Jake McCoy joined RWS Global a decade ago as a production manager. Now, he serves as COO and plays a crucial role in the company’s growth, integration, and globalisation.
RWS Global, the world’s largest producer of groundbreaking live entertainment, has offices worldwide and an extraordinary range of capabilities. More than 8,000 performers and technicians deliver experiences each year, resulting in over one million live moments every day.
We spoke to McCoy about his career, the new role, and his approach to unifying such a diverse organisation.
Solutions-first approach
McCoy began his career at RWS Global at the New York branch, progressing from production manager to executive producer of operations.
“A big thing, especially early on in RWS, was learning about adaptability,” says McCoy, when asked about the experiences that have shaped his leadership style.
“One of the things in production is that everything is constantly changing and evolving. We’re getting last-minute requests and unexpected challenges. So, I had to learn to think on my feet and have a solutions-first mindset. That helped me build trust with clients, with team members.”
“Then there’s the importance of listening to understand. I started as a production manager, working on teams with creative talent, technical crews, clients, and performers. Everybody had different needs and was coming from a different angle.
“I was learning to listen to understand people, not just what someone is saying, but what they need to succeed, what they need to do their job, and what they need to take that experience to the next level. That helped me become a more empathic and effective leader.
“And work culture is so important in the entertainment industry,” he adds, “especially when you’re in the trenches with that team for long hours and crazy deadlines. It’s that environment that you create that drives the performance of the team. I carry that forward into my leadership today. I’m very much about transparency, collaboration, empowering people and teams to take ownership of their roles.”
Shaping RWS Global’s workplace culture
In 2022, he joined the London office as operations director for the company’s then-subsidiary, ted, now part of the RWS Global brand.
See also: RWS Global: a new brand, 120 years in the making
“Since I came to the UK, I’ve been focusing on bringing a lot of that culture and core RWS DNA to this side of the pond,” says McCoy.
“An important thing for me was understanding that we’re never going to have a completely one-size-fits-all approach. And that’s not even just coming into the UK; that’s coming into any market in the world we’re operating in that we haven’t been in before. It’s about taking the best of everything and coming up with a new way forward.”
“That is where we’ve been most successful in any acquisition. Certainly, a big part of my journey in the UK was looking at what works well for the New York City and the UK teams. And asking why they are doing it this way and how can we meet in the middle?
“Because at the end of the day, when we’re running a global business, we have to have a streamlined global approach.
“But it doesn’t necessarily mean we must be a cookie-cutter model. We need to figure out how to deal with those kinds of local nuances in a way that ultimately strengthens the experience and the team journey when they’re working on those projects as well.”
The RWS DNA
A succession of promotions led to McCoy’s appointment as chief operating officer for RWS Global in November 2024.
“It has been a huge shift for me, both in mindset and responsibility. One of the more challenging aspects was stepping away from that day-to-day production work I was so deeply involved in for so long,” he says.
“I crafted many of those systems and processes in the early days. So, as someone who came up through the ranks, I always thrived on those details and being on the ground with the team.
“Shifting into more of a strategic big-picture role meant I had to delegate differently, work differently, and trust others to carry that torch operationally, while I focused on scaling, refining, aligning and helping grow this business and look more towards the future.
“At the same time,” says McCoy, “that’s probably also been the most rewarding part. I have the opportunity to shape the company at a higher level because I get to look across every single area of the business every day.
“Being able to influence the teams differently is invigorating. But what’s so important to me is staying true to that core DNA of who RWS is, who we’ve been since the beginning, and why Ryan [Stana, RWS chairman and CEO] started all of this.
“It is important that we stay true to who we are as a business. It’s a privilege for me to lead the company into this next chapter. I’m really excited about it.”
Work hard and be nice
McCoy shares his advice for those looking to build a career in entertainment operations and production.
“Be the person everyone wants on their team,” he says.
“In our industry, skills matter, experience matters, but ultimately, your reputation as a team player and your brand, and as a person, will get you further than anywhere else.
“Be dependable, be solutions-focused, be easy to work with, and be someone people want to work with. Like Ryan says a lot, ‘Work hard and be nice.’ It’s that kind of mentality.”
In our industry, skills matter, experience matters, but ultimately, your reputation as a team player and your brand, and as a person, will get you further than anywhere else. Be dependable, be solutions-focused, be easy to work with, and be someone people want to work with.
“Show up with a positive attitude. Stay curious. Don’t rush the process.
“Some of the best operators and producers I’ve ever worked with are the ones who have taken the time to learn their craft from the ground up, just like I’ve done.
“That gives you so much insight and experience in the industry that you can’t get anywhere else. That ability to understand every element of the production pipeline is invaluable.
“The business is built on relationships. Build them with integrity. And the opportunities follow.”
The bigger picture
Bringing a unified approach to a diverse international team requires excellence in communication and clarity.
“It’s in our name, RWS Global. We’re working across time zones, cultures, markets, and industry sectors, and that diversity is now one of our core strengths. “We work hard to make sure that everybody, no matter where they are, understands why we do what we do and how their role contributes to that bigger picture.
“We are intentional and overcommunicate our vision, and we reinforce the values and make space for feedback.
