From Storage Ad Guru to Marketing Jewru

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Marketing Jewru: The Voice Of Manhattan Mini Storage Sets Her Sights On Better Jewish Living

For 20 years, Archie Gottesman has been the force behind Manhattan Mini Storage’s iconic subway and billboard ads. As the Chief Branding Officer for Edison Properties, parent company to the self-storage behemoth, she captured the attention – and sometimes the ire – of New Yorkers with lines like “Why leave a city that has six professional sports teams, and also the Mets?” “NYC: Tolerant of your beliefs, judgmental of your shoes,” and “If you don’t like gay marriage, don’t get gay married.”

With that same mix of irreverence and creativity, Gottesman, a graduate of the Wexner Heritage Program for Jewish learning and leadership, has now launched “The Marketing Jewru” – a guide to better Jewish living. The site offers a number of innovative and inspiring materials, available for free download, to celebrate the holidays, including Rosh Hashanah, the Jewish New Year, which begins this year at sundown on Sunday, Sept. 13.

“Over the years, I started designing and curating user-friendly Jewish content for the big holidays,” Gottesman explains. “I’d have friends over to celebrate, and they were people who came from varying degrees of Jewish background; some of them identified culturally as Jewish but had barely set foot in a synagogue. So my goal was to connect people with elements of the stories and the service that were both meaningful and accessible – the stuff people really ‘get.’”

Gottesman found that her friends and guests loved these reconstructed services. For many of them, these celebrations were the start of a renewed embrace of their religious, spiritual and cultural selves. “I got great joy out of mining Judaism for its great riches and marketing it for other people to experience,” Gottesman says, “so I wanted to do it for people beyond my dining room table.”

In addition to the guide to celebrating Rosh Hashanah, the Marketing Jewru currently offers a “Playbook” for Shabbat, the Jewish Sabbath, along with guides for Passover – including Gottesman’s “How to Lead a Kick-Ass Seder” and her unique take on the Hagaddah, the traditional Seder roadmap.

Some of the content on the website is Gottesman’s original writing, and the rest of it she compiled from searching Jewish books and online resources. New materials and resources will be added in the coming weeks and months, including help with baby naming and Bar and Bat Mitzvah planning, a how-to for sitting Shiva, the Jewish mourning period, and more resources for making one’s Jewish life more meaningful.

Visitors to the site will also find Gottesman’s “New Ten Commandments,” which includes mandates such as “End boring synagogue” and “Get rid of the ‘Bad Jew’ label.”

Explains Gottesman, “I’ve always believed that anyone who feels Jewish – or wants to – is Jewish. So my hope is that the Marketing Jewru reaches as broad an audience as possible, and that people add their own special traditions to it so that we can really start a dialogue about what it means to live Jewishly.”

The Marketing Jewru can be found online at

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Stacy Stuart
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