Field Sales * Live Marketing * Customer Engagement Volume 13 Issue 2 Autumn 2016
BEST AUTU BEFORE Mn 2 016
FA PERFBULOUS ORM ER
The Field Marketing & Brand Experience + INSIDE Awards
DE O F TH CON E BEST B TEND R ERS AND AW AR
The campaigns that scored shortlist success
Award-winning promotional vehicles Unforgettable brand experiences
Brand awareness & activation
PR stunts & experiential
Sampling & field marketing
Roadshows & tours
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Marketing on the move...
Marketing vs. Sales through retail With a raft of brilliant teams and brand ambassadors contending for Field Marketing awards I was struck by the sheer versatility of the participants. What most of the best field teams have is an ability to blend marketing and sales know-how into the same person, the same brand ambassador. For many brand ambassadors visiting retail, that is especially the case. Single skill specialists such as merchandisers, samplers or van salespeople are disappearing. All-rounders have emerged who order stock, train store staff, report on compliance, connect marketing strands at the point of sale, negotiate sitings and sell direct. The best of these all-rounders are both marketers and salespeople. They influence sales (marketing) in an accountable way (sales). There is a clearly and direct correlation between the best brand ambassadors and the result at the till, with hard EPOS data to back that up.
brand knowledge bases with awareness of aspects of the marketer’s toolkit including the brand’s advertising, its product benefits, competitor activity, promotional activity and targeting. At the same time, they are expected to use sales skills such as negotiation, deal broking, leverage and sales analysis. Not only that, but they are expected to collate qualitative, quantative and transactional data, reporting both store and shopper product knowledge, reaction and brand love. From warm and woolly emotional feedback to cold and calculating ROI our brand ambassadors must seek opportunities to help the brand gain on its objectives. Collectively they are making some big calls for the business. Those who worry over defining field marketing vs field sales may be missing the bigger point. The point is that the collective knowledge going into store and the collected data and insight on departure make field teams and their actions a crucial business resource. Field teams are often called the eyes and ears of a brand but they are also its nervous system, responding to rapidly command and later delivering information that all parts of the body corporate can benefit from.
available on subscription £40 per annum UK (inc p+p), £60 per annum Europe & USA Published by Frank Publishing Ltd, PO Box 4059 CHIPPENHAM SN15 9HX email: firstname.lastname@example.org
BEST BEFORE AUTUMn 2016
FABULOUS PERFORME R
ld T h e Fi e g n i t e k r Ma & Brande nc Experie rds a w + INSIDE A ccess
OF THE BEST CONTENDERSBRAND AWARD
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or tlist scored sh ns that
Cover: A brand ambassador from Kru Live’s Team of the Year shortlisted finalists in this year’s FMBE Awards. He is working on DHL and Bright Partnerships’ events at the 2015 Rugby World Cup.
Contents 1 Open Field 2 FM News 5 FMBE Symposium 8 FM Awards Shortlist BEST BE AUTUMn FORE 2016
Frank Wainwright Publishing Editor, Frank Publishing
Increasingly brand ambassadors are being engaged as
Sales Field * rketing * Live Ma ment r Engage Custome Autumn 2016
Volume 13 Issue 2 Autumn 2016 FAB PERFOURLOUS MERS
RADE OF THE CONTENBEST BRAND AW DERS ARD
Production Publishing Editor Frank Wainwright email@example.com
News and Event reporting Harriet Cramer firstname.lastname@example.org
Subscription Enquiries Vicki Lloyd email@example.com
Editorial Assistant Vicki Lloyd firstname.lastname@example.org
Colouring In Ian Cramer
13 Brand X 15 BX News 20 BE Shortlist 29 FM Forum 29 Field Sales Insight 30 Data and Insight 31 FMBE Shortlist 38 Technofield 39 Pastures New 40 Summer Review
Core2Store and RSS see shopper angst shift The Ann Savva Group launches As little as 2 years ago the price of products was the most important issue for shoppers. Now, in a report from Shopper Insight Agency Core2Store, the position has shifted, and it’s more about availability. That is according to the collective findings of a shopper survey from Reasearchbods coupled with store insight from Core2Store and agency RSS.
Ann Savva Promotions announce the launch of The Ann Savva Group supporting Researchbods polled 1,000 people on their attitudes to their the additional range of services now daily shop. They reported that – relating to the major store offered to their clients. they shopped in – 38% of shoppers complained that products The 29 year old company is now focusing they wanted were not always available either normally or on on four key divisions of their award promotion. 31% complained that it was not easy to find the winning brand experience and events products they wanted – that’s compared to just 36% agency. The new dedicated business mentioning price. sectors include Promotions, Event Colin Harper MD of Core2Store explained “Price has continued Solutions, Field Marketing and to drop, ranges to compress, but products are not in place to Entertainment. meet demand. Unchanged store supply systems are just not up Originally a small modelling agency in to the job of moving products fast enough to meet local 1987, The Ann Savva Group client portfolio demand based on the need to make return on ever smaller includes global brands Citroën, margins”. Sennheiser, AEG and Telefónica O2, amongst others. “Over the years, the industry has advanced and our services and requirements from our clients have become more diverse. We are now capable of delivering across any brand experiential event, offering a full event solution, promotion, placement, audit or compliance project”, explains Mark Savva, managing director of The Ann Savva Group. The creation of The Ann Savva Group is also supported by a new brand identity.
The problem goes right back to individual stores, as RSS, a leading Field Marketing agency, found when they interviewed 177 managers, on their attitude to the shopper figures. 60% of these managers reported they agreed the availability issue applied in their store, but an interesting 12% of managers (18% for Morrisons) believed the position was worse than this. 70% of these managers reported that they would be very interested to learn where their store could do better. Ben Myles from RSS commented “Give managers believable figures, and show them where they can improve in their store and they will do all they can to help”. Myles added “Store managers are on the front line and you can build trust on the back of accurate, timely, advice” Harper summed up “There are real opportunities here to take a message of better to managers and meet a warm reception – one that will play well in terms of profit and ROI. We have case studies of 30% sales improvement from simply passing the right message to the right manager.”
Mette to supply Tesco with 900 demo units Mette, via its specialist sub-brand Pop Up Cookspace, has worked with brand activation agency N2O to produce 900 brand-adaptable demonstration units for use in Tesco stores across the UK.
partner that would meet its specific design and production requirements, combining both practical and visual appeal, and taking a more creative, design-led approach, that would be reflective of its clients’ brands.
This collaboration provides Tesco with a new range of demonstration units for the majority of its Extra and Superstore format stores. The units are readily available for Tesco and its suppliers to demonstrate, promote and sample in store with custom branding.
Grant Finney, senior campaign director at N2O, said: “Working with Mette was an enjoyable experience. They did a great job, delivering on time and on budget and maintaining high professional standards. Mette worked with us to identify challenges and devise solutions to meet our specific needs, showing a flexible, collaborative attitude at all times.”
N2O selected Mette following a comprehensive search for a
Contain launches with Havaianas TRO supports experiential marketing degree
Asset Space’s partner company, Contain, in conjunction with the commercial team at Cabot Circus, has developed its first bespoke outdoor retail solution combining brand experience with cutting-edge mall retail design.
Contain provided the design, conception, creation and delivery of an external retail platform for Havaianas.
Working with both the brand and the centre team throughout, Contain was able to deliver a completely bespoke unit which represents both Havaianas and Cabot Circus in a uniquely engaging way. The unit was installed and started trading on the 9th June 2016, and was in situ for four months. Contain works with brands and any venues to offer a bespoke and relatively low-cost platform for retail, promotions or food and beverage.
On Monday 26th September, members of the TRO team will visited Sheffield Hallam University to officially launch the UK’s first experiential marketing degree.
