Andrew McIntyre - Speaker
Reframing Impact: The Value Cultural Institutions Deliver
Director and Founding Partner, MHM
Abstract:
What if impact isn’t what you’ve been told to measure? This keynote challenges cultural institutions to stop counting and start connecting. Andrew McIntyre and Debbie Spence introduce MHM’s Spectrum of Audience Connection — a practical framework that shifts the focus from outputs to outcomes, from reach to resonance.
They explore how to understand cultural value not just statistically, but emotionally, intellectually, and socially. This session invites institutions to rethink their purpose, redefine success beyond numbers, and build relationships that spark curiosity, ignite conversations, and foster lasting impact.
Through concrete examples and new evaluation tools, participants will leave with strategies to align institutional ambitions with deeper audience connections — positioning their organisations as vital forces in a changing world.
About Andrew McIntyre:
Andrew McIntyre (he/him) is Director and Founding Partner of Morris Hargreaves McIntyre (MHM), a global insight consultancy for the cultural sector. With decades of experience, he helps organisations understand that connection is not a byproduct of cultural programming — it is the goal. Known for his clarity, strategic insight, and practice-based approach, Andrew invites institutions to ask better questions, rethink traditional measures, and focus on meaningful, lasting engagement with their audiences.
🎟 Join us at CTA Amsterdam 2025
📅 17–19 June, 2025