Public talk. Managing Culture: Marketing and Audience Development Strategies


From 24 February 2016




Garage Education Center
Public talk. Managing Culture: Marketing and Audience Development StrategiesPublic talk. Managing Culture: Marketing and Audience Development Strategies


Who are cultural projects created for and how can we support interest in them? The world’s leading audience development expert, Jackie Hay, will speak about the latest and most effective ways of working in this field.

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 will speak 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 will demonstrate how institutions can come up with a precise idea of their audiences and effectively communicate with them.


Morris Hargreaves McIntyre is a leading agency and research platform in the field of cultural strategies, with dozens of audience development experts based in Great Britain, Australia, and New Zealand. MHM’s clientele includes some of the world’s top museums, galleries, theaters, festivals, art centers, and cultural heritage organizations.


Admission is free, registration is required
The talk will be in English with simultaneous translation into Russian