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Messages from the archive of Rutherford Hall, critical communications strategist
From: Rutherford@Monkwellstrategy.com
To: AliceK@WhichWay360.com
Alice, how can I decide this? Are you absolutely out of your mind? Under no circumstances should your business sponsor a literary festival. Or an art festival, a music festival or any kind of gathering that relies on anyone’s participation in the arts. Even higher education. Don’t give any money to an Oxbridge college.
Don’t take advantage of this “once in a generation” offer to secure the naming rights to a prestigious book award. For one thing, let me assure you, it won’t be a once-in-a-generation opportunity. If current trends are anything to go by, this is more than likely a once-a-month opportunity.
I know that in a previous life – maybe earlier this year – I would have advised you that this was an extremely valuable brand association with all the advantages of connecting your company to the culture. But that was then. The targeting of businesses that support the arts by hard-line protest groups has made this a high-risk exercise that exposes you to attacks and brand damage. The attacks are often fake and very misleading. But as they say at BAFTA, a lie is halfway around the world before the truth has managed to lace up its Zegna sneakers.
Frankly, anything that puts your business at the mercy of the whims of Charlotte Church or a book festival that folds under the threat of losing it is a comment no-no. Personally, I’d pay a lot of money to go to a book festival that guaranteed Greta Thunberg wouldn’t come, but you can’t argue with her influence.
It’s a shame but seriously. Stay clear. Maybe sponsor a yacht race, something more humid and less susceptible to boycotts.
Best Rutherford.
Find me on Strava, KoM Sydenham Hill, PR Al Jubailah/Bawdah Loop — 42 minutes
From: Rutherford@Monkwellstrategy.com
To: AliceK@WhichWay360.com
Alice, I know of course that WhoWay 360 is not a fossil fuel firm, but an investment house with the highest ethical standards and a great record of sustainability, which is why we are so proud to work with you. Nor do you export weapons to Israel or drones to Russia (although I’m not sure the latter is such a big deal to these people). But you have all kinds of investments, and some of them will be indirectly related to something that these people don’t like. It might be a rounding error on your balance, but they don’t care. In fact, this makes you a better target for organizations like Fossil Free Books or Israel Free Jazz since they think you’re more likely to give up and walk away from something that isn’t essential to your P&L.
From our many conversations I know your deep and abiding passion for literature and the arts. Some of the shows you recommended have been the longest nights of my life! But political protest groups do not recognize good intentions or the desire to spread culture. They just accuse you of “artwashing”. They don’t understand that it’s less about the brand and more about buying the chance to spend the weekend hanging out with Zadie Smith in the green room.
The risk is that you will find your offices targeted, your name trashed. Writers, musicians and anyone else will find themselves under pressure to pull out — threatening festival cash flow and ticket sales — if you don’t divest any index-tracking fund that’s done well for your clients. Organizers who were very grateful for your money will suddenly cut you off. Check out Baillie Gifford. You can hardly find a better organization, more dedicated to the arts. Did it make a difference?
Best Rutherford
Find me at…
From: Rutherford@Monkwellstrategy.com
To: AliceK@WhichWay360.com
Alice, I salute your courage and tirelessness. You are right, someone has to face the threats. But my strong advice is that someone really has to be someone else.
Yes, art and culture will be the losers. Big name artists won’t suffer, but the next generation will find a smaller world for their work. It’s a sorry state of affairs. But that’s not a reason to make their problems yours. They need to show some backbone and fight their battles. Don’t take the bullet for them.
I know this feels wrong. Is wrong. But this couldn’t have been an easier call. If you are looking for other points, Formula 1 is highly visible and none of the drivers will join a fossil fuel protest. I would be happy to represent you in Monaco.
The best R
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Messages retrieved by Robert Shrimsley