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VENICE June 200825-28

The 8th international conferencededicated to museum marketingand communication professionals

Theme:

How to make an impact

CommunicationStrategies

Media Sponsorship provided byIn partenrship with

Sponsored by

SYNTHESIS

Organised by

AGENDA_ synthesevenise2008.qxp 16/07/08 14:59

WE LOVE TO COMMUNICATE ABOUT ARTS

A PR agency building European networking, ensuring media coverage, generating visitor traffic, raising the profile of international art organisations

“Agenda plays a key role in promoting the National Gallery and our exhibition programme to audiences in Western Europe. This is essential for us as around 50% of our visitors come from overseas. Agenda manages our relationship with the European media and delivers a consistent amount of high quality press coverage about the Gallery in both the mainstream and the arts media. Agenda also gives us a marketing platform by initiating a range of promotional activities to support our exhibitions programme.”

Nigel SemmensHead of CommunicationsNATIONAL GALLERY LONDON

P A R I S I B A R C E L O N A I B E R L I N I M I L A N

Head Office: 31 rue Ballu, 75009 Paris • Tel. +33 1 49 95 08 06

www.agendacom.com www.communicatingthemuseum.com


DEAR FRIENDSAND COLLEAGUES,This 8th international Communicating the Museum conferencein Venice was an historic moment.

Historic because of the quality of the global networking:276 top museum professionals from 29 countries representingthe 5 continents.

Inspiring ideas from the leading international experts talkingabout strategies – from ‘how to make an impact’ with Juan Cabralspeaking about emotions and ‘no fear’ to Patrick Walker and hisvibrant ‘YouTube’ presentation on how to build and expand ourmuseums’ audiences; with online community sharing fromGeorge Oates at Flickr; ‘branding’ and self presentation from

Robert Jones at Wolff Olins and from Amitava Chattopadhyay of INSEAD; and with Arthur Cohen showing us howto develop our audiences for tomorrow. Laura Pollini, from Benetton, presented ‘Another View’ and sharedthis giant of retail’s strategy.

Museums delegates enjoyed an amazingly rich four day programme designed to fulfil their professionalexpectations in communication.

The conference unlocked the doors to the most fabulous addresses in Venice. The Gala Dinner at the PeggyGuggenheim Collection was a truly magical evening and it was a privilege to share the evening with you all.

Thank you, Venice, for your hospitality. A huge success!

Best wishes, Corinne EstradaDirector of Agenda, Co-founder and organiser of Communicating the Museum since 2000.Agenda is a European communication agency specialised in media and marketing campaignsfor international museums throughout Europe.


01 Agenda: the organiser


WHAT WE DOAN INTERNATIONAL PR AGENCYAgenda is an independent Paris-based communication agency founded byCorinne Estrada in 1995. In over 13 years of practice, Agenda has representedclients in hundreds of projects spanning the fields of Arts, Culture, Literature,Entertainment, Transportation, Tourism and Travel.

OBJECTIVESAgenda raises the profile of organisations Agenda builds positioning Agenda generates business Agenda brings return on investment

STRATEGYTo reach its objectives, Agenda conducts targeted media and marketing campaignsthroughout Europe, builds consumer and trade partnerships and develops an exten-sive networking of PR contacts for its clientsAgenda has launched hundreds of campaigns for openings and re-openings of tem-porary exhibitions and permanent collections

TEAM Agenda is an international team of experts in communication including natives fromFrance, Germany, Italy, Spain and the UKThey have offices in Barcelona, Berlin, Milan and Paris

CLIENTSSince 1998, Agenda has been the permanent representative in Europe for the NationalGallery in London, Tate, Victoria and Albert Museum, and since 2001, Visit Wales and it has conducted individual campaigns for clients including the Boijmans Van Beuningen, Albertina, Museum of Fine Arts Boston and Europalia.

AN EVENT ORGANISER FOR ART ORGANISATIONSAgenda is also the organiser of international events for professionals working in the cultural field

• COMMUNICATION The leading international conference for museums communication professionals Every year in Europe since 2000

• DESIGNThe Imca Awards / the international Museum Communication Awards to rewardthe best visual identities For temporary exhibitions, permanent collections, innovation and integrationEvery 2 years in Brussels since 2007

• MANAGEMENTA new international forum to develop business strategies for art organisations20/21 November 2008 Paris


CORINNE ESTRADAManaging DirectorStrategic ConsultingT +33 1 49 95 08 06 M +33 6 82 01 94 43 [email protected]

SARA HITCHENSCommunications Consultant M +33 6 70 70 50 [email protected]

PHILIPPE FOUCHARDHead of Press and Marketing ArtsT +33 1 49 95 08 06M +33 6 60 21 11 [email protected]

PASCALE BOUSQUETHead of Client ManagementTourism SectionT +33 1 49 95 08 06 M +33 6 60 44 79 [email protected]

MIGUEL PÉREZ DE GUZMÁNDevelopment & partnershipsT +33 1 49 95 08 06 M +33 6 13 22 72 [email protected]

ROSALIND HESKETHEventsT +33 1 49 95 08 06M +33 6 98 43 18 [email protected]

REBECCA RICKARDSPress, United KingdomM +33 6 80 48 51 [email protected]

JANINE KERSTENGermanyPress and Marketing, Germany and AustriaT +33 1 49 95 08 06 M +33 6 34 26 03 [email protected]

GRAZIELLA BOLLINIRelazioni Musei e Fornitori per l’ItaliaT +39 02 36 51 25 00M +39 393 30 38 [email protected]

VARDA SOKOLOWICZ PAPIOLSouthern EuropePress and MarketingT +34 625 570 [email protected]

LAURA ORIPress, ItalyT +39 0331-420351 [email protected]

WHO WE ARE


Editorial 3Agenda: the organiser 5Table of contents 9Organisation committee 11Conference programme 15Keynote presentations 25Speakers 47Business Workshop 57Social events and networking 65Partners 69Directory 83Guidebook Study 102

TABLE OF CONTENTS


02 Organisationcommittee

PAGE11


ACKNOWLEDGEMENTS The conference team would like to thank our sponsors, partners and speakers for their support and contribution to the conference. Corinne would like to extend a special thanks to Damien Whitmore of the Victoria and Albert Musuem and President of the Conference; Will Gompertz, from Tate for his editorial work with the programme and Lorenzo Marchetti of Box Office Italia for all his help in Venice.

CHAIR PERSONS AND SPEAKERSChair persons of the conference: Jennifer Francis, Head of Press and Marketing, Royal Academy of Arts;Edward Rozzo, Professor, Università Bucconi, Milano and all other international speakers and chairmenfor their participation and expertise.

SPONSORED BY:

MEDIA PARTNERS:

IN PARTNERSHIP WITH:


Agenda wishes to thank the members of the Communicating theMuseum Organisation Committee for its continuing advice and support:The Organisation Committee is made up of international members of art related companies, civic cultural departments and museumsthroughout Europe. Every year the Committee meets in Paris todecide the content of the programme of the next conference.

THE 2008 ORGANISATION COMMITTEE:

• Remi Carlioz, Vice President Marketing & Communications,

Antenna Audio, France

• Anne-Sylvie Capitani-Bameule, Assistant to the Director of Communication,

Musée du Quai Branly, France

• Corinne Estrada, Director, Agenda, France

• Jennifer Francis, Head of Press and Marketing, Royal Academy of Arts, UK

• Will Gompertz, Director of Tate Media, Tate, UK

• Louise Hamlin, Head of Sales UK, The Art Newspaper, UK

• Patrick Kelly, Marketing Manager, The Art Newspaper, UK

• Lorenzo Marchetti, Director, Box Office Italia, Italy

• Pedro Martín-Almendro, Director, Fundacion Málaga, Spain

• Nathalie Mercier, Director of Communication, Musée du Quai Branly, France

• Edward Rozzo, Photographer and Professor, Milan

• Nigel Semmens, Head of Communications, The National Gallery, UK

• Armelle Weber, Head of Partnerships, Thalys International, Belgium

• Damien Whitmore, Director of Public Programmes, Victoria and Albert

Museum, UK

THE ORGANISATIONCOMMITTEE

Will Gompertz,Director of Tate Media, Tate, UK, is the Programme Coordinator of the Conference

“I’m delighted that the theme for the 2008Communicating the Museum conference wasCommunication Strategies. Whether an organisationis big or small, it cannot succeed unless it is clearabout where it is going and how it intends to getthere. This requires the creation of a strategy;the most important skill for any professionalto have and something you should never stoplearning about”.


Participant Badges

Conference Bags

Palazzo Ducale

Meeting friends at the Palazzo Ducale

Venetian shop window

Mario Buccolo at Registration


03 Conference programme

PAGE15


Loggia at the Palazzo Ducale

Rémi Carlioz

Participants on the loggia at the Palazzo Ducale

Rachel Spence and Philippe Fouchard

Final speakers meeting at the Palazzo Ducale


CONFERENCEPROGRAMMESimultaneous translation available in English/Italian for all keynote speeches on Thursday and Friday morning only.Translation equipment kindly provided by Antenna Audio, using their GroupTour™ System.

WEDNESDAY 25th JUNE 2008 - REGISTER AT PALAZZO DUCALE(Doges’ Palace)

12:00-19:00 Registration of delegates at the Palazzo DucalePalazzo Ducale Tours, Secret Itineraries and Guided Visit of Museo Correr are kindly offered by Venezia Musei

14:00-17h00 Tours of museums, palazzos and private residences- Palazzo Ducale Tours - Private visit of a Venetian Palace – Palazzo Cappello- Secret Itineraries within the Palazzo Ducale- Private guided tour of Museo Correr

20:00 Opening Reception at Palazzo Grassi20:30 Welcome by Corinne Estrada, Director of Agenda

Welcome speech by Damien Whitmore, President of the Conference Welcome by Monique Veaute, Director of Palazzo Grassi

21:00-22:30 Private visit of Palazzo Grassi's exhibition “Rome and the Barbarians”Free audio guides kindly offered by Antenna Audio

Palazzo Ducale


THURSDAY 26th JUNE 2008 - EXPRESS YOURSELFBranding and Advertising Strategies - morning at Palazzo Ducale, afternoon at San Servolo

09:00-09:30 Palazzo Ducale (Doges' Palace - on St Mark's Square)Scrutinio Room, one of the Institutional Chambers of the Palazzo Ducale"The importance of the communication strategy"Opening of the conference by Corinne Estrada, Director, Agenda

The Venetian Strategy: Part 1"Putting the Arts at the centre of the Political Strategy"Sixteenth Century Painting, Art and Rhetoric in Renaissance VeniceGiandomenico Romanelli, Director, Musei Civici Veneziani

Dan Porter, Graphic Facillitator, provided a live animation of the strategies being presented by the keynote speakers on both Thursday and Friday morning. These 'mind maps' and sketches added an extra dimension to the presentations and helped participants visualise the strategies being discussed.

09:30-15:15 1st keynote speech "BRANDING IS STRATEGY"Key concepts Amitava Chattopadhyay, Professor, INSEAD, Singapore

09:30-15:15 2nd keynote speech: "MUSEUMS NEED A NEW KIND OF BRANDING"Dealing with the Brand, from strategy to implementation Robert Jones, Head of New Thinking, Wolff Olins, UK

11:00-11:30 Coffee break on the loggia

11:30-12:00 3rd keynote speech "FEAR"Creative contentJuan Cabral, Creative Partner, Fallon, UK

12:45-15:30 PANEL DISCUSSION: "MARKETING MUSEUMS - WHAT IS THE FUTURE" Debate panel with keynote speakers and museum professionalsHow do Branding and Advertising relate to the arts - how do they work for museumsChaired by Damien Whitmore, Victoria and Albert Museum, UK

Coffee Break on the loggia at the Palazzo Ducale

Participants in the Scrutinio Room at the Palazzo Ducale


45-15:30 Lunch on the loggia at the Palazzo Ducale

NEW ! CREATING AND IMPLEMENTING STRATEGIESChoice of Case Studies and Surgeries - in English only

NEW ! SURGERIESSurgeries are introduced for the first time this year. A series of question and answer sessions allowing you to get up close and personal to industry experts and your museum peers these take the form of open consultancy.

WORKSHOPOpen to senior staff only, directors and members of board, with at least 5 years experienceat senior management level

CASE STUDIESPresentations given by your international museum colleagues.Examples of best practices and lessons learned.

1. SURGERY – Strategy and psychology of brandingSPEAKER: Amitava Chattopadhyay, INSEADCHAIR: Edward Rozzo, Universita BocconiOpen consultancy with an international brand expert. BRAND CONSULTANCY

2. CASE STUDY – Strategic Planning for Museums: writing, implementing and evaluating the plan SPEAKER: Gail Lord, Lord Cutlrual ResourcesSPEAKER: Kate Markert, The Walters Art MuseumCHAIR: Pedro Martín Almendro, Fundación MálagaThis session with Gail and Kate will provide essential insights into strategic planning for museums.Having co-authored the book: "The Manual of Stategic Planning for Museums", Gail and Kate will share their combined expertise in writing, implementing and evaluating a strategy. It is often the Museum'scommunication team who are both the initiators and the communicators of the strategy. Working togetheras a group, participants will have the chance to get up close and personal to two of the leading strategistsin the cultural sector.STRATEGIC PLANNING

3. CASE STUDY – Effective Segmentation: A Foundation for Strategy SPEAKER: Masina Frost, TateCHAIR: Rémi Carlioz, Antenna AudioLooking at common pitfalls in customer segmentation and walking through some simple 'how to' steps. Using examples for creating an appropriate, meaningfuland actionable segmentation.CORPORATE STRATEGY

4. CASE STUDY – The Snowball Effect: blockbuster strategy – building and sustaining momentumfor ‘The First Emperor’ exhibition SPEAKER: Jillian Marsh, British MuseumSPEAKER: Hannah Boulton, British MuseumCHAIR: Alexia Boro, Peggy Guggenheim CollectionThe First Emperor exhibition at the British Museum has drawn interest from across the world and attracted over 800,000 visitors in six months. Before the Museum opened its exhibition doors to publicon 13 September 2007 it had sold 100,000 tickets in advance. By the end of its first week, a further 50,000 tickets were sold. The Head of Marketing and the Head of Press and PR at the British Museum will talk through the strategy which contributed to the positioning and ultimate ‘success’ of the exhibition in the lead up to and throughout its run. The exhibition has been the most popular show at the Museum in 35 yearsBLOCKBUSTER STRATEGY

Surgery with Amitava Chattopadhyay


5. CASE STUDY – Defining and branding a new international art center in VeniceSPEAKER: Ashok Adicéam, Palazzo GrassiSPEAKER: Anouk Aspisi, Palazzo GrassiCHAIR: Joëlle Marty, Association Museum IndustriesThe good results of the first two seasons of Palazzo Grassi's re-opening by art collector François Pinault have proved his determination in making Venice his favoured site to present to the public his incredible collection, which he has been assembling for several decades with a passion that has never faded. The perspectiveof the opening of the Punta Della Dogana in June 2009 has boosted even more the artistic level demandedof the exhibitions of the Palazzo Grassi as well as the public and media's expectations of the New Art Centre.This case study will look at the strategies employed to communicate the main artistic paths the Palazzo hastaken, and to develop its services to its audiences and partners, since its inception in Venice as a museum.Defining itself as an art centre closer to a living human body than a classical museum, the wide offerof Palazzo Grassi is focused on documenting and representing a time in a collection; interpretingand (re)evaluating it with a constant dialogue between past, present and future.

