Introducing Sustainability as an Argument for Initiating a Corporate Archives Program: Successes and Failures Cheryl Brown
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1 Introducing Sustainability as an Argument for Initiating a Corporate Archives Program: Successes and Failures Cheryl Brown
2 Business Archives Surveying Officer for Scotland Representative of the Business Archives Council of Scotland Survey and rescue of business records in Scotland Provide professional advice and guidance about business records in Scotland to businesses, archives, archivists, museums and the public about management and use Impartial role to ensure recording and preservation of Scotland s business records Promotes Scotland s business heritage through advocacy Surveys documented on the National Register of Archives for Scotland
3 The Macallan, Single Malt Whisky, Scotland Established in 1824 Located in Craigellachie, Speyside, Scotland Part of Edrington Group: Highland Park, Famous Grouse, Cutty Sark and Brugal Build new, state of the art and architecturally significant distillery Additional production with a Visitor Experience to tell the story of The Macallan and how it is created 100 million investment
4 Visitor Experience: Initial Brief Focus was on the product: Luxury Single Malt Over 1000 bottles were listed, weighed, measured and photographed. Every bottle to be displayed in cases in the glass walls, floor to ceiling of the visitor experience How does this document The Macallan s heritage? Where are the stories? Is there a business archive? Can the archive tell the authentic story of The Macallan? Can we link key bottles to key stories and dates in The Macallan timeline?
5 Visitor Experience: Revised Brief New Distillery Visitor Experience still to be published Glass bottle display: Now has additional focus on key bottles with the accompanying stories Displaying archives with bottles in the correct storage/ display conditions 2 week bottle survey, became 8 weeks surveying and researching the business archive Work on other brands owned by Edrington Group
6 6 Pillars of The Macallan 1. Spiritual Home 2. Curiously Small Stills 3. The Finest Cut 4. The Exceptional Oak Casks 5. The Natural Colour 6. The Peerless Spirit
7 Linking stories to bottles Humour: Advertising 1970s Marketing: Replica 1841 bottling in 2001 International Markets: Italy, USA, India, Australia, Scandinavia etc Exceptional Quality: Importance of wood, casks and malt Luxury: 20 th Century Fox, James Bond Skyfall Macallan 1962 Reputation: poems, letters, requests
8 Sustainability Brand Education Global Brand Ambassadors New Brand Team staff Staff training induction Product Inspiration and Development Brand and Packaging Teams Marketing Intellectual Property Rights Brand Protection Trademark infringement Evidence of claims on bottle labels: first in markets, dates, brand names Evidence: disputes over property boundaries
9 Corporate Social Responsibility & Responsible Business Corporate Affairs: Edrington Group Controlling Public Persona & Reputation Drink Responsibly campaign Community Engagement & Outreach (large local employer) Staff engagement: employ several generations The Robertson Trust Owns Edrington Group Largest independent grant-making trust in Scotland. More than 150 million to charity since 1961 Incentives: tax in lieu scheme Heritage can support the work of the Trust
10 Lessons learnt Incorporating it into their permanent Visitor Experience Building on initial project brief, making relationships, presenting a vision (Case Studies, cementing & linking within brand s Six Pillars Long Game: First surveys in 1993, 2006 Established post: awareness and recognition of post- SO since 1977 Long term post: allowed time to plant the seed, initial year post would not have allowed for Slow Burn approach
11 Lessons learnt How has the role changed/ developed Then: Reactive, survey only Now: What can I do for them? Other business services? Partnership working What can we learn from the experiences of SO? Different businesses = different approach Not just one model fits all : flexible, adaptable, personable, find key individual, depends on corporate culture, top down Partnership allows vision, outcomes and to build on projects Business structure and corporate culture: Brand team and group staff working separately, convince both! Not a solution. Have to figure it out themselves! Who will manage, add to and care for the archive.?
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