Tom O’Connor Consulting Group (“TOCG”) and Baker Richards have formed a strategic partnership to deliver comprehensive marketing strategy informed by revenue and audience behaviour analysis for arts organisations in Australia and New Zealand, as announced today by CEOs Tom O’Connor of TOCG and Robin Cantrill-Fenwick of Baker Richards. TOCG Vice President Rani Haywood is presently based in Sydney, Australia, and will serve as the local lead for the activation of this new partnership.

Leveraging TOCG’s expertise in audience strategy and planning with Baker Richards’s industry-leading capabilities in data analysis and market research, the partnership will offer organisations a full review of their marketing and audience strategy, thorough analysis of audience motivations, behaviour and revenues, and from this analysis, deliver actionable strategy to achieve organisational goals.

Robin Cantrill-Fenwick / Chief Executive, Baker Richards

“We know that arts and cultural organisations are seeking true clarity about their connection with audiences and many are considering big questions about their value proposition. It’s essential to understand how the audience relationship has changed, to know what the ideal future state looks like, and to have a joined-up plan for getting there,” says Robin Cantrill-Fenwick. “We have great respect for the Tom O’Connor Consulting Group and are excited to work together with them and the arts and culture industries in Australia and New Zealand to elevate data and insight into action and change.”

“I have long admired Baker Richards as colleagues and as their former client during my time at Roundabout Theatre Company in New York,” says Tom O’Connor. “Rani and I could not be more thrilled to partner with them to serve the arts and culture industries in Australia, and to combine our complementary expertise to deliver end-to-end strategic direction. We are in an unprecedented moment for arts audiences across the globe, and it takes this type of holistic approach to diagnose our current challenges so that we can get to work solving them.”

“As a client of Baker Richards both at Roundabout Theatre Company and The Metropolitan Opera in New York, I saw first-hand the value of their work and the impact it had on my understanding of our audiences and their behaviour,” says Rani Haywood. “I am excited at the possibilities of combining our work for clients here in Australia and New Zealand.”

Download a one-page overview of our partnership offering here.

Organisations wishing to learn more should contact TOCG Vice President Rani Haywood at rani@tomocgroup.com.

About Tom O’Connor Consulting Group
Tom O’Connor Consulting Group is a New York City-based arts and culture firm offering strategic and operational consulting to organisations across the US and increasingly in Australia—all with a focus on the teams responsible for audience engagement and revenue generation. Their areas of specialisation are 360-degree marketing assessment, marketing and CRM strategy development, and marketing resource planning and team structure. TOCG is also a leading executive search firm in the US for marketing and fundraising leadership at arts and culture not-for-profits.

About Baker Richards
Baker Richards is a leading international provider of consulting services and software for the cultural sector across the globe, and is based in Cambridge, UK. Since 2003, their mission has been to help organisations achieve their commercial potential. Areas of expertise include admissions pricing, segmentation, memberships, subscriptions and donations, sales forecasting and primary research. Their consulting, research and analysis services adopt a rigorous data-driven approach, underpinning the creation of bespoke practical strategy, and their software products ensure that organisations always have the insight they need at their fingertips.

Baker Richards and Tom O’Connor Consulting Group Announce Partnership Serving Australian and New Zealand Arts & Culture Organisations