Tom Sanders, former creative director at Herd MSL, has been appointed head of communications and marketing at the Museum of Contemporary Art Australia. Announcing the move on LinkedIn, Sanders described the role as a dream opportunity to champion contemporary art’s power to tell stories, stir emotions, and challenge perspectives.
When Tom Sanders stood before the entrance of the Museum of Contemporary Art Australia in Sydney earlier this week, he wasn’t just posing for a photograph to accompany a LinkedIn post. He was marking the beginning of a new chapter in his career, one that bridges his extensive experience in communications with his passion for the transformative power of art. Sanders, who previously served as creative director at the communications agency Herd MSL, announced his appointment as head of communications and marketing at MoCA, a role he described as a dream come true.
For Sanders, the move represents more than a professional transition; it is a personal alignment with values he has long championed. In his announcement, he spoke of art’s ability to tell stories, move hearts, and change minds. “Contemporary art comes in all shapes and sizes, and explores topics that get to the very core of what it means to be human — life, love, tears, death, drama — it’s all here,” he wrote. His words capture both the breadth and depth of contemporary art, and the responsibility he now carries in shaping how the public engages with it.
The Museum of Contemporary Art Australia, perched on Sydney’s Circular Quay, has long been a beacon for creativity and cultural dialogue. Its exhibitions range from bold installations to intimate explorations of identity, politics, and society. For Sanders, stepping into this institution means becoming the voice that connects artists’ visions with audiences who may be encountering contemporary art for the first time. His communications strategy will not only highlight exhibitions but also frame the museum as a space where ideas are tested, emotions are stirred, and conversations are sparked.
Sanders’ career trajectory has prepared him well for this challenge. At Herd MSL, he was known for crafting campaigns that blended creativity with clarity, ensuring that messages resonated across diverse audiences. His work often involved translating complex narratives into accessible stories, a skill that will be invaluable in the museum context. Museums, after all, are not just repositories of art; they are platforms for dialogue. The head of communications and marketing must balance the institution’s scholarly rigor with its public-facing accessibility, ensuring that exhibitions are not only seen but understood and felt.
The significance of Sanders’ appointment also lies in the evolving role of cultural institutions in contemporary society. Museums today are expected to be more than exhibition spaces; they are cultural hubs, educational resources, and community anchors. They must navigate questions of inclusivity, representation, and relevance in a rapidly changing world. Sanders’ emphasis on art’s ability to explore the human condition suggests that he is attuned to these challenges. His vision appears to be one of openness, where the museum’s communications invite diverse audiences to see themselves reflected in the art, while also being challenged by perspectives different from their own.
The photograph accompanying Sanders’ LinkedIn post — him standing confidently before the museum’s entrance — symbolized more than a career announcement. It was a gesture of belonging, a statement that he is ready to step into the institution’s story and help write its next chapter. The museum’s entrance, after all, is the threshold between the outside world and the world of art within. By positioning himself there, Sanders visually underscored his role as a bridge between the two.
His excitement is palpable, and it reflects the broader energy within Sydney’s cultural scene. The Museum of Contemporary Art has been central to the city’s identity, hosting exhibitions that challenge conventions and celebrate innovation. With Sanders at the helm of communications, the museum is likely to sharpen its narrative, ensuring that its exhibitions resonate not only with art enthusiasts but also with the wider public. His background in agency work means he understands the importance of storytelling in shaping perception, and he is likely to bring fresh strategies to amplify the museum’s voice in a crowded cultural landscape.
The appointment also highlights the growing recognition of communications as a vital function within cultural institutions. While curators and artists shape the content, it is communications professionals who ensure that the content reaches audiences in meaningful ways. Sanders’ role will involve crafting campaigns that capture the essence of exhibitions, building partnerships that extend the museum’s reach, and leveraging digital platforms to engage audiences beyond Sydney. In an era where attention is fragmented and competition for cultural engagement is fierce, his expertise will be crucial in positioning the museum as a must-visit destination.
Sanders’ words about art’s ability to move hearts and change minds resonate deeply in today’s context. Contemporary art often grapples with urgent issues — climate change, identity, migration, technology, and more. Communicating these themes requires sensitivity and creativity, ensuring that audiences are not only informed but also inspired to reflect and act. Sanders’ background suggests he is well-equipped to navigate this terrain, blending strategic messaging with emotional resonance.
His appointment has already generated interest within the communications and cultural sectors, with colleagues and peers congratulating him on social media. Many see his move as a natural progression, given his track record of leading creative campaigns and his evident passion for storytelling. For the museum, his arrival signals a renewed focus on how it presents itself to the world, a recognition that communications are not peripheral but central to its mission.
As Sanders settles into his new role, the challenges ahead are significant. He will need to balance the museum’s local identity with its global aspirations, ensuring that its communications resonate with both Sydney audiences and international visitors. He will also need to navigate the digital landscape, where museums increasingly compete with streaming platforms, social media, and other forms of entertainment for attention. Yet his enthusiasm suggests he is ready for the task, viewing it not as a burden but as an opportunity to showcase the museum’s relevance in contemporary life.
The story of Tom Sanders’ appointment is ultimately a story about the intersection of art and communication. It is about how narratives shape perception, how words and images can open doors to new experiences, and how institutions like the Museum of Contemporary Art rely on skilled communicators to connect their vision with the public. Sanders’ journey from agency work to the museum world reflects a broader trend of professionals moving across sectors, bringing fresh perspectives to cultural institutions.
In his LinkedIn post, Sanders described his new role as a dream. That word — dream — captures both the personal fulfillment he feels and the aspirational nature of the task ahead. To communicate art is to communicate possibility, to invite audiences into spaces where imagination and reality intersect. For Sanders, the dream is not just about career advancement; it is about contributing to a cultural institution that embodies the power of art to shape society.
As he begins this journey, standing at the museum’s entrance was a fitting metaphor. He is at the threshold of a new role, ready to step inside and help guide the institution’s voice. His appointment is a reminder that behind every exhibition, every artwork, and every cultural moment, there are communicators who ensure that the story is told, heard, and felt. Tom Sanders now carries that responsibility at the Museum of Contemporary Art Australia, and his enthusiasm suggests he will embrace it fully.
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