In March, RWS gathered the entire team for its annual retreat, Global Connect Live.
“We brought together team members from every RWS HQ around the world for a week-long retreat. We all got on a cruise ship in New York City and cruised to the Bahamas. It was a powerful opportunity to align and to talk about vision and goals.
“Probably more importantly, and honestly more fun for the team, was the space to connect,” says McCoy.
“You might have spent months on calls with someone in Australia or worked closely with a manager you’ve never met face-to-face. So getting the chance to connect in person and enjoy some time together outside of the office was really meaningful.”
“At the end of the day, we’re spread out worldwide. But we’re united by this shared passion for creating extraordinary experiences. That’s what we do. That’s why we all go to work every day, and that’s what drives us forward.”
Single Source of Truth
Integration is key to ensuring this excellence in communications.
“The integration is exciting and one of my favourite parts of my job,” says McCoy. “It’s complex but also extremely rewarding.
“We have to be smart. The most important thing for me is how we communicate. I’m a big proponent of the concept of Single Source of Truth across all our systems and workflows.
“When operating on this global scale, it is easy to have misalignment if teams are working from different pieces of information, using their tools differently.”
“To solve that, I’ve re-engineered the RWS Global tech stack with purpose and clarity. So, it’s what we need. Not just buying a bunch of software but asking what are we trying to do. And then we’ve come up with one tool that does each of those things.
“We have complete global alignment on what we use for project management, where we store our files, our tools. Even how we communicate, when you send an email or a Teams message. Our team members across the world are all speaking the same operational language.
“It’s empowered everyone to move faster, more confidently, and to trust the system. When you pair that with regular touch points, documentation, and feedback loops, it creates a tight operating environment.”
Leaning in
Technology is a major driver of change in live entertainment and themed experiences and informs the company’s acquisitions.
“When Great Big Events joined RWS, now our sports production team, one of the exciting things that came with them was PV4,” says McCoy.
Created for large-scale events, PV4 enables real-time media control across multiple screens and locations with tight control. It streamlines the installation and the lead-up, provides an array of visualisation opportunities, and reduces staffing requirements.
“We’re excited about how scalable it is. It can be distributed easily and is adaptable for entertainment, cruise ships, venue-based experiences, or digital signage at theme parks.”
“It just needs to be given a piece of content and told where to put it. The rest is happening in the cloud. We believe it will help people future-proof their operations and think about this type of media playback differently. It’s a sleek way to make the magic happen quickly.”
RWS also recently acquired Harmony Helper, which enables vocalists to practice their parts remotely.
“It’s a patented app, and there’s a lot of exciting potential, both for singers and clients working with very tight rehearsal periods,” says McCoy. “We can speed that up by leaning into this tech.”
“Where singers would have sat down with their music director and voice record memos and make notes, they can now be sent all their parts before they even arrive at the rehearsal room. We can have all of our show libraries built in.”
Insight-driven innovation
The constant evolution of the attractions and entertainment industry requires RWS to be creative and strategic equally, McCoy says.
“At RWS, innovation isn’t separate; it’s embedded in how we think.
“We have to constantly be listening to the clients, to the guests, to our teams, to past and future guests. That insight fuels how we develop experiences, how we design, how we integrate technologies, how we build in interactive media, and how we integrate guest feedback systems. Innovation is important, but we can never lose sight of the guest in that process.
“It is not about what we think is cool, what the next biggest thing is that we saw on a trade show floor, or even what the client thinks.
“It’s ultimately about getting down to what that guest wants because that is the core; that is why we’re all here. It’s important that they have an amazing experience and that they return.
“So, no matter how advanced the tech or the design is, it’s about leading with storytelling, designing with empathy, always delivering on that promise of wonder like we’ve got to keep people engaged.
“It’s important for us as RWS to be consumers of entertainment,” McCoy adds. “I tell my team, you’ve got to go out and watch. Watch shows, go to concerts, see experiences, go on cruises, go to theme parks, and do all those things. It’s vital that we understand what is out in the world.”
Intentional growth & true partnerships
Looking ahead, McCoy shares his priorities as COO.
“Growth is no doubt going to be part of our future, but I think it’s about smart, scalable growth at this point.
“We need to make sure that as we expand, we’re doing so with intention, and we’re doing it with a strong focus on quality. As we continue to optimise this global operation, we need to continue to tighten down on our process and integration.”
“2024 was a monumental year for us. We did a lot from an ops and integration standpoint in a short amount of time. I viewed it as the year we were putting all the clay on the potter’s wheel, and now we’re refining and tweaking and tuning.
“From a growth perspective, the opportunities will be technology and experience. But for us, we’re going to continue to tighten up the internal operation as much as possible, and we’re going to make sure that, as we grow and scale, we remain true to who we are at RWS. We continue to deliver exceptional experiences around the world.”
While upcoming projects remain under wraps, McCoy hints at major announcements ahead.
“I can’t give away details just yet. I can say that this year is shaping up to be a really exciting and game-changing year for the UK operation.
“There’s some great work that has been happening with true partnership conversations. So, we’ve got some exciting news coming.”