6. WORKSHOP – Expanding PossibilitiesSPEAKER: Robert Jones, Wolff OlinsCHAIR: Damien Whitmore, Victoria and Albert MuseumOpen to senior staff only, directors and members of board,with at least 5 years experienceat senior management level.FURTHER THINKING

15:30-16:00 Coffee break

15:30-16:00 BUILDING ADVERTISING CAMPAIGNSA new choice of Case Studies and Surgeries - in English only

1. SURGERY – Brand strategies for a changing worldSPEAKER: Robert Johns, Wolff OlinsCHAIR: Pim Baxter, National Portrait Gallery Open consultancy with an international brand and advertising expert.BRANDING

Workshop with Robert Jones

Surgery with Robert Jones

Case Study with Ashok Adicéam and Anouk Aspisi


SURGERY – Creative ContentSPEAKER: Juan Cabral, FallonCHAIR: Debra Isaac, Victoria and Albert MuseumOpen consultancy with an international advertising creative. Questions that have been submittedin advance will be discussed in this interactive session. Places limited.CREATIVE CONTENT

3. CASE STUDY – How to run a successful advertising campaign in 5 steps SPEAKER: Jennifer Francis, Royal Academy of ArtsCHAIR: Patrick Kelly, The Art NewspaperJennifer's session will look at the main points to consider when planning a strategy for an advertisingcampaign, including budget, who your audience is, knowing your market and pitfalls to avoid.Working together as a group a campaign will be built.ADVERTISING

4. CASE STUDY – The Brief: Success or failure candepend on getting this right. How to write oneand what to includeSPEAKER: Nigel Simmens, The National GalleryCHAIR: Naomi Grattan, Canadian Museums AssociationWhy is a brief important? Who is it for? When is onenecessary? Why is it a vital communication tool foryour in-house team and colleagues as well as consultants? This interactive session will discuss all aspectsof brief writing, include a practical checklist and provide an opportunity to write one for your own use.CREATING A BRIEF

5. CASE STUDY – Communication as a Public Service.Functions and Instruments requiredin a Complex SectorSPEAKER: Monica da Cortà Fumei, Musei Civici VenezianiCHAIR: Arthur Cohen, La Placa CohenMarketing, communication and promotion are three specific yet interrelated areas of activity within museums.However, while within the world of private enterprise they receive substantial resources, such is generallynot the case within our own field. Using the examples of the museums that make up Musei Civici Veneziani,Monica will look at the issue of communication within a system of museums with reference to: sharedstandards throughout the system; a coordinated image; the role of the press office; economies of scale;mutual exploitation of the strong points of each component of the system. Communication/Promotion withoutfinancial resources: an impossible challenge? Communication and fund-raising: the achievement f an intelligent balance.PUBLIC SERVICE

Case Study with Nigel Semmens

Case Study with Monica da Cortà Fumei


19:30-21:00 Peggy Guggenheim CollectionPresentation and exclusive private preview of the exhibition “Coming of Age: American Art,1850's to 1950's” (opening to the public only on 27th June)

21:00-23:00 Cocktail Party on the roof terrace. The collection and the exhibition can be viewed during the cocktail party

Gala Dinner in the garden of the Peggy Guggenheim Collection

The Venetian Strategy: Part 2"Peggy's Genius"Philip Rylands, Director, Peggy Guggenheim Collection

FRIDAY 27th JUNE 2008 - ENGAGE YOUR AUDIENCEAudience Development and New Media - all day at San Servolo

09:30-10:00 SYNTHESIS of Thursday's work by Jennifer Francis and Edward Rozzo

09:30-10:00 1st keynote speech: ANOTHER VIEW: A COMMUNICATION STRATEGY FROMTHE ITALIAN RETAIL INUDSTRYCommunicative ActionsLaura Pollini, CEO Fabrica, Benetton Group Communication Research Centre, Italy

09:30-10:00 2nd keynote speech: YOUTUBE AND YOUFinding opportunities, broadening ideas, understanding risks, building communitiesPatrick Walker, Director of Video Partnerships, YouTube/Google, UK

11:15-11:45 Coffee break

11:15-11:45 3rd keynote speech: INTO THE WILD: ENGAGING WITH NEW AUDIENCESSharing online communities as part of your strategyGeorge Oates, Senior Program Manager, Flickr, USA

Keynote presentationby Patrick Walker

San Servolo island

Keynote presentation by Laura Pollini

Synthesis of Thursday's work

Miguel from Agenda at the Peggy Guggenheim Collection


30-13:00 PANEL DISCUSSION: "HOW CAN NEW MEDIA AND AUDIENCE RESEARCH

BE MADE TO WORK FOR MUSEUMS"Debate panel with keynote speakers and museum professionalsChaired by Will Gompertz, Head of Tate Media, Tate

13:00-14:30 Working Lunch Themed tables in a sit down environment. Excellent networkingand learning. Continuation of open consultancy and ideas of future trends.

14:30-15:00 CREATING AND IMPLEMENTING NEW MEDIA STRATEGIESChoice of Case Studies and Surgeries - in English only

1. SURGERY – How to make video work for you. Online partnershipsSPEAKER: Patrick Walker, YouTube/GoggleCHAIR: Will Gompertz, TateOpen consultancy with an international new media expert. Questions that have been submitted in advancewill be discussed in this interactive session. Places limited.NEW MEDIA

2. SURGERY – How can you get the most out of online communitiesSPEAKER: George Oates, FlickrCHAIR: Claire Eva, TateOpen consultancy with an international new media expert. Questions that have been submitted in advancewill be discussed in this interactive session. Places limited.NEW MEDIA

3. CASE STUDY – How do you use the internet to reach you real andvirtual visitors from Asia: the Japaneseand Chinese experiences of Château de VersaillesSPEAKER: Pierre-Yves Lochon, SinapsesConseilsCHAIR: Jennifer Francis, Royal Academy of ArtsUsing the experiences of the Château de Versailles as the basis of this case study, Pierre-Yves Lochon willshow how you can attract virtual foreign visitors and convert them into real ones. Having studiedthe audiences of the future through market research, the Château de Versailles quickly realised that Asiawas a growing market for them. The Château de Versailles has spent the last 6 months building partnershipswith web providers and retail partners in China and Japan. Realising that so much of an individual's tripis planned before they leave, Pierre-Yves will show how you can capture this audience before they even leavehome. This case study will show how the audience was targeted, how the partners were choosen,what the results are, and what this means for museums.NEW MEDIA AND THE ASIAN MARKET

4. CASE STUDY – Approaches to planning effective campaigns based on real audience insightSPEAKER: Simon McQuiggan, MuseCHAIR: Caura Barszcz, Juristes AssociésThis case study will use examples of work conducted for a variety of museums and galleries, demonstratinghow techniques and information sources used by the worlds leading marketing organisations, can be appliedto the museum and gallery sector to help with the following: identifying the varying motivations that differenttypes of people have for visiting museums and galleries; translating that understanding of motivations intothe ability to forecast the types and numbers of visitors that are likely to attend a particular exhibition;identifying the optimal communications channels and messages to attract the maximum numbers of visitorsto an exhibition. This will cover issues such as identifying the best advertising mediums, the best promotionalpartners and the most appropriate sponsors, and how to build a sponsorship case to them. Details of the costand duration of these activities will be provided as will the results of conducting these activities for a number of museums and galleries.AUDIENCE DEVELOPMENT

Panel Debate

Case Study withPierre-Yves Lochon


CASE STUDY – The role of market research in building effective communicationsSPEAKER: Rémi Carlioz, Antenna AudioSPEAKER: Matthew Petrie, Discovery CommunicationsCHAIR: Nicole Newman, Somerset House TrustWhy do museum marketing and communications professionals need consumer research?Multiple technological and market forces are evolving how consumers experience entertainment, cultureand the arts. These forces will change consumers' expectations of the museum experience and extend itbeyond their grand walls. In this fast moving market, consumer research is essential to understanding visitorexpectations, needs and interest in developing communications that connect directly with consumers. AUDIENCE DEVELOPMENT

15:30-16:15 4th keynote speech:DEVELOPING NEW AUDIENCES:TODAY AND TOMORROWLooking ForwardArthur Cohen, CEO, LaPlaca Cohen, USA

16:15-17:00 THE BIG SUMMARY: SYNTHESIS, ANALYSIS AND THE FUTUREWith all keynote speakers

19:30-20:30 Private Visit of Ca' Rezzonico This stunning Venetian Palace and Museum of 18th century Venice is open exclusively to participants

20:30-22:00 Cocktail Reception at Ca' Rezzonico

SATURDAY 28th JUNE 2008 - ENJOY THE SERENISSIME11:00-13:00 Choice of 5 guided tours of Venice

- N°1 - Oriental Venice- N°2 - Gallerie dell’ Accademia - N°3 - Bellini & Veronese paintings in Venetian churches - N°4 - In Corto Maltese's footsteps

These tours are kindly offered by

- N°5 - San Servolo MuseumKindly offered by Codess Cultura

Free entrance to all Musei Civici Veneziani on presentation of conference badge(Palazzo Ducale, Museo Correr, Clock Tower, Ca' Rezzonico, Palazzo Mocenigo, Carlo Goldoni's House,Ca' Pesaro International Gallery of Modern Art, Palazzo Fortuny, Glass Museum, Museum of Natural History)

The Grand Canal

Big Summary

Keynote presentation by Arthur Cohen


04 Keynotepresentations

PAGE25


Inside the Scrutinio Room at the Palazzo Ducale

Auditorium at San Servolo

Coffee Break at the Palazzo Ducale

Panel Debate at San Servolo

Giandomenico Romanelli

Conference Banner


BRANDING IS STRATEGY

AMITAVA CHATTOPADHYAY: Keynote speech summary

WHO ARE MY CUSTOMERS?Amitava said that strategy was about asking two key questions: Where to play and how to win? The first question ‘where to play’requires us to identify target customers i.e. should we focus on some customers and ignore others? Having looked at policystatements on several museum websites, Amitava said that it was generally not clear whom museums was targeting.

The first step in identifying target customers is segmentation, focusing on meaningful differences between customers. The nextstep is prioritizing the groups of customers that we want to target, either for all our activity or only for particular exhibitions.Knowing who the target audience is will allow us to design an appropriate marketing mix, including appropriate communication.


A WINNING BRANDThe second question ‘how to win’ is all about brand and crucially about the emotional associations of brand. Amitava describedthe three types of benefit that customers take from every product or service:• The core service – for an art museum, this is the collection or temporary exhibition. • The auxiliary functional benefits – this covers the whole range of added value offered e.g. cafes, seating,

shops, audio guides, educational programmes, etc.• The emotional benefits – these are the feelings and emotions of the customer.Museums tend to focus on the first two types of benefit because they are the easiest to understand and control and they arethe vital building blocks of any brand. However Amitava described research to show that it is the emotional benefits which playthe biggest part in customer decisions (This is supported by the Culture Track research; see summary of Arthur Cohen’s keynotepresentation)

INFLUENCING PERCEPTIONSSo customers’ emotions/perceptions are important but how to influence them? Not easy since these perceptions are affectedby customers’ interactions with the organization, what they see in the media, what other people say, etc. It requires enormousconsistency across all business activities and departments to ensure that the message remains coherent. Also important isensuring that the message is clear and simple. Amitava described how focusing on a few key values helps to crystallise themessage and used BMW as an illustrative example.

THE REWARDSIf an organisation is successful in developing a brand that takes hold of customers’ emotions, then the rewards can be enormous.Amitava showed how people are willing consistently to pay more for branded products, even if the core product quality of thoseproducts is no different from cheaper versions. Moreover, once a brand is established in the hearts of customers and if properlymanaged, it can retain a leading position in the market over the long-term.


FEAR

JUAN CABRALAs published in the programme: A conversation about communication about brand vs. product, about advertising becominga monster, about boredom, dignity and content. About media you can’t buy, about safety, bravery and stupidity, about chaos,craft and doing things you can be proud of (Case studies: Sony, Tate, and Cadbury).

Juan wishes not to have his summary published.


MUSEUMS NEEDA NEW KIND OF BRANDING

ROBERT JONES: Keynote speech summary

SHOULD MUSEUMS HAVE BRANDS?Robert opened with the question: Is the institutional integrity of museums compatible with the commercial exploitation implicit inthe idea of a brand? And his reply was a clear yes! You only have to look at the museums sector to see that the most successfulhave a big idea that justifies their existence:• For the Tate, it’s democratising art• For Historic Royal Palaces, it’s story• For the British Museum, it’s of the World, for the World• For the V&A, it’s design• For the National Trust, it’s forever for everyone

Museums need to know what they stand for. Only then can theyanswer the big questions. People and organisations outside themuseum have limited resources and so they ask ‘why should wevisit the museum? Why should we support it?’ Equally, staffinside the museum need to know what is the purpose of theirwork. A museum can only answer these questions when it hasa clear sense of what it stands for, which is Brand. So museumsneed brands.

POST-CONSUMER, POST-CORPORATE However the world is changing which means that museums andbrands have to change too. Robert argued that we are now in apost-consumer, post-corporate age. Consumers have becomeactivists, wanting to participate in and influence what happensto products and services; and corporations are most influentialwhen they build partnerships with others who can add value totheir offer.

Museums have to respond to these changes in the world bychanging themselves. In a post-consumer age, they can nolonger be authoritarian, they must engage audiences instead.And in a post-corporate age, they need to collaborate with othersto expand and enrich their offer. Robert added that globalisationalso means that museums need to become more cross-cultural.Museums should see themselves less as institutions and moreas platforms that people can use to express themselves.


BRANDS FOR THE NEW AGERobert also argued that brand has to come from within an organisation and act as a ‘magnetic north,’ giving direction andmotivating staff. He suggested ways that museums could start thinking about their brands, for example by asking the question:What’s wrong with the world? What do people want to do? And then thinking about how the museum could help solve theproblem and people achieve their objectives. He gave the example of the Tate, who recognised that people saw art as boringor intimidating, and also that they could help solve this problem by making art accessible and fun. That became their brand.

Robert commented that in several museums, it is Programme Directors who are responsible for brand and not MarketingDirectors e.g. at the V&A. This is because brand has to cover every facet of a museum: • Capability i.e. the building, the Collection, the research• Culture i.e. leadership, recruitment, reward• Offer i.e. programme, education, on-line• Image i.e. advertising, PR, word of mouth

The process of developing a brand requires clear-thinking and commitment but not necessarily a large budget.So museums of any size can do it.

Thank you from Robert to all those who filled in a questionnaire. If you didn’t fill one in, and would like to, please email himat [email protected], and he’ll send you a form to email back.


ANOTHER VIEW: A COMMUNICATIONSTRATEGY FROM THE ITALIAN RETAILINDUSTRY, BENETTON GROUP

LAURA POLLINI: Keynote speech summary

PIONEERS IN BRAND AND ENGAGEMENTLuciano Benetton, the founder of the company, understood brand implicitly, writing in 1969 that ‘communication should neverbe commissioned from outside the company, but conceived from within its heart.’ He worked with Oliviero Toscani in 1984who produced the now world-famous Benetton advertisements, and by so doing, gave a master class in engaging audiences.The company was not just communicating with ‘consumers’ but with individuals who were involved in the issues of the day.

ALL THE COLOURS OF THE WORLDBenetton, a fashion company, was founded in Italy in 1965. Its aim was to develop an impactful advertising policy without ahuge budget. The first advertisements to make the headlines in 1972 featured native Indian natives. Later the focus was on blackAmericans, highlighting the internationalisation of the Company. Benetton was opening more and more stores, always workingwith local partners. This led to the development of the slogan ‘All the colours of the World’ which in turn became the brandstrapline ‘United Colours of Benetton.’ The colours of the clothing had become a metaphor for the united skin tones of peoplearound the world.


THE DISAPPEARANCE OF THE PRODUCTIn the 1990s, the product disappeared altogether from the advertisements, which became more controversial, focusing on socialissues and taboo images. Advertising was now linked to breaking news. Also, Benetton launched their magazine ‘Colors,’ whichwas used to develop images and themes used in the advertising, including the Gulf War, immigration, ecological issues, thedeath penalty and Aids. The picture of dying Aids patient, David Kirby, was particularly criticised but Kirby’s parents rejectedsuggestions that he was being exploited; instead they felt that he was being given an opportunity to communicate.The image was later included in the Life magazine collection of ‘100 photos that changed the world.’

This strategy to highlight social issues led naturally to social partnerships with a number of organisations: Caritas, Red Cross,FAO (Food and Agricultural Organisation of UN), SOS Racisme, UNHCR (United Nations High Commission for Refugees), WFP(World Food Programme), UNV (United Nations Volunteers), UN (United Nations), Jane Goodall Institute, Reporters sansFrontières, WHO (World Health Organization).

At the same time, this broad-ranging communications strategy was balanced by traditional product-oriented editorials in thefashion press, campaigns in stores, etc. The result is that Benetton has over 5000 stores in 120 countries and last year (2007)generated a turnover of 2.1. billion Euros. (net of retail sales)

A COMMUNICATION RESEARCH CENTREIn 1994, Benetton launched a new communication research centre called Fabrica, the brain child of Luciano Benetton andOliviero Toscani, under the direction of Godfrey Reggio. The idea is to support the creative development of young artists(under 25 years old) from all over the world, in their communication of industrial culture through publishing, the internet, design,photography, cinema, music, etc. The Centre is in an 18th Century Villa in the Veneto countryside, restored and expanded by theJapanese architect Tadao Ando. In 2006, there was an exhibition of works by these young artists called Les Yeux Ouverts at thePompidou Centre in Paris. The exhibition then travelled to Milan, Shanghai and Tokyo.

AND NOW?Benetton is working on a new project called ‘Africa Works’ which is based on providing microcredit to enable people to becomeself-sufficient. Again it is a winning formula of beautiful images and social message.


YOUTUBE AND YOU

PATRICK WALKER: Keynote speech summary

THE DIGITAL EXPLOSION Patrick presented statistics to show just how fast people are taking up technology. With the development of broadband andthe falling cost of digital storage, the rate of internet adoption has been phenomenal; 50 million users in 3 years comparedto 15 years for TV. There are now over 1 billion people online, able to broadcast at will. YouTube is a very successful part ofthis revolution with 10 hours of new content uploaded every minute!

