Hugo Mintz - Speaker

Making an Impact – The Power of Brand, Voice and Strategy

Heads Communications & Digital at the Edinburgh International Festival

Abstract:

Making an impact in the world's busiest arts marketplace is not only about bold ideas—it’s about consistency, clarity and building lasting brand equity.

Join the Heads of Brand & Campaigns and Communications & Digital at the Edinburgh International Festival as they reveal how a two-speed approach is fundamental to driving real change. Learn how to balance short-term sales goals with long-term brand awareness, harness data to shape strategy, and secure organisational buy-in to create lasting impact – drawing lessons from the world’s largest annual cultural celebration, second in attendance only to the Olympics.

About Hugo:

Hugo (he/him), Head of Communications & Digital, Edinburgh International Festival, has driven impact for arts and culture brands for over 15 years, with a career spanning London, Sydney and Edinburgh. As the Head of Communication and Digital for the Edinburgh International Festival - a global celebration of music, theatre and dance - he oversees all communications across its digital channels as well as public relations strategy year-round. 

As the Head of Communication and Digital for the Edinburgh International Festival - a global celebration of music, theatre and dance - he oversees all communications across its digital channels as well as public relations strategy year-round. 

At the International Festival Hugo has consistently set new records, through the reach and impact of both digital and media campaigns, while also navigating a range of crises, including the cancellation of the first festival in over 70 years.

Previously, Hugo led the live division for the music communications agency Name PR and managed the publicity for the wider contemporary programme at London’s Southbank Centre, Europe’s largest centre for the arts. At Southbank Centre, he also spearheaded digital-communications integration, securing strategic partnerships with media brands like The Guardian, BBC, and Sky News, and driving millions of views of digital content. He then went on to manage communications for Sydney Festival, a multi-genre city-wide summer festival, before moving back to the UK in 2019.

🎟️ A must-attend session for anyone shaping cultural communications, audience engagement, and brand strategy in the arts.
📅 17-19 June, 2025