Arts & Sponsorship
Luciana is a media professional with over 15 years experience within media sales, business planning and strategy, sponsorship and branded content across multiple platforms (TV, Online, Magazine, Mobile and Offline). Luciana has worked at ITV, Yahoo and Time Out, where she was mainly responsible for the acquisition and retention of new business. An expert strategic thinker, she has been instrumental in the planning and implementation of award-winning campaigns, including the GSK Day and Night Nurse (winner of Best Digital Campaign at the 2013 PPA Advertising Awards), the Time Out Talks to Google (gold award for Media Idea at the 2015 Media Week Awards) and the Right Guard Festival Guide Winner of Gold Award at the Digital Media Awards 2008), just to mention a few. She is now acting as an independent media consultant (www.theloftmedia.co.uk) and more recently in business development at the Design Museum in London.
Having always had a strong interest in art, she has completed several short courses at Central Saint Martins and the White Chapel Gallery (Curating, Collecting Contemporary Art, Modern Art History and Marketing within the Arts), and curated a few exhibitions. Back in 2008 she also founded Antiquari, www.antiquari.co.uk, a small online marketplace sourcing vintage furniture and contemporary art. Currently in the process of completing an MA in Arts and Cultural Enterprise and looking forward to further develop her skills and explore new business models that will help sustainable growth in the arts.
Developments in Arts Sponsorship: To What Extent Can Strategies and Practices from the Commercial Media Sector Be Adapted to the Cultural Sector?
This project identifies developments in private investment in the arts, with particular focus on arts sponsorship. It provides a comparison between strategies and practices utilised in the commercial media sector and those currently adopted by the cultural sector.
The main aim is to explore to what extent useful analogies can be drawn between these fields, in order to ensure a sustainable, long-term development in the cultural sector.