On 16 – 17th February 2013 British Council Russia will run the 4th and the last Cultural Management Workshop, which will bring to conclusion a series of workshops in the framework of Cultural Leadership International programme.

The workshop will take place on 16th – 17th February 2013 at Garage Center for Contemporary Culture.

Over the recent years, it has become apparent that many emerging cultural leaders need support to develop practical cultural management competencies in addition to leadership skills. IV Cultural Management Workshop will be concentrated on development of cultural and creative brand strategies.

Nowadays cultural and creative organisations are changing from didactic institutions into social places of exchange and dialogue leading innovation and creativity. A strong brand can enhance the image and reputation of a cultural institution, making it more visible, attractive and focused and helping it secure new audiences, partners and funders. Internally it will also help win loyalty from staff, creating a focus for energy and a guide to decision making, encouraging a more ambitious and motivated working culture. Externally a clearly articulated brand helps organisations communicate more simply, consistently and effectively.

The participants of the IV Cultural Management Workshop will work on the brand as a key aspect of successful business: what it means, the opportunities, as well the process of developing a brand. The two days will be a combination of presentations, using relevant case studies and practical working exercises. The programme will include:

• Presentation of key case studies (including JWA’s work for V&A, Guggenheim MAP, etc) to illustrate the impact of brand;
• Presentation of why brand matters on the inside as well as the outside of organisations;
• Practical exercises that will get delegates thinking about the idea of a brand, the benefits for an organisations with specific focus on internal communications, and the opportunity for delegates to connect and share knowledge and issues;
• Providing delegates with the tools to think about how to approach their own brands in the future with commitments for a follow-up session;
• Follow-up working session that will review key learnings, delegates’ responses and feedback as well as setting up new tasks for the future.

The workshop will be held by two professional trainers:

Cecilia Martin, Consultant. Jane Wentworth and Associates Cecilia Martin is a strategic branding consultant with over ten years of experience of working on a wide range of international projects. Cecilia specialises in art, culture, creative industries and city branding. She has developed brand strategies and identity programmes for cultural clients including UBS- Guggenheim Global Art Initiative MAP, ArtFund, V&A, La Caixa Foundation, e-cultura, Fundaci? Soriguer, A*DESK Independent Institute of Criticism and Contemporary Art, cultura.es and Col.lecci? Cal Cego.

Cecilia is a graduate of the European Business School of Rotterdam and the Hallo Academy for Applied Creativity of Amsterdam. She has a Master’s degree on Contemporary Art from the University of Barcelona. She is also a guest lecturer at the University of Alicante, (Master on Patents and Trademarks), idEC University Pompeu Fabra of Barcelona (Master on Brand Meaning), A*Desk (Postgraduate on Art Critics), City University of London and is a guest expert at IL3 University of Barcelona (Master on Contemporary Art).

Jo Marsh, Director and Consultant, Jane Wentworth and Associates Jo Marsh is director of new business at Jane Wentworth and Associates. Her role involves the research of potential clients in existing and new sectors, identifying the challenges and defining the opportunities for cultural organisations to develop their brands. Based on the individual needs of each client, Jo defines the appropriate process and working plan in order for the client to be able to achieve their goals. Jo is also responsible for organising and facilitating workshops and securing the company’s participation

in international cultural conferences including Agenda.

Jo has an extensive experience in cultural and creative organisations. Prior to JWA, Jo was New Business Manager at design agency Intro for eight years where she built a diverse list of clients in the arts and public sector, including the Arts Council and the British Council. Previously, Jo was Head of Picture Research at leading art book publisher Thames and Hudson. Jo has a degree in Art History from Cambridge.

Participants profile:

• Emerging cultural practitioners, managers and entrepreneurs involved in management of cultural and creative projects and events in all art forms;
• Working on brand strategies (brand managers, specialist in city branding, online branding, interior branding etc), having communications role in their department;
• Living and working in Russia;
• With at least 3 years of experience;
• Fluent English is obligatory since the workshop will be delivered in English.

The workshop fee is 2000 roubles (to be paid on the day of the workshop).

If you would like to participate in the workshop, please, complete the application form and e-mail it to Lidia.khesed@britishcouncil.ru by 18:00 on Friday, 8th February 2013. The selected applicants will be contacted by 13 February 2013.

IMPORTANT NOTES:

• The number of participants is limited to 30 people.
• The travel costs of regional participants will not be covered.
• Participants of the 1st, 2nd and 3rd CMW cannot apply for this workshop.
• The seminar will be both days from 11.00 till 19.00. On 17th February there will be a reception and a meeting with participants of the previous CMWs. The presence on both days of the seminar is necessary.

Previous workshops:

• CMW1
• CMW2
• CMW3

We are grateful to our partners for the suport of the event