Cultural Industries


Seminar on Creative Futures: Driving the Cultural Industries Marketing Agenda, London, 6 Jul 2007

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Here is the advance information on the 6th and final seminar in the ESRC-sponsored Rethinking Arts Marketing series (2005-7).

[Please note that some finer details are yet to be finalised.]

Date/Time: Friday 6th July 2007, 09:00am – 4:30pm

Venue: Main Lecture Theatre, London College of Communication, University of the Arts London,

Elephant & Castle, London. SE1 6BS

Note: a limited number of travel bursaries are available for PhD students and young arts marketing practitioners.

Daragh O’Reilly

Marketing’s new ‘dominant logic’ compels organisations of all hues to collaborate with, and learn from, customers as co-creators of value. Such an imperative challenges established marketing practices in many profit-driven organisations, but vindicates the long-standing efforts of arts and heritage organisations to cast their customers as active participants in transformational experiences, rather than passive consumers of predetermined products.

This seminar, the sixth and last in the ESRC-funded ‘Rethinking Arts Marketing’ series, unites marketers, policy makers and researchers to reflect on the factors influencing and the future of Cultural Industries Marketing. Alongside thought-provoking key-notes from internationally-renowned contributors, there will be opportunities to network with like-minded professionals and academics. An important aim of the series as a whole is to broker new relationships with research potential, so come prepared to share your insights, plans and /or work-in-progress.


9.00 – 9.30am Registration & coffee (Lower Street Gallery)

9.30 – 9.45 am Introduction and welcome:

9.45 – 10.30 am Keynote 1:
Impact of new media on viewing, cinemas etc, products & how we market in the future
Simon Perkins, Research & Statistics Unit, UK Film Council

10.30 – 11.15 pm Keynote 2:
‘Title tbc – Arts Debate (Qualitative research) & Taking Part (their quantitative research)’
Catherine Bunting, Director of Research, Arts Council England & Emily Keaney, Senior Strategy Office, Research, Arts Council England

11.15 – 11.45 pm Coffee (Lower Street Gallery)

11.45 – 12.30 pm Keynote 3:
‘The quest for self actualisation – meeting new consumer needs in the cultural industries’.
Professor Jennifer Radbourne, Head of School of Communication and Creative Arts, Faculty of Arts
Deakin University, Australia

12.30 – 1.15 Keynote 4:
Sarah Boiling, Audiences London

1.15 – 2.00 pm Lunch (Lower Street Gallery)

2.00 – 3.00 pm Break out sessions

3.00 – 3.15 pm Tea break

3.15 – 4.15 pm ‘The future of arts marketing – panel discussion’
Chair: Professor Simon Roodhouse
Panel members:
Arts Marketing Association – Julie Aldridge
Sarah Boiling, Audiences London
Simon Perkins, Research & Strategy Unit, UK Film Council
Associate Professor Ruth Rentschler, Deakin University, Australia
Professor Jennifer Radbourne, Deakin University, Australia

4.15 – 4.30 pm Daragh O’Reilly, Series co-ordinator
Concluding remarks – The way forward, networks & research directions


There is an attendance charge of £25 to cover lunch, refreshments and documentation. For further information on the seminar itself, please contact Alix Slater ( at the London College of Communication, University of the Arts London.

As we would like to encourage the participation of current PhD students or young practitioners in arts marketing, three travel bursaries are available to assist in attending this seminar.

For information on applying for a bursary or to reserve a place, please contact Suzanne Ashmore on:; tel. ++ 44 (0)114 222 3345


The ‘Rethinking Arts Marketing’ seminar series is a collaboration between a number of UK Universities, co-ordinated from Sheffield University Management School. The project team includes Debi Hayes, Simon Roodhouse, and Alix Slater (UAL/LCC), Peter Fraser (Herts), Ian Fillis (Stirling), Gretchen Larsen (Bradford), Terry O’Sullivan (Open University) and Finola Kerrigan and Dirk Vom Lehn (both King’s College London).

General Series Enquiries: Daragh O’Reilly E-mail:

For background on the Series, please see also the Academy of Marketing’s Arts/Heritage Marketing SIG web-pages:


The seminar will be held at the London College of Communication, University of the Arts London, Elephant & Castle, London. SE1 6SB, Tel: 020 7514 6500

By train: Elephant & Castle station – Thameslink trains.

London Underground: Elephant & Castle (Bakerloo Line & Northern Line)

By Bus: Elephant and Castle is extremely well provided for with buses including: 1, 12, 35, 40, 45, 53, 63, 68, 100, 133, 148, 155, 168, 171, 172, 176, 188, 322, 188, 322, 333, 343, 344, 360, 363, 453, 468, C10, P5.

To download an area map of LCC’s location, rail connections, an underground map or bus connection map visit

For further information see: