Corporate Memory: A Guide To Managing Business Archives July 2009

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Corporate MemoryA guide to managing business archives

ForewordHistory is more or less bunk,declared Henry Ford in 1916. Thecompany that bears his name isnot so dismissive of its 106-yearpast. Ford’s US website has aprominent heritage section witheye-catching pages celebratingFord’s contribution to automotivehistory. Ford is not alone inseeking to capitalise on its history.Many firms value a continuousthread from yesterday totomorrow, in order to convey theirpast successes, company stability,and future possibilities.“Very few events are trulyunprecedented. To confineone’s perspective to a limiteddata series, for example, squandersthe opportunity to benefit frominformation and knowledge accumulatedover the whole sweep of history. It is only byhaving reliable archives that we can learn from,and fully exploit, the experience of earlier generations.”Professor Mervyn King,Governor of the Bank of EnglandWhy do they do this? More and more companies are integrating theircorporate history into positive messages to affirm that they have seen,survived, and often grown through times of economic challenge anduncertainty. Across the globe communications and marketing teams arere-engineering corporate branding and identity to emphasise their pasts.Most successful companies have secret commercial weapons in the formof their archives, an often under-used asset that can be used to increasebrand awareness, build commercial identity and help grow business.Information is a powerful business tool that can be turned to corporateadvantage. Companies already know that research and developmentinformation is valuable, but the knowledge, experience and investmentlocked in company archives is an asset that can underpin core business.Business archives contain the evidence that gives a company its edgeor marks it out as different and special, making it stand out from itscompetitors. The brewing company Bass is a very special case in trademarklaw as it was granted the first registered trademark ever issued anywhere inthe world, giving Bass a name and trademark distinction no other productwill ever have. And how many company archives and vaults containinformation that is worth its weight in gold, such as the recipe for Pimm’sNo.1 Cup or HP sauce?This booklet is designed to help the business community maximise theirown archives and records collections, and to use this business informationasset effectively to improve performance, explore new markets and aboveall to succeed in today’s competitive global markets. The following pagesshow how successful companies are using their archives to exploit theiruniqueness and gain an edge over the competition.Natalie CeeneyChief Executive, The National ArchivesCorporate Memory - A guide to managing business archives01

What are business archives? A unique asset which every company has. Business archives capture the knowledge and experienceof working for your company. Business archives can be documents, films, photographs,oral testimonies, adverts, electronic records. Business archives are created as part of everyday work– they are integral to your company and exist as part ofyour normal business.Why do companies manage their archives?Around 20% of FTSE 100 companies and many privatecompanies employ professional archivists to actively exploittheir business records. Why?GrowthArchives can be used in marketing and customer relationsto increase brand knowledge and awareness. Archiveshave direct commercial value as a source of new productinnovation – they are literally full of ideas that can berediscovered and repackaged for today’s market, deliveringauthentic classic, retro and vintage styles.DifferentiationEvery company is unique – with its own story ofachievement, company culture, reputation, products andpeople. Telling your story through product literature, websitesand employee induction materials can create the kind ofloyalty and pride that in tough markets leverages a realcompetitive advantage.02Corporate Memory - A guide to managing business archivesProtectionThe archive is the memory of your business – holdingknowledge and evidence of commercial activities, forgottenwhen people move on. Archives can provide evidence againsthostile litigation, trademark infringement, or assault onreputation. More routinely, they are an unparalleled source ofmanagement information.Exposure to the corporate memory shows today’s employees,from boardroom to shop floor, that your company hasweathered political and economic uncertainties, technologicaland organisational change, growth and recession.Whatever your business, whatever your sector, by keepingarchives you capture today’s experience, knowledge andcompany know-how for tomorrow’s management team.It’s a powerful tool, it’s company-generated and it’s yours so don’t throw it away – make it work for you.Case studiesThomas Cook Group plcDIageo plcBoots UKHSBC Holdings plcMarks & SpencerNational GridOpta SportsdataTotal E&P UK Ltdpage0406081012141618Use your archives wisely –make them work for you

Today, Thomas Cook UK & Ireland is thesecond largest leisure travel group in theUK with around 17,000 employees. It isnow part of Thomas Cook Group plcThomas Cook is the world’sbest-known name in travel,thanks to the inspiration anddedication of a single manDuring the Second World War,a deal was brokered to savethe company from financialcollapse and the organisationwas sold to Britain’s fourmainline railway companies.In 1948 the firm becamestate-owned as part of thenationalised British RailwaysCASE STUDYMarketing and customer relationsThomas Cook Group plcThe name Thomas Cook is one of the world’s best-known in the travel business, thanks tothe inspiration and dedication of a single man. Thomas Cook began his international travelcompany in 1841, with a successful one-day rail excursion at a shilling a head from Leicesterto Loughborough on 5 July. From these humble beginnings Thomas Cook launched a wholenew kind of company devoted to helping Britons see the world.Thomas Cook Group plc possesses a unique collection ofarchive material covering all aspects of the company’s historyfrom the founder’s first excursion on 5 July 1841 to the present.This material is held in the Company Archives, which functionsas a corporate memory, offering an information service to thecompany’s various departments and to interested members ofthe public, as well as providing research facilities for academics,journalists and picture researchers from all over the world.Images of historical brochure covers from the archives appearwithin all current mainstream company travel brochures todemonstrate the company’s depth of experience and providea quiet reassurance of confidence and quality to customers.The entire range of Thomas Cook guidebooks and timetablesis being rebranded to reflect the fact that the company hasbeen in the publishing business since 1873. Information andimages including historical guidebooks and timetables from thearchives have provided inspiration for the designers.Thomas Cook survivedthe recession of the 1970s– a recession which saw thecollapse of several travel firms– and enhanced its reputationfor providing excellent serviceby launching a Money BackGuarantee scheme in 1974During the first quarter of thetwentieth century – a periodwhich saw the introduction ofwinter sports holidays, tours bymotor car and commercial airtravel – the firm of Thos Cookand Son dominated the worldtravel sceneIn 2009, Thomas Cook’s marketing team creatively used archiveimages from the collection to promote the 140th anniversary ofCook’s first tour to Egypt in a two-page spread within ThomasCook’s Signature Egypt brochure. This was followed throughwith archive information used in the press release, and archiveimages used to produce the cover of a special anniversaryguidebook. This created a strong brand identity and a uniquepromotional aspect to the campaign and product.In 2008 – the 200th anniversary of Thomas Cook’s birth– Thomas Cook Tours arranged anniversary tours, again usingarchive images to promote the brand. Thomas Cook Sport in2007 offered a special boxing package to see Ricky Hatton fightin New York. A similar package (to see the Tunney-Dempseyworld heavyweight fight) was offered by Thomas Cook in 1927(exactly 80 years earlier) and archive material relating to the1927 tour was used to promote the 2007 tour. Thomas CookSport has also used archive material to promote football, rugby,cricket and Formula One packages.Facsimiles from the archives, such asframed brochure covers, are regularly usedas sought-after corporate gifts for VIPsincluding CEOs of hotel chains, cruiselines or foreign Ministers of Tourism, andas staff awards. Thomas Cook Group plcCEO Manny Fontenla-Novoa pointsout that, “Very few companies in anyindustry sector can boast such a richhistory and heritage”.thomascook.comCorporate Memory - A guide to managing business archives05

CASE STUDYBrand knowledge and marketingThe iconic toucan adcampaign of the 1930sremains recognisable todayDiageo plcGUINNESS is the world’s most famous stout, created and founded by the legendary ArthurGuinness. In 1759, Arthur took over a small four-acre brewery at St James’s Gate Brewery inDublin. Today, GUINNESS beer is truly a global brand, enjoyed in over 150 countries aroundthe world.The heritage of GUINNESS lies at the heart of the brand andthe Archive collection is used by a range of business unitsacross Diageo, the parent company, to promote and protectthe brand. Some of the activities the Archive team have beeninvolved in to celebrate ‘Guinness 250’ are outlined below.The Archive team works closely with public relations andmarketing departments around the world to provide marketingsupport on the heritage of the brand. This year, major supporthas been provided to reflect ongoing global marketingcampaigns celebrating 250 years of the brand. A new websiteresource for the media covering the ‘Guinness 250’ story wascreated and written in conjunction with the Archive team,featuring over 1,000 historical photographs and documentsfrom the collection. In addition, old GUINNESS televisionadverts from the past 50 years were revived from the Archiveand shown on national television.The collection also serves to inspire the creation of newmerchandise products, licensed by the GUINNESS brand.From t-shirts and mugs to posters, the heritage of the06Corporate Memory - A guide to managing business archivesGUINNESS brand is celebrated and brought up-to-datein a contemporary way. Designers utilise the archivecollection and the knowledge of the archivists to create newmerchandise, based on past advertising Commemorativepackaging has been specially designed for ‘Guinness 250’using archive photographs, and a range of limitededition products inspired by the Archive collectio havebeen produced.“[In exploring the Archive,] I find that the brand comes alivefor the licensees, they begin to recognise the provenance,heritage and longevity of the brand. This recognition ischannelled down the line into creating commercial productideas for the GUINNESS Official Merchandise range.”Niamh Carney, Product Development Manager,Diageo Global LicensingLike any business, Diageo actively protects itsintellectual property. The Archive collections areused by the Diageo Legal department on anongoing basis to prove cases of copyrightand trademark infringement. The range andextent of the collection allows the legalteam to successfully challenge infringementcases across the world.guinness.comIn 2009 the Guinness Companycelebrated 250 years since ArthurGuinness signed a 9,000-year lease onthe St James’s Gate breweryImages used supplied by the Guinness Archive and are copyright of DiageoThe Guinness Archive collection reflects this remarkable 250years of Guinness history. The collection contains records datingfrom 1759, as well as photographs, film, video, memorabilia,posters, maps, bottles and other objects documenting thehistory of the company and the brand across the world.GUINNESS beer is notblack but rather ruby redbecause of the addition ofroasted barley10 million glasses of GUINNESSbeer are enjoyed every dayaround the world

CASE STUDYBy the 1930s, there were over1,000 Boots stores selling a widerange of products, including thenew cosmetic range No7 and thesuncare brand SoltanThe Boot family begantrading in 1849, selling herbalremedies from a small store inGoose Gate, NottinghamBoots UKToday, Boots is the UK’sleading health and beautyretailer, with around 2,600outlets, from local communitypharmacies to large healthand beauty storesThe archives at Boots UK contain a wealth of material relating to over 160 years of health andbeauty retailing. They are consistently used to support brand marketing, and as inspirationfor the development of new products. A recent example is the new global beauty brand– Boots Original Beauty Formula – that was launched simultaneously in the USA and Europein February 2009 and is proving to be a great success.The Boots Company PLC is the owner of the Boots logo and the trademark Boots Original Beauty FormulaThe creation of theNational Health Service in1948 led to a vast increasein dispensingInspiration and innovation“The aim was to create a modern brand that had a vintagelook and feel. The designer drew inspiration from the styleoriginally used.”Judith Wright, Boots UK ArchivistAnnabel Franks, Head of Beauty Brands at Boots UK,says, “This range brings back to life the best of our amazingformulation and packaging archive, celebrating the traditionand history which makes Boots the great brand it is today.”The company has successfully taken inspiration from thepast and translated it into viable consumer products. Usingcustomer insights and trends analysis, Boots identified ademand for high quality skincare products that embodiedtraditional ‘purist’ values in terms of product formulation andquality. The product development team was tasked withcreating a new global beauty brand with an authentic 1920slook and feel.Using the archives to develop this brand has had significantPR appeal and the story of Original Beauty Formula’sresearch and development has been well-received by thepress and helped market the new brand. The advantagehere is that the brand has historical integrity, it’s not merelya marketing construct, since by re-using genuine productinformation Boots UK has created something authentic,albeit within the context of modern manufacturing andquality assurance processes.The product developers, working in collaboration with thecompany’s archivists, had access to specific historical productknowledge and market information across the 160 yearsthe company has been trading. Together they were able toidentify and adapt original ingredients and merchandising forthe modern market. Once the bath, body and face productformulations were agreed, they went on to create appropriatepackaging, nomenclature and style so that all aspects of thenew customer offer had authentic retro appeal.This innovative use of Boots UK’s design and packagingarchive delivered the new global beauty brandto market, quickly and cost-effectively withoutcompromising the company’s reputationfor product quality and efficacy. “The beautyindustry and press absolutely loved it,”says Clare Stafford, Boots UK,Public Relations Team.boots.comCorporate Memory - A guide to managing business archives09

CASE STUDYThe HSBC Group is named after itsfounding member, The Hongkongand Shanghai Banking CorporationLimited, established in 1865Employee engagementBy the 1880s, the bank wasacting as banker to the HongKong governmentHSBC Holdings plcHSBC has been both a pioneerand pillar of banking in manycommunities around the worldand is very proud of its historyThe rich treasures of a company’s history can be used to effectively support the humanresource of a business. Recruiting, retaining and developing your staff is essentialwhether you are a small or multi-national business. Archive material can be used topromote the company internally to staff, focusing on history to engender companyloyalty and pride.“How the corporate culture has evolved; how it is contributing to shareholdervalue; how it can be nurtured for the good of future generations - there is nomore seriously important topic of conversation within our Board. The HistoryWall represents the development of our culture, capturing it in a way thatmakes this critical subject easily understandable to everyone within HSBC.”Stephen Green, Group Chairman, HSBC Holdings plchsbc.com10Corporate Memory - A guide to managing business archivesHistory Wall image courtesy of Steve SpellerIn 2001 HSBC commissioned an art installation called the History Wall forthe foyer of their new head office in London. The installation was createdby reproducing historical images from the HSBC archive onto nearly 4,000aluminium flags and arranging them in chronological order. The resultingartwork, of great beauty and sophistication, captures the values andcharacter of the company. The History Wall is used as part of companyinduction programmes. New head office employees are given a guidedtour of the History Wall, while those at international locations can access anaccompanying publication and DVD. In this way, the company history is usedto engage new generations of employees, communicating and bringing to lifelong-established corporate values. The bank also has a tradition of supportingscholarship in banking history, with a new work in prospect for its 150thanniversary in 2015.In 2001, HSBCcommissioned an artinstallation called theHistory Wall for the foyer ofits new head office

CASE STUDYCorporate identity and corporate social responsibilityM&S sold its first brain 1926. It now sells 45bras every minute itsstores are openMarks & SpencerMarks & Spencer is one of the UK’s leadingretailers of clothing, food and homeware,with over 21 million people visiting its 668UK stores each week. The company storybegins in 1884, when Michael Marks, aRussian-born Polish refugee, opened a stallat Leeds Kirkgate Market.The M&S business was founded on five core company values – Quality, Value, Service, Innovation and Trust. These valuesremain as important today as they were then, and the evidence that shows how they have shaped the M&S business over thelast 125 years can be found in M&S’ extensive Company Archive. The archive includes more than 60,000 items, and is a richsource of all types of material including examples of clothing, merchandise, packaging, corporate records, human resourceand welfare records, advertising and a large photographic collection.“M&S has been at the heart of the community for125 years. Since we began life as a marketstall in Leeds we have amassed a wonderfulcollection of products and memorabiliathat offer an intriguing insight intothe M&S of today.”Sir Stuart Rose, M&S Chairman12Corporate Memory - A guide to managing business archivesIn the 1970s, M&S employedItalian designer AngeloVittuci to give the mensweargroup an injection offashion know-howThe M&S business was foundedon five core company values,which remain as importanttoday as they were thenSell-by dates wereintroduced by M&Sin 1970 – severalyears before theybecame partof governmentlegislation

