This July, the Arts Marketing Association (AMA) brings more than 600 arts and heritage marketers, cultural communicators and sector leaders to Edinburgh for the 2025 AMA Conference: Amplify. As delegates look forward to deepening their knowledge, making new connections and sharing their passion for reaching audiences, Matt Ecclestone, AMA’s Communications Lead, shares what delegates can expect.
As a membership organisation, it’s important we represent and reflect our community—one that spans all four nations of the UK. That’s why the AMA Conference moves location each year. In 2025, we’re heading to the Central Belt of Scotland. Every time we gather, we’re reminded of the diversity of roles in our sector—marketing assistants, communications officers, digital content managers, consultants, directors and CEOs—all united by a belief in the power of arts marketing to build meaningful, lasting relationships with audiences.
This year’s theme, Amplify, feels especially timely. Competition for people’s time and attention is fiercer than ever—among loyal audiences and future fans alike. Cutting through the noise can feel almost impossible. With this theme, we want delegates to leave feeling empowered: ready to influence with impact, stand out with confidence and speak up about what matters. But amplification isn’t just about making things louder. Often, it’s the quieter, behind-the-scenes work that drives real transformation—and we’re putting that front and centre too.
Festivities begin on the evening of Wednesday 9 July with a series of themed networking events across the city. These offer spaces for connection—from first-time attendees and LGBTQIA+ delegates to senior leaders. Then we gather at the Edinburgh International Conference Centre for two days of sessions featuring speakers from inside and outside the cultural sector.
In our opening keynote on Thursday 10 July, Benjy Kusi (Inclusion & Wellbeing Consultant) explores how everyday decisions can shape a more compassionate and inclusive culture. He’ll look at how compassion can be embedded in organisational strategy—and why it should be.
Hilary Carty (Executive Director, Clore Leadership) and Catherine Holden (Consultant) will share insights from Clore Leadership’s World of Work initiative, which AMA has contributed towards. The research, first published in October 2024, identified advocacy as key to gaining recognition for the value and impact of the cultural sector, especially in turbulent times. They’ll be sharing key headlines from the research report and the changes already underway and what they mean for arts marketers in practice.
On Day 2 (11 July), Amber Kirby (Marketing Director, Channel 4) will share her experience of steering big brands through long-term change. From Boots and Eurostar, Virgin to Channel 4, Amber will explore how she has navigated both internal challenges and moments of doubt.
We close with Mick Mahoney (former Chief Creative Officer at Ogilvy, Creative Coach and Author). Drawing from his 30 years’ experience at the top of UK advertising and golden nuggets of wisdom from his book The Creative Nudge, he’ll share tools for unlocking creativity when time and resources are tight—a challenge our members know all too well.
Each year, our conference theme is shaped by AMA members. Working closely with Lucy Jamieson, our Head of Programme, they offer insight into the topics that matter most. AI is a key focus this year. In one session, panellists including Monique Baptiste-Brown (Head of Marketing & Audience Development, Brixton House) and Paul Blundell (Head of Digital Research and Development, AMA) will debate the ethics around AI-generated imagery.
Increasingly we’re seeing audiences seeking solace from fandoms and the power of brand building in crafting a thriving community. Co-Director and Public Relations Lead, Wayne Chang and Rita Hu from Edinburgh-based Peer Grooving Dance Collective will share their journey of building a loyal movement through authentic branding, organic marketing and creative storytelling.
Branding is a recurring topic throughout the programme. In their session, Georgette Purdey and Jordan Archer from Sadler’s Wells will reveal how they launched their new venue, Sadler’s Wells East, while Sophie Lewis (CEO of National Children’s Orchestra) discusses how they co-created their brand by involving the young people they serve.
Other pressing topics include a panel discussion on pricing strategy with Edinburgh International Festival; reaching Gen-Z audiences with Roundhouse; and a deep dive into late-booking behaviour from ATG Entertainment’s Princess Theatre, Torquay.
Alongside these sessions, there’s plenty of time to connect socially. Our flagship Summer Social takes place at Dovecot Studios, a landmark centre for contemporary art, craft and design. The Cultural Social offers a chance to explore Fruitmarket’s latest exhibition, while smaller destination dinners bring delegates together to sample the local culinary hotspots.
Taking time to connect, share challenges and reignite our passion for marketing is why this conference exists. With rising workloads, straining budgets and limited time, we know how stretched our members are. That’s why we’re committed to creating a space that celebrates the work of arts marketers, amplifies their impact while reminding them how vital they are—not just for audiences today, but for those yet to engage.
The AMA Conference takes place from 9 to 11 July 2025. Run by Arts Marketing Association (AMA)—the UK’s only membership body for arts, culture and heritage marketers—it offers training, resources, advocacy and networking opportunities all year round. To find out more about AMA or to book your place at the conference, visit a-m-a.co.uk/conference/
From September 2025, AMA will be writing a new quarterly column in IAM called Full House, exploring some of the most pressing issues in arts marketing today.
