HMO Training Heritage Leaders: “Brand New Thinking for Heritage”

HMO Training Heritage Leaders

Autumn 2017

Executive Leadership Development in Heritage Management Workshops

Brand New Thinking for Heritage

13-16 November, 2017

Location: HMO Headquarters, Kimonos 11 & Pagkalou, Elefsina, Greece

This course is for leaders and future leaders, who want to explore how heritage organisations can be engaging and relevant places of cultural vitality and communal memories. For leaders of the future where heritage is eloquent with meaning not silent, and reaches out to the many not the confines of a few. A course that helps heritage organisations adapt and evolve in a changing world, whilst preserving and promoting heritage values.

Brand New Thinking for Heritage will challenge preconceptions. An apparent dichotomy between commercial market driven brand and values driven heritage will be interrogated. The argument will be presented that brand is grounded in heritage values and critical to the survival of our heritage organisations now and in the future. This four~day course will give you the tools to classify the ingredients of what a brand is: differentiate what “good” and “bad” looks like: and lead a brand process for a heritage organization in the future.

The learning experience will be made up of a variety of experiences: presentations and masterclasses from external speakers: field work: group work and group presentations with peer to peer and facilitator feedback and 1:1 sessions.

The program will be delivered by HMO’s ambassador, The Seeking State  (, a consultancy that helps clients redefine how we engage with culture.

The course’s instructor, Louise McKinney, is an Associate of The Seeking State with over 25 years’ experience working with public and private arts organizations at the highest level. She specializes in strategic business development in the cultural sector and one of her 2017 flagship projects is devising a 3-year Development Strategy for Louvre Abu Dhabi. Prior to founding A-I-R (Arts Ideas Realised), she was Development Director for Lisson Gallery, where she led a two-year organization-wide strategic business review and devised a global development strategy. Louise also served as the Head of Development at the Serpentine Gallery and the Whitechapel Gallery, where she led the development teams on all aspects of the galleries’ fundraising, high-profile events, capital campaign auctions and other income generation activities.

  • Suggested donation for participation: 1500 Euros (tuition, refreshments and light lunch).
  • Headley Trust scholarships (partial or full coverage towards tuition, board and accommodation) will be available for participants from Balkan countries and Turkey (excluding airfare/travel expenses and the 2017 HMO membership fee).
  • American Express Foundation scholarships (partial or full coverage towards tuition, board and accommodation) will be available for participants from World Monuments Fund partner organizations (excluding airfare/travel expenses and the 2017 HMO membership fee).
  • Heritage Management Organization scholarships will be available for applicants who do not qualify for the Headley Trust and/or American Express Foundation scholarships.

To apply for this workshop please:

  • 1) fill in and submit the HMO Executive Leadership Program in Heritage Management Application Form
  • 2) after receiving confirmation of receipt of your application, complete the application process by submitting your curriculum vitae, personal statement and reference letter (which may come in separately by your referee at their earliest convenience). All your application documents may be submitted by email to Applications should not exceed 750 words in total and your curriculum vitae should be up to 1000 words maximum.
  • 3) a reasonable proficiency in spoken and written English is required to attend the course. In order to assess it, applicants will be asked to participate in a personal (spoken) interview.

After acceptance of their application file, participants will receive an official letter outlining in detail the conditions of participation. HMO membership is required for participation in all HMO Executive Leadership in Heritage Management Workshops. Participants will be asked to arrange payment of the HMO Membership Fee for 2017 and book their accommodation in Athens by filling in and submitting the HMO Branding Workshop 2017 Booking Form Recipients of scholarships for participation in this workshop are required to pay the general HMO membership fee (100 Euros).

Spaces for this workshop are limited, so please apply early

The application deadline is October 31, 2017

For questions regarding the application process and the administrative aspects of the course, you may contact Dr. Eleni Drakaki at