George Percy

STORY TIME - [and yes, I am still salty about this one… You know those moments when you’re giving it a proper go, trying every angle, and all you hit are brick walls with some people? This was one of those. I’ll admit, it really really really got on my wick.

Why do I keep saying Human-led. Data-Driven.? And what does it actually mean? Hello Hello, You will see it plasterd everywhere on my stuff, and it emerged as the distillation of my approach to strategising and decision-making in marketing for the arts.

Are we treating our audiences as nothing more than a row in a spreadsheet? It’s easy to picture data as these invisible, sterile arrows zipping between people and servers. It can all feel a bit cold, and if I’m honest, a touch intimidating to process. But what if we flipped that thinking on its head? Especially in the arts, where emotion is at the heart of everything (though every sector has its emotional side), I reckon data works best when we treat it as a conversation.