CASE STUDYCorporate identity and corporate social responsibilityMarks & SpencerMarks & Spencer is one of the UK’s leadingretailers of clothing, food and homeware,with over 21 million people visiting its 668UK stores each week. The company storybegins in 1884, when Michael Marks, aRussian-born Polish refugee, opened a stallat Leeds Kirkgate Market.The M&S business was founded on five core company values – Quality, Value, Service, Innovation and Trust. These valuesremain as important today as they were then, and the evidence that shows how they have shaped the M&S business over thelast 125 years can be found in M&S’ extensive Company Archive. The archive includes more than 60,000 items, and is a richsource of all types of material including examples of clothing, merchandise, packaging, corporate records, human resourceand welfare records, advertising and a large photographic collection.“M&S has been at the heart of the community for125 years. Since we began life as a marketstall in Leeds we have amassed a wonderfulcollection of products and memorabiliathat offer an intriguing insight intothe M&S of today.”Sir Stuart Rose, M&S ChairmanIn 2009 – the company’s 125th anniversary year – Marks& Spencer and the University of Leeds announced a newpartnership that will see highlights of the company’s archiveexhibited to the public for the first time in the University’sCentenary Gallery. This has presented M&S with the perfectopportunity to invest in its unique heritage, making it accessibleto employees, customers, and the academic community.“The academic potential of the company’s archive is considerablefor staff and students and it will be a valuable resource foreducation and research.”Professor Michael Arthur,Vice-Chancellor, University of Leeds,The exhibition, named Marks In Time, traces M&S’ journey frommarket stall to penny bazaar to international retailer; showcasinghow M&S is woven into the fabric of British life – fromthe clothes we wear and the food we eat, to the highmoral and ethical standards we expect from businessesand employers today. Elements from the exhibitionwill be used at events throughout the year, for example adisplay at the AGM and a fund-raising gala dinner. A DVD ofthe exhibition will be sent to all stores and a touring exhibitionfeaturing highlights from the display in Leeds will visit keystores around the country. A website has also been createdto accompany the exhibition which includes educationaldownloads for Key Stages 2 and 3 and an area where visitorscan submit their memories of M&S.A range of celebratory archive-inspired products werecreated for sale in stores, a commemorative history bookwas published and a list of 125 fascinating facts about thecompany has been drawn up and used for internal andexternal communications. The company is also working closelywith the University of Leeds to encourage links with the localcommunity, for example engaging schools and disadvantagedgroups through outreach programmes and working with localinstitutions like the recently re-opened Leeds City Museum toencourage interest in local history and promote tourism.“We feel it is our duty to protect and conserve our retail heritageand make it available for both our internal and external users. TheM&S Company Archive has been rated as having the potential to beone of the most academically valuable corporate archives in Britain.Making this more widely accessible can only act to enhance thereputation of the company and improve our understanding of itsimportant and enduring role in British society.”Alison Houston,Head of the M&S Company ArchiveThis kind of innovation is seen as imperative for the business’scontinued success. It is recognised throughout the company thatM&S innovation is what differentiates it from its competitors. Theredevelopment of the M&S Company Archive will be of great benefitto its customers, allowing them to experience a real taste of M&Shistory, to find out more about the company that they have knownand loved for years, helping to trace the social history of Britain.The availability of archive material for use within the businessalso has direct benefits. Archive imagery and material hasbeen cleverly used to attract and intrigue customers, therebydriving footfall into M&S stores. Creatively, the M&S CompanyArchive is now seen as a key design and learning resource,and due to the raised profile, it is one of the first points ofcall when new ideas, designs or methodologies are beingconsidered. The historic merchandise has provided theinspiration for new product ranges inspired and influencedby the archive, for instance the use of archive images onretro food packaging, textile and fabric patterns on M&SKitchen tabletops, trays and light shades and the creation ofa bespoke line of garments inspired by the archive for thecompany’s ‘125’ range.The project to redevelop the archive has changed the waythat the business as a whole regards its history. From abusiness perspective it makes good commercial sense toexplore past actions to ensure that the company is learningfrom and building upon its successes and failures, focusingon implementing cost-effective business practices. The profileand use of the archive has risen dramatically. An overview ofthe history of the company is part of the induction process forevery new recruit. The archive is regularly used by a diverserange of departments, including the Press Office, the DesignDepartment, the Food Group and the Legal Department.The commitment to recognising the company’s historyand staying true to the core values the company has hadsince its earliest days has helped to reaffirm the brand withcustomers and colleagues throughout the company in thesechallenging economic times.In the longer term, the company announced on 4 June 2009their plans to relocate the entire M&S Company Archive to anew purpose-built facility at the University of Leeds, wherethe archive will be fully opened to the public, students andacademics while continuing to function internally as animportant business tool. Use of the archive will also act as awindow to explore the impact of retailing and business onthe social history of Britain.marksintime.marksandspencer.com12Corporate Memory - A guide to managing business archives