SHOWCASING CREATIVITYAnybody can be a producer of content. We were entertained by a number of videos which highlighted the creativity at the heartof the YouTube phenomenon. The best of the videos share ideas and are impactful: they can be spontaneous and fun or theycan be used for a serious purpose such as fundraising, education, politics, etc. Patrick highlighted the power of the image (TV)over word (radio) in the Kennedy/Nixon campaign and the role of YouTube in the Obama campaign.

Also the boundary between amateur and professional content producers is blurring. For example, advertisers are commissioningmembers of the public and film makers are learning from the cutting-edge craftsmanship of so-called amateurs. Patrick’s adviceto professionals was to ‘be ready to play, be open to people making fun through parodies.’ When asked how to maximise thechances of content being viewed, he suggested allowing content to be seen globally, allowing imbedding, allowing commentsand video responses. Also, responding consistently to people to show that their engagement is appreciated.


BRANDED CHANNELSThe BBC was the first organisation in Europe to launch a YouTube channel and set the trend. This is a way for museums to usevideo and community features to engage and interact with their audiences. We saw examples from the Chateau of Versailleschannel and the Guggenheim Bilbao channel. Clearly, creative organisations should value creativity, so museums need to openthe virtual doors to their audiences. The good news is that YouTube will cover many of the costs of developing a new channel.

INSIGHT INTO AUDIENCESInsight is a free tool that gives you statistics about your video and about your audience e.g. how many times has the video beenviewed? How did the user find the video, through search, a link, an embedded video? You can even check out the age and genderof your audience. This sort of information can help you to plan a communications strategy.

CONSUMER-CENTRIC ADVERTISINGIf a user’s experience of advertising is bad, the advertisement will fail. So YouTube is committed to making user-friendly ads.For example, using in-video ads, which run discretely at the foot of a video being viewed, instead of making users viewadvertisements before the video they have selected. Patrick mentioned that there were money-making opportunitieson YouTube, for example, through the YouTube Partner programme, where money is shared with the producers of content.

COPYRIGHT ISSUESThis is an issue that concerns many museums and Patrick highlighted YouTube’s commitment to Copyright protection.Using YouTube's Content Management tools, if copyright were infringed, museums would be informed and then they couldchoose what to do with the video: block, monetize or track. He also suggested that where possible, it was good to be flexibleand allow user-creativity to flourish.


INTO THE WILD:ENGAGING WITH NEW AUDIENCES

GEORGE OATES: Keynote speech summary

CHAOS OR COMMUNITY?George talked about how humans share space. Using a real-life example of traffic planning in the Netherlands, she highlightedhow the lack of traffic lights and instructions led to people cooperating more with each other and developing their own informalprotocols. What is true of physical space is true also for virtual space! Hence the simple infrastructural design of Flickr(http://www.flickr.com) which allows people to curate their own experience. Even the language used on the site is suggestive(‘you might like to…) not directive, giving people ownership of the site.People set up interest groups open to everyone and members write their own rules.

FACTS AND FIGURESFlickr was developed in 2004 and now has:• 27 million registered members• 47 million unique visitors a month• 2.5 million uploads of photos/videos every day• 2.4 billion photos/videos on the site!

(Flickr allows the uploading of videos of 90 seconds or less)


FLICKR AS A PLATFORM FOR AUDIENCE ENGAGEMENTGeorge highlighted 3 examples of how Flickr has helped engage audiences. • When Henry Moore’s sculptures were exhibited at Kew, members of the public were invited to take photographs

and submit them to Flickr. There was a competition which elicited 2500 entries and some of the winning entrieswere then used on the Kew Gardens website.

• The Tate invited members of the public to contribute to the content of an exhibition using Flickr• When the National Gallery used life-size reproductions of paintings around Soho and Covent Garden,

it wasn’t long before there were photos on Flickr of people looking at/interacting with the reproductions. And these photos later were published in a book.

THE COMMONS PROJECTThe US Library of Congress had over 1 million digital records which it wanted to share with the public.Flickr was the obvious partner because:• it was a site with an infrastructure big enough to support such a quantity of material• it had been designed specifically so that people could browse and search for photos• it already hosted a large community, actively interested in photography, who were a potential new audience• it was available in 8 languagesIn addition, the Web 2.0 functionality of Flickr allowed the Library of Congress to gather information about their photosby inviting people to add key words or comments. The partnership was launched in January 2008 and after 2.5 days,the public had added 20,000 keywords or tags. This interaction with the public has allowed the Library of Congressto update 221 records in 6 months.

Other museums have joined the Commons Project with Flickr. They are the Powerhouse Museum in Sidney,the Brooklyn Museum, the Smithsonian Institute and the Bibliothèque de Toulouse.


DEVELOPING NEW AUDIENCES:TODAY AND TOMORROW

ARTHUR COHEN: Keynote speech summary

ORGANISATIONAL STORYTELLINGArthur said that when looking at good practice in museums, it was sometimes helpful to look beyond specific initiatives andexamine instead the conditions that led to those initiatives e.g. what inspired those people to be creative? What made everyonein the organisation unify around the idea?

Arthur offered another definition of brand: organisational storytelling. Stories give meaning to what’s happening. So good organi-sational storytelling helps people cut through the clutter to what’s really important i.e. the brand. In terms of brand/storytelling,museums face a distinct challenge. At their heart lies creative content, so this has to inform what museums are about. Whateverthe compelling story, it has to:• become the DNA of the organisation so that everyone knows the story• differentiate what the organisation offers, so that people know why they’re choosing to come

to the museum instead of doing something else• be scaleable, so that it makes sense for each exhibition as well as for the organisation as a whole


CULTURE TRACK Culture Track is an on-going research project focusing on people’s cultural behaviour in the USA.The on-line findings in 2007 show that:• people who do not attend arts events are decreasing in number• people who attend at least 3 arts events each month are increasing in number• this trend is specifically marked among young people aged between 18-29

The research also focused on why people come to museums, which is predominantly to do with entertainment and enjoyment.Also social and personal influences (what family and friends say) are very influential in people’s decisions to go to an arts event,stronger than what critics and organisations say. Unsurprisingly the internet is become increasingly important; to plan a visit,to buy tickets and to carry on learning at home.

ALL CHANGEThe Western world is no longer the centre of traditional production industries, having outsourced to countries that can do itmore efficiently. Now the focus is on the creative economy and ideas, which means that arts and culture have key roles toplay in developing both the new economy and the new entrepreneurs within it.

Museums and audiences are changing too. Visitors are no longer passive recipients but active participants who want to haveemotional and personal connections with the arts. A key concept is co-creation where museums act as triggers for experienceand inspirers of content. It is no longer useful to think in terms of audience development but instead to think how to engageaudiences. Crucial to this is an understanding of different audience’s backgrounds, motivations and behaviours, which is nowpossible through technology.

AN AUDIENCE-CENTRIC APPROACH TO BRANDINGWhen the Hirshhorn Museum and Sculpture Garden in Washington was looking to re-brand, it faced a number of issues.Although one of the most highly attended contemporary museums, up to 80% of visitors came ‘unintentionally,’ drawnby virtue of the museum’s prominent location on the Mall in Washington D.C. They tended to be people with little or noexperience of contemporary art, who had never heard of the museum.

The first step in the process was audience research to identify attitudes towards contemporary art and barriers to participation.And the resulting brand strategy reflected this understanding of the audience by ‘engaging’ them. It did this by providingopportunities for interaction and co-creation, as well as involving living artists in the media campaign.


05 Speakers

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CHAIRS OF THE CONFERENCE

JENNIFER FRANCISHead of Press and MarketingRoyal Academy of Arts, UK and Chair of the 2008 Communicating the Museum Conference.Jennifer Francis is an experienced marketing, media relations, public affairs professional and communications man-ager. She has specialist knowledge of the arts, creative industries, broadcasting and tourism. She is currently Head ofPress and Marketing at the Royal Academy of Arts where she has entire responsibility for the public relations, pressand marketing function for loan exhibition programme and permanent collection. This includes managing a team ofnine, branding, advertising, third party promotions, travel and tourism and media relations. Advising on corporatecommunications and policy issues, devise and implementing strategy. Handling crisis communications and reputa-tion management. Supplementary continuous campaigns for other aspects of the organisation such as: RoyalAcademy Schools, Royal Academy Enterprises (Restaurant, Shop and Publications), smaller exhibitions which featureRoyal Academicians/Royal Academy Collection of largely Diploma Works.

EDWARD ROZZOPhotographer and Professor, Milan and Co-Chair of the 2008 Communicating the Museum ConferenceBorn in New York in 1947. Having studied photojournalism and television at Boston University’s School of PublicCommunications, he received his BA degree in contemporary photography at the Rhode Island School of Design underHarry Callahan in 1970. He moved to Italy in the early 70’s where he established himself for over 30 years photographing people, places and processes for company profiles throughout North America and Europe. Over the lastfifteen years he has combined his professional career with an intense educational involvement. He has held the chairfor Photographic Studies at the Accademia di Belle Arti of Bergamo, and been director of the largest university levelcourse for photographic studies in Italy at the Istituto Europeo di Design in Milan plus conducting managerial semi-nars at the Arthur Watson IBM Centre for management in Brussels. He is visiting professor at the Ecole Superieur deVisual Merchandising in Vevey, Switzerland and in 2004 became Professor at the Università Bocconi in Milan teach-ing Visual Culture. In 2002 his ‘Il Valore delle Persone’ created for the Banca Popolare di Verona e Novara won a presti-gious EMMA Award for excellence as the best international multimedia project of the year in the category of InternalCommunications. He lives with his family in Milan, Italy.

KEYNOTE SPEAKERS AND SURGERY ANIMATORSJUAN CABRALCreative Partner/ Fallon Agency, LondonFear – Thursday 26 June – 11:30 Surgery: Creative Content – Thursday 26 June – 16:00Juan studied graphic design and painting before starting his career in advertising as a creative at Agulla & Baccettiin Argentina where he worked on Telecom, Renault, Sprite and HSBC among others. He moved to Mother in 2001 towork on Orange, The Observer and Campbell’s Fray Bentos. He joined Fallon in 2004 and has worked on BBC, Sony(including BRAVIA ‘Balls’, ‘Paint’, ‘Play-Doh’), Cadbury (including the ‘Gorilla’ commercial for Cadbury Dairy Milk, whichhe also directed) and the Tate (awarded Grand Prix at Cannes 2006). Juan’s accolades include seven Cannes Lions,One Show Grand Prix (2007), two BTAA Grand Prix (2007), Epica Grand Prix (2007), three Clio Gold, two D&AD YellowPencils, two Creative Circle Grand Prix (2006, 2008) and the Argentinean Creative Circle Grand Prix to name a few.

AMITAVA CHATTOPADHYAY the L’Oréal Chaired Professor in Marketing-Innovation and Creativity-Professor of Marketing at INSEAD, SingaporeBranding is strategy - Thursday 26 June - 09:30 Surgery: Strategy and psychology of branding - Thursday 26 June - 14:30Amitava holds a Ph.D. from the University of Florida and a PGDM from the Indian Institute of Management, Ahmedabad.Chattopadhyay is an expert on branding. His research has focused on branding, communications, new product develop-ment and marketing, and has been published in several journals including: Journal of Marketing Research, Journal ofConsumer Research, Journal of Marketing, Marketing Science, Management Science and Long Range Planning. He is onseveral editorial review boards. He has been a member of the Advisory Board of the Association for Consumer Research.Chattopadhyay has developed and taught courses on branding, marketing and communication strategy for MBA andPh.D. students. He has consulted with multinational firms in Europe, The Americas, Asia, Australia and Africa. He is on theboard of directors/advisory boards of several companies.


ARTHUR COHENChief Executive Officer / Strategy Director, LaPlaca Cohen, New YorkDeveloping new audiences: today and tomorrow - Friday 27 June - 15:30 Arthur supervises branding and advertising/media strategy at LaPlaca Cohen. He consults directly with senior staff and Board members on these and other communications and strategic planning issues, and is recognised asinstrumental in advancing the field of cultural branding and organisational vision development through his professional, academic, and lecturing activities. Arthur is Associate Professor at NYU, where he teaches CulturalBranding to graduate students in the Visual Arts Administration program.

ROBERT JONES Head of New Thinking, Wolff Olins, LondonMuseums need a new kind of branding - Thursday 26 June - 10:15 Workshop: Expanding possibilities - Thursday 26 June - 14:30Surgery: Brand strategies for a changing world - Thursday 26 June - 16:00Robert Jones is head of new thinking at Wolff Olins, the brand consultants. He is author of The Big Idea (Profile Books, 2000),and is currently writing Brand Next. Over the last fifteen years, Robert has helped over fifty organisations, in the UK and globally, to find their big idea, ranging from Credit Suisse to Amnesty International. Robert is deeply involved in cultural andheritage organisations, and has worked with Tate, the National Trust, Historic Royal Palaces, CABE, the Aldeburgh Festival, the National Portrait Gallery and the National Maritime Museum. For six years, Robert was a member of the Council of theNational Trust. Robert teaches branding for the Clore Leadership Programme and the Museum Leadership Programme.

GIANDOMENICO ROMANELLIDirector, Musei Civici Veneziani, VenicePutting the arts at the centre of the political strategy - Thursday 26 June - 09:00 Giandomenico Romanelli holds a degree in Literature from Padua University. At present he lectures on Museology andHistory of Collecting at the University of Ca’ Foscari, Venice. He was appointed Director of the Musei Civici Veneziani in 1979,and since 2000 has also been Head of the Venice City Council’s Cultural Activities Dept. He was also a member of theCommittee responsible for setting up the Italian National Museum System. He is currently President of the Academic Boardof the Musei Tridentini. He has published numerous books and essays on the history of architecture and urban planning, withparticular reference to Venice and the Veneto of the 18th, 19th and 20th century. Romanelli has organised and curated anumber of exhibitions regarding art and art history, both in Europe and America.

LAURA POLLINIChief Executive Officer, Fabrica, Benetton Group Communication Research Centre, VeniceANOTHER VIEW: A communication strategy from the Italian retail industry - Friday 27 June - 10:00 Laura Pollini is CEO of Fabrica, Benetton’s communication research centre, having been since 1991 press and communica-tion director of the Benetton Group. Laura supervises all the activities of the different Fabrica departments, where commu-nication is used to transmit the company’s vision through different means: graphics, design, music, cinema, photography,publishing and internet, in the ongoing task to marry culture and industry. Having an extensive background in communica-tions she has co-authored several books and contributed to numerous international conferences. Laura has taught Strategyand Corporate Communication at the IUAV University in Venice for five years.

GEORGE OATES Senior Program Manager, Flickr, San FranciscoInto the wild: engaging with new audiences - Friday 27 June - 11:45Surgery: How to get the most out of online communities - Friday 27 June - 14:30George Oates is an award-winning, world-renowned web designer. A member of the founding team that built Flickr, she is fascinated by collaboration, organic information systems and virtual society. For the past four years, she wasthe Lead Designer of flickr.com, and has recently transitioned into the role of Senior Program Manager. Her first project in the new role is The Commons on Flickr, an opportunity for Flickr members to participate in describing theworld’s publicly held photography collections. Her goal now is to continue dialogue with interested institutions around the world and to grow the Commons program carefully.

KEYNOTE SPEAKERS AND SURGERY ANIMATORS


PATRICK WALKERDirector of Video Partnerships, YouTube/Google, LondonYOUTUBE AND YOU - Friday 27 June - 10:00 Surgery: How to make video work for you. Online partnerships - Friday 27 June - 14:30Patrick Walker joined Google in 2006 to lead the development of content strategy and partnerships for Google Video.He has over 15 years of experience in the television, radio and online media industry, including his tenureRealNetworks, where he was instrumental in launching Real’s first premium audio and video services. While at Real,Patrick was also responsible for developing direct-to-consumer broadband video products with partners such asUEFA, BBC Worldwide and Channel 4. Patrick began his career in international media and technology as a TV producerfor Japan’s public broadcaster, NHK and participating in the launch of the world’s first HDTV channel. He later joinedBBC News as Senior Broadcast Journalist in Japan and South East Asia. Patrick and his team to launched one of theearliest ‘converged’ web and TV services at TWI. Patrick holds an MA in International Administration, Planning andSocial Policy from Harvard and a BA in Journalism from the University of Southern California. He also studied at KeioUniversity, Tokyo and the University of Paris.

DAN PORTERGraphic Facilitator, LondonAnimations for the keynote speeches on Thursday and Friday morningsDan Porter worked at Arken Museum for Moderne Kunst in Copenhagen and at Tate Modern in London before settingup his own company to produce innovative interpretation media for museums and galleries. He won a BAFTA asdesigner/producer of i-Map, an interactive tool for Tate Online aimed at the visually impaired. He has also worked widely as a creative consultant, using rapidly conceived graphics to help capture discussion, map ideas and communicate strategy. Assignments have ranged from product design sessions with Nokia in Scandinavia to healthinitiative workshops with the World Health Organisation in Africa. Other clients include BP, Orange, Diageo and the UKHome Office.

