Unpopular culture and how to sell it
There are some parts of the marketing world that ad agencies rarely get a chance to see. One is fashion: the world of watches, perfume and luxury handbags. The other is the arts. I don't know anything about fashion, as my wife can testify. I have found out a bit about arts marketing in recent years, though.
Something that started as a fun sideline has turned into an occupation that now takes up about half of my time: selling unpopular culture. I've done brand campaigns for the British Museum, Southbank Centre...