{"id":992693,"date":"2025-05-20T08:58:11","date_gmt":"2025-05-20T06:58:11","guid":{"rendered":"https:\/\/artepreneur.art\/?p=992693"},"modified":"2025-05-20T08:58:11","modified_gmt":"2025-05-20T06:58:11","slug":"in-first-person-sonsoles-vidal","status":"publish","type":"post","link":"https:\/\/artepreneur.art\/en\/blog\/in-first-person-sonsoles-vidal\/","title":{"rendered":"In first person: Sonsoles Vidal"},"content":{"rendered":"
Sonsoles Vidal is an Account Director at ARTIZENSE<\/a>, a communications consultancy specialized in art and culture. Its mission is to connect brands with art through a strategic, creative, and personalized approach. They develop ad hoc plans aligned with their clients\u2019 marketing and communication goals, aimed at reaching new audiences and improving brand positioning in the cultural sector.<\/p>\n

What are your main responsibilities in your current role?<\/strong><\/h2>\n

As an Account Director at ARTIZENSE, I develop communication strategies connected to the arts and design tailored cultural experiences. I assess the feasibility of projects and manage and lead relationships with clients and key suppliers. I also stay active in the search for strategic alliances and partnerships. In many cases, I oversee the execution of projects from start to finish, and the proposals I present must always be aligned with the client\u2019s objectives and DNA.<\/p>\n

What has been your professional path to get where you are today, and what were the biggest challenges you<\/strong>\u2019ve faced?<\/strong><\/h2>\n

A passion for art has decisively guided my life\u2019s path. For nearly 15 years now, following a period of international academic and professional training in Venice (Economia e Gestione delle Arti e delle attivit\u00e0 culturali<\/a> at Universit\u00e0 Ca\u2019 Foscari), Madrid (Master\u2019s in Art Market and Business Administration at UC3M), London (Sotheby’s Institute of Art<\/a>), and New York (MoMA and the Hispanic Society of America), I have been steering my career toward cultural management in the broadest sense. I greatly enjoy coordinating, managing, and communicating, as well as working closely with clients. I dedicate a lot of attention to detail and to deepening my understanding of topics and projects.<\/p>\n

All of this has shaped the roles I\u2019ve held \u2014 whether guiding art fair tours, coordinating events at the Thyssen-Bornemisza Museum<\/a>, programming cultural trips and events at Around Art<\/a>, or designing communication strategies related to culture at ARTIZENSE. It\u2019s in these last two organizations where I\u2019ve had the most opportunity for professional development, and I\u2019m very grateful for everything I\u2019ve learned and contributed there.<\/p>\n

How do you stay inspired and up to date in a field that<\/strong>\u2019s constantly evolving? What platforms do you use to stay informed?<\/strong><\/h2>\n

Whenever possible, I attend talks, take courses every 1\u20132 years, visit exhibitions, studios, fairs, and other art events. I try to include at least one such visit during my travels \u2014 even if I have to convince my travel partners (they end up thanking me later!). I take advantage of quieter work periods to read and seek out studies and academic papers about the state and evolution of the sector (art, art and business, cultural tourism\u2026).<\/p>\n

What skills or qualities do you consider essential to your success in the cultural sector?<\/strong><\/h2>\n

Curiosity, work ethic, commitment, and integrity. I also believe maintaining a positive and collaborative attitude, helping and connecting people selflessly, and \u2014 above all \u2014 learning how to play the cards you\u2019re dealt (and seeing how they can sometimes become a competitive advantage) have all played a crucial role.<\/p>\n

What advice would you give someone just starting their career in the cultural world?<\/strong><\/h2>\n

As I mentioned earlier, each person\u2019s life and career path is unique, and over time you realize that those unique ingredients can help you stand out and guide your choices. Don\u2019t close doors before others do (\u201cyou already have the \u2018no\u2019\u201d), be curious and talk to everyone, have coffee with people who inspire you, and don\u2019t be afraid to show yourself as open and available \u2014 you never know where opportunities may come from!<\/p><\/div>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Sonsoles Vidal is Account Director at ARTIZENSE, where she designs cultural communication strategies that connect brands with the art world. 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