ASHOK ADICÉAMHead of Development (consultant), Palazzo Grassi, VeniceDefining and branding a new international art center in Venice - Thursday 26 June - 14:30 Ashok Adicéam has international experience having wokred in Miami as head of the French Cultural Services, primarily incharge of the French contemporary art exhibitions during Miami Art Basel and French films during the Miami InternationalFilm Festival. He was been Director of French Cultural Centres and Cultural Attaché in Nigeria, India and Scotland. His postsin Paris include the Ministry of Foreign Affairs and Deputy Director of La Maison des Cultures. His expertise is in interna-tional cultural and educational cooperation, management and development of strategies for cultural centres (audience,partnerships and fundraising). Ashok’s education includes a Phd in political science from the Ecoles des Hautes Etudes enSciences Politiques. He has contributed to numerous publications.

CASE STUDY SPEAKERS

ANOUK ASPISI Head of Communications, Media Relations and PR, Palazzo Grassi, VeniceDefining and branding a new international art center in Venice - Thursday 26 June - 14:30Anouk Aspisi has been working in the information and communications field for more than 14 years both in Franceand in Italy, with a specialisation in the sector of private and public cultural organisations. Prior to her arrival in Venice,she was responsible for developing the communications strategy to support the launch of the Foundation Chirac.Anouk’s skills are very diversified and cover three main fields: journalism; communications and multimedia. In addition, experiences in all kinds of media have developed her strong expertise in editorial responsibility, writing,planning, team management and up to date communications technics. She studied political sciences, communica-tions and journalism.

HANNAH BOULTON Head of Press and PR, British Museum, LondonThe Snowball Effect: Blockbuster Strategy - building and sustaining momentum for ‘The First Emporer’ exhibition- Thursday 26 June - 14:30 Hannah Boulton is the Head of Press and PR at the British Museum. In her seven years at the Museum she has beeninvolved in large-scale press campaigns for the opening of the Great Court and the Enlightenment Gallery and for spe-cial exhibitions including Ancient Persia, Michelangelo Drawings and most recently The First Emperor: China’sTerracotta Army. She has also worked on campaigns to highlight damage to Iraq’s cultural heritage. Previously sheworked with the fashion media promoting clothing and beauty brands for Harvey Nichols.

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GAIL DEXTER LORD Co President, Lord Cultural Resources, TorontoStrategic planing for museums: writing, implementing and evaluating the plan - Thursday 26 June - 14:30 Gail Dexter Lord is Co-President of Lord Cultural Resources, the world’s largest cultural planning firm, having conduct-ed more than 1,600 projects in 41 countries. Gail is committed to assisting museums, communities and cities todevelop and communicate their cultural resources. She has assisted in the establishment of many new museumssuch as the Smithsonian National Museum of African American History and Culture and the Canadian Museum forHuman Rights. Her clients include: Tate Modern, Louvre Lens, Museo Guggenheim Bilbao and the National Art Museum of China. Gail is an internationally recognised speaker and author. Her most recent book is “The Manual ofStrategic Planning for Museums”, co-authored with Kate Markert.

JENNIFER FRANCIS (see Chair of the Conference)How to run a successful advertising campaignin 5 steps - Thursday 26 June - 16:00

PIERRE-YVES LOCHON, Associate Director, SINAPSES Conseils, ParisUsing new media to reach real and virtual visitors from the Asian market: the Japanese and Chinese experiences of Château de Versailles - Friday 27 June - 14:30 Having held, for 12 years, various development posts in the audiovisual sector (Canal+, Lagardère, and FranceTelevision), Pierre-Yves Lochon settled in China to co-organise a French cultural festival. On his return to Paris in 2005, he created the company SINAPSES Conseils, specialising in digital cultural and educational resources, and thecultural relations between France and Asia. He has coordinated since 2005 the Grand Versailles Digital project and advises several other French cultural institutions on how to develop their digital skills and relations with Asia.http://www.sinapsesconseils.net/

RÉMI CARLIOZVice President, Marketing & Communications, Antenna Audio, ParisThe role of market research in building effective communications - Friday 27 June - 14:30 Rémi Carlioz oversees Antenna Audio’s operations in Southern Europe (France, Italy, Spain), looking after clients suchas the Louvre, Versailles, Pompidou, the Vatican and Reina Sofia. He recently saw his role extended to VP, marketingand communications for Antenna Audio, overlooking branding, research, marketing and communications for the company in relationship with Discovery Communications. He joined the company in 2006 with an extensive back-ground in audio-based production and media: he was executive producer of the U.S.-based walking tour company,Soundwalk, and managing director of Vitaminic’s peoplesound in France, as well as Chairman of the Board forFranceMP3. Earlier, Carlioz worked at the Benchmark Group, where he was a senior analyst, and served as CEO for the iconic photographic Studio Harcourt. Rémi has a degree in Chinese from the University of Paris VII and in PoliticalScience from the IEP Grand École.

MONICA DA CORTÀ FUMEI Head of Marketing, Communications and Press Office, Musei Civici Veneziani, VeniceCommunication as a public service. Functions and instruments required in a complex sector - Thursday 26 June - 16:00 Monica da Cortà Fumei has worked in cultural activities in Venice since 1978. From 1981 to 2001 she coordinated the organisation of numerous exhibitions at various museums, including the Doge’s Palace, the Museo Correr and Ca’ Rezzonico. She became Head of Marketing and Communications for the Musei Civici Veneziani in 1999. Here, thevarious methods and techniques of communication have been applied to guarantee that the cultural resources of this group of museums are most fully – and profitably – exploited by the public. To this end, Monica has publishedbooks, guides and CD ROMs with various publishers. She has also produced children’s books and essays on market-ing and management in the museum sector.

CASE STUDY SPEAKERS


MASINA MALEPEAI FROST Head of the Director’s Office, Tate, LondonEffective segmentation: a foundation for strategy - Thursday 26 June - 14:30 Masina is Head of the Director’s Office and Secretary to the Board of Trustees at Tate, with responsibility for guidingTate’s strategy; corporate governance; internal and external policy; and external relations functions. After concentrat-ing in urban studies and politics at Brown University, Masina was based in the US, Brazil, and Switzerland working forthe strategy consulting firm Monitor Group, which was founded in 1983 by Harvard strategy expert Michael Porter.Masina specialised in the areas of corporate and commercial and marketing strategy, working for a range of interna-tional clients in the consumer and retail industries. Since 2004, Masina has worked with top cultural organisations inNew York and London on a variety of topics relating to corporate and marketing strategy. Masina also has an MBA fromHarvard Business School.

KATE MARKERT Associate Director, Walters Art Museum, BaltimoreStrategic planing for museums: writing, implementing and evaluating the plan - Thursday 26 June - 14:30 Kate Markert is the Associate Director of the Walters Art Museum, and oversees the education, finance, development,operations and marketing divisions. She works closely with the board to assure the efficiency and effectiveness of itsgovernance structure and process; and facilitates master planning and strategic planning for the museum. She wasthe director of the Wadsworth Atheneum Museum of Art in Hartford, Connecticut from 2000-2003 and deputy direc-tor and acting director of the Cleveland Museum of Art (1995 - 2000). She has a master of arts in art history from theUniversity of Maryland, College Park and a masters degree in business administration from Johns Hopkins University.In 2007, she published, with Gail Lord, The Manual of Strategic Planning for Museums (Altimira Press).

JILLIAN MARSH Head of Marketing, British Museum, LondonThe Snowball Effect: Blockbuster Strategy - building and sustaining momentum for ‘The First Emporer’ exhibition- Thursday 26 June - 14:30 Jillian Marsh joined the British Museum in February 2005 after working at the National Gallery in London. Prior to herrelocation to the United Kingdom four years ago, Jillian was responsible for developing the marketing campaign tosupport the launch of Brisbane City Council’s key ‘Creative City’ project - Museum of Brisbane. Jillian has worked insenior consultant roles at three of Australia’s leading integrated marketing and public relations consultancies and hasundertaken investor relations, issues management, marketing communications and brand development projects forclients in sectors ranging from science and defence to tourism and the arts.

SIMON MCQUIGGAN Managing Partner, Muse, LondonApproaches to planning effective campaigns based on real audience insight - Friday 27 June - 14:30 Simon started his career as a Graduate Trainee at Nestlé, one of the worlds most highly regarded marketing organisa-tions, where he became Nescafé brand manager. His desire to work on lifestyle brands took him to inBev, the worldsbiggest brewer, managing brands such as Heineken and Stella Artois, eventually becoming Marketing Director, whichwas preceded by a spell at London Business School. He then joined IPG, the global Marketing Services group, asManaging Director of their strategy business, LoweBrand, where he was also a group board member. He is a founderof the Solomon Group, working day to day in Muse, their strategy consultancy, where he deals with a variety of cultur-al venues, such as British Museum, Southbank Centre, V&A, National Gallery, and Natural History Museum. He hasworked on over 40 Museum and Gallery projects dealing with issues as diverse as audience insight, campaign plan-ning, exhibition attendance forecasting and advertising evaluation.

MATTHEW PETRIE Vice President, Strategic and Digital Media Research, Discovery Communications, Silver SpringsThe role of market research in building effective communications - Friday 27 June - 14:30Matthew provides cross-network research and analytics, focusing on consumer behavior and broad-and niche-focused consumer trends, providing insight that help guide the growth of the company’s traditional and emergingmedia businesses. Matthew also leads the company’s global research initiatives.

NIGEL SEMMENS Head of Communications, National Gallery, LondonThe Brief: success or failure can depend on getting this right - Thursday 26 June - 16:00Nigel Semmens is Head of Communications at the National Gallery. Prior to that he worked for the British Council inLondon, first as Director of Press and Public Relations managing the British Council’s relationship with the media andParliament and overseeing the production of corporate literature, and then as Director of Business Relations withresponsibility for fundraising. He has also worked for Sotheby’s as Senior Press Officer and the South Bank Centre inLondon.


Chair of SurgeryPIM BAXTERDirector of Communications and Development & Deputy Director, National Portrait Gallery, LondonBranding strategies for a changing world - Thursday 26 June - 16:00 Pim has headed up the Communications and Development Department at the National Portrait Gallery since 1997. She has a team of eighteen staff whose responsibilities include media relations, press, marketing, visual identity,market research, audience development, corporate and statutory fundraising, donor development and internal and external events. Pim is a member of the senior management team, recently taking on the role of Deputy Director.Pim has spent nine years at the National Theatre, firstly as Marketing Manager and then within various roles in the Development Department. Pim is on the Board of the Gate Theatre in Notting Hill as well as Arts Inform (an organ-isation which builds relationships between professionals within the cultural industries and schools and colleges) and ALVA (the Association of Leading Visitor Attractions). Pim has been a mentor for the Arts Marketing Association,the City University Cultural Leadership Programme.

Chair of Case StudyALEXIA BORO Director of External Affairs of the Peggy Guggenheim Collection, VeniceThe Snowball Effect: Blockbuster Strategy - building and sustaining momentum for ‘The First Emporer’ exhibition- Thursday 26 June - 14:30 Alexia Boro holds a Ph.D. from the University Ca’ Foscari, Venice in Indian and Oriental Asian Civilisations. Her researchhas focused on the development of Asian cities in the 20th century. Whist a researcher in Kyoto she focused on theimportance of marketing and communications strategies in the improvement of the image and reputation of Tokyoafter the Second World War. Since 2002 she has been working in the field of communications as Assistant to the Head Press Officer of the Biennale di Venezia, Visual Arts and Architecture Departments. Since 2004 she has been working as Press and Communications Officer at the Peggy Guggenheim Collection and from 2007 she is alsoresponsible for the External Affairs of the museum. She lectures occasionally for Universities, writes some journalism,reviews and scholarly articles.

Chair of SurgeryCLAIRE EVA Head of Marketing, Tate, LondonHow to get the most out of online communities - Friday 27 June - 14:30Claire Eva is the Head of Marketing for Tate. Claire has worked with Tate for 7 years, initially in marketing manager roles for both TateBritain and Tate Modern. She oversees marketing strategy and research as well as working on innovative ideas for exhibition andcollection campaigns. Before Tate, Claire managed the marketing for the Hayward Gallery and National Touring Exhibitions inLondon, as well as press and marketing for Arnolfini, Bristol. She studied Art and Related Arts at the West Sussex Institute beforegoing on to study the Communications, Advertising and Marketing diploma with the CAM Foundation.

Chair of Case StudyRÉMI CARLIOZ (see Case Study Speaker) Effective segmentation: a foundationfor strategy - Thursday 26 June -14:30

Chair of Case StudyCAURA BARSZCZ Editor in Chief, Juristes Associés, Paris Approaches to planning effective campaigns based on real audience insight - Friday 27 June - 14:30Caura Barszcz is the Editor in Chief of Juristes Associés, a specialised media for professional service firms. She hascollaborated on numerous financial magazines including the most well known titles such as L’Entreprise, L’Expansionand Le Nouvel Economiste. Through her activities, Caura has also developed special links with the museum worldespecially in terms of sponsorship and marketing. Caura is the author of acclaimed works and studies: Le guide descabinets d’avocats d’affaires and Le guide des cabinets d’audit et d’expertise comptable, Editions du Management.She was the president of the international committee for the Legal Marketing Association (LMA) in 2003. She runs various think tanks on marketing and communication as well as management and strategy.

CHAIRS

Chair of Case StudyARTHUR COHEN (see Keynote Speaker)Communication as a public service.Functions and instruments requiredin a complex sector - Thursday 26June - 16:00


Chair of Case StudyJENNIFER FRANCIS (see Chair of the Conference)Using new media to reach real and virtual visitors from the Asian market: the Japanese andChinese experiences of Château de Versailles - Friday 27 June - 14:30

Chair of SurgeryWILL GOMPERTZ(see Panel Debate Moderator)How to make video work for you.Online partnerships - Friday 27 June - 14:30

Chair of Case StudyNAOMI GRATTAN Director of Communications, Canadian Museum Association, OttowaThe Brief: Success or failure can depend on getting this right - Thursday 26 June - 16:00Naomi is the Director of Communications for the Canadian Museums Association. She has worked in museum communicationsfor the past 7 years, with the CMA, the Canadian War Museum, the International Centre for the Study of the Preservation andRestoration of Cultural Property based in Rome, and the MacLaren Art Centre, a regional Canadian gallery. Prior to museums,Naomi was a brand manager and interface designer in the high tech sector. She has a honours degree in Rhetoric and Writingfrom the University of Waterloo.

Chair of Case Study PATRICK KELLY Marketing Manager, The Art Newspaper, LondonHow to run a succesful advertising campaign in 5 steps - Thursday 26 June - 16:00Patrick Kelly has worked at The Art Newspaper as Marketing Manager since 2003. Previous to that his background was in the book publishing world. Since joining The Art Newspaper Patrick has also managed the daily fair newpapers that have been launched at Art Basel, Frieze Art Fair and Art Basel Miami Beach. He has been instrumental in launching The Art NewspaperTV - an online service featuring video segments of interviews with leading figures in the art world and behind the scene reportsfom international art fairs. The Art Neswpaper is a monthly publication and has an international readership. It is widely regardedas the leading authority on arts news worldwide.

Chair of Case StudyPEDRO MARTÍN-ALMENDRO Director, Fundación Málaga, MálagaStrategic planing for museums: writing, implementing and evaluating the plan - Thursday 26 June - 14:30Pedro Martín-Almendro is 49. He studied law and practised for 22 years before dedicating himself to FUNDACIÓN MÁLAGA, a Cultural Foundation owned by 35 private companies which operates in Málaga (Spain) since September 2002. As Director of Fundación Málaga, he is producing, together with his team, a patronage under three guidelines: Plurality of owners, thatimplies internal democracy; Multiplicity of areas, which implies relations with many different professionals; and a dedication to Málaga, that means the search for perfection in our homeland, in connection with anybody who has a say. Pedro has alsorecently been nominated a member of the Conseil du Musée de Pierres Precieuses in Málaga (Art Natura).

Chair of SurgeryDEBRA ISAAC Deputy Director of Public Affairs, Victoria and Albert Museum, LondonCreative content - Thursday 26 June - 16:00Debra Isaac is Deputy Director of Public Affairs at the V&A. She is responsible for major media and marketing campaigns for exhibitions and the V&A’s Future Plan. She was previously a senior press manager at English Heritage and a journalist working for newspapers and magazines including Harper’s Bazaar and The Daily Telegraph. She was educated at OxfordUniversity where she read Politics, Philosophy and Economics.


