Public talk at Garage. Managing Culture: Marketing and Audience Development Strategies.
Expertly organized audience engagement plays a significant role in the development of contemporary art institutions. As culture changes, it in turn changes its audience; society today chooses active involvement in creative processes instead of passive observation of completed forms. Because of this, the main ways of attracting new audiences have become open dialogue and access to projects in the making.
During the talk, Morris Hargreaves McIntyre consultant Jackie Hay spoke about the history of cultural marketing, concentrating on the evolution it has gone through over the past 40 years. Using a range of case studies, including the UK’s major cultural organizations, she demonstrate how institutions can come up with a precise idea of their audiences and effectively communicate with them.
A coach at Morris Hargreaves McIntyre, Jackie Hay is New Zealand’s pioneering researcher in the field of audience development and engagement. Jackie has worked at many major cultural events, including the New Zealand Festival, New Zealand International Film Festival, and Wellington Fringe Festival, building new relations between artists and audiences with the help of digital and social media. She was the head of NZLive.com—New Zealand’s official event-finder website—at the Ministry for Culture and Heritage, and has worked as assistant director at the REAL New Zealand Festival, the country’s biggest cultural event. Her work at Creative New Zealand included design and implementation of the Arts Council’s National Audience Development Program. At Morris Hargreaves McIntyre, Jackie focuses on strategic audience development and research.
Morris Hargreaves McIntyre (MHM) is an award-winning cultural strategy and research agency, a leading expert and knowledge platform for cultural institutions around the world. The 50 MHM employees based in the UK, Australia and New Zealand are the world’s top specialists in audience development and visitor research. The company’s projects range from research, segmentation, marketing, audience development and evaluation to strategy, branding, capital projects, market appraisals and organizational change. MHM’s clients are the world’s top museums, galleries, theaters, festivals and art centers, as well as heritage and charity organizations, including the British Museum, Tate galleries, V&A Museum, National Gallery, Science Museum, Barbican Centre, National Theatre London, London Symphony Orchestra, Sydney Opera House, Qatar Museums Authority, and the Art Institute of Chicago.
The British Council is the UK’s leading international educational and cultural organization, with over a hundred offices around the world. The organization creates exchange opportunities for people of the UK and other countries. In Russia, the British Council focuses on providing common ground for trust and mutual understanding between Russia and the United Kingdom and promotes the UK as an attractive partner for local cultural institutions. All British Council projects in the fields of English language, education, and arts are aimed at supporting the development of a strong, creative and prosperous Russia and further deepen the cultural connections between the two countries.