Pippa Strutt

Pippa Strutt

direction

Pippa has spent over 18 years developing communications strategies for some of the world’s leading brands and organisations. Her passion for working with Forster AGEncy comes from a desire for the freedom to choose her own future as she grows older.

pippa@forsteragency.co.uk
About Pippa Strutt
I have nearly two decades’ communications experience across the voluntary, public and private sectors - developing communications strategies for some of the world’s leading brands and organisations, including Levi’s, Coca-Cola, Orange, Absolut and Disney.

My passion is for organisations and brands who want to change the world. This has seen me develop campaigns for voluntary and public sector clients including Shelter, Build Africa, Breast Cancer Care, The Apprenticeships Unit, Tommy’s and the Learning and Skills Council.

Prior to joining Forster, I was a Director of Hill & Knowlton’s Public and Third Sector Division, where I set up and grew a consumer team from scratch. My previous experience includes Head of Business Development for Shelter, Board Director at Henry’s House and Managing Director of Cairns & Associates.

I have a vested interest in the work of Forster AGEncy. I want to be 55, 65, 75 and hopefully 85 one day. I want to be visible and valued. I want to wear eccentric hats and loud dresses. I want to be very opinionated and I want to have two sausage dogs that sleep on my head. But most of all, I want to have the freedom to choose my own future.

If I want this to happen, then something has to change. The future I see reflected in today’s media is one where older people are invisible, patronised, treated as if they are a ‘problem’ and spoken to like they are a grey, homogenous mass who are only interested in coach tours.

As the daughter of two rabble-rousing baby boomers, I’ve grown up seeing my parents’ generation breaking glass ceilings and bashing down barriers. Now retired themselves, they are the generation who listened to the Rolling Stones, read The Female Eunuch and watched Clockwork Orange. They have no intention of disappearing quietly into old age. And thank goodness for that.

I believe that all 55, 65, 75 and 85 year olds deserve to be treated like individuals – colourful, vibrant, different, noisy, experienced, important, visible, valued. That’s why I am proud to be a part of the Forster Agency.
My opinions

Grey Matter: Improving with age

For those of us who lose our car keys and immediately blame our ageing brain, we may need to find another excuse. Because recent evidence suggests that, rather than losing brain cells as we age, we could actually be at our cognitive best.

In her new book, The Secret Life of the Grown-Up Brain, writer Barbara Strauch suggests that long-held assumptions that our brains are in a state of gradual decline from a youthful peak have been proven untrue.

“The changes that take place as we age give us the best brains of our lives,” she argues. “Middle age adds life experience, better judgement, and perhaps a little wisdom. The brain has learned to recognise the patterns, see then connections, and move quickly to a solution.”

And rather than slowing down as we age, Barbara Strauch argues that – with our brains in full bloom – we should re-think our life patterns.

“It’s time for those in middle age to use their very capable brains to figure out how society needs to adapt to a changing human being and his changing brain,” she argues.

Oliver James also argues that we need to be wary of prejudices surrounding our elderly family members. “Although the decline in some capacities does accelerate more rapidly with old age, particularly physical ones, they are often better than younger people in other respects,” he explains. “For instance, they handle difficulties in relationships more effectively and deal with negative feelings more productively.”

The good news is that there are steps we can take which may protect our minds as we age. “Physical exercise protects the brain, and what we eat may make a difference in brain health,” argues Strauch.

Time to remember where we put that punnet of blueberries. It may be next to the car keys.
Pippa Strutt, (posted 15th July 2010)
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Visibly Invisible

Why is it that the minute you acquire a few wrinkles you seem to become invisible?  

As the owner of a full set of crow’s feet, plus a pair of matching eye bags and some decidedly wobbly bits, I have noticed that no-one is noticing me any more. I don’t mean noticing in the sense that I’m looking for wolf whistles, a ‘hello darlin’ or an admiring glance from the postman. No. What I mean is that I seem to have become invisible when doing even the most basic things, like being on a zebra crossing, buying things in a shop, or getting drinks from a bar.  

This is hugely irritating as a) I don’t want to be run over, b) I sometimes need to buy things and, c) I’d like to get some drinks, thanks very much.  

Part of this may be addressed by the acquisition of a high visibility vest, or a crash diet and some major cosmetic surgery. But I’m a bit scared of needles, I don’t look great in fluorescent and I like cakes.  

The bad news seems to be that this cloak of invisibility just gets larger as we get older.  

Past 50? Get ready to be ignored by employers. Past 60? Get ready to be ignored by all but the most innovative companies and the odd equity release company. Past 70? I’m sorry? Was someone saying something? I didn’t see you there.  

Anyway. You get the point.  

As a culture, we appear to have become so youth obsessed that we’ve forgotten that it’s actually normal to get older.  

“I am a 61 year old baby boomer,” writes one blogger in an anonymous posting on Marketing Week’s website. “To be frank the media in this country behaves as if I have no brain, am ugly and fat, unhealthy, not interested in fashion or IT, none of which is true. My 83 year old mother has just begun an advanced IT course have done very well in her first year. The women in my family all live into their 90s and beyond. I am very tired of not seeing women like me reading the news, interrogating politicians or bankers. There are 9 million women in this country over 50 and except for Helen Mirren, Joanna Lumley and Her Majesty the Queen we are invisible and worthless. Why would anyone ignore a such a huge market?”  

A good point and well made.   Time to lift the invisibility cloak and see that age is actually all the rage.
Pippa Strutt, (posted 25 May 2010)
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Great Gran’s Got Talent

Pixie Lott, JLS and Lady GaGa may face some stiff competition after an 80 year old Great Grandmother from Glasgow captured the nation on Saturday’s episode of Britain’s Got Talent.
Janey Cutler was escorted onto the stage by Ant McPartlin before blowing the roof off the Glasgow auditions with her English rendition of the Edith Piaff classic, ‘Non, Je ne regrette rien’.
Footage of her performance has already been watched by thousands on YouTube and the tabloids are declaring her the “new Susan Boyle”.

How refreshing to see an 80 year old woman come onto Saturday night TV and defy everyone’s expectations. “I didn’t expect such a big voice to come from such a little person,” gushed Amanda Holden as she rose to her feet. “Amazing,” added Piers Morgan, who had clearly expected so little of the diminutive Scot.

With many TV execs suffering from extreme myopia when it comes to having any woman over 40 on primetime TV, it is not only refreshing to see an 80 year old actually on the screen, but also seeing one without botox, cosmetic surgery, hair extensions or a team of stylists on standby. An actual REAL woman! Over 40! On  Saturday night telly!  I nearly choked on my pizza.

Janey Cutler’s performance was in stark contrast to the screeching and caterwauling that characterised many of the performances over on BBC1’s ‘Over the Rainbow’. Whilst the Great Grandmother’s stage presence was humble and wise, the wannabe young Dorothy’s behaved like preened princesses as they jostled for position in front of the judges. Even Graham Norton seemed fed up with them all.

Perhaps Mrs Cutler’s performance will remind TV executives that Britain likes talent, whatever shape or age it may come in.
Pippa Strutt, (posted 12 May 2010)
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