Popeye versus Robocop

The recent challenges of culture marketers

Agnes Kovacs, by Palace of Arts
  • event type:Classical:NEXT 15 conference
  • date:21 May 2015
  • time:11:15 - 12:00
  • city/area:Rotterdam
  • venue:de Doelen - Conference Room 2
  • country:Netherlands
  • event posted by:Piranha Arts


Chaired by:

Agnes Kovacs (Hungary)
Cultural marketing expert, Crane Ltd.

A significant transition can be observed in the culture consumption and information-sourcing habits of people nowadays. This provides concert hall marketers with different challenges as well as opportunities that some years ago did not exist.

The initiative, the European-scale CULTURE.CRANE SURVEY 2015, examines to what extent new digital platforms and technological possibilities are set to serve the marketers of cultural Europe and what else could be applied to boost the repertoire of experience marketing.

The survey’s qualitative deep-interview sample covered selected, prominent concert halls in end 2014, followed by a quantitative online query to take place between January-March 2015, in order to provide up-to-date information at Classical:Next 2015, where results and learnings will be first revealed.


Agnes Kovacs:
Started her career in advertising (Saatchi&Saatchi, JWT) followed by General Motors as MarkComm Manager for 26 markets. Being Sales&Marketing Director at Palace of Arts she has driven development of a complex CRM system, a European benchmark of its kind. Currently working as consultant expert of cultural marketing for Crane Ltd.

Photo credits: Agnes Kovacs, by Palace of Arts