TRO has had input into the development of the course material and will be guest lecturing to students throughout the duration of the degree.
The team will meet the first cohort of 17 students on the International Events Management with Experiential Marketing course, the first degree of its kind in the UK.
Dr Phil Crowther, Principal Lecturer, Sheffield Business School said: “As a university we are committed to co-creating curriculums with industry partners to ensure our students are highly employable on completion of their course. We have enjoyed a great relationship with TRO over the past 18 months and are very much looking forward to educating the next generation of experiential marketers alongside the industry insights that TRO will provide.”
The agency has been working in collaboration with Sheffield Hallam University since June 2015 to develop the “International Events Management with Experiential Marketing” course – with specific focus on offering “real world” industry advice and relevance to optimise student’s employability on graduation.
Tactical Solutions recognised by Investors in People Tactical Solutions has been recognised once again by Investors in People, after being awarded accreditation against the organisation’s standard, demonstrating their commitment to high performance through good people management.
The agency took part in a rigorous review process, where an assessor visited their head office and assessed all elements from the training academy to the company induction where employees take part in a 26-week training programme.
Commenting on the award, Cathy Evans, managing director of Tactical Solutions said: “At Tactical we are all about our people, we pride ourselves on our dedicated teams who go out into the field every day, acting as brand ambassadors and communicating with key retailers on our clients’ behalf.
It really is what you know
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Core2store cuts through the confusion and delivers the profit Contact Ian Lacey on 01753 648800 or email email@example.com for more information
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It really is what you know Core2store cuts through the confusion and delivers the profit Contact Ian Lacey on 01753 648800 or email firstname.lastname@example.org for more information
Trusted advice to stores leading to
ÂŁ50m incremental sales through store contact and data insight
70% of Store Managers want to know how to do better EMPOWERING POSITIVE CHANGE
incremental sales through store contact and data insight
shoppers say that product availability is as important to them as price
of shoppers report that their biggest gripe is that products are not always available. 31% say that it is sometimes not easy to find products they want to buy (only 36% select price)
of store managers were not surprised and 6% thought it would be worse!
of stores rate our advice extremely useful
EMPOWERING POSITIVE CHANGE
Quiqup joins forces with Whole Foods Market Whole Foods Market and delivery company Quiqup announce exclusive partnership that enables Londoners to have groceries and household items delivered in as little as 1-2 hours. Having completed the pilot in May, Quiqup and Whole Foods have revolutionised the traditional e-commerce model by providing an on-demand delivery service that focuses entirely on the customer and their schedule.
“Essentially everything from tea bags to T-bone steaks are available to hundreds of thousands of Londoners.” Benjamin Woodgate, head of marketing at Whole Foods Market comments: “We are delighted that our customer’s appetite for the highest quality of natural and organic foods can now be met on-demand exclusively through Quiqup.” Customers select their preferred store, add items to a virtual shopping cart and then check out securely. Quiqup’s personal shoppers confirm incoming
Channel Advantage relaunches as Retail7
The change for the agency, which was founded in 1994, embraces the everchanging landscape of the retail sector and how it has now become a 24/7 industry.
Retail7’s brand review includes a new logo, tagline and website to supports its evolution since merging with the HPS Group in 2014. Tony Hall, MD of Retail7 commented: “The rebrand to Retail7 marks an exciting new chapter for us, at a time where the retail landscape is going through some of the biggest changes since its inception.
orders on their smartphones, shop for the items at Whole Foods stores and then handover the shopping to the
‘Quiqee’ driver to deliver to the requested address.
Online shopping has raised customer expectations dramatically in recent years. First, it was next day delivery. Now, it’s next hour delivery. If you can’t give someone what they want, when they want it, someone else will. “Products need to be on the shelf, correctly priced, attractively displayed and well supported by an expert, every second of every hour. Now, it seems, every day is a Saturday. Our new name reflects the new landscape: Retail7 provides marketing support for clients and retailers that’s always on.”
tasty brands including: * Cathedral City – Official Cheese
The ‘It’s Lunchtime’ promotional campaign returns for a third time at the end of this month supported by leading lunchtime focused grocery brands with the aim to encourage consumers to liven-up lunch and to shake up their midday eating habits.
* Carte Noire – Official Coffee
Consisting of major media, promotional and trade support activity, It’s Lunchtime will feature a lunchtime roadshow which will be taking to the road from September 22nd and reaching around half-a-million shoppers to highlight the importance of the midday day meal or snack and its importance to health, well-being, energy levels and concentration.
Over the duration of the roadshow, around 325,000 samples will be given out.
Packed with ideas to liven-up lunch and wellbeing, the roadshow has teamed up with
* Nakd – Official Healthy Snack * Bahlsen PiCK UP! – Official Biscuit * Clover – Official Dairy Spread * Kallo – Official Rice Cake
The roadshow will be appearing at two London mainline stations, Victoria and Waterloo, as well as 30 key Tesco and Sainsbury’s large format stores over four weeks of lunch tasting sessions, where they will be also giving out money saving vouchers.
Pension’s Day rolls out Pension Geeks, a service set up to help businesses to communicate with and engage with employees in regard to their financial futures, had been touring Britain in a branded double decker bus, in an awareness push that is supported by Scottish Widows. Field Marketing caught up with the roadshow at Broadmead in the city centre of Bristol. The bus is wrapped in colourful imagery designed in house by
Pension Geeks, whose team create communications across all manner of marketing and communications platforms. Pension Geeks managing director, Jonathan Bland told Field Marketing that his service communicates pensions advice to businesses in a jargon free way using new media and smartphone technology. “We create animation, video, scripts, models and calculations and games”, he says.
The nationwide tour supports Pension Awareness Day (also created by Pension Geeks) and is staffed in house by the Pension
Geeks team. The bus was provided for the tour and wrapped by roadshow, exhibition and events business Commbus.
Seen and Heard
The FMBE Symposium was hosted back in May at Tobacco Dock, just after our Summer issue came off the presses. That makes it a distant memory, back when Brexit was just an outsiders bet - but we did see some fantastic keynotes and four panel sessions – 2 field marketing-led and two brand experience. Here is a reminder of the first field marketing-led sessions, on FMCG sales and marketing. Louise Fowler,
Panel A – FMCG sales and marketing
Fraser Doherty MBE
Sally Davis, MD, Logobrand
Louise Fowler, one of Britain’s most senior marketers, an ex-chief marketing officer from businesses including British Airways and First Direct opened our day by discussing creating an experience led enterprise and how inspired people and teams drive sales and marketing in business.
After Louise set the tone, and gave big business insight Fraser Doherty’s entertaining discourse told how he started out in business at 14 using his Gran’s recipes, He soon persuaded Waitrose to stock his 100% fruit SuperJam after a series of ‘nos’, by taking tips from his hero brand builders innocent on packaging style plus his own clear ideas on quality and bucket loads of self-belief.
Laura Keates, business director, RPM
Fraser ran through his career whilst overviewing a gamut of FMCG skills including sales, retailer communications, product presentation and sampling and growing Internationally. Fraser’s inspiring story also told how he had segued from jam recipes, marked by his SuperJam Cookbook, into a deeper understanding of entrepreneurialism expressed in his 2011 book SuperBusiness. He also overviewed the successful launch of his craft beer club, Beer52 and the emergence of his charity SuperJam Tea Parties that entertain elderly people.
David Louis, S ales and Marketing Director, Field Sales Solutions Mark Jones, head of sales development, Warburtons Crispin Reeves, MD, Haughton Honey Our panel saw two FMCG brands represented at both ends of the manufacturing scale. One was Mark Jones from Britain’s most chosen brand (according to Kantar), Warburtons and Crispin Reeves from a successful start-up, Haughton Honey, recently listed in Northern English food retailer Booths. These two were joined by two sales agency leaders, Sally Davis from Logobrand and David Louis, Field Sales Solutions. Finally, Laura Keates, a shopper marketing expert from marketing agency RPM completed the panel. Louise Fowler facilitated. The panel were unanimously inspired to be on stage after Fraser who David Louis said was “such a great example of focus and the drive to keep trying.”
L-R David Louis, Mark Jones, Sally Davis, Laura Keates, Crispin Reeves, Louise Fowler.
The group naturally discussed how best to bring retailers on board. One of the challenges, Crispin Reeves noted, for a new brand in store, was focussing away from promotion noise and just making sure of on shelf presentation and availability. Laura Keates questioned how you bring the theatre of marketing into the store in a convincing way before giving her own team’s work with chocolate at Easter in Tesco. She said, “In a category where everyone wants space understanding what Tesco wanted was key- they wanted more than just samplingmore than just leafletting.” Whilst Keates advocated bringing brands to life in store, Mark Jones focussed on the pragmatic approach needed in order to win over the most senior decision makers in store. He commented: “the greatest success comes through connecting with senior people. You have to establish the right level of competence and provide some insight of value to them. It is easier in some stores than others to gain benefits through influences.” Picking up on this David Louis added: “You need to engage the principle of involving everyone at a retailer from senior staff right down to the floor staff.” The panel then picked up on Laura Keates’ earlier points about sampling. Sally Davis commented that a danger of sampling is that it isn’t sure to engage, whilst Mark Jones described the cost stores ask in order to sample in them as ‘absurd’. The panel advocated the difference that can be made in store by field marketers that can sell the store team their vision and why their brand plan will benefit the
store, the conversation turned towards the provision of, and use of data. Sally Davis commented: “We invest heavily in real-time technology, continually developing applications to make our work more effective. Using measurable real time data, you can be driving sales- target right actions create right experiences. Tech should be doing 75% of what we should be doing manually to make us more effective.” The panel discussion advocated technology to push ROI up, to drive store actions and to audit though Laura Keates warned that from an experience perspective, too many brands present to shoppers instore using technology for technology’s sake. Directing the audience questions (which were brought to the panel via real time polling using on screen technology from Glisser), Louise Fowler brought the panel to a conclusion by asking Mark Jones a question about the effect of a wellknown Warburton’s TV commercial that had enlisted The Muppets to help launch Giant Crumpets, one of the recent success stories in store for Warburtons. “I am proud of the Muppets advert,” he said, “we looked for fame and talkability and the advert helped connect to retailers who wanted to add value to their sales at bakery.”
Warburtons and Giant Crumpets are shortlisted in the product launch category of the FMBE Awards 2016. The shortlist awards preview runs right through this issue.
Illustrations were drawn live at the FMBE Symposium, Tobacco Dock, by Sam the Illustrator, sourced for the event by Kru Talent International
Report: Town Centre vs Online UK shoppers’ ongoing love for the high street experience will keep town centre shopping alive, according to a new report.
people buying online, almost a fifth (18%) want to see stores develop a more community spirit than consumerist feel.
‘Online Vs Instore’ by shopper behaviour experts The Market Creative found that 75% of consumers will not desert the high street for online shopping, with nearly half (47%) preferring to get a feel for products in person and almost a quarter (23%) enjoying the social side of going out shopping.
The Market Creative surveyed more than 1,000 UK shoppers to better understand the relationship between shopping instore and online.
But while shoppers’ love affair with the high street will protect it from the pressure of
Sixty per cent of shoppers said they preferred to go instore at some point, whether to research products, try before buying online or just to buy. The majority of respondents (88%) said that staff on the
shop floor could make or break an enjoyable experience. Shopping solely online was preferred by 40% of shoppers. Ease, price and choice were the main reasons shoppers felt e-commerce would eventually lead to the death of the high street. Sue Benson, managing director at The Market Creative said: “Declining footfall and shop closures paint a gloomy picture of the high street. But we shouldn’t underestimate just how much we as a nation love the experience of
spending time with friends and family out shopping. The need to see and try products in the flesh will also continue to send shoppers out into towns and city centres. “A call for retailers to focus more on their communities and less on consumerism means building a richer experience, promoting shopping together, delivering an exceptional service, and encouraging play and engagement on a deeper, less transactional level.”
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The FMBE Awards 2016: Powerful Brands in Action
B: Most effect demo or sampling at retail
Sponsored by Teamhaven A fine shortlist belies a category where the strength in depth did not run deeply for a second year running. Nevertheless, the finalists are all identifiably high on accountability and ROI. Have Fizz Experience and The Food Warehouse done enough a year on to step up from silver in 2015 to gold this year?
Fizz Experience – The Food Warehouse by Iceland Gekko – Beko GMR Marketing – Miller Lite N2O – Flora & Bertolli PSfm – Sonos REL Field Marketing – Panasonic Space – Nivea
If 2015 saw a trend saw a trend of extended client relationships, then 2016 is seeing the fruit of that as more entries than ever are quoting a rolling yoy improvement. Consequently, the sales and instore category finalists have greater assurance than ever, a sense of tried and trusted partnerships showing how content they are to have moved up another level. That’s not to say that new relationships haven’t been impressive too. There are even new brands showing how they can use FM for cut through in terms of marketing share and whose current agency partnerships were plotted at earlier FMBE get togethers or client groups. There are quite a number of teams breaking through from other countries too, our ever strong Irish contingent augmented by finalists from Holland, Italy, Romania, the Philippines, Indonesia, Australia and the US. A: Outsourced Sales Performance of the Year ODM’s Virgin Atlantic team
Sponsored by CACI and Natural Insight
Contract People/ Hop House 13
A tough call for the judges straight away as 8 made this shortlist but the real story was in the ones who didn’t make this final. Alongside Team of the Year, the Sales category left a wave of disappointment from those that didn’t get into the final to which we can only really say sorry and point to the quality of the great eight that made the cut. The final sees FMCG powerhouse brands Tangerine, Pladis, Wrigley and Danone Waters/Red Bull against consumer-direct teams for Panasonic. Electric Ireland, Virgin Atlantic and Nikon. Can agency Field Sales Solutions hold onto the category with Pladis that they won last year with Ferrero?
Atomic Live – Tangerine Channel Assist – Panasonic Field Sales Solutions – Pladis FMI – Electric Ireland Logobrand – Wrigley ODM – Virgin Atlantic REL Field Marketing – Danone Waters/Red Bull REL Field Marketing – Nikon
Cebuana Lhuillier (Philippines)
FMI/ Electric Ireland 8
REL’s Ritz promotion
Take a fresh look at your Delivering Take a fresh look at your Return on Investment field sales options. field sales options. in stores nationwide
At Field Sales we understand every £1 spent to deliver a FromSolutions time to time, it’s good tothat take a fresh look atneeds things. greater return back. to time, good to take lookresult at things. At FieldFrom Salestime Solutions weit’s did exactly thata–fresh and the is our fresh, We are THE field sales experts. We proactively maximise sales, At Field Sales Solutionsour we fresh did exactly that – andWe theare result isdistribution, our sales fresh, new logo, representing new approach. THE field visibility and activation in the stores that matter. We provide long and short new logo, representing ourmaximise fresh newsales, approach. We are visibility THE fieldand sales experts. We proactively distribution, term partnerships. experts.We We proactively distribution, visibility activation. anddeliver short sales, term partnerships. But mostand of all, Butprovide most oflong all, maximise we return on investment. activation. We provide long sales and short term partnerships. Butour most of all, Your are our business. we deliver return on investment – your sales are quite literally business. Todeliver understand we can help–you an award winningour ROIbusiness. call us we returnhow on investment yourachieve sales are quite literally To freshen up yournow field on sales, call us now on To freshen up your field sales, call us now on
01844 269 269 400 01844 400 01844 269 400 www.fieldsalessolutions.com www.fssolutions.net www.fssolutions.net
Field Sales Solutions Limited, Oxford House, Oxford Road, Thame, Oxon, 0X9 2AH. Field Sales Solutions Limited, Oxford House, Oxford Road, Thame, Oxon, 0X9 2AH. Field Sales Solutions is part of the Activate Solutions Group, an independent group of specialist sales and marketing businesses that work collectively to deliver Total Brand Engagement. Field Sales Solutions is part of the Activate Solutions Group, an independent group of specialist sales and marketing businesses that work collectively to deliver Total Brand Engagement.
