 6269

The Lower Vestry
St George’s Bloomsbury
6-7 Little Russell Street
London WC1A 2HR