Ahead of his appearance at our ‘Creativity for Commerce’ Annual Conference, on 21 November, Elen Lewis interviews Sir Peter Bazalgette, chair of Arts Council England.
What’s the smartest business idea you’ve had?
Developing factual entertainment formats for TV, which made ‘how-to’ subjects prime-time hits with international sales, books and magazines.
What’s the best advice you’ve ever been given?
Carpe diem.
Why should business do more for the arts? And why is it in their interest to do so?
Business needs to restore the position from before the credit crunch, of major arts support, now their balance sheets are largely repaired. It is in their interests because a healthy society is in their interests. Quality of life is a way of attracting employees to their locality and inspiring education for tomorrow’s workforce.
Who or what has inspired you most profoundly in your career?
In TV, probably Esther Rantzen, who I worked with early on and who showed how facts can be entertaining. And in the arts, Nick Serota – an inspirational leader.
What does bold marketing leadership look like?
It is distinguished by new ideas and innovative execution.
What does creative marketing look like, and how do leaders nurture it within their teams?
You’ll know it when you see it and nurturing is all about auditing your team to bring out the best qualities. Initiators of genuinely new ideas (a minority can do this) and great creative executors are both important… but they’re not the same people.
What’s your guilty pleasure?
Mersault and ITV3.
What would you say to your 17-year-old self?
Take more risks.
Tell us a secret
My only live TV presenting job consisted of drinking enough whisky to get drunk in order to test a new breathalyser, which didn’t work. The mixture of adrenalin and alcohol made me completely fluff my lines. After that I was deservedly confined behind the camera.
Our Annual Conference is a day of three parts: helping you become more creative as an individual, more creative at work and more creative in the world at large. Led by our cast of inspirational speakers, from inventors to entrepreneurs, investors, brand guardians, business leaders and creative thinkers, this is an intensive one-day toolkit to boost your creativity.
For more information, or to book your tickets please view the event page.
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