C: Field Data Award
D: Most Effective Instore Marketing
Last year’s runaway winner, Smollan, is not back to defend and in truth nothing this year has broken new territory in data innovation. BUT there are some astonishing game changing data driven results here and 7 outstanding brand case studies to admire. The category is also strong on variety with some brands that have invested a high percentage of their budget into savvy and intelligent field activity, leveraging spectacular returns..
Sponsored by SMR7
Field Sales Solutions – Ferrero Gekko – Hive promogems – Atkins Logobrand – Wrigley NexusEngage – VIP e-Cigarette Orchid – Storck REL Field Marketing – Danone Waters/Red Bull
Momentum/ Asda (Minions)
A huge entry saw a variety of approaches in store. To make like for like comparisons as close as possible the category has been split into campaigns that are led by the objective of influencing stores and campaigns that are led by direct shopper engagement. The quality was high enough for a gold in both divisions. Both golds will be stage presented on awards night. The category broke all records in FM with a massive entry that reflect the growing importance of shopper marketing to brands, and saw some finalists who set exceptional standards – some of the best entries we have seen in FM Award history. Two shortlists emerged – one with B2B/ store focus and one going direct to shoppers. Amongst the store influencers, could Contract People defend gold in this category with Pladis’ brand Carr’s? Could REL, who won silver last year, carry on a strong tradition in this category with shortlisted work for Ritz and Tetley? To do so they will have to see off formidable grocery challengers from renowned agencies Logobrand, McCurrach and Tactical Solutions, and a great brand presence story for Adidas in the Philippines from Spark. Amongst the shopper engagement finalists, we saw a welcome return to the category from Gekko and its sister agency g2, proving their versatility with Karcher and Fitbit respectively, whilst BWP and PrettyGreen both showed how best to exploit a solid relationship with the retailer brand. That is also the case for Momentum in Asda, with two case studies showing a great understanding of shopper psyche. Grup Saptes’ effective work with Beko in Romania is an international raider with enough creative competency to keep any instore team on their toes.
D1: Influencing Stores
Contract People – Carr’s Logobrand – Tassimo McCurrach – Kerry Cheestrings REL Field Marketing – Ritz Crisp & Thin REL Field Marketing – Tetley Spark Field Solutions – Adidas Tactical Solutions – Tangerine
D2: Engaging Shoppers BWP Group – IKEA g2 – Fitbit Gekko – Karcher Grup Sapte – Beko Momentum – Asda (Evian) Momentum – Asda (Minions) PrettyGreen – Pandora
Kru Live/ Bright Partnerships & DHL
GMR Marketing/ Miller Lite (US) 10
McCurrach/ Kerry Cheestrings
E-Learning Field Marketing
Merchandising & Compliance
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To explore how we can help you achieve your sales goals please contact us at: email@example.com www.channelassist.co.uk 01494 240 170
In 2015 Channel Assist won the SILVER Field Data Award at the FMBE Awards. In 2014 Channel Assist won the GOLD for New Agency of the Year & New Business Award at the FMBE Awards.
E: Tactical Campaign
F: Team of the Year
The category is split into 2 divisions, ROI focussed and marketing led. In the ROI division Acer vs Acer is an intriguing sideshow and two laptop demo teams went head to head with intense sales excellence. Innovation in the category came from PSfm and Sonos using the brand strengthening power of store in store to benefit headphone demos. Entries for Tassimo, Tetley and innocent showed that core skills of ROI-driven field sales at grocery still has the power to deliver stunning results. In the tactical campaigns led by marketing, variety and innovation impressed our judges who were tested by some ‘only at FMBE’ entries. First up was an astonishing entry for Pawn broker customer acquisition using field teams in the Philippines whilst a much more conventional merchandising activity for Intel by Spark was energetically activated in the same country. Blended FM techniques to launch Hop House 13 for Diageo in Ireland, and the merchandising team behind M&S Rosie showed immense effectiveness. Campaigns with a brand experience feel led to big success at a festival for Rockstar and via a pop up shop for The Pet Shop Boys.
This was undoubtedly the toughest category to judge and high standards meant that some stellar reputations failed to make the short list. There were 20 teams shortlisted at one point! The involvement of many big field national field teams mean that this is still the award that is the most followed up and down the country. Category masters, REL Field Marketing have seen two teams shortlist again, this time matched by Field Sales Solutions. Agency Orchid has won ‘Team’ before and Tactical Solutions and Kru Live have both won staff performance awards at FMBE in 2014 and 15 respectively. ODM’s return to FMBE competition after a couple of years out has been marked with a team entry that lives up to a great track record in the awards.
E1: At Store/ROI Led
Agent42 – Acer Gekko – Acer Logobrand – Tassimo PSfm – Sonos REL Field Marketing – Tetley Tactical Solutions – innocent
Field Sales Solutions – Ferrero Field Sales Solutions – Pladis Kru Live – Bright Partnerships and DHL ODM – Virgin Atlantic Orchid – Storck REL Field Marketing – Molson Coors REL Field Marketing – News UK Tactical Solutions – innocent
E2: Tactical Campaign POS/ Marketing/Experience Led Cebuana Lhuillier (in house) Contract People – Hop House 13 eXPD8 – M&S Rosie Slingshot Sponsorship – Rockstar Energy Drink Spark Field Solutions – Intel Worth Retail – The Pet Shop Boys SUPER
PrettyGreen/ Pandora N2O/ Flora and Bertolli
g2/ Fitbit Worth Retail/ The Petshop Boys, SUPER
REL Field Marketing/ Nikon 12
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BEST BEFORE AUTUMN 2016
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Experience Draft A press release received recently was about an app that helps drinkers or bar staff know one Cask Ale from another, including tasting notes and heritage, direct from the brewer (see Technofield this issue). The app creators are definitely onto something. The craft beer revolution is surging onwards and upwards with many new beer aficionados emerging. For pubs that have been losing out to at home drinking there is an opportunity here, a chance to be the place where drinkers can indulge in a perfect pint, conditioned, poured and served to its best advantage. But in most pubs the staff seem to know little about the beers, and often don’t offer taste advice. In fact, bar staff typically seem nonplussed when it comes to talking about their hero products and beers are often relegated to side order status with food being the focus.
White Label helped Solichnaya Vodka impact London Pride with its AbFab float and stars
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Great beer presentation may not reverse the long-term decline of the beer/drinking pub but it can combat that decline, but a core part of the press release shows the benefits of quality counter staff. “The Report shows 81% of Cask Marque pubs to be growing sales – which, when set in the context of the overall cask market, indicate a direct correlation between quality and sales. According to the research, 90% of consumers say beer quality is very important or essential when choosing where to drink. Additionally, cask drinkers spend on average £967 a year in pubs – nearly twice the amount other drinkers spend. “Given that, it’s a commercial no-brainer to make sure pub staff know how to look after, taste and judge the cask ale they are serving,” says Cask Marque’s Paul Nunny. A cosy night out at the pub can still be an attractive proposition and the quality of the experience is reliant on people+ products (with a dash of technology too, if you like apps). The pub drinking sector is certainly one where brand experience is often poor. A bit of brand knowledge goes a long way to maintaining brand value and shopper spend in any bricks and mortar retailer. We can talk about this over a beer at next weeks FMBE Awards, October 20th!
