Heini Merkkiniemi is the Director of Outsider Art Festival (OAF) and a doctoral researcher in the Experience Economy Research Programme (Tuni). Heini was awarded Agent of the Year 2024 by Finnish Creative Agents & Managers for championing inclusive and equitable industry practices. Heini has extensive experience in managing high-impact national and international collaborations, co-branding and co-creation. In research, Heini focuses on inclusive strategy-making and shaping alternative and sustainable CCI practices.