WILL GOMPERTZDirector of Tate Media, Tate, LondonHow new media and audience research can be made to work for museums - Friday 27 June - 12:30 Will is Director of Tate Media with responsibility for Digital/Online, TV, Communications (Press and Marketing, Designand Print), TATE ETC. (magazine publishing), Membership and the Box Office as well as all major public events, suchas The Long Weekend, and promotional ventures.Biography: Director of Tate Media since 2006; 2002 to 2006 - Director of Communications, Tate; 1996 to 2002 -Founding director of Purple House, publishing many titles including ZOO, the visual arts quarterly; 1990 to 1996 -Founding director of Shots Ltd, a publishing company specialising in the moving image. Will Gompertz is a Boardmember of the National Campaign for the Arts and Chair of the National Museum Directors’ Conference MarketingGroup. http://www.tate.org.uk/

DAMIEN WHITMOREDirector of Public Programmes, Victoria and Albert Museum, LondonMarketing museums: what is the future - Thursday 26 June - 12:15 Damien Whitmore has worked in the arts and media for nearly 20 years, having been Director of Communications at the Tate Gallery where he was responsible for public relations, marketing and setting up Tate Magazine in 1994. In 2000, he oversaw and directed the complete rebranding of Tate including the hugely successful launch of TateModern. Currently Director of Public Programmes at the V&A, Damien oversees the V&A’s exhbitions programme and has rebranded the organisation, launched the widely acclaimed V&A Magazine and more than doubled attendancefigures.

Chair of SurgeryEDWARD ROZZO (see Chair of the Conference)Strategy and psychology of branding - Thursday 26 June - 14:30

Chair of WorkshopDAMIEN WHITMORE (see Panel Debate Moderator)Expanding possibilities - Thursday 26 June - 14:30

PANEL DEBATE MODERATORS

Chair of Case Study NICOLE NEWMAN Director of Development, Somerset House, LondonThe role of market research in building effective communications - Friday 27 June - 14:30Nicole Newman has been Director of Development of Somerset House since May 2008, setting up their new fundraising department. For the past five years she was Head of Corporate Partnerships at the V&A establishing their corporate sponsorship programme and developing major partnerships with brands like Habitat, French Connectionand HSBC. Prior to the V&A, Nicole worked in Corporate Development at Tate and the British Film Institute. She isPresident of the inaugural CultureBusiness conference in Paris in November 2008, organised by Agenda and a keyspeaker for the Nordic Museum Leaders Programme.

CHAIRSChair of Case StudyJOËLLE MARTYPresident of the Museum & Industries Association (AMI), ParisDefining and branding a new art center in Venice - Thursday 26 June - 14:30The Association is the link for all specialists in the business of culture and tourism. Created in 1996, there are nowmore than 100 members. She is also a founder of Museum Expressions a highly regarded and successful trade fairfor cultural enterprises and museums worldwide. Joelle has extensive knowledge of cultural enterprise in the muse-um world in France and abroad, a network of foreign correspondents in Europe, Asia and North America and strongexperience of foreign business. For the last 12 years, she has been a consultant for Museum Expressions’ profession-al trade fair which she created in 1996. Previously, she has spent 10 years in the United States, where she was incharge of the promotion of French fashion and textile at the French Embassy in New York before joining the Fédérationde la Maille in Paris, France where she was Head of the International Division.


Auditorium at San Servolo

Armelle Weber from Thalys

Inside the Scrutinio Room at the Palazzo Ducale

Conference Flag

Participants in the Scrutinio Room at the Palazzo Ducale


06 Business Workshop

PAGE57


BUSINESS WORKSHOP

ANTENNA AUDIOFor more than 20 years, Antenna Audio has been the world’s leading providerof audio and audio-visual interpretation to museums, exhibitions, historicsites and visitor attractions around the globe. Today, we distribute more than20 million tours every year and have a network of 22 offices around Europe,North America and Asia, currently employing around 350 full time staff. Ourskilled team of writers, producers, storytellers, sound engineers and market-ing professionals is dedicated to providing our clients with the highest quali-ty creative, programming, equipment solutions and service. Our goal is to cre-ate an emotionally and intellectually engaging experience for visitors. Over120 million people worldwide have experienced an Antenna Audio tour atmore than 800 sites including the Metropolitan Museum of Art, the Alhambra,London’s National Gallery, the Louvre, the Vatican Museums, the Alcatraz CellHouse and Elvis Presley’s Graceland. Additionally, Antenna Audio is uniquelypositioned to distribute its world-class content across a variety of platforms.In 2005, Antenna Audio was the first audio tour company to sign an exclusiveagreement with online distributors for downloadable audio tour content andamong other things, was the first company to develop an interactive, self-guided sign language tour for visitors who are deaf or hearing impaired. Aspart of our commitment to investment in new technologies, Antenna Audiohas launched two new exciting products for the cultural sector in 2007. TheXP-vision™ is the industry’s first purpose-built handheld multimedia playerdesigned for use in museums, galleries and visitor attractions. The CAT,Antenna Audio’s Content Assembly Tool™ is a web-based software applicationallowing museums, galleries and visitor attractions to create and/or updatetheir own multimedia tours. The CAT enables the assembly of pre-existingcontent assets like text, audio, images, videos and flash animations.www.antennaaudio.com

Contact: Rémi Carlioz, Vice President,Marketing & Communications, Antenna Audio5 rue Scribe, 75009 Paris, France.Telephone: +33 1 76 74 91 40, email: [email protected]


CULTUREBUSINESSThe new international international forum being organised by Agenda to devel-op business strategies for arts organisations. Forum to be held in Paris, 20-21November 2008 at the Cité de l’Architecture et du Patrimoine. Dedicated tothe management of cultural institutions which aims to bring the cultural andcommercial sectors together, businesses already involved in arts sponsor-ship and those who wish to become involved. Come and learn more about thislearning opportunity. www.culturebusiness.net

Information and press enquiries, contact:Rosalind Hesketh: [email protected]: +33 1 49 95 08 06.Business opportunities, contact:Miguel Pérez de Guzman, [email protected]: +33 1 49 95 08 06

MALAGA21st century Malaga is a vibrant city that is growing in every sense of theword and reconciling itself with its place both in the world and in history. Itsdynamic, enterprising character provides the energy that the city transformsfrom within to prepare itself for the future, though now more than ever it isdoing so from the standpoint of acknowledging its multicultural past. A city ofcontrasts, Malaga has succeeded in reappraising itself and providing solu-tions to the problems that once beset it in order to journey into the new cen-tury with high hopes of enjoying a new renaissance. This is why Malaga is afantastic candidate to be City of Culture 2016. Come and meet the team fromMalaga 2016 at the Business Workshop and hear more about the excitingplans.www.malaga2016.es

Contact:Miguel Briones Artacho, Director Culture, Education and Events,Ayuntamiento de MalagaAvenida Cervantes, 4, Malaga 29016, Spain. Telephone: +34 952 13 50 00,email: [email protected]

TELA BAGSWhat do you do with the banners from your exhibitions? Do you have old ban-ners lying around? Tela Bags can transform your materials into unique bags,which can then be sold in your museum shop, or used as gifts. If you don’thave banners, our collections are always available. Call us and tell us aboutyour materials. We are happy to provide you with suggestions about how totransform your banners.www.telabags.net

Contact:Marta Castelo Branco at [email protected] telephone: +351 21 343 2040


THALYS Travel by train in continental Europe has become faster and easier since1996. In that year there was the first Thalys service between Paris-Brusselsand Amsterdam. Now it offers a high-speed rail network which serves fourcountries: France, Belgium, Germany and The Netherlands. Thalys has a cus-tomer-focused strategy, offering ticketless travel, broadband internet access,as well as the services which customers take for granted: safety, high speed,frequent trains which are on time and comfort. The Thalys network providesreal opportunities and chances to develop partnerships with key contactsin the 4 markets, bringing awareness and sales to all parties. Whatever thecentre of interest, there is always a good reason to travel with Thalys.For information on Thalys: www.thalys.com or thalys.mobi.

For information on partnership opportunities, you can contact:Armelle Weber: [email protected]

THE ART NEWSPAPERThe Art Newspaper is a monthly publication based in London and New York,which through its network of sister editions, provides an unrivalled newsservice about the international art world. We cover the events, people, places,politics and laws that shape the visual arts and the context in which theyoccur. Our readership is a diverse group of private individuals and art profes-sionals who rely on The Art Newspaper because it is their most importantsource of information, indespensable to successful dealings in the art world.Only The Art Newspaper fully illuminates the art world. Reporting on old mas-ters, contemporary and decorative art. Each month you will have a front rowseat for debates and controversies. You will be entertained by strong opinionsfrom our expert commentators, and also be able to plan your visits to forth-coming events with our What’s On guide. Shortlisted for ‘Team of the Year’ –British Press Awards 2006“Invaluable intelligence on international developments in the art world.”Nicholas Serota, Director, Tate, Londonwww.theartnewspaper.com

Contact:Patrick Kelly, Marketing Manager, The Art Newspaper70, South Lambeth Road, London, SW8 1RL, UK.Telephone: +44 20 7735 3331, email: [email protected]

IL GIORNALE DELL’ARTEpublished by Umberto Allemandi in Turin, Italy.


WEBARTEXWebArtEx.com was launched last February in Rome, Italy, as the ExhibitionsMarket Place, first ever portal created for the exchange, circulation and diffu-sion of art exhibitions on an international level. This simple and dynamic toolis divided in three sub categories: Exhibitions, Locations and Services, thatprovides its users, after registering on-line, with access to all the areas andwith opportunity to upload their announcements or requests onto the site.Targeting especially the artists, galleries, curators, museums and art serviceproviders, WebArtEx finds its place in the art system by creating a new inter-national context where users are able to access relevant information in realtime. This is a website that makes art happen, that encourages the dialogue,circulation and exposure of art at an international level in a fluid and highlyefficient manner. As a promotional special offer, all entries are free of chargeuntil December 31, 2008.www.webartex.com

Contact:Duska Malesevic, Business Development Director, WebArtExVia Leonida Bissolati 54, Rome 00187, Italy.Telephone: +39 06 42114222, email: [email protected]

“THE MANUAL FOR STRATEGIC PLANNING FOR MUSEUMS”With Gail Dexter Lord, from Lord Culture Resources and Kate Markert, from theWalters Art Museum, presenting at the Communicating the Museum confer-ence, here is a great opportunity for fellow participants to get their handson this excellent book: "The Manual of Strategic Planning for Museums",co-authored by Gail and Kate. The manual offers proven methods for succesfulstrategic planning in museums from two experienced leaders in the field.Delegates can take advantage of a great offer of 40% discount on retail price -books are on sale at the Business Workshop.www.lord.ca

Contact:Gail Lord, President, Lord Cultural Resources301 Davenport Road, Toronto, Ontario, M5R 1K5, Canada.Telephone: +1 416 928 9292, email: [email protected]


Antenna Audio at the Business Workshop

CultureBusiness Duska Malesevic of WebArtEx

Networking at the Business Workshop


07 Social eventsand networking

PAGE65


SOCIAL EVENTSAND NETWORKING This year saw an unprecedented total of 15 social events for our participants. Not only were they held in themost stunning of locations, and included privileged or unique access to temporary exhibitions or private palaz-zos, they were also excellent networking occassions - a chance to meet fellow international museumcolleagues, to share ideas and make contacts. Here are photos of just some of the highlights.

WEDNESDAY 25TH JUNE 2008Welcome Reception at the Palazzo Grassi from 20h00Networking event

Private visit to the exhibition “Rome and theBarbarians” Gathering a great number of archealogicaltreasures from the most famous museums in Europe,America and Africa, some pieces will be on public dis-play for the very first time. Already creating an enor-mous buzz in the international press, this exhibitioncasts light on the barbaric cultures that shapedEuropean cultural heritage.

Participants at the Palazzo Grassi

Networking at Palazzo Grassi

Emmanuel Berard and Damien Whitmore

Pedro Martin-Almendro


THURSDAY 26TH JUNE 2008 Cocktail and Gala Dinner at the Peggy Guggenheim CollectionNetworking event

Reception on the roof terreace of thePeggy Guggenheim Collection with stunning viewsover the Grand Canal. Gala Dinner in the gardens EXCLUSIVE PREVIEW ACCESS to the exhibition“Coming of Age: American Art 1850s - 1950s”Participants were treated to this wonderfulexhibition BEFORE the official opening!

Ana Ivanovic-Tongue and Vikki-Lee Goode

Participants on the Roof Terraceof the Peggy Guggenheim Collection

Miguel Briones from the Ayuntamiento de Malaga

Participants at the Gala Dinner

Preparing the transfer for Ca' RezzonicoAgenda girls at the Cocktail reception


FRIDAY 27TH JUNE 2008 Farewell Cocktail at Ca'Rezzonico

Privileged access to the Ca' Rezzonico museum whichconcentrates on 18th century Venice

Leaving San Servolo Island for the Gala Dinner

At Ca' Rezzonico


08 Partners

PAGE69


TRAVEL BY TRAIN IN CONTINENTAL EUROPEHAS BECOME FASTER AND EASIER SINCE 1996.

IN THAT YEAR THERE WAS THE FIRST THALYS SERVICE BETWEEN PARIS-

BRUSSELS AND AMSTERDAM. NOW IT OFFERS A HIGH-SPEED RAIL

NETWORK WHICH SERVES FOUR COUNTRIES: FRANCE, BELGIUM,

GERMANY AND THE NETHERLANDS. THALYS HAS A CUSTOMER-FOCUSED

STRATEGY, OFFERING TICKETLESS TRAVEL, BROADBAND INTERNET

ACCESS, AS WELL AS THE SERVICES WHICH CUSTOMERS TAKE FOR

GRANTED: SAFETY, HIGH SPEED, FREQUENT TRAINS WHICH ARE ON TIME

AND COMFORT. THE THALYS NETWORK PROVIDES REAL OPPORTUNITIES

AND CHANCES TO DEVELOP PARTNERSHIPS WITH KEY CONTACTS

IN THE 4 MARKETS, BRINGING AWARENESS AND SALES TO ALL PARTIES.

WHATEVER THE CENTRE OF INTEREST, THERE IS ALWAYS A GOOD

REASON TO TRAVEL WITH THALYS. FOR INFORMATION ON PARTNERSHIP

OPPORTUNITIES, YOU CAN CONTACT ARMELLE WEBER: [email protected]

FOR INFORMATION ON THALYS: WWW.THALYS.COM OR THALYS.MOBI.


Grabyour copy

NEWS, EVENTS, POLITICS,BUSINESS, ART, MONTHLY

Reporting on everythingfrom old masters toconceptualism, each monthTHE ART NEWSPAPERbrings you the importantstories from around theglobe.

“The Art Newspaper is an invaluable source of information about art and the art world”.PHILIPPE DE MONTEBELLO, DIRECTOR

METROPOLITAN MUSEUM OF ART, NEW YORK

WWW.THEARTNEWSPAPER.COMADVERTISING: +44 20 7735 3331

SUBSCRIPTION: +44 1795 414 863

Unique in its conception andscope, each issue providesover 70 pages of news,interviews, features anddebate.

Project2:Layout 1 21/5/07 12:25 Page 1AGENDA_ synthesevenise2008.qxp 16/07/08 15:00

The Art Newspaper is a monthly publication based in London and New York, which

through its network of sister editions, provides an unrivalled news service about the

international art world.

We cover the events, people, places, politics and laws that shape the visual arts and the

context in which they occur. Our readership is a diverse group of private individuals and

art professionals who rely on The Art Newspaper because it is their most important source

of information, indespensable to successful dealings in the art world.

Only The Art Newspaper fully illuminates the art world. Reporting on old masters, contem-

porary and decorative art. Each month you will have a front row seat for debates and

controversies. You will be entertained by strong opinions from our expert commentators,

and also be able to plan your visits to forthcoming events with our What’s On guide.

Shortlisted for ‘Team of the Year’ – British Press Awards 2006

“Invaluable intelligence on international developments in the art world.”