Walkers injects extra flavour
Lovefone opens world’s smallest repair shops
To celebrate Britain’s love of sandwiches, Walkers added excitement to its latest sandwich-inspired flavours campaign with a new TV advert and pop-up crisp sarnie shop.
Lovefone have opened up the world’s tiniest repair shops inside British red telephone booths. The first of its kind was unveiled on Tuesday, 16th August 2016 on Greenwich High Street. The advent of mobile technology has made the iconic red telephone boxes obsolete. Lovefone is bringing these listed structures back into public service by creating tiny mobile phone repair shops with a free charging service.
Building on its tie-up with Heinz to launch the six limited-edition flavours. Walkers’ latest activity offered consumers the chance to win £10,000 every week, as well as ‘sarnie’ themed prizes and free crisps.
Lovefone has started with locations in Greenwich and Knightsbridge and is planning another 6 boxes in London. The aim is to have 35 locations in London over the next 18 months with Franchise opportunities available outside London.
Rob Kerr, Lovefone Company comments: “High street retail in London has become very expensive and difficult to acquire. We already send technicians across the city on bikes with a briefcase of parts so the phone box is actually just enough space for a tiny repair shop. They also happen to be located on most major high streets in the UK, there are 7000 in the UK that get used on less than once per month by the public. Now the we have the first in place we’re seeing a great response from the public. We’re keen to drive local awareness of our presence in the communities where we launch so experiential will be key.”
In the new TV advert, brand ambassador Gary Lineker was joined by Paddy McGuiness to run a club serving only crisp sarnies. The new TV creative, which sees Gary and Paddy take over a real café launched on September 1st.
Thomas Barkholt, marketing director at Walkers, comments: “Our new ad and experiential experience are great ways to drive further excitement behind our To support the campaign, members of the on-pack flavours promotion. The pop-up shop is a brand new public could buy tickets to visit the concept for us and we are sure it ‘Walkers Crisp Sarnie Club’ pop-up. will give consumers an Visitors were invited to an unassuming newsagent in London where they entered unforgettable experience.” a hidden door, behind a crisps display, to Creative agency Initials was enter the crisp sarnie experience. Guests responsible for the experiential could immerse themselves in a mixture of development of the campaign. experiences such as ‘Build Your Own Production was handled by The Sarnie’, an interactive menu and a Halo group, working closely with squidgy ‘bread bed’. Initials.
Indesit Launderette at Camp Bestival
Ben and Jerry’s s‘Wich things up Hot Pickle devised an experiential activity to promote Ben and Jerry’s new ‘Wich family range of products. The ‘Wich activation was split into two parts, the first was the Ben and Jerry’s camper situated in Box Park Shoreditch, the Ben and Jerry’s hub allowed ice cream fans to Win a ‘Wich on the big spinning wheel or have their go at scoring a free treat on the ‘Wich and Putt. The Ben and Jerry’s area encouraged the people of Shoreditch to come and make their own ‘Wich creation and select the cookies and Ice cream combination
flavours themselves to create their perfect ‘Wich, they can then sit back and relax and enjoy their creations in the chill out area. The second part of the ‘Wich tour saw Ben and Jerry’s fans from other areas of London getting a slice of the action. The branded VW toured the city handing out free scoops of the new S’Wich up pint. Rupert Pick, Hot Pickle director and co-founder says: “It’s a real privilege to work with Ben & Jerry’s. They not only make fabulous ice cream; they also care about the community.”
Indesit attended Camp Bestival for the 3rd consecutive year, and once again gave visitors the chance to get their dirty laundry washed and dried for free, as well as hosting a variety of football-themed activities to keep families entertained.
The Indesit Full Time Launderette featured a bank of Innex washing machines and energy-efficient heat pump tumble dryers, with a team of singing launderetters on hand to complete festival-goer’s laundry for free throughout the weekend.
Indesit joined forces with its official partners, Arsenal FC and sportswear brand Puma, to bring the Family Football Experience to Camp Bestival. The Junior Gunner’s clubhouse offered face-painting, arts & crafts and two big screens for FIFA tournaments. There were also 5-a-side matches, skills tests and coaching sessions that saw 600 children enjoying a kick-about in the sunshine.
Sam Johnson, brand manager, Indesit UK & Ireland commented: “We were thrilled at how popular the Indesit Full Time Launderette was again at this year’s Camp Bestival. Our Innex washing machines were running at full capacity for the entire festival, with so many families very pleased to have the hassle of festival laundry taken care of for them, helping to save them time, money and effort so they could concentrate on enjoying the festival.”
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Ghostbusters impresses at Waterloo Sony Pictures launched A super-sized spooky Out-of-Home campaign with JCDecaux. The event saw Waterloo Station transformed into a filmthemed showcase for two weeks to promote the release of the new Ghostbusters film.
transformed with New York vinyl wraps and atmospheric audio, including eerie snatches of sound from New York City.
Eight meter ‘Slime Poles’ were placed around the station, and a giant sculpture of the ‘Stay Puft’ Marshmallow Man could be seen smashing through the concourse floor. Commuters were encouraged to capture a picture and share on Twitter using #ghostbusterswaterloo.
The creative was handled by Feref and media handled by MGOMD and Talon.
Visitors could buy merchandise at a pop-up Ghostbusters retail unit which had been built to look like a New The campaign activity was augmented York Subway entrance which was run by Forbidden Planet. with a variety of global media-firsts debuting at the Waterloo Station The campaign concept was created, spectacular. managed and executed by JCDecaux.
An immersion zone in the station’s busy commuter tunnel had been
Colour in and eat lunch Kabuto Noodles brought a giant colouring in billboard to London’s most stressed boroughs, touring Westminster, Greenwich and Hackney, offering busy Londoners respite from a tough day at work with a calming colouring in billboard and serving up hot noodles pots from their range.
on-trend activity to reduce stress and strongly linked to mindfulness and meditation.
Kabuto Noodles founder Crispin Busk comments: “Kabuto Noodle and Rice pots are all about helping people reclaim their lunch break while still enjoying Working with top mindful illustrator Mike something hot, tasty and filling.” Collins, Kabuto Noodles produced a Illustrator Mike Collins world first 10 foot by 20-foot colouring commented: “Colouring in is a in board for Londoners to bring to life great activity to help get rid of with colour during their lunch. An stress and clear the mind. Focusing on simple actions really helps the brain let go of worries and anxiety, and the end result also looks great. I can’t wait to see people bring my illustration to life on such a large scale.”
Stacey Knight, director of JCDecaux Blue said: “Waterloo station is the perfect location to create memorable experiences for commuters. The team at JCDecaux had a lot of fun coming up with the creative ideas for the Ghostbusters campaign.”
Londoners could request a visit from the billboard and some noodles by tweeting Kabuto Noodles and explaining why they need to reclaim their lunch break.
Deliveroo feeds Pokémon trainers Pokémon Go trainers were treated to a surprise delivery of free sushi an evening in late July as they took to the capital’s hotspots on the hunt for the new game’s elusive characters.
iD appointed by The Co-operative Group iD, has been appointed by The experiences that will drive excitement Co-operative Group to deliver a series amongst new audiences and of experiential campaigns on behalf showcase their great tasting food.” of Co-op Food. The news arrived shortly after The Emma Ede, managing director for iD, Co-operative Group announced they said, “We’re delighted to be given the are set to re-brand and go back to opportunity to work in partnership using the blue cloverleaf logo of with Co-op Food; creating authentic before.
