AMA Symposium 2003 – The whole picture

The Whole Picture was the first Arts Marketing Association twenty-four hour symposium.

The symposium provided a forum for senior marketers and managers to discuss and debate key issues relating to the prediction and measurement of audience behaviours to inform everything from government policy through to the management of individual organisations. It also identified opportunities and points of action for the industry to move forward.

This report includes the nine presentations that were made during the course of the symposium, along with summaries of the subsequent discussions, debates and action points, and ends with the call to arms that closed the symposium. I hope it helps to further stimulate the debate.