You’d have to be mad to sponsor an arts festival now

Messages from the archive of Rutherford Hall, critical communications strategist

From: Rutherford@Monkwellstrategy.com

To: AliceK@WhichWay360.com

Alice, how can I put this? Are you absolutely out of your mind? Under no circumstances whatsoever should your business sponsor a literary festival. Or an arts festival, a music festival or any kind of gathering that relies on the attendance of anyone in the arts. Also higher education. Do not give any money to an Oxbridge college.

Do not take advantage of this “once in a generation” offer to secure the naming rights for a prestigious book prize. For one thing, let me assure you it is not going to be a once in a generation opportunity. If current trends are anything to go by this is more likely to be a once in a month opportunity.

I know that in a previous life — earlier this year perhaps — I would have advised you that this was an extremely valuable brand association with all the advantages of linking your company to culture. But that was then. The targeting of businesses that support the arts by hardline protest groups has made this a high risk exercise that exposes you to attacks and brand damage. The attacks are often specious and highly misleading. But as they say at the BAFTAs, 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 at the threat of losing her is a comms no-no. Personally I’d pay good money to go to a book festival that guaranteed Greta Thunberg wasn’t coming but you can’t argue with her clout.

It’s a shame but seriously. Steer clear. Maybe sponsor a yacht race, something wetter and less vulnerable to boycotts.

Best Rutherford. 

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From: Rutherford@Monkwellstrategy.com

To: AliceK@WhichWay360.com

Alice, of course I know that WhichWay 360 is not a fossil fuel firm but an investment house with the highest ethical standards and a great record on sustainability, which is why we are so proud to work with you. Nor do you export arms to Israel or drones to Russia (although I’m not sure the last is as big a problem for these people). But you have all kinds of investments and some of them will indirectly link back to something these people don’t like. It may be a rounding error on your balance sheet but they don’t care. In fact, that makes you a better target for organisations like Fossil Free Books or Israel Free Jazz since they think you are more likely to give in and divest from something that is not central to your P&L.

I know from our many conversations, your deep and abiding passion for literature and the arts. Some of the plays you’ve recommended have accounted for the longest nights of my life! But political protest groups don’t recognise good intentions or a desire to spread culture. They simply accuse you of “artwashing”. They don’t understand it’s nothing to do with the brand and much more about buying the chance to spend the weekend hanging out with Zadie Smith in the green room. 

The danger is you will find your offices targeted, your name trashed. Writers, musicians and whoever will find themselves under pressure to pull out — threatening the festivals’ cash flow and ticket sales — unless you divest from some index tracker fund that’s done well for your customers. Organisers who were fawningly grateful for your cash will suddenly be disassociating themselves from you. Look at Baillie Gifford. You could hardly find a more benign organisation, more genuinely committed to the arts. Did it make a difference? 

Best Rutherford

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From: Rutherford@Monkwellstrategy.com

To: AliceK@WhichWay360.com

Alice, I salute your courage and indefatigability. You are right someone needs to stand up to threats. But my strong advice is that someone really ought to be someone else. 

Yes, arts and culture will be the losers. The big name artists won’t suffer but the next generation will find a smaller world for their work. It is a wretched state of affairs. But that’s not a reason to make their problems yours. They need to show some backbone and fight their own battles. Don’t take the bullet for them.

I know this feels wrong. It is wrong. But this could not be an easier call. If you are looking for other outlets, Formula One is high visibility and none of the drivers are about to join a fossil fuel protest. I’d be happy to represent you in Monaco.

Best R

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Messages recovered by Robert Shrimsley