Arts Marketing Association (AMA)

The Arts Marketing Association (AMA) supports a thriving community of over 4,300 arts, culture, and heritage marketers and leaders in more than 700 organisations.

As the UK’s only membership organisation dedicated to the sector, AMA works nationwide to help marketers build their expertise, deepen audience relationships and be at the forefront of cultural marketing by sharing cutting-edge practice and peer-to-peer learning.

AMA offers its members a regular programme of training, networking and events focused on new thinking and best practice including the flagship AMA Conference and Digital Marketing Day. It also offers year round access to the latest resources through CultureHive, a free online resource hub packed full of resources and insights shared by and for the cultural sector, and it’s On Demand training videos for members.

AMA is an Investment Principles Support Organisation (IPSO) for Arts Council England and works across the UK with partners including Arts Council of Wales and Museums Galleries Scotland. Recent major project partnerships include Digital Heritage Lab and Digital Heritage Hub for The National Lottery Heritage Fund’s £4.2m Digital Skills for Heritage initiative, Arts Council England supported EDI organisational transformation programme, Breakthrough, and Goose – a free AI marketing partner for the heritage sector as part of The National Lottery Heritage Fund’s Heritage Innovation Fund.