Elen Lewis, editor of The Marketing Society and Market Leader, our quarterly print journal, selects her top 10 from our archive. 1. Bette Davis Channel your inner Bette Davis, writes Jim Carroll in Market Leader 2. The art of reframing An exclusive Market Leader interview with Stephen Deuchar, Art Fund Director. 3. Tsundoku A pile of unread books
Elen Lewis speaks with Dr Stephen Deuchar, director of The Art Fund and Lawrence Green, founding partner, 101 about the The Art Fund campaign, winner of the long-term marketing excellence prize at The Marketing Society Awards 2017 What is the most valuable lesson from the long-term success of The Art Fund’s campaign? Stephen Deuchar: It wasn’t just a marketing campaign, it was about the identity of The Art Fund as an organisation, about gripping it and reimagining it for the present and future as oppose to something which had evolved gradually since 1903. The Art Fund is big on tradition and our longevity is a strength but when I arrived in 2010, it was an institution that was a bit hamstrung by its fantastic history. It was important for us to be pushed by individuals [at 101] who would challenge us to look at ourselves. We came up with this idea of putting the focus on recruiting members, not on the worthiness of becoming a member but on the attractiveness of buying a cool product.
In October 2017 we launched a joint initiative with Time to Change with the sole purpose of removing the stigma around mental health in the workplace by creating safe spaces. The launch of Marketing for Change coincided with our event - An Audience with Ruby Wax - whose own bravery around her struggles with clinical depression has had a deep impact in demystifying mental health. Ruby, who was awarded an OBE for her services to mental health, spoke frankly to our members and guests about her own experience and how vital it is to bring this subject into the open. Throughout 2017 we've been focused on the wellbeing of our network through our brave agenda, led by our chief executive, Gemma Greaves. Following a ground-breaking event in April, we've been working with Time to Change to understand how to address this, setting up a working group with marketing leaders including Michele Oliver, VP Marketing, Mars and Josh Krifchefski, CEO, Mediacom, to encourage the industry to talk more about how it feels and support those affected.
Bette Davis is buried in the Hollywood Hills Cemetery. The inscription on her white marble sarcophagus reads: ‘She did it the hard way.’ The hard way was the only way available to this talented, idiosyncratic, independent minded actor in conservative, patriarchal Golden Age Hollywood. The hard way was the only way she knew. Nowadays we celebrate short cuts, smart routes and safe options. We tend to like the easy way. So it’s worth pausing a while to consider why Davis was so proud to have done it the hard way. ‘I survived because I was tougher than anyone else.’ Bette Davis was born in 1908 in Lowell, Massachusetts. When she was 7 her parents separated and she subsequently moved with her mother to New York. She was drawn to acting at an early age and was playing Broadway when the talkie revolution lured her to Hollywood. In 1930 Davis arrived with her mother at the railway station in LA, but the Universal executives that had arranged to meet her failed to show up. Afterwards they excused themselves:
Feeling frazzled? Ruby Wax knows the feeling too well. So well in fact, that she’s written the book ‘A Mindfulness Guide for the Frazzled’. Whilst most books on mindfulness make it sound like a spiritual practice, Ruby combines her scientific knowledge and witty satire to describe mindfulness and help you put it into practice. Inspired by her book, here are three ways of avoiding feeling frazzled in the workplace: Sh*t happens We’ve all heard the saying – so there must be some truth behind it. Learning to be accepting of the good, the bad and the ugly will ultimately make you much less stressed. As Ruby puts it ‘Everyone wants things to be better, but they mostly aren’t, so what are you going to do about it? Have a hissy fit?’