Freeman achieves ISO 20121 Freeman has announced it has received the ISO 20121 Event Sustainability Management System certification, the first in its industry to do so on a global scale. The certification is an international standard designed to help organisations involved in the events and hospitality industries integrate sustainability into management practices and processes. “Environmental and social responsibility has always been at the heart of Freeman and guides our business,” said Jeff Chase, vice president of sustainability, Freeman
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who oversees the company’s sustainability initiatives and led the certification effort. “Earning this certification – an industry first – reflects the philosophy of our founder, Buck Freeman, and is a tribute to the over 7,000 employees who strive to create sustainable events for our clients.” First introduced at the 2012 London Olympic Games, ISO 20121 provides a management blueprint to address the “triple bottom line” of sustainability – the economic, environmental and social impacts of events.
Deliveroo invited trainers across London to tweet the location of their Pokémon Gym in a bid to win a free delivery of sushi. Answering the call for gaming sustenance, Roos were spotted feeding the trainers in a number of London locations including Trafalgar Square and Piccadilly Circus – the most popular Pokémon Gym in the city.
and receive edible treats direct from Deliveroo restaurant partner Yo! Sushi. Deliveroo spokesperson, Kate Thomas said, “With players focusing on the game, they don’t always have the time to head to the shops or cook. We hope that our delivery will help trainers keep their energy levels up for the hours of gruelling hunting and battles ahead!”
Teams Red, Blue and Yellow battled to lure the Roos to their PokéStop
Keeping Up with The Jones’ pops up Meredith O’Shaughnessy introduced Londoners to The Jones Family in her latest pop up adventure ‘Keeping Up With The Jones’ which launched in July at Clerkenwell Green.
Actors played the role of The Jones Family. Mrs Jones led guests on a food and drink adventure of Mrs Jones secret recipes, including, edible vodka toothpaste, cocktails in detergent bottles, gin and tonic marshmallows and macaroon dishwasher tablets.
‘Keeping Up With The Jones’ was hosted in conjunction with, Whirlpool and Bang & Olufsen and featured an array of their state of the art products Guests could enjoy one of Mrs Jones and appliances throughout the hampers, brimming with her classic ultramodern Jones household. British picnic favourites, in the Home’s Zen Garden or dance the night away Each room revealed a collection of experiences for her guests to explore, in the dirty laundry pop up disco bar including a giant dishwasher room for complete with Whirlpool washingmachine cocktail makers and edible guests to get inside, A washing liquid-tabs. powder snow-storm, a Bang & Olufsen sound-lounge, a feather-filled pillow fight space, a disco launderette and a Zen garden complete with 6th Sense meditation zones.
Ali Reynolds from Hawksmoor created the cocktail list for guests to sample – with cocktail creations including: Bright & Shiny, Liquid Luxury and Nosey Neighbours.
Independent Events seek out Boohoo vote Brand ambassadors supplied by Independent Events hit the streets of the UK to generate votes for Boohoo. com in support of two ITV Lorraine’s High Street Fashion Awards. Boohoo. com made the shortlist for a 5th consecutive year for both Best Online Retailer and Best Curvy Collection for their Boohoo Plus range. Independent Event’s street teams were out in force spreading the Boohoo.com
word, pushing the votes in key cities such as Bristol, Leeds, Newcastle and Manchester. Armed with goodie bags and discount vouchers, they engaged with over 14,000 potential voters. The campaign generated a lot of interest and Boohoo.com won both of their categories to once again came out as the best online retailer for the fifth year in a row.
The Event Professional’s Handbook Over 80 event industry professionals and influencers celebrated the release of the Event Professional’s Handbook in September at OXO2. The Event Professional’s Handbook, a collection of interviews, essays and insights from some of the event industry’s most influential figures, is available to download for free worldwide from all the major book retailers, including Amazon, Apple books, Kobo, Scribd and Google Play books.
n ‘ Planning
Contributors Kevin Jackson and Simon Burton at the Event Professional's Handbook launch
an Event like a Celebrity’ by Jason Allan Scott, Premier Party Planner
n ‘ Experience
is Bigger Than Just the Event’ by Bonny Shapira, Leader, Cisco Live EMEA
n ‘ Technology
May Facilitate and Enhance a Real Human Experience But Never Replace it’ by Mark Smith, Marketing Director, GSMA
The book, created in partnership by The Experience is the Marketing and Citizen Event, features thoughts, ideas, experiences and future predictions from some of the most interesting thinkers and practitioners in the industry. Chapters include:
n ‘ The
Art of Engagement’ by Peter Wardell, Magician, Speaker and Founder of Unconventional Speakers
n ‘ Events:
Creating Emotional Memorabilia, From Band to Brand’ by Kevin Jackson, Director of Ideas and Innovation, The Experience is the Marketing
n ‘ Events
Always Going to be the Human Need to Gather, and we Can Try to Create Another Understanding of it’ by Debs Armstrong, CEO, Strong & Co
Are Like a Chemical Reaction’ by Björn Wigforss, Marcom Director for Events, Microsoft
n ‘ There’s
n ‘ The
Magic Moments’ by Chris Baréz Brown, Founder, Upping Your Elvis
n ‘ Events
– The Real Social Media’ by Simon Burton, CEO, Exposure Communications Trade Show Market in Southeast Asia’ by Mark Cochrane, Managing Director, Business Strategies Group, Regional Manager in Asia, UFI
n ‘ The
Impossible is the Possible in the Events Industry’ by Tracy Halliwell, Director of Business Tourism and Major Events, London & Partners
n ‘ The
Changing Face of Sponsorship’ by Chris Hornbuckle, Founder, Sports Optimus
n ‘ Bums
on Seats: The Art of Audience Acquisition’ by Simon Hughes, Managing Partner, MCHA Ltd
n ‘ The
Events Are a More Effective Tool to Support Brands’ by Nick de Bois, Chairman, UK Events Industry Board
n ‘ The
Attendee Experience of the Future – Will you be Ready?’ by Brian Ludwig, Senior Vice President, Cvent
n ‘ Why
Hard, Play Hard and Be Kind’ by Sean Doyle, Director of Brand and Creative, Clive
n ‘ Producing
Brilliant Experiences is a Balance Between Art and Science’ by Jason Megson, Managing Director, George P. Johnson
n ‘ Work
n ‘ Sports
Events’ by Nigel Rushman, Founder, Rushmans
Entertainment for the evening at OXO2, a Concerto Group venue, was magician, founder of Unconventional Speakers and contributor to the handbook, Peter Wardell. The event was captured by Darren Bandoo Photography and each guest received a complimentary copy of the Event Professional’s Handbook. Sam Gill, CEO of Concerto Group, said: “We were delighted to be hosting such an important group of luminaries from the events industry including many of the contributors to this fascinating insight into our constantly changing live events landscape.” Kevin Jackson, Director of Ideas and Innovation, the Experience is the Marketing, said: “Our contributors have designed, created, promoted and attended a vast array of events, spanning the entire event industry. Their knowledge and experience is a powerful tool for any event professional, whether budding or established. The Event Professional’s Handbook captures a glimpse ‘behind-the-scenes’ of how some of this industry’s most influential people operate and we’re very proud we can make this resource free for every event professional across the world.”
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From the Top After a year and a half as MD at George P Johnson, what are the ambitions for a global agency that has such a broad event and experiential reach? Harriet Cramer put the questions to Jason Megson. What is new in the world of GPJ? In the eighteen months that I have been here, I have seen a lot of interesting moves in terms of senior hires and new talent. These moves are across digital, creative and strategy, which has been really positive for the business. We are already seeing the fruits of the new hires and seeing some changes coming in terms of how they have inspired some of the existing agency. We are moving as a business more towards focusing on our ideas, thinking and innovation, verses just the delivery which is essentially where we have come from as a business.
