Digital Marketing Academy launches

Digital Marketing Academy fellows
We’re very excited to announce the launch of the CultureHive Digital Marketing Academy, a seven-month programme to drive digital marketing innovation in the cultural sector. Leading marketers from organisations across England have been selected as Digital Marketing Academy fellows to conduct 20 experiments. They are being partnered with six expert digital mentors from around the world – a mix of marketers, mavericks and technologists – who all have a passion for developing audiences. The processes and outcomes of the experiments will be shared widely, in order to benefit everyone in the cultural sector.

The Digital Marketing Academy is entirely taking place online. We’ve created a web-based environment where participants can bounce ideas off their peers, get thinking around the use of digital marketing techniques and technology and find new ways of working.

The Digital Marketing Academy fellows include professionals from across the arts sector. Fellows and mentors were welcomed to the programme at an online launch event by Sir Peter Bazalgette, Chair of Arts Council England. Three leading international digital marketing and technology practitioners then presented a series of provocations to kick-start the first round of experiments. You can view the provocations online. The Digital Marketing Academy website will be continuously evolving, with input from the wider sector as well as the fellows and mentors, to help drive digital innovation in the cultural sector.

Carol Jones, who is managing the Digital Marketing Academy, said: “The Academy is focused on driving new ways of thinking, doing and sharing approaches to digital marketing. It’s all online and focused on marketing experiments, but that doesn’t mean it’s all about tech or about narrow definitions of innovation.

“It’s really about putting audiences back at the heart of digital, whether that’s improving the customer journey or finding deeper, more meaningful (and fun) ways to engage and take part.”

The CultureHive Digital Marketing Academy is an initiative of CultureHive best practice, managed by the Arts Marketing Association, in partnership with The Audience Agency, part of Art Council England’s Audience Focus programme, supported by Lottery funding.

Digital Storytelling masterclass

In the build-up to the AMA’s masterclass on mobile media marketing on 17 June in London, trainer, blogger and social technologist Christian Payne (AKA @Documentally) tells us why he finds digital storytelling so rewarding – and reveals what to expect from his upcoming event. 

Christian Payne

I’m really pleased to be able to run another masterclass for the AMA. The flow of inspiration when I work with the arts sector is never top-down. There’s always a room full of creatives sharing and collaborating before, during and after the event.

Of the events I’m running at the moment, I find story-making the most rewarding. Whether we are pitching ideas within our organisation, giving a virtual backstage pass to our projects, or sharing content to build our networks and curate audiences, we use stories in every area of our lives. To entertain, explain, educate and engage. We are made of stories.

I believe we all need to take a step back and hone these story-making skills. Whether it be for home, for fun or for professional use, these skills can be used across platforms, across networks.

What is it about?

In my next masterclass with the AMA, we will be using today’s tools and platforms for documenting and sharing, connecting and curating. All that’s needed is a mobile device or tablet to create and share a story of your own.

This event will let you document and share your environment via a mobile device and learn how to upload multimedia from anywhere to anywhere. The course is aimed at artists, marketers and storymakers looking to create, curate, post and share multimedia on a mobile device, be it a smartphone, tablet or iPod touch.

You will learn…

  • How to choose the right equipment and apps for your needs
  • How to create and share multimedia from any mobile device
  • How to take better photos on your mobile phone
  • How to record, live stream and share video on a mobile device
  • How to hone workflow for cross-posting and sharing
  • How to keep your devices powered up in the field
  • How to share a mobile data connection with multiple devices

Intrigued? I hope you can join me in my upcoming masterclass in London on 17 June. Find out more and book online now.

Digital Marketing Academy mentors announced

Today, we’re excited to announce the six digital experts who will be acting as mentors to the participants in our CultureHive Digital Marketing Academy.

Tom Beardshaw Tom Beardshaw (Cardiff, UK) is a founder and partner of the award-winning digital and social media company NativeHQ, who help people use social media intelligently and creatively. He is a digital strategist with a background in anthropology, multiplatform production and social ethics and specialises in the human dimensions of online communications and community building.

DK DK (Wellington, New Zealand) is a Business Designer at Empathy, a service design company. In 2006, he set up MediaSnackers, a groundbreaking organisation that inspired people to learn, work and live differently with social media. He has developed training for a variety of clients including The Gates Foundation and UNICEF and is a sought-after speaker.

Ron Evans Ron Evans (San Jose, CA, USA) is a consumer psychologist and principal consultant at Group of Minds. A leading developer and researcher at the intersection of culture and technology, he explores emerging technology and its impact on consumer psychology/customer decision-making, including the social influence of donation and ticket-purchasing behaviour.

Daniel Rowles Daniel Rowles (UK) has extensive experience across digital marketing, and brings best practice from many years of work with a broad range of international clients. A course director for the CIM, he also trains on behalf of Econsultancy, Utalk Marketing and the IAB. He was awarded Econsultancy Trainer of the Year 2012. He is a lecturer for Imperial College London and Cranfield Business School.

Devon Smith Devon Smith (Washington DC, USA) is the director of social media and analytics at Threespot, a digital engagement agency. She leads a staff who help clients build long-term, high-value relationships with their constituents and measure their impact. She has recently led engagements with clients including the Smithsonian Institution, BBC America and UNICEF.

Dominic Tinley Dominic Tinley (London, UK) is an interactive media specialist. A founding partner at Thoughtsmith, he provides strategic advice on audience engagement with new technologies. He was one of the BBC’s first web producers, and went on to be a development producer at DCMS and Head of Online at the Houses of Parliament. He also provides guidance to the BBC on agile project management.

The mentors will be working with successful applicants, who must be arts marketing professionals with a passion for digital, working within an English arts organisation. You can find out more about applying to become a Fellow in the programme over at the Digital Marketing Academy launch site.

Announcing the CultureHive Digital Marketing Academy


We are offering 20 arts marketers an exciting opportunity to take part in the CultureHive Digital Marketing Academy. This is a fully-funded project which will create innovative digital experiments to develop audiences, with progress and outcomes being shared across the whole sector.

The Academy is open to individuals working within arts organisations, or as a Joint Fellowship (for example, a CEO and a marketing colleague, or a senior marketer working with a coder). Participation is free, and project progress and outcomes will be documented and shared to the benefit of the whole sector.

The Digital Marketing Academy is supported by funding from Arts Council England, and is open to cultural practitioners in England.

Applications are open now. Find out more and apply now at the Digital Marketing Academy mini-site.

Download the full AMA press release about the Digital Marketing Academy (PDF)

Get connected with our April-July season of events

We’re very excited to launch our new April—July season of events. This season features some fantastic new opportunities to develop your professional skills, discover new areas of cultural marketing and network with other AMA members.

As well as events happening across the UK, we are building on our programme of online workshops – so you can learn without even leaving the office!

Browse the brochure above, or download a PDF copy. If you’re an AMA member, watch out for your copy arriving in the post very soon. If anything catches your eye, booking for most events is open now on the AMA website.