Writing for Museums

Margot Wallace is a marketing professional, a former writer and creative director at a global advertising agency. When she segued into academia, becoming an associate professor of marketing communication, she focused her area of inquiry on museums and their competitiveness in the arts and leisure market. She has written four books about museum branding, writing and research. Her numerous articles and talks surveyed topics such as Museum Branding: Competing for Loyalty and Dollars, Loyalty Dining, Pax Guggenheimia, academic museums, the symbiosis between museums and their stores, and beyond the brass plaque on house museums. As a docent for a large Chicago museum, Professor Wallace has learned the museum business from the inside, and observed the many audiences that enter from the outside. As a coordinator of lifelong learning classes – in person and virtual – through a major university, she understands the expanded demands of contemporary communications.