Where has the influx of new talent come from? A lot of our talent has come from non-traditional brand experience or events routes. One of our chief strategy officers has come from Ogilvy group where they worked in advertising, sponsorship, PR and entertainment, so a very interesting and diverse background. Our head digital strategist has come from sapientNitro social partners, a big WPP agency, that is active in the digital space. Our executive creative director has a mix of skills from having his own agency and experience at large integrated groups like Iris, and Jack Morton Worldwide. It has been really beneficial to have this diverse mix of skills come in.
Do you feel it’s important to attract young people into the industry? It is hugely important, it’s been one of our biggest challenges and still is. I think we have a legacy of people my age and maybe older falling into the industry. We can look at other communication industries and see any transferable skills and see if we can poach them and bring them across to our industry in order to upscale. Those industries themselves, advertising, media and PR are also struggling to find talent. There are people at university who are bright, talented and creative but they are going to tech companies or start-ups and doing their own thing. There has never been a better time to start a career in events. As agencies, we need to up our game, we need to offer a really interesting and compelling career for people. We are working with people who are not going to university. We are looking into setting up apprenticeships, we are working a lot more closely with university organisations. We need people from a diverse range of different backgrounds. As an agency we don’t tell a good enough story about why it is great to work in brand experience and as an industry we are terrible at it. The life of the agency is the people, if we don’t have people we don’t have an agency, just a website that some guy designed.
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What else has been going on at GPJ over the last 12 months? We have won some new business which shows that directionally, we are making some positive changes. We are delivering in different sectors and different industries and widening our capabilities. As well as winning new clients, we are also delivering slightly different work that wouldn’t necessarily be traditionally our area of expertise. Not only are we doing big things that we wouldn’t have done before, we have also been able to be more nimble and entrepreneurial and go for smaller projects that are more focused on creativity and innovation and some of those more interesting new areas of digital brand experience. It’s been great to have the skills and the flexibility to give the agency a slightly difference outlook on what it can achieve.
What excites you most about brand experience industry? We are still a young industry. Us at GPJ and the industry as a whole can create our own future. We aren’t hemmed in by the more established communications channels or areas of expertise, so it’s exciting to know that the future is a bit of an unknown. It’s up to us to create that future. I think the nature of being a young industry means that our clients are quite diverse in terms of their understanding of what we can do for them. Why brand experience is, and could be an important way for them to spread their message as a brand. That openness means that there are lots of opportunities for us to do different and new and exciting things. We are the teenagers in the communications industry. We can be a bit more bolshie, we can take more risks.
Where do you see the future of the brand experience industry going? Who knows! It’s up to us as an industry to decide what we want to make it. We can make it huge, in terms of how big brand experience is and will be to our clients. It should be our ambition to make it as big as advertising was in the 70 and 80s in terms of the scale and the value we can bring to clients. My ambition is that we usurp one of the more traditional communications channels. So a chief marketing officer, if things change or if they want things to change, will pick up the phone to their brand experience agency, we have the opportunity to do that, we have lots of work to do to get there. We have to commit, we have to make sure we have the right skills, we have to be confident but I think we can do it and that’s what I want to do.
As a multinational company do you feel that Brexit is going to have an effect on this office? On the whole no. There may be some functional things that become slightly trickier like moving things around Europe, which we are very used to doing. 25/30 per cent of our business from our London office is delivered in the UK- so even within George P Johnson we are one of the most international offices. We are pretty resilient to changes within the local market as well as the UK. I am relatively pragmatic about it and I think that, as an agency, we have to stay optimistic. We are always adapting to change. We are 102 years old as an agency, we have been through two world wars and multiple recessions, we have seen the car industry which is what we were built around, nearly collapse. We survive and get stronger, for us it’s just one of those things, you have to look for opportunities in the face of any adverse conditions.
How does a Pan-European campaign, such as Oral B get anchored and if so does London run it? We run a lot of pan regional activity and the nature of how our business is structured means that we run a hub and spoke model in GPJ EMEA. We have offices in London, Norway, Paris, Belgium and Poland. In London, we are full service with all the skills and all the capabilities of the GPJ network. When a project comes into one of the smaller offices, we are able to bring those skills in and work, either remotely or bring them into the offices to deliver. We are flexible enough that we can scale up or scale down as much as we need to.
Is there much innovation in the automotive sector? There’s plenty. A prime example is The Consumer Electronics Show in LA, there are now 30 -40 car brands that are going there instead of going to a traditional auto show because they want to talk about how it’s not just a mobility story for a car it’s about the technology. It’s an enhanced motor story. For them, it’s constant innovation. Companies can’t rest on their laurels. An engine and leather seats isn’t good enough. They have to offer the buyer something more substantive and technology is hugely important in this industry. We see lots of innovations whether it’s at auto shows or talking to car manufacturers about how they want to present themselves internally to their staff. It’s going to be a bumpy road for the auto industry over the next 10-15 years, there’s a lot of change on the horizon for the industry. Only the strongest and most innovative will survive but that’s good. All brands now need to make sure they are delivering something to the people they are selling to. We are in a much more democratised consumer powered world were if you aren’t giving anything back to the consumer, you shouldn’t exist. You can’t hide behind being a big corporation anymore, the most progressive brands and companies know that.
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BRAND X Autumn 2016 VII
Recently seen at intu...
Awards Preview: Brand Experience Categories
Recent months have seen brands taking major strides in using a combined mix of experiential and high impact ambient media sites at intu. intu shopping centres offer hanging banners, escalator wraps, pillars and balustrades. The ambient sites deliver 100% share of voice for a 2-week takeover campaign. They build precampaign excitement and true domination for the brand while used alongside experiential. Angry Birds took over 8 intu centres in May. These pictures were taken at intu Lakeside.
More entries and more quality – this has been another record breaking year for the Brand Experience Awards – our reward for 12 years of consistently great champions in brand experience together with clients who drive entries from their agencies and the most exacting of judging processes across weeks of deliberation and debate. We did hear that BE Awards are just too competitive for some and it is true that there are going to be some much lauded campaigns that won’t add to their credentials with a win here (and some that will), but for most that simply means you haven’t come up against such good rivals and such intense scrutiny as you do at the BE Awards. But most people do understand that the most rewarding wins are when you have edged a close contest vs the very best and a glance through this shortlist is all that anyone needs to know that has to be the case here. BE Awards are true recognition of excellence. G: Sponsorship Activation
20th Century Fox have taken brand immersion at intu to a new level through their sponsorship of intu’s half term activities, most recently for Kung Fu Panda 3, which sponsored all 15 of intu centre’s kids clubs.
The strongest entry list since 2013 sees a divide into sports sponsorship and music/entertainment activations with both being presented gold on stage on the awards night. In the Sports division the locations of the activations show some of the exciting events that benefit from brand entertainment – Wimbledon, Tough Mudder, Aegon Championships (Queen’s Club), Major League Baseball, The Color Run, Rugby in Australia, and the Champions League Football Festival (Berlin). As one judge commented “The won’t be any one of these seven not expecting to win. This is great work.” In the Music and Entertainment division of Sponsorship Activation, brands took advantage of music festivals and film tie-ins, namely, The Capital Summertime Ball, Big Feastival, Batman v Superman: Dawn of Justice, Creamfields, Snowbombing and Absolutely Fabulous. As with Sports the standard was regarded as exceptional.
