After very successful presentations of the Best Of Creativity in Sydney and Canberra, Corinne Estrada, CEO of communications agency Agenda and Mark Goggin, Director of Sydney Living Museums will share with the MWA2014 delegates the key learnings of last year\’s Communicating the Museum Conference in Stockholm.

This how-to session will present best practices in branding, innovation and digital strategy from international museums and cultural organisations. Corinne will demonstrate how museums are becoming global brands with a new purpose. She will invite the participants to discuss the role of creativity in culture.

Corinne and Mark will be presenting case studies from six global cultural organisations, each delivering new insights on creativity and innovation. Learn from the Victoria and Albert Museum, Johnson Banks, the Rijksmuseum, Tate, Local Projects and the Swedish Institute.

Corinne and Mark will present and analyse video extracts from the following presentations:

1. INSPIRING CREATIVITY – \”DAVID BOWIE IS…THE BEST SELLING SHOW\”
by Damien Whitmore, former Victoria and Albert Museum, UK

2. CREATING A TONE OF VOICE – AUTHORITY VERSUS CREATIVITY
How to create a brand that allows multiple voices to be heard?
by Marc Sands, Tate, UK

3. “CURATORS OF SWEDEN” – NOT TELLING BUT PROVING: HOW TO ACTIVATE BRAND VALUES
Frida Roberts, Heads of Communications Unit, Swedish Institute, Sweden
Carl Unger, Volontaire, Sweden

4. THE BRANDING EXERCISE – BRAVE, BOLD OR ANONYMOUS; YOU DECIDE
Michael Johnson, Johnson Banks, UK

5. “CULTIVATING INTERNAL CREATIVITY TO RETHINK A MUSEUM IDENTITY”
HOW TO BRAND A MUSEUM AFTER A 10-YEAR TRANSFORMATION
Marjolijn Meynen, Rijksmuseum, Netherlands

6. MAKING TODAY\’S MUSEUM INTO TOMORROW\’S MUSEUM
Jake Barton, Local Projects

With this session, Corinne and Mark will inspire MWA delegates to be more creative and optimistic. They will empower the attendees to act and think more creatively.

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