Alistair Hardaker
Image: AMA Conference 2024 © Arts Marketing Association
Sector-wide initiative brings together cultural marketers to develop responses to key challenges through research and collaboration.
Arts Marketing Association (AMA) has launched a new campaign looking to bring cultural marketers and organisation leaders together to develop shared responses to three key challenge areas.
It hopes to address financial pressures, the political landscape and ‘AI & Digital Confidence’, three areas identified through feedback from AMA members.
The campaign, ‘Together We Act: Building the skills we need’ will examine current impacts on income generation, including the need to hit growing targets with smaller budgets.
It will also explore communication and conduct during political polarisation, and will look at the ethics, risks and opportunities of AI, and what skills are needed to use it safely and effectively.
Three strands of research are now underway including the polling of members at AMA events to inform the campaign launch, interviews with members and a sector-wide survey.
The ‘Together We Act: Sector Survey’ is open for responses until 12 midday on Monday 8 December 2025. Data shared from this survey will be used in building AMA strategy, training and resources over the next year.
On completion of the survey, participants can choose to receive a Sector Report that will be published in January 2026.
AMA CEO, Cath Hume said “It is important to acknowledge when times are tough, but we’ve come to a moment that demands action and new ways of working.
“Our members have told us they need practical tools and resources, want space to discuss big-picture thinking, and time to test strategies.
AMA’s Head of Membership, Lina Olsson said views will be taken from assistants, managers, senior arts marketers, organisation leaders, freelancers and agency partners.
“Arts marketers are innately creative, dedicated, hard-working and know their audiences back-to-front. We need to tap into this expertise and resilience, so together we can build what we need to thrive,” said Olsson.