Nicholas Serota, Director, Tate, London

PAGE79


Presentation of CultureBusiness forum

TelaBags at the Business Workshop

Jennifer Francis, Edward Rozzo and Corinne Estrada

Jean-Michel Carré

Awaiting the arrivals at the Peggy Guggenheim Collection


09 Directory

PAGE83


Elly Bloom, Damien Whitmore and Lisa Sassella

Agenda girls awaiting participants at the Peggy Guggenheim Collection

Bjorn Stevensson at Registration

Registering at the Palazzo Ducale

Participants fromthe Musei Civici Veneziani


DIRECTORY BY COUNTRIES

AUSTRALIASarah AitkenMarketing ManagerHeide Museum of Modern ArtMelbourne

Elly BloomMarketing & CommunicationsDirectorAustralian Centre for the Moving ImageMelbourne

Belinda HanrahanGeneral Manager, MarketingArt Gallery of New South WalesSydney

Lisa SassellaGeneral Manager MarketingNational Gallery of VictoriaMelbourne

AUSTRIA Claudia BauerHead of Press/MarketingKunsthalle WienVienna

Eva EngelbergerPress & PRMUMOKVienna

Alexandra GelnyManager Marketing /CommunicationsMAKVienna

Wolfgang SchreinerHead of MarketingMUMOKVienna

Fleur-Christine SwobodaMarketing & CommunicationManagerAlbertinaVienna

BELGIUMJean-Michel DancoisneCEOThalys InternationalBrussels

Colette DelmotteResponsibleEuropaliaBrussels

An DesmedtPress OfficerKoninklijk Museum voor SchoneKunsten AntwerpenAntwerpen

Rafaëlle LelièvreCommunications OfficerMASAntwerp

Catherine MusselyAudience DeveloperCentre for Fine ArtsBrussels

Béatrice PâquesCommercial DirectorThalys InternationalBrussels

Karen VandenbergheConsultant Marketing& CommunicationsMusea Bewaarbibliotheken en ErfgoedAntwerpenAntwerpen

Ingrid VanwateghemProduct DevelopmentToerisme VlaanderenBrussels

Veerle ViaeneCoordinatorToerisme VlaanderenBrussels

Armelle WeberPartnership ManagerThalys InternationalBrussels

BULGARIAAdelina FilevaDirectorSofia Art GallerySofia

CANADAKelvin BrowneExecutive Director Marketingand SalesRoyal Ontario MuseumToronto

Danielle ChampagneDirector of CommunicationsThe Montreal Museum of Fine ArtsQuebec

Gail Dexter LordPresidentLord Cultural ResourcesOntario

Odette DumasActing Vice-PresidentCanadian Museum of CivilizationCorporationGatineau

Daniel FeenyBusiness Development& Marketing ManagerCanadian Heritage Information Network(CHIN)Gatineau

Mirjana GalovichMarketing ManagerVancouver MuseumVancouver

Naomi GrattanDirector of CommunicationCanadian Museums AssociationOntario


CROATIANatasa IvancevicActing DirectorMuseum of Modernand Contemporary ArtRijeka

Vesna Juric BulatovicDeputy DirectorMuseum for Arts and CraftsZagreb

Snjezana PintaricDirectorMuseum of Contemporary ArtZagreb

DENMARKLene ElsnerHead of CommunicationHerning Art MuseumHerning

Anni MogensenPress OfficerNational Museum of DenmarkCopenhagen

Jesper Thomas MøllerPR & Marketing CoordinatorNational Museum of DenmarkCopenhagen

FINLANDSanna-Mari JanttiHead of DevelopmentKiasman Museum of Contemporary ArtHelsinki

Pia MajavaCommunication SecretaryHelsinki City Art MuseumHelsinki

Saara SuojokiPublic Relations ManagerAteneum Art MuseumHelsinki

Taru TappolaCuratorKiasman Museum of Contemporary ArtHelsinki

Satu TeppoPress OfficerAteneum Art MuseumHelsinki

FRANCEYvonne Bell-GambartDirectorSociété des Amis du LouvreParis

Marie-Laure Bellon-HompsDirector GeneralEurovetClichy

Juliette BourdillonDirectorPromuseumAubergenville

Anne-Sylvie Capitani-BameuleDeputy Director of CommunicationMusée du Quai BranlyParis

Rémi CarliozVice President, Marketing& CommunicationsAntenna AudioParis

Jean-Michel CarréHead of Marketing DepartmentMusée d'OrsayParis

Pascale de SèzeDirector of CommunicationsLes Arts DécoratifsParis

Anne EschapasseHead of International DevelopmentsVo Musée du LuxembourgVersailles

Héléna GuyMarketing DirectorMusée de l'Air et de l'EspaceLe Bourget cedex

Claudia HaasConsultantLordeuropParis

Leonore HeemskerkChef de Projets Culture etEntreprises direction Louvre-LensRégion Nord-Pas de Calais Directiondu Projet Louvre-LensLille

Pierre-Yves LochonAssociate DirectorSINAPSESconseilsParis

Sophie MaireJunior Press OfficerMusée National des Arts AsiatiquesGuimetParis

Joëlle MartyPresidentAssociation Museum IndustriesParis

Sandrine MiniChef du département des publicsRéunion des Musées NationauxParis

Françoise PamsDirectrice de la Communication, desRelations Publique et du MécénatRéunion des Musées NationauxParis

Judith PanijelProject ManagerMusées de Haute-NormandieSaint-Etienne du Rouvray

Francois QuerePublic ProgrammingAgence France-MuséumsParis

Louma SalameCommunication OfficerAgence France-MuséumsParis

Caura BarszczJournalistJuristes AssociésParis

Anne Lise CarloJournalistStrategiesParis

GERMANYPatricia KampArt ConsultantMuseum Frieder BurdaBaden-Baden

Ronzani PetraManager Marketing/DevelopmentHaus der KunstMunich

Ellen RieweOrganisationMartin-Gropius-BauBerlin

Rainer SpringhornDirectorLippisches LandesmuseumDetmold

GREECEMaria BasagianniCommunication & Public RelationsOfficerMuseum of Cycladic ArtAthens

Eleni DidaskalouCommunication & PR ManagerMuseum of Cycladic ArtAthens

HUNGARYZsuzsanna FehérHead of CommunicationsLudwig Museum - Museum ofContemporary ArtBudapest


IRELANDElaine FallonMarketing OfficerRoyal Hibernian AcademyDublin

Rebecca GaleDevelopment & Marketing OfficerRoyal Hibernian AcademyDublin

Fergus KennedyCultural OfficerLongford Local AuthoritiesLongford

ITALYAshok AdicéamHead of DevelopmentPalazzo GrassiVenice

Francesco AmendolagineDirectorPalazzo CappelloVenice

Anouk AspisiDirector of CommunicationPalazzo GrassiVenice

Leonardo BabboAdministrationMusei Civici VenezianiVenice

Eva BalestreriLogisiticsPalazzo Ducale S.p.A.Venice

Antonella BallarinLogisiticsPalazzo Ducale S.p.A.Venice

Fulvio BeltramiDirectorAutomotoclub Storico ItalianoTurin

Emmanuel BerardHead of Publishing and MarketingPalazzo GrassiVenice

Graziella BolliniDirector, ItalyPromuseum ItaliaMilan

Riccardo BonMarketing and CommunicationsMusei Civici VenezianiVenice

Alexia BoroDirector of External AffairsPeggy Guggenheim CollectionVenice

Piero CaloreMarketing and CommunicationsMusei Civici VenezianiVenice

Linda CarioniInternational RelationsContemporanea ProgettiFlorence

Silvia CarrerOrganisations SecretaryVenezia MuseiVenice

Andrea CasadeiDirectorTeleartVenice

Paola ChiapperinoMuseo di Palazzo MocenigoMusei Civici VenezianiVenice

Monica da Cortà FumeiHead of Marketing,Communication & Press DptMusei Civici VenezianiVenice

Enzo de BiasiDirectorAPTVenice

Rosario Di MeglioLogisiticsPalazzo Ducale S.p.A.Venice

Silvia DondossolaCommunication ManagerGAMeCBergamo

Ute DureggerMarketing ManagerRegional Museums of South TyrolFrangarto/Appiano (BZ)

Roberta FellariCommunicationsAutomotoclub Storico ItalianoTurin

Constantino FrontaliniCommunicationsAutomotoclub Storico ItalianoTurin

Sergio GaddiCouncillor for Culture of theMunicipality of ComoMunicipality of ComoComo

Maria Grazia GirottoHead of Communication and PublicRelationsMuseo Nazionale del CinemaTurin

Mary GriffithCommunicationsAntenna Audio Italia SrlRome

Francesca LiottiHead of Retail and Operations ItalyAntenna Audio Italia SrlRome

Duska MalesevicBusiness Development DirectorWebArtExRome

Lorenzo MarchettiDirectorBox Office ItaliaMilan

Antonio MarraAdvertising DirectorIl Giornale dell'ArteTurin

Silvia NegrettiMarketing and CommunicationsMusei Civici VenezianiVenice

Caterina NobiloniProject ManagerWebartexRoma

Alessandro PaolinelliMarketing and CommunicationsMusei Civici VenezianiVenice

Marco PecorariMuseo di Palazzo MocenigoMusei Civici VenezianiVenice

Domenico PirainaServizio Coordinamento e GestioneMostreComune di MilanoMilan

Laura PolliniCEOFabrica, Benetton GroupTreviso

Sofia RinaldiMarketing and CommunicationsMusei Civici VenezianiVenice

Giandomenico RomanelliDirectorMusei Civici VenezianiVenice

Edward RozzoProfessor / PhotographEdward RozzoMilan

Philip RylandsDirectorPeggy Guggenheim CollectionVenice


Martina SimionMarketing and CommunicationsMusei Civici VenezianiVenice

Chiara SquarcinaMuseo di Palazzo MocenigoMusei Civici VenezianiVenice

Donata TornabuoniHead of Account ManagementAntenna Audio Italia SrlRome

Frederica TrenoladaCommunicationsYouTube / GoogleMilan

Monique VeauteDirectorPalazzo GrassiVenice

Sara VidaleDirectorAsteria Multimedia SrlTrento

Michela ZanonDirector of Venice Jewish MuseumArea Museale Codess CulturaVenice Mestre

Gianluca AmadoriJournalistIl Gazzettino, La Nuova Venezia, LeggoVeneziaVenice

Mario BuccoloJournalistMuseumland.netMilan

Laura CarsilloJournalistTafterRome

Martha Mary FrielJournalistTouring Club ItalianoMilan

Filiberto MolossiJournalistCorriere della SeraMilan

Miguel MoraJournalistEl PaisVenice

Natasa RadovicJournalistNovi ListVenice

Rachel SpenceJournalistThe Art NewspaperVenice

Francesca TeodoriJournalistConquiste del LavoroRome

JAPANMina TakahashiOfficerMori Art MuseumTokyo

LUXEMBOURGNadine ClemensHead of publicationsMudam LuxembourgLuxembourg

Valérie ConrotHead of CommunicationMudam LuxembourgLuxembourg

Annick SpautzHead of FundraisingMudam LuxembourgLuxembourg

MALTAPierre CassarManager - CorporateCommunicationsHeritage MaltaValletta

NEW ZEALANDVikki-Lee GoodeDirector of Marketing and PR,SOCA galleryGoode Communications LtdAuckland

Ana Ivanovic-TongueDirectorSOCA GalleryAuckland

NORWAYKathrine DaniloffHead of communicationNorwegian Museum of Scienceand TechnologyOslo

POLANDKatarzyna KacprzakHead of PR and PromotionMuzeum Historii Polski(Polish History Museum)Warsaw

Agnieszka RudzinskaMuseum Deputy DirectorMuseum of the History of Polish JewsWarsaw

PORTUGALMarta Castelo BrancoDesign ManagerTela BagsLisbon

SINGAPOREAmitava ChattopadhyayThe L'Oreal Chaired Professor ofMarketing-Innovation and CreativityINSEADSingapore

SPAINPepa BabotDirectorMuseo Picasso MálagaMálaga

Miguel Briones ArtachoDirector Culture, Educationand EventsAyuntamiento de MálagaMálaga

Veronica CadoppiManagerExpressive Media Projects S.L.Madrid

Isidro CuberosDevelopmentAyuntamiento de MálagaMálaga

Manuel ForasterHead of ComunicationFundacio Caixa CatalunyaBarcelona

Miriam García ArmestoHead of CommunucationMuseo Nacional Centro de Arte ReinaSofíaMadrid

Silvia Garcia LusaDirection CoordinatorMuseo de Bellas Artes de BilbaoBilbao

Marta Garcia MaruriSubdirectora de Comunicacióny DesarrolloMuseo de Bellas Artes de BilbaoBilbao

Pedro Martin AlmendroDirectorFundacion MálagaMálaga

Lourdes Moreno MolinaDirectorMuseo Casa-Natal Fundacion PicassoMálaga

Margarita RordriguezMarketing Assistant ManagerGuggenheim Bilbao MuseumBilbao


Aingeru Torrontegi AyoMarketing ManagerArtiumVitoria-Gasteiz

SWEDENLovisa LönneboHead of CommunicationModerna MuseetStockholm

Paula RöhssHead of MarketingThe Nationalmuseum of Fine ArtsStockholm

Peter SkoghInformation and Marketing DirectorNational Museum of World CultureGothenburg

Nina StrolloMarketingModerna MuseetStockholm

Peter UllstadArchitectRoyal Institute of TechnologyStockholm

SWITZERLANDPatrick De VriesArt HistorianSwissSpaGroup Ltd.Zurich

THE NETHERLANDSPatricia BosboomHead of Publicity & PRVan Gogh MuseumAmsterdam

Caroline BunnigSenior Project LeaderMuseum AssociationAmsterdam

Boris De MunnickPress OfficerRijksmuseum AmsterdamAmsterdam

Carla KeijzerSenior Project LeaderMuseum AssociationAmsterdam

Lizzy OndaatjeCommunications ManagerAmsterdams Historisch MuseumAmsterdam

Leslie SchwartzMarketing & CommunicationsManagerThe Rembrandt House MuseumAmsterdam

Björn StenversHead of Marketingand CommunicationsAmsterdams Historisch MuseumAmsterdam

Ellen Ter HofstedeCommunication ManagerDrents MuseumAssen

Noepy TestaPress OfficerHermitage Amsterdam & De Nieuwe KerkAmsterdam

Hans Van de BunteDirectorMuseumgroup LeidenLeiden

Stans Van der VeenPR & Education ManagerHortus Botanicus LeidenLeiden

Bob Van 't kloosterHead of CommunicationNationaal Historisch MuseumThe Hague

Heidi VandammeHead of CommunicationsVan Gogh MuseumAmsterdam

Patricia VandecasteeleMarketing & Sales ManagerHortus Botanicus LeidenLeiden

UNITED ARABEMIRATESKhulood Al NuaimiPR ExecutiveSharjah Museums DepartmentSharjah

Hend Al OtaibaAssitant PR CoordinatorTourism Development and InvestmentCompanyAbu Dhabi

Katrina AndersonMarketing Manager Saadiyat IslandTourism Development and InvestmentCompanyAbu Dhabi

Rita AounArt and Cultural AdvisorTourism Development and InvestmentCompanyAbu Dhabi

Nina AssadEvents & Sponsorship ManagerTourism Development and InvestmentCompanyAbu Dhabi

Julie BishopMarketing DirectorAbu Dhabi Tourism AuthorityAbu Dhabi

Conny BoettgerTourism Marketing ManagerSharjah Museums DepartmentSharjah

Freya CampbellBrand ManagerAbu Dhabi Tourism AuthorityAbu Dhabi

Olivia ConneelyMarketingTourism Development and InvestmentCompanyAbu Dhabi

Camélia EsmailiArtist/CuratorL'Atelier Camélia FzeDubai

Alan GordonMarketing and PR DirectorTourism Development and InvestmentCompanyAbu Dhabi

Robert KellnerMarketing ManagerTourism Development and InvestmentCompanyAbu Dhabi

Anas SalahMarketing ManagerSharjah Museums DepartmentSharjah

Bassem TerkawiDeputy Director - PR & EventsTourism Development and InvestmentCompanyAbu Dhabi

UNITED KINGDOMWill AdamsHead of Sales and MarketingMuseums AssociationLondon

Marge AinsleyMarketing ManagerHarris Museum & Art GalleryPreston

Phil AllisonDirectorCultureshock MediaLondon

James BaileyHead of MarketingNatural History MuseumLondon

Karen BathHead of MarketingNational GalleryLondon


Pim BaxterCommunications and DevelopmentDirector and Deputy DirectorNational Portrait GalleryLondon

Jenny BeardCommunications ManagerManchester City GalleriesManchester

Helen BoltMarketing ManagerArts Marketing AssociationCambridge

Hannah BoultonHead of Press and PRBritish MuseumLondon

Fiona BrownHead of Marketing and PressThe Fitzwilliam MuseumCambridge

Kate BurvillHead of Marketing & MediaThames & HudsonLondon

Juan CabralCreative PartnerFallonLondon

Anastasia ChurchillAdvertising SalesMuseums AssociationLondon

Amy De JoiaExecutive Director of Developmentand CommunicationsNational Museums LiverpoolLiverpool

Hannah DolbyCommunications OfficerNational Museums ScotlandEdinburgh

Simon DrysdaleManaging DirectorImpact/AMALondon

Denise EllitsonMarketing ManagerNational Portrait GalleryLondon

Claire EvaHead of MarketingTateLondon

Helen FaulknerMarketing ManagerThe HaywardLondon

Jo FellsHead of Press & MarketingMuseum of LondonLondon

Jane FergusonHead of Marketing &CommunicationsNational Museums ScotlandEdinburgh

Claudine FontanaMedia Relations ManagerNatural History MuseumLondon

Jennifer FrancisHead of Press and MarketingRoyal Academy of ArtsLondon

Josephine GaffikinHead of CommunicationsDesign MuseunLondon

Will GompertzHead of Tate MediaTateLondon

Christopher GoodhartEuropean Managing Director,Arts & Cultural DivisionBlackbaudLondon

