Services

Audience Focus and Insight

A hallmark of my career has been enabling organisations to gain an understanding of their audiences, potential and current, and tailoring their communications and artistic offerings to them - from an audience, not organisational, perspective.

Interim Leadership

If you find yourselves between CEOs, General Managers or Senior Marketers then I, with my leadership experience and understanding of change management, can step into the breach and provide your organisation and team with support and direction.

Programming

I’ve commissioned new works from the likes of Michael Gordon and Nicole Lizée, put together entire seasons for Southbank Sinfonia, led the projects team at the OAE and, more recently have programmed chamber and keyboard strands for Southbank Centre and contributed to the BBC Scottish Symphony Orchestra’s 70th Birthday season.

Marketing

A skilled marketer, from print to digital. If you have an event to sell or a marketing plan to write, I can help.

Copywriting

I’ll break the mould of your copywriting - breaking you free from the dull tyranny of ‘world class’ performances and ‘spirited’ symphonies. It’s also definitely time to stop being ‘Excited to announce’… Talk to your audience like they’re humans, not other arts marketers.

Evaluation

Assistance with gathering data on audiences and participants through surveying, focus groups and research.

Development / Fundraising

At its core fundraising is about….friend-raising. Again, it’s about understanding people’s needs and motivations and tailoring your ask to that, whether it is an individual, foundation or corporation. I can design your membership programme, refine and develop a pitch to a potential corporate partner or write a trust, foundation or public funding body application for you.

Strategic Planning

I can help you to develop your business or strategic plan, making sure it is a living, useable document for everyone in your organisation. I have developed strategic plans for the OAE Tafelmusik and Loose Tea Music Theatre, and can combine that practical, on-the-ground experience with the valuable theory of The Cycle, Michael Kaiser’s theory of successful arts management, learnt while at the Kennedy Center.

Project Management

I can oversee your event, be it a fundraising ‘bash’ or a concert, from inception through to evaluation.

General Management

If your organisation needs short or long term assistance with general administration or management I can help.

Also

Governance, branding, PR, internal comms, Social Media management, facilitation, advice on the best plants for your office…

Biography

William is a recognised leader in the field of arts and orchestral management, marketing and audience development.

Mostly recently, William has been Interim Director of the Benedetti Foundation and prior to this was Chief Executive (Maternity Cover) of Scottish Ensemble on two occasions.

Prior to his freelance life he was Managing Director of Southbank Sinfonia (now Sinfonia Smith Square). While there he spearheaded a new emphasis on equality, diversity and inclusion, forged a new partnership with conductor André de Ridder, the Southbank Centre and BBC Radio 3, with a new series of live versions of the cult Radio 3 show, Unclassified, secured the ensemble’s debut appearance at the BBC Proms and programmed new commissions from composers including Nicole Lizée and Gabriela Lena Frank.

Before taking up his role at Southbank Sinfonia he was Managing Director of Tafelmusik Baroque Orchestra in Toronto, where he oversaw the recruitment of  Music Director Elisa Citterio, introduced Haus Musik, an immersive concert experience for new audiences, developed a new strategic plan for the organisation, initiated a sold-out series of chamber music concerts and forged new artistic partnerships.

In over ten years with the Orchestra of the Age of Enlightenment, he developed The Night Shift, a ground-breaking series attracting new, younger audiences, as well as reshaping the Orchestra’s public image and presiding over a 150% increase in ticket sales. Prior to this, at the London Philharmonic Orchestra, he launched the NOISE student programme, the first of its kind in London.

In 2013 William completed the Arts Management Fellowship at the Kennedy Center, Washington DC, and was a 2014 Fellow of the International Society of Performing Arts. He holds an MA in European Cultural Policy and Administration from the University of Warwick. A regular public speaker and writer, William has given presentations for the Canadian Arts Summit, Association of French Orchestras, Royal College of Music, Mitos 21 Theatre Network, European Union Youth Orchestra, British Council (London and Brazil), Classical:Next and the Association of British Orchestras, as well as contributing to debates, writing for the Guardian and Spectator online and with media appearances including Sky News, BBC Radio 4 Today programme, CBC and NPR.

William is Chair of new music organisation Nonclassical and was until recently a trustee of the National Children’s Orchestra.