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The BAS Steering Committee organized the Business Archives Section Colloquium as part of the 2017 Society of American Archivists Conference in Portland, Oregon. This year’s theme was “Finding Inspiration in Your Company History Using Media and Design.”
Eric Chin introduces the team from Wieden+Kennedy.
Following introductions by Past Chair Jamie Martin (IBM) and incoming Chair Eric Chin (NBCUniversal), Thomas Harvey & Britton Taylor of Wieden+Kennedy led a vivid presentation and discussion on “How a Brand’s History Can Shape Its Future.” Best known for their work with Nike, this presentation looked at case studies that the advertising agency worked with iconic heritage brands, including Coca-Cola, KFC and Old Spice. Wieden+Kennedy consulted heavily with the companies’ archives to develop a brand strategy that led to highly successful marketing campaigns. The archivists, alongside other company staff, collaborated with Wieden+Kennedy to not only fulfill research requests, but also to provide key insights into the company’s history.
Britton Taylor of Wieden+Kennedy presents a KFC case study.
Ted Ryan shares his extensive media relations knowledge.
In addition, the colloquium featured a workshop on media training for business archivists. Following a generous helping of quick tips from Ted Ryan of Coca-Cola, a series of scenarios were presented. The scenarios included controversial topics and tough questions. Breaking into small groups, the participants created response plans. A few of the participants then practiced speeches, and demonstrated how to communicate brand heritage effectively.
Paul Lasewicz leads a breakout group discussion.
Closing out the colloquium was the panel, “Inspiring Future Design: Lessons from Companies That Tap Archives To Develop New Products.” The panel included Bill Jackson (Harley-Davidson), Tracey Panek (Levi Strauss & Co.), Scott Reames (Nike), Cristina Vignone (Tiffany & Co.). The panelists discussed how business archives can be utilized creatively to enliven established product lines, or help to instill a new direction altogether. The panelists discussed the resources that they make available, how to foster the relationships with design and marketing teams, and lessons learned from their experiences.
Tracey Panek discusses how Levi's archives are made accessible to employees and designers.
Big thanks to Eric Chin and the planning committee, as well as all who presented and participated. We look forward to seeing you all next year!
Photographs courtesy Ryan Anthony Donaldson & Eric Chin.
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