AMA Conference 2020

Alex O’Toole



Alex O'Toole sitting in her studio

Alex helps artists, creatives and cultural organisations think more expansively about their work and support them to deliver beyond their existing practice and expectations.

She has been developing creative concepts, producing artistic programmes and writing narratives for the creative and cultural industries since 2000.

Having run and franchised a successful creative marketing agency and worked internationally to build brands and develop partnerships as a client side Marketing Director, Alex now works as a freelance Consultant, Creative Director, Producer and Writer for the arts and creative industries, often acting as a bridge between arts and non-arts organisations, helping both to connect and collaborate for mutual benefit.

Her work as creative director involves consulting for and collaborating with arts services, creative and cultural organisations who want to develop their offer and audiences and maximise opportunities for long term sustainability. Alex offers significant strategic marketing, operational management and arts management experience across different settings, and is committed to demonstrating and championing the role of arts in supporting and delivering social and economic agendas.

As an arts producer, her practice combines print, performance, contemporary art, public realm, outreach and education. Alex is particularly interested in creating new work that articulates a sense of place and enables communities to connect with their environment, their local heritage and with each other. Her larger scale participative projects are created through Fable Arts, a socially engaged arts organisation.

Alex writes on commission for creative projects across all mediums and about creativity, the role of the arts and the business of being an artist for content based platforms.

She is currently Chair of Arts Lancashire, an independent body of regional arts partnerships working together to highlight and develop the importance of the arts to Lancashire’s economy and cultural narrative.

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