Clare GoughDirector of CommunicationsNational GalleryLondon

Jules GriffithDirector of CommunicationsSomerset HouseLondon

PennyHamiltonHead of Public & Regional MarketingThe British LibraryLondon

Jo HealyMarketing ManagerThe Photographers' GalleryLondon

Tania HollandCultural BrokerBritish CouncilLondon

Danny HomanDirector of Communicationand DevelopmentHistoric Royal PalacesLondon

Dobrinka HristovaDirectorArt PR Agency Ltd.Middlesex

Tom HunterHead of SalesLondon Calling ArtsLondon

Claire HydePress and PR ManagerThe National Maritime MuseumLondon

Debra IsaacDeputy Director of Public AffairsVictoria and Albert MuseumLondon

Sian JamesCorporate Communications ManagerAmgueddfa Cymru - National MuseumWalesCardiff

Andrea JonesSenior Account ManagerLondon Calling ArtsLondon

Robert JonesHead of New ThinkingWolff OlinsLondon

Patrick KellyMarketing ManagerThe Art NewspaperLondon

Sioban KetelaarHead of CommunicationsThe Photographers' GalleryLondon

Rami KimDirectorRMK International Art LimitedLondon

Adam LumbHead of Marketing andCommunicationsMuseums SheffieldSheffield

Masina Malepeai FrostHead of Director's OfficeTateLondon

Jillian MarshHead of MarketingBritish MuseumLondon

Georgia MazowerPeach PlacementCompton VerneyWarwickshire

Tracey McGeaghDirector of Marketing andCommunicationsNational Museums LiverpoolLiverpool

Simon McQuigganManaging PartnerMuse Marketing StrategyLondon

Fiona MillerMarketing ManagerFlickrLondon

Fiona MoorheadCommunications ManagerCrafts CouncilLondon


Janice MurrayHead of Cultural PlanningNational Railway MuseumYork

Nicole NewmanDirector of DevelopmentSomerset House TrustLondon

Clare O'BrienAssistant DirectorThe Wallace CollectionLondon

Patricia O'ConnorHead of PressSouthbank CentreLondon

James PageManaging PartnerMuse Marketing StrategyLondon

Dan PorterGraphic FacilitatorTateLondon

Clea RellyPress and PR ManagerMuseum of LondonLondon

Jane RichardsonMarketing & Programme ManagerThe British LibraryLondon

Fiona RomeoHead of Digital MediaThe National Maritime MuseumLondon

Jane RosierHead of MarketingVictoria and Albert MuseumLondon

Joanna RowlandsCommunications ManagerNational Museums LiverpoolLiverpool

Nigel SemmensHead of CommunicationsThe National GalleryLondon

Sheryl TwiggPress and PR ManagerThe National Maritime MuseumLondon

Ana TzarevDirectorAna Tzarev GalleryLondon

Patrick WalkerEurope, Middle East & AfricaYouTube / GoogleLondon

Alyson WebbCreative Director, EuropeAntenna AudioLondon

Damien WhitmoreDirector of Public ProgrammesVictoria and Albert MuseumLondon

Andrew WillshireMarketing Development ManagerHorniman MuseumLondon

Kate WinsallMarketing ManagerThe National Maritime MuseumLondon

Sharon HealEditorMuseums JournalLondon

UNITED STATESOF AMERICAArthur CohenCEOLaPlaca CohenNew York

Sarah DinesManaging DirectorAntenna Audio / DiscoveryCommunicationsSausalito

Frederick FisherPresidentFrederick Fisher & PartnersLos Angeles

Kimberly FrenchDeputy DirectorMuseum of Fine Arts, BostonBoston

John GiuriniAssistant DirectorJ. Paul Getty MuseumLos Angeles

Eleanor GoldharDeputy DirectorSolomon R. Guggenheim FoundationNew York

Dawn GriffinDirectorMuseum of Fine Arts, BostonBoston

Mary HausDirectorMuseum of Fine Arts, HoustonHouston

Sophia LeeGallery DirectorTwo Roads GalleryStudio City

Kate MarkertAssociate DirectorThe Walters Art MuseumBaltimore, MD

Amy McDonaldPublic Relations and MarketingManagerYale Center for British ArtConnecticut

Reed McMillanExecutive Business DirectorAna Tzarev GalleryNew York

Beth MillerAssociate DirectorYale Center for British ArtConnecticut

Kim MitchellDirectorThe Museum of Modern ArtNew York

George OatesSenior Program ManagerFlickr (Yahoo!)San Francisco

Matthew PetrieVice President, Strategicand Digital Media ResearchDiscovery CommunicationsSilver Springs

Mindy RiesenbergDirector of MarketingThe Walters Art MuseumBaltimore

Geri ThomasPresidentThomas & Associates, Inc.New York

Elyse TopalianDeputy Vice President and ChiefCommunications OfficerThe Metropolitan Museum of ArtNew York

Anne-Marie WagenerDirector of External AffairsMinneapolis Institute of ArtsMinneapolis

Deborah ZiskaChief Press and Public InformationOfficerNational Gallery of ArtWashington, D.C.


DIRECTORY BY ALPHABETICAL ORDER

Will AdamsHead of Sales and MarketingMuseums AssociationLondon, United Kingdom

Ashok AdicéamHead of DevelopmentPalazzo GrassiVenice, Italy

Marge AinsleyMarketing ManagerHarris Museum & Art GalleryPreston, United Kingdom

Sarah AitkenMarketing ManagerHeide Museum of Modern ArtMelbourne, Australia

Khulood Al NuaimiPR ExecutiveSharjah Museums DepartmentSharjah, United Arab Emirates

Hend Al OtaibaAssitant PR CoordinatorTourism Development and InvestmentCompanyAbu Dhabi, United Arab Emirates

Phil AllisonDirectorCultureshock MediaLondon, United Kingdom

Gianluca AmadoriJournalistIl Gazzettino, La Nuova Venezia, LeggoVeneziaVenice, Italy

Francesco AmendolagineDirectorPalazzo CappelloVenice, Italy

Katrina AndersonMarketing Manager Saadiyat IslandTourism Development and InvestmentCompanyAbu Dhabi, United Arab Emirates

Rita AounArt and Cultural AdvisorTourism Development and InvestmentCompanyAbu Dhabi, United Arab Emirates

Anouk AspisiDirector of CommunicationPalazzo GrassiVenice, Italy

Nina AssadEvents & Sponsorship ManagerTourism Development and InvestmentCompanyAbu Dhabi, United Arab Emirates

Leonardo BabboAdministrationMusei Civici VenezianiVenice, Italy

Pepa BabotDirectorMuseo Picasso MálagaMálaga, Spain

James BaileyHead of MarketingNatural History MuseumLondon, United Kingdom

Eva BalestreriLogisiticsPalazzo Ducale S.p.A.Venice, Italy

Antonella BallarinLogisiticsPalazzo Ducale S.p.A.Venice, Italy

Caura BarszczEditor in ChiefJuristes AssociésParis, France

Maria BasagianniCommunication & Public RelationsOfficerMuseum of Cycladic ArtAthens, Greece

Karen BathHead of MarketingNational GalleryLondon, United Kingdom

Claudia BauerHead of Press/MarketingKunsthalle WienVienna, Austria

Pim BaxterCommunications and DevelopmentDirector and Deputy DirectorNational Portrait GalleryLondon, United Kingdom

Jenny BeardCommunications ManagerManchester City GalleriesManchester, United Kingdom

Yvonne Bell-GambartDirectorSociété des Amis du LouvreParis, France

Marie-Laure Bellon-HompsDirector GeneralEurovetClichy, France

Fulvio BeltramiDirectorAutomotoclub Storico ItalianoTurin, Italy

Emmanuel BerardHead of Publishing and MarketingPalazzo GrassiVenice, Italy

Julie BishopMarketing DirectorAbu Dhabi Tourism AuthorityAbu Dhabi, United Arab Emirates

Elly BloomMarketing & CommunicationsDirectorAustralian Centre for the Moving ImageMelbourne, Australia

Conny BoettgerTourism Marketing ManagerSharjah Museums DepartmentSharjah, United Arab Emirates

Graziella BolliniDirector, ItalyPromuseum ItaliaMilan, Italy

Helen BoltMarketing ManagerArts Marketing AssociationCambridge, United Kingdom


Riccardo BonMarketing and CommunicationsMusei Civici VenezianiVenice, Italy

Alexia BoroDirector of External AffairsPeggy Guggenheim CollectionVenice, Italy

Patricia BosboomHead of Publicity & PRVan Gogh MuseumAmsterdam, The Netherlands

Hannah BoultonHead of Press and PRBritish MuseumLondon, United Kingdom

Juliette BourdillonDirectorPromuseumAubergenville, France

Miguel Briones ArtachoDirector Culture, Educationand EventsAyuntamiento de MálagaMálaga, Spain

Fiona BrownHead of Marketing and PressThe Fitzwilliam MuseumCambridge, United Kingdom

Kelvin BrowneExecutive Director Marketingand SalesRoyal Ontario MuseumToronto, Canada

Mario BuccoloJournalistMuseumland.netMilan, Italy

Caroline BunnigSenior Project LeaderMuseum AssociationAmsterdam, The Netherlands

Kate BurvillHead of Marketing & MediaThames & HudsonLondon, United Kingdom

Juan CabralCreative PartnerFallonLondon, United Kingdom

Veronica CadoppiManagerExpressive Media Projects S.L.Madrid, Spain

Piero CaloreMarketing and CommunicationsMusei Civici VenezianiVenice, Italy

Freya CampbellBrand ManagerAbu Dhabi Tourism AuthorityAbu Dhabi, United Arab Emirates

Anne-Sylvie Capitani-BameuleDeputy Director of CommunicationMusée du Quai BranlyParis, France

Linda CarioniInternational RelationsContemporanea ProgettiFlorence, Italy

Rémi CarliozVice President, Marketing& CommunicationsAntenna AudioParis, France

Anne Lise CarloJournalistStrategiesParis, France

Jean-Michel CarréHead of Marketing DepartmentMusée d'OrsayParis, France

Silvia CarrerOrganisations SecretaryVenezia MuseiVenice, Italy

Laura CarsilloJournalistTafterRome, Italy

Andrea CasadeiDirectorTeleartVenice, Italy

Pierre CassarManager - CorporateCommunicationsHeritage MaltaValletta, Malta

Marta Castelo BrancoDesign ManagerTela BagsLisbon, Portugal

Danielle ChampagneDirector of CommunicationsThe Montreal Museum of Fine ArtsQuebec, Canada

Amitava ChattopadhyayThe L'Oreal Chaired Professor ofMarketing-Innovation and CreativityINSEADSingapore, Singapore

Paola ChiapperinoMuseo di Palazzo MocenigoMusei Civici VenezianiVenice, Italy

Anastasia ChurchillAdvertising SalesMuseums AssociationLondon, United Kingdom

Nadine ClemensHead of publicationsMudam LuxembourgLuxembourg, Luxembourg

Arthur CohenCEOLaPlaca CohenNew York, USA

Olivia ConneelyMarketingTourism Development and Investment CompanyAbu Dhabi, United Arab Emirates

Valérie ConrotHead of CommunicationMudam LuxembourgLuxembourg, Luxembourg

Monica da Cortà FumeiHead of Marketing,Communication & Press DptMusei Civici VenezianiVenice, Italy

Isidro CuberosDevelopmentAyuntamiento de MálagaMálaga, Spain

Jean-Michel DancoisneCEOThalys InternationalBrussels, Belgium

Kathrine DaniloffHead of communicationNorwegian Museum of Science andTechnologyOslo, Norway

Enzo de BiasiDirectorAPTVenice, Italy

Amy De JoiaExecutive Director of Developmentand CommunicationsNational Museums LiverpoolLiverpool, United Kingdom

Boris De MunnickPress OfficerRijksmuseum AmsterdamAmsterdam, The Netherlands

Pascale de SèzeDirector of CommunicationsLes Arts DécoratifsParis, France

Patrick De VriesArt HistorianSwissSpaGroup Ltd.Zurich, Switzerland


Colette DelmotteResponsibleEuropaliaBrussels, Belgium

An DesmedtPress OfficerKoninklijk Museum voor SchoneKunsten AntwerpenAntwerpen, Belgium

Gail Dexter LordPresidentLord Cultural ResourcesOntario, Canada

Rosario Di MeglioLogisiticsPalazzo Ducale S.p.A.Venice, Italy

Eleni DidaskalouCommunication & PR ManagerMuseum of Cycladic ArtAthens, Greece

Sarah DinesManaging DirectorAntenna Audio / DiscoveryCommunicationsSausalito, USA

Hannah DolbyCommunications OfficerNational Museums ScotlandEdinburgh, United Kingdom

Silvia DondossolaCommunication ManagerGAMeCBergamo, Italy

Simon DrysdaleManaging DirectorImpact/AMALondon, United Kingdom

Odette DumasActing Vice-PresidentCanadian Museum of CivilizationCorporationGatineau, Canada

Ute DureggerMarketing ManagerRegional Museums of South TyrolFrangarto/Appiano (BZ), Italy

Denise EllitsonMarketing ManagerNational Portrait GalleryLondon, United Kingdom

Lene ElsnerHead of CommunicationHerning Art MuseumHerning, Denmark

Eva EngelbergerPress & PRMUMOKVienna, Austria

Anne EschapasseHead of International DevelopmentsVo Musée du LuxembourgVersailles, France

Camélia EsmailiArtist/CuratorL'Atelier Camélia FzeDubai, United Arab Emirates

Claire EvaHead of MarketingTateLondon, United Kingdom

Elaine FallonMarketing OfficerRoyal Hibernian AcademyDublin, Ireland

Helen FaulknerMarketing ManagerThe HaywardLondon, United Kingdom

Daniel FeenyBusiness Development& Marketing ManagerCanadian Heritage Information Network(CHIN)Gatineau, Canada

Zsuzsanna FehérHead of CommunicationsLudwig Museum - Museumof Contemporary ArtBudapest, Hungary

Roberta FellariCommunicationsAutomotoclub Storico ItalianoTurin, Italy

Jo FellsHead of Press & MarketingMuseum of LondonLondon, United Kingdom

Jane FergusonHead of Marketing& CommunicationsNational Museums ScotlandEdinburgh, United Kingdom

Adelina FilevaDirectorSofia Art GallerySofia, Bulgaria

Frederick FisherPresidentFrederick Fisher & PartnersLos Angeles, USA

Claudine FontanaMedia Relations ManagerNatural History MuseumLondon, United Kingdom

Manuel ForasterHead of ComunicationFundacio Caixa CatalunyaBarcelona, Spain

Jennifer FrancisHead of Press and MarketingRoyal Academy of ArtsLondon, United Kingdom

Kimberly FrenchDeputy DirectorMuseum of Fine Arts, BostonBoston, USA

Martha Mary FrielJournalistTouring Club ItalianoMilan, Italy

Constantino FrontaliniCommunicationsAutomotoclub Storico ItalianoTurin, Italy

Sergio GaddiCouncillor for Cultureof the Municipality of ComoMunicipality of ComoComo, Italy

Josephine GaffikinHead of CommunicationsDesign MuseunLondon, United Kingdom

Rebecca GaleDevelopment & Marketing OfficerRoyal Hibernian AcademyDublin, Ireland

Mirjana GalovichMarketing ManagerVancouver MuseumVancouver, Canada

Miriam García ArmestoHead of CommunucationMuseo Nacional Centro de Arte ReinaSofíaMadrid, Spain

Silvia Garcia LusaDirection CoordinatorMuseo de Bellas Artes de BilbaoBilbao, Spain

Marta Garcia MaruriSubdirectora de Comunicacióny DesarrolloMuseo de Bellas Artes de BilbaoBilbao, Spain

Alexandra GelnyManager Marketing /CommunicationsMAKVienna, Austria

John GiuriniAssistant DirectorJ. Paul Getty MuseumLos Angeles, USA

Eleanor GoldharDeputy DirectorSolomon R. Guggenheim FoundationNew York, USA


Will GompertzHead of Tate MediaTateLondon, United Kingdom

Vikki-Lee GoodeDirector of Marketing and PR,SOCA galleryGoode Communications LtdAuckland, New Zealand

Christopher GoodhartEuropean Managing Director,Arts & Cultural DivisionBlackbaudLondon, United Kingdom

Alan GordonMarketing and PR DirectorTourism Development and InvestmentCompanyAbu Dhabi, United Arab Emirates

Clare GoughDirector of CommunicationsNational GalleryLondon, United Kingdom

Naomi GrattanDirector of CommunicationCanadian Museums AssociationOntario, Canada

Maria Grazia GirottoHead of Communicationand Public RelationsMuseo Nazionale del CinemaTurin, Italy

Dawn GriffinDirectorMuseum of Fine Arts, BostonBoston, USA

Mary GriffithCommunicationsAntenna Audio Italia SrlRome, Italy

Jules GriffithDirector of CommunicationsSomerset HouseLondon, United Kingdom

Héléna GuyMarketing DirectorMusée de l'Air et de l'EspaceLe Bourget cedex, France

Claudia HaasConsultantLordeuropParis, France

Penny HamiltonHead of Public & Regional MarketingThe British LibraryLondon, United Kingdom

Belinda HanrahanGeneral Manager, MarketingArt Gallery of New South WalesSydney, Australia

Mary HausDirectorMuseum of Fine Arts, HoustonHouston, USA

Sharon HealEditorMuseums JournalLondon, United Kingdom

Jo HealyMarketing ManagerThe Photographers' GalleryLondon, United Kingdom

Leonore HeemskerkChef de Projets Culture etEntreprises direction Louvre-LensRégion Nord-Pas de Calais Directiondu Projet Louvre-LensLille, France

Tania HollandCultural BrokerBritish CouncilLondon, United Kingdom

Danny HomanDirector of Communication andDevelopmentHistoric Royal PalacesLondon, United Kingdom

Dobrinka HristovaDirectorArt PR Agency Ltd.Middlesex, United Kingdom

Tom HunterHead of SalesLondon Calling ArtsLondon, United Kingdom

Claire HydePress and PR ManagerThe National Maritime MuseumLondon, United Kingdom

Debra IsaacDeputy Director of Public AffairsVictoria and Albert MuseumLondon, United Kingdom

Natasa IvancevicActing DirectorMuseum of Modern and ContemporaryArtRijeka, Croatia

Ana Ivanovic-TongueDirectorSOCA GalleryAuckland, New Zealand

Sian JamesCorporate Communications ManagerAmgueddfa Cymru - National MuseumWalesCardiff, United Kingdom

Sanna-Mari JanttiHead of DevelopmentKiasman Museum of Contemporary ArtHelsinki, Finland

Andrea JonesSenior Account ManagerLondon Calling ArtsLondon, United Kingdom

Robert JonesHead of New ThinkingWolff OlinsLondon, United Kingdom

Vesna Juric BulatovicDeputy DirectorMuseum for Arts and CraftsZagreb, Croatia

Katarzyna KacprzakHead of PR and PromotionMuzeum Historii Polski(Polish History Museum)Warsaw, Poland

Patricia KampArt ConsultantMuseum Frieder BurdaBaden-Baden, Germany

Carla KeijzerSenior Project LeaderMuseum AssociationAmsterdam, The Netherlands

Robert KellnerMarketing ManagerTourism Developmentand Investment CompanyAbu Dhabi, United Arab Emirates

Patrick KellyMarketing ManagerThe Art NewspaperLondon, United Kingdom

Fergus KennedyCultural OfficerLongford Local AuthoritiesLongford, Ireland

Sioban KetelaarHead of CommunicationsThe Photographers' GalleryLondon, United Kingdom

Rami KimDirectorRMK International Art LimitedLondon, United Kingdom

Sophia LeeGallery DirectorTwo Roads GalleryStudio City, USA

Rafaëlle LelièvreCommunications OfficerMASAntwerp, Belgium

Francesca LiottiHead of Retail and Operations ItalyAntenna Audio Italia SrlRome, Italy


Pierre-Yves LochonAssociate DirectorSINAPSESconseilsParis, France

Lovisa LönneboHead of CommunicationModerna MuseetStockholm, Sweden

Adam LumbHead of Marketingand CommunicationsMuseums SheffieldSheffield, United Kingdom

Sophie MaireJunior Press OfficerMusée National des Arts AsiatiquesGuimetParis, France

Pia MajavaCommunication SecretaryHelsinki City Art MuseumHelsinki, Finland

Masina Malepeai FrostHead of Director's OfficeTateLondon, United Kingdom

Duska MalesevicBusiness Development DirectorWebArtExRome, Italy

Lorenzo MarchettiDirectorBox Office ItaliaMilan, Italy

Kate MarkertAssociate DirectorThe Walters Art MuseumBaltimore, MD, USA

Antonio MarraAdvertising DirectorIl Giornale dell'ArteTurin, Italy

Jillian MarshHead of MarketingBritish MuseumLondon, United Kingdom

Pedro Martín AlmendroDirectorFundacion MálagaMálaga, Spain

Joëlle MartyPresidentAssociation Museum IndustriesParis, France

Georgia MazowerPeach PlacementCompton VerneyWarwickshire, United Kingdom

Amy McDonaldPublic Relationsand Marketing ManagerYale Center for British ArtConnecticut, USA

Tracey McGeaghDirector of Marketingand CommunicationsNational Museums LiverpoolLiverpool, United Kingdom

Reed McMillanExecutive Business DirectorAna Tzarev GalleryNew York, USA

Simon McQuigganManaging PartnerMuse Marketing StrategyLondon, United Kingdom

Fiona MillerMarketing ManagerFlickrLondon, United Kingdom

Beth MillerAssociate DirectorYale Center for British ArtConnecticut, USA

Sandrine MiniChef du département des publicsRéunion des Musées NationauxParis, France

Kim MitchellDirectorThe Museum of Modern ArtNew York, USA

Anni MogensenPress OfficerNational Museum of DenmarkCopenhagen K, Denmark

Jesper Thomas MøllerPR & Marketing CoordinatorNational Museum of DenmarkCopenhagen, Denmark

Filiberto MolossiJournalistCorriere della SeraMilan, Italy

Fiona MoorheadCommunications ManagerCrafts CouncilLondon, United Kingdom

Miguel MoraJournalistEl PaisRome, Italy

Lourdes Moreno MolinaDirectorMuseo Casa-Natal Fundacion PicassoMálaga, Spain

Janice MurrayHead of Cultural PlanningNational Railway MuseumYork, United Kingdom

Catherine MusselyAudience DeveloperCentre for Fine ArtsBrussels, Belgium

Silvia NegrettiMarketing and CommunicationsMusei Civici VenezianiVenice, Italy

Nicole NewmanDirector of DevelopmentSomerset House TrustLondon, United Kingdom

Caterina NobiloniProject ManagerWebartexRome, Italy

George OatesSenior Program ManagerFlickr (Yahoo!)San Francisco, USA

Clare O'BrienAssistant DirectorThe Wallace CollectionLondon, United Kingdom

Patricia O'ConnorHead of PressSouthbank CentreLondon, United Kingdom

Lizzy OndaatjeCommunications ManagerAmsterdams Historisch MuseumAmsterdam, The Netherlands

James PageManaging PartnerMuse Marketing StrategyLondon, United Kingdom

Françoise PamsDirectrice de la Communication,des Relations Publiqueet du MécénatRéunion des Musées NationauxParis, France

Judith PanijelProject ManagerMusées de Haute-NormandieSaint-Etienne du Rouvray, France

Alessandro PaolinelliMarketing and CommunicationsMusei Civici VenezianiVenice, Italy

Béatrice PâquesCommercial DirectorThalys InternationalBrussels, Belgium


Marco PecorariMuseo di Palazzo MocenigoMusei Civici VenezianiVenice, Italy

Ronzani PetraManager Marketing/DevelopmentHaus der KunstMunich, Germany

Matthew PetrieVice President, Strategicand Digital Media ResearchDiscovery CommunicationsSilver Springs, USA

Snjezana PintaricDirectorMuseum of Contemporary ArtZagreb, Croatia

Domenico PirainaServizio Coordinamentoe Gestione MostreComune di MilanoMilan, Italy

Laura PolliniCEOFabrica, Benetton GroupTreviso, Italy

Dan PorterGraphic FacilitatorTateLondon, United Kingdom

Francois QuerePublic ProgrammingAgence France-MuséumsParis, France

Natasa RadovicJournalistNovi ListVenice, Italy

Clea RellyPress and PR ManagerMuseum of LondonLondon, United Kingdom

Jane RichardsonMarketing & Programme ManagerThe British LibraryLondon, United Kingdom

Mindy RiesenbergDirector of MarketingThe Walters Art MuseumBaltimore, USA

Ellen RieweOrganisationMartin-Gropius-BauBerlin, Germany

Sofia RinaldiMarketing and CommunicationsMusei Civici VenezianiVenice, Italy

Paula RöhssHead of MarketingThe Nationalmuseum of Fine ArtsStockholm, Sweden

Giandomenico RomanelliDirectorMusei Civici VenezianiVenice, Italy

Fiona RomeoHead of Digital MediaThe National Maritime MuseumLondon, United Kingdom

Margarita RordriguezMarketing Assistant ManagerGuggenheim Bilbao MuseumBilbao, Spain

Jane RosierHead of MarketingVictoria and Albert MuseumLondon, United Kingdom

Joanna RowlandsCommunications ManagerNational Museums LiverpoolLiverpool, United Kingdom

Edward RozzoProfessor / PhotographEdward RozzoMilan, Italy

Agnieszka RudzinskaMuseum Deputy DirectorMuseum of the History of Polish JewsWarsaw, Poland

Philip RylandsDirectorPeggy Guggenheim CollectionVenice, Italy

Anas SalahMarketing ManagerSharjah Museums DepartmentSharjah, United Arab Emirates

Louma SalameCommunication OfficerAgence France-MuséumsParis, France

Lisa SassellaGeneral Manager MarketingNational Gallery of VictoriaMelbourne, Australia

Wolfgang SchreinerHead of MarketingMUMOKVienna, Austria

Leslie SchwartzMarketing & CommunicationsManagerThe Rembrandt House MuseumAmsterdam, The Netherlands

Nigel SemmensHead of CommunicationsThe National GalleryLondon, United Kingdom

Martina SimionMarketing and CommunicationsMusei Civici VenezianiVenice, Italy

Peter SkoghInformation and Marketing DirectorNational Museum of World CultureGothenburg, Sweden

Annick SpautzHead of FundraisingMudam LuxembourgLuxembourg, Luxembourg

Rachel SpenceJournalistThe Art NewspaperVenice, Italy

Rainer SpringhornDirectorLippisches LandesmuseumDetmold, Germany

Chiara SquarcinaMuseo di Palazzo MocenigoMusei Civici VenezianiVenice, Italy

Björn StenversHead of Marketing andCommunicationsAmsterdams Historisch MuseumAmsterdam, The Netherlands

Nina StrolloMarketingModerna MuseetStockholm, Sweden

Saara SuojokiPublic Relations ManagerAteneum Art MuseumHelsinki, Finland

Fleur-Christine SwobodaMarketing & CommunicationManagerAlbertinaVienna, Austria

Mina TakahashiOfficerMori Art MuseumTokyo, Japan

Taru TappolaCuratorKiasman Museum of Contemporary ArtHelsinki, Finland

Francesca TeodoriJournalistConquiste del LavoroRome, Italy

Satu TeppoPress OfficerAteneum Art MuseumHelsinki, Finland

Ellen Ter HofstedeCommunication ManagerDrents MuseumAssen, The Netherlands


Bassem TerkawiDeputy Director - PR & EventsTourism Development and InvestmentCompanyAbu Dhabi, United Arab Emirates

Noepy TestaPress OfficerHermitage Amsterdam & De Nieuwe KerkAmsterdam, The Netherlands

Geri ThomasPresidentThomas & Associates, Inc.New York, USA

Elyse TopalianDeputy Vice President and ChiefCommunications OfficerThe Metropolitan Museum of ArtNew York, USA

Donata TornabuoniHead of Account ManagementAntenna Audio Italia SrlRome, Italy

Aingeru Torrontegi AyoMarketing ManagerArtiumVitoria-Gasteiz, Spain

Frederica TrenoladaCommunicationsYouTube / GoogleMilan, Italy

Sheryl TwiggPress and PR ManagerThe National Maritime MuseumLondon, United Kingdom

Ana TzarevDirectorAna Tzarev GalleryLondon, United Kingdom

Peter UllstadArchitectRoyal Institute of TechnologyStockholm, Sweden

Hans Van de BunteDirectorMuseumgroup LeidenLeiden, The Netherlands

Stans Van der VeenPR & Education ManagerHortus Botanicus LeidenLeiden, The Netherlands

Bob Van 't kloosterHead of CommunicationNationaal Historisch MuseumThe Hague, The Netherlands

Heidi VandammeHead of CommunicationsVan Gogh MuseumAmsterdam, The Netherlands

Patricia VandecasteeleMarketing & Sales ManagerHortus Botanicus LeidenLeiden, The Netherlands

Karen VandenbergheConsultant Marketing& CommunicationsMusea Bewaarbibliotheken en ErfgoedAntwerpenAntwerpen, Belgium

Ingrid VanwateghemProduct DevelopmentToerisme VlaanderenBrussels, Belgium

Monique VeauteDirectorPalazzo GrassiVenice, Italy

Veerle ViaeneCoordinatorToerisme VlaanderenBrussels, Belgium

Sara VidaleDirectorAsteria Multimedia SrlTrento, Italy

Anne-Marie WagenerDirector of External AffairsMinneapolis Institute of ArtsMinneapolis, USA

Patrick WalkerEurope, Middle East & AfricaYouTube / GoogleLondon, United Kingdom

Alyson WebbCreative Director, EuropeAntenna AudioLondon, United Kingdom

Armelle WeberPartnership ManagerThalys InternationalBrussels, Belgium

Damien WhitmoreDirector of Public ProgrammesVictoria and Albert MuseumLondon, United Kingdom

Andrew WillshireMarketing Development ManagerHorniman MuseumLondon, United Kingdom

Kate WinsallMarketing ManagerThe National Maritime MuseumLondon, United Kingdom

Michela ZanonDirector of Venice Jewish MuseumArea Museale Codess CulturaVenice Mestre, Italy

Deborah ZiskaChief Press and PublicInformation OfficerNational Gallery of ArtWashington, D.C., USA


• WHEREParis, Cité de l’Architecture et du Patrimoine.

• WHEN 20-21 November 2008

• THEME“Corporate Investment in the Arts”. CultureBusiness will focus on, and debate, the vital financial and legal aspects of partnership.It will also focus on how to attract international sponsors, manage sponsorship deals internallyor through out-sourcing, how to be creative yet keeping your brand’s integrity and how tomeasure return on investment for the companies and cultural organisations involved.

• FORUMTwo days of conferences during the morning, debates and case studies duringthe afternoon. Gala dinner on Thursday 20th November

• GOALS• Organise an annual, international, professional and public forum to study

the management of cultural organisations• Attract the art and business sectors• Provide strategic thinking through a pedagogical approach

• AUDIENCE200 professionals from the cultural sector and businesses concerned by the issuesof sponsorship; company directors, heads of development from cultural institutions,such as museums, arts centres, festivals, theatres and operas

• FORUM PARTNERSCultureBusiness is organised with the support of the Ministère de la Culture et de laCommunication, the Direction des Musées de France, the RMN (Réunion des MuséesNationaux) along with the association of HEC.

• MEDIA PARTNERSThe International Herald Tribune and The Art Newspaper are media partners.

CONTACT AND FURTHER INFORMATION: Miguel Pérez de Guzman, [email protected]

REGISTRATION ONLINE: www.culturebusiness.netEarly-bird discount of 50€

if you register before 30th September 2008


What is your museum’s positioning in international guidebooks?

Since 2005 Agenda has been offering museums and cultural institutions the opportunity to carry out guidebook studies using the top 10 guidebooks and travel websites in European countries including: France,Belgium, Germany, The Netherlands, Italy, UK and Spain.

How to improve visibilityTravel guidebooks reach individual travellers in over 200 countries. It is essential to understand how museumsor cultural institutions are perceived in the guidebooks read by their target audience of individual travellers.They are key marketing tools to reach a large audience before departure.

AIMS OF THE CAMPAIGN• To analyse your museum’s positioning in key guidebooks• To provide your museum with more coverage in guidebooks • To improve visibility• To increase awareness of your museum

The aim of this study is to look at the ways in which museums or cultural institutions can improve theirpositioning and visibility in the top selling guidebooks in these countries. Understanding your visibilityabroad is the first step to improving the positioning and the presentation.

METHODOLOGY• Identifying the top 10 guidebooks in each country• Searching the key websites • Auditing the information • Analysing the content • Providing editorial contacts• Providing print deadlines for the next issue

*SPECIAL OFFERfor Communicating The Museum conference 2008 delegates: Purchase of guidebooks offered forany guidebook study ordered before31 December 08.

For a guidebook study on your museum, please contact: Pascale Bousquet: tel: +33 149 95 08 [email protected]

Guidebooks studies already conducted by Agenda include: the British Museum, the National Gallery, Historic Royal Palaces, Victoria and Albert Museum and Tour East London.

GUIDEBOOK STUDY


www.communicatingthemuseum.comwww.agendacom.comSa

mou

rai.fr

Media Sponsorship provided by

In partnership with

Sponsored by

Agenda ParisHead Office31, Rue Ballu75009 Paris T. +33 1 49 95 08 06

Agenda Berlin Gudvangerstraße 5510439 Berlin T. +49 17624082960

Agenda MilanVia due Martiri, 1320028 San VittoreOlona - MilanoT. +39 0331-420351

Agenda BarcelonaC/ Terol, 8, 1°2°08012 BarcelonaT. +34 625 570 655


download the ctm08 analysis

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