G1: Sponsorship Activation (Sports) Amplify – Lavazza Banana Kick – Kingstone Press ClinkClink – Moet & Chandon GMR Marketing – Esurance Toucan – Ocean Spray Traffik – Samsung TRO – Nissan
G2: Sponsorship Activation (Music and Film) Turkish Airlines used ambient hanging space to dramatic effect. This scale aircraft took to the sir above shoppers at intu Trafford Centre
IEenquiries@intu.co.uk www.intugroup.co.uk @intugroup VIII BRAND X Autumn 2016
FreemanXP – Vodafone Fusion – Renault Initials – Jeep Undercurrent – Samsung & Vodafone Vision Nine – Three White Label – Stolichnaya Vodka
McCann London & Momentum/ Xbox, Tomb Raider
Reach over 1 million customers every day intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female Largest exp. space: 10m x 9m Manchester Arndale 800,000 weekly footfall* 57% ABC1, 61% female Largest exp. space: 15m x 7.5m intu Trafford Centre 600,000 weekly footfall* 66% ABC1, 79% female Largest exp. space: 13m x 5m intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female Largest exp. space: 6m x 5m intu Derby 465,000 weekly footfall* 54% ABC1, 63% female Largest exp. space: 10m x 9m intu Merry Hill 450,000 weekly footfall* 53% ABC1, 61% female Largest exp. space: 22m x 12m intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female Largest exp. space: 8m x 5m The Mall at Cribbs Causeway 230,000 weekly footfall* 76% ABC1, 66% female intu Watford 350,000 weekly footfall* 71% ABC1, 68% female Largest exp. space: 12.5m x 5m
intu Metrocentre 500,000 weekly footfall* 53% ABC1, 73% female Largest exp. space: 16m x 13m
intu Eldon Square 700,000 weekly footfall* 61% ABC1, 67% female Largest exp. space: 8m x 6m
intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female Largest exp. space: 16m x 10m
intu Broadmarsh 300,000 weekly footfall* 44% ABC1, 73% female Largest exp. space: 24m x 16m
intu Chapelfield 240,000 weekly footfall* 60% ABC1, 69% female Largest exp. space: 20m x 10m
intu Lakeside 500,000 weekly footfall* 56% ABC1, 76% female Largest exp. space: 18m x 13m
intu Bromley 350,000 weekly footfall* 69% ABC1, 81% female Largest exp. space: 10m x 7m
intu Uxbridge 250,000 weekly footfall* 58% ABC1, 82% female Largest exp. space: 4m x 4m
Call intu Experiences on 020 7887 7046 IEEnquiries@intu.co.uk intugroup.co.uk Estimated weekly footfall
BRAND X Autumn 2016 IX
H: Most Effective Shopping Centre/ Roadshow
I: Immersive Events (mass consumer)
Sponsored by SpaceandPeople
Sponsored by intu
2016 saw a return to form for the category that some felt lacked innovation and strength in depth is 2015. Certainly these highly accountable finalists have proved their worth whilst showing off a variety of skills and a variety of different takes on the ‘roadshow’ idea. A major debate at judging ran out of time after 3 hours of group focus on the category, so we extended the session and eventually a unanimous winner was found.
This category tied with Interruptive as the most entered in the BE section but an ultra-decisive judging session brought about a shortlist all agreed on after a few hours of deliberation. Then a strong debate ensured in finding a winner from these seven outstanding immersive events with gold vs silver proving to be a really close call.
Banana Kick – WRAP Circle Agency – Dorset Cereals Independent Events – Road Respect N2O – Ben & Jerry’s PrettyGreen – Lego Wasserman – Sky The Yard Creative – World Vision
Banana Kick – Plusnet FreemanXP – Vodafone N2O – Sure PrettyGreen – Lego Sense – Guitar Hero Space – UEFA TRO – Nissan
Banana Kick/ WRAP White Label/ Stoli
N2O/ Ben & Jerry’s X BRAND X Autumn 2016
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J: Immersive Event (By Invitation)
K: Integration/ Amplification
Sponsored by intu
Sponsored by SMR7
An unanticipated trend has seen a huge rise in employee and sales/reseller brand experiences this year. Judges advised us to split the category to better reflect this trend and allow the quality to shine. The category division therefore sees 2 golds awarded. In the first section, judges were impressed with the variety of executions and the belief that brands showed in committing budget to events with real dwell time and consideration. In the second section we may be witnessing a sea change in brand experience events. The awards have typically seen 2-3 good entries in this category directed at motivating employees or educating retailers/ resellers but the finalists brought forward from a large entry show that agencies with experiential expertise have a very accountable role to play in this sector. We expect to see notable agency growth B2E alongside retailer and call centre training in 2017. Judges were especially impressed with two stand out event campaigns that emerged, one in each section, and both a regarded as top of the game gold winners.
The category was one of the few in BE this year to see a drop in entry levels, something we out down to fear of the stellar standards that have been set in it in recent years. The lack of depth hasn’t translated into a weak shortlist though and judges were left very impressed with the top seven..
Bray Leino – Love Food Hate Waste FreemanXP – Vodafone Initials – Jeep MKTG – Cadbury NexusEngage – VIP e-Cigarettes Space – Coral Wasserman – Elex-Tech
J1: Consumer, B2All and B2B Branded Events
Avantgarde – Bridgestone Initials – Jeep Momentum – Microsoft NexusEngage – VIP Premium Electronic Cigarettes Propercorn (in house) The Rawk Agency – Dewars Traffik – Samsung
Sense/ Guitar Hero
J2: B2E/ Retail/ Sales Training Brand Brewery – DHL drp – EE drp – Triumph TRO – BA Vision Nine – Puma Willow Park Associates – Panasonic Undercurrent – Samsung S7
Vision Nine/ Puma
Banana Kick/ Kingstone Press TRO/ Nissan
The Yard Creative/ World Vision XII BRAND X Autumn 2016
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BRAND X Autumn 2016 XIII
L: Interruptive Experience
M: Creative Campaign
Along with the immersive events, interruptive saw the heaviest entry levels at this year’s BE Awards, Judges had to face quite a broad variety of budgets in this one. They were challenged by some exceptional creative impacts of low budget work vs. the impact of serious and significant investment into experiential work. Seven finalists emerged which the brand experience sector can be proud of and the final vote choosing a winner was duly split before a well-supported winner emerged.
Sponsored by Mobile Technik
iD – Cornetto ignis – Jameson MKTG – Air New Zealand MKTG – norwegian N2O – Ben & Jerry’s Produce UK – 38 Degrees Space – Nivea
FreemanXP – Vodafone Frukt – Energizer Hammerson – Yamaha Music Europe iD – Comfort Intense MKTG – Cadbury Momentum – Xbox One, Tomb Raider TRO – BA
A bold reworking of the creative campaign allowed entrants to focus on the visuals of their event campaigns. With these campaigns you can see – within moments – what the big idea is, assuming the big idea is boldly creative. A morning judging session saw the shortlist easily arrived at – the vision of many just wasn’t creatively focussed as it was with these seven. Picking a winner wasn’t that easy though and quite a debate ensued.
MKTG/ Cadbury Vision Nine/ Three
Wasserman/ Sky XIV BRAND X Autumn 2016
Independent Events/ Road Respect
Willow Park/ Panasonic Brand Brewery/ DHL
MKTG/ Air New Zealand Produce/ 38 Degrees
The RAWK Agency/ Dewars TRO/ BA
BRAND X Autumn 2016 XV
XVI BRAND X Autumn 2016
Event: Supermalt at the Carnival By Harriet Cramer
Following on from last summer’s “Got It” Notting Hill Carnival experiential activity, The Bank Agency, brought Supermalt to the carnival once again, with an immersive experience in the heart of the festivities. Promohire had wrapped and supplied