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AMA: 25 years of supporting the sector

The Arts Marketing Association has a history of helping arts and cultural professionals reach more, and more diverse, audiences.

Over the past 25 years we’ve welcomed thousands of members, and trained thousands more. People come to us to learn how to make better connections and achieve more impact in their work with audiences. Whether those audiences are visitors, participants, donors, customers or communities, we can help.

To be more connected with those audiences, the cultural sector needs the right skills and structures in place. AMA helps organisations and individuals achieve those goals. In 2018 we became an Arts Council England Sector Support Organisation, but we work across the UK and beyond.

We believe: 

An audience-focused approach is at the heart of success

A skilled, knowledgeable workforce builds a resilient sector 

Investing in training enables better quality connections with audience 

Sharing knowledge supports individuals and organisations 

The cultural sector cannot succeed unless it is inclusive to all: internally as well as externally

Our beliefs shape the values at the heart of AMA’s culture. You can read more about our values, including our 360˚diversity and inclusion strategy, and how it informs what we do.

AMA delivers a rolling programme of training, bespoke training, resources and updates on latest thinking. We create opportunities to connect and share skills through our regional meetings, conferences and online support.

Through AMA, people develop their skills and knowledge, and organisations help their teams succeed.

“As a long-standing member I continue to value the breadth of services offered by the AMA from expert insights to practical training on the latest marketing tactics.”

June Francois, Head of Marketing, National Museum Wales 

Partners & Projects

To find out more about past projects and partnerships, click here.

Art Council of Wales logo
Creative Scotland Logo
Arts Fundraising and Philanthrophy
Arts Council England Logo