National Grid’s land regenerationwork (for example at the GrantonGasworks site in Scotland) usesinformation contained in itsextensive company archivesTreatment works at Granton involved the excavationand removal of 120,000 tonnes of contaminated soilsand the removal of redundant pipework and plantassociated with the former gasworksCASE STUDYArchives and evidenceNational GridSince January 1996, National Grid hasembarked on more than 500 landclean-up projects, invested over 205million and reclaimed over 1,500acres of land. The positive impact ofthis land regeneration work is evidentthroughout the UK, as hundredsof former gasworks sites, closeddown following the introduction ofnatural gas from the North Sea, havebeen cleaned up, enabling themto be redeveloped and returnedto beneficial use, helping both theenvironment and local communities.National Grid’s land regeneration work uses information contained in theirextensive company archive. Using a collection of gas site plans and othermaterial, dating as far back as the mid-nineteenth century, National Gridis better informed in seeking to pinpoint areas of potential contaminationcaused by its predecessor companies when using industrial processes toconvert coal into gas.Detailed site plans, photographs and associated material complements andhelps target site investigation and remedial action, minimising disruption tothe local community and the time taken to clean up the land. In turn, thisallows National Grid to focus its investment and resources into regeneratingland efficiently and effectively.Steve Holliday, Chief Executive of National Grid, explains: “National Gridunderstands the value of maintaining a company archive; our case studydemonstrates how we draw on our vast collection of historic information tohelp deliver our Corporate Social Responsibility policy, which is focused onsafeguarding our global environment for future generations.”The recent regeneration of ‘The Forthquarter’, Granton, Edinburgh providesan example of how archived information contributed to the efficientregeneration of land, to the benefit of the local community. At the close ofthe nineteenth century, Granton Gasworks was Scotland’s largest single gasproduction plant.Following decommissioning of the plant in the mid-1990s, a land remediationstrategy, which drew on archived information such as photographs and siteplans, has turned the gasworks into National Grid’s flagship development site.Today, ‘The Forthquarter’ is a 110-acre site, offering commercial, residential,educational and leisure development opportunities.Just 4 km from the city centre, with views acrossthe Forth Estuary, this 110-acre site now offerscommercial, residential, educational and leisureopportunities and represents one of the city’slargest strategic mixed use developmentsIn addition to informing land regeneration, the archive collection consistentlyproves its value in assisting local authorities and others to understand theenvironmental and structural impact of former gasworks in their areas and inresolving queries on the legacy of former industrial land uses.nationalgrid.comCorporate Memory - A guide to managing business archives15

CASE STUDYManagement informationRyan Giggs is the only playerto have scored in all 17 PremierLeague seasonsAndrey Arshavin is the onlyplayer to score four goals in aPremier League game and notend on the winning sideOpta SportsdataIn the information age, Opta data has become business-criticalto both media and sports professionals who rely on highquality accurate information to evolve and stay ahead of thecompetition. Opta has to manage its current and archive dataeffectively, such as the Opta Index, created in 1996 which ratesplayers in the Premier League across six positions.Opta data opens up a new world of detailed player performanceanalysis that can be presented in multiple ways to the consumeror professional. Its products range from editorial features fornewspapers, mobile data feeds, internet applications andtelevision programmes to scientific and tactical calculations forprofessional coaches across the globe.“We believe football is about more than just match day. It’s nowan everyday experience – the build-up, the match, the postmatch discussion, the ongoing debates: all these drive a hungerfor information and generate a demand for Optato satisfy.”Mark MacCombie, UK Sales Manager, Opta SportsdataCompanies all over the world use Op

all to succeed in today's competitive global markets. The following pages show how successful companies are using their archives to exploit their uniqueness and gain an edge over the competition. Corporate Memory - A guide to managing business archives 01 History is more or less bunk, declared Henry Ford in 1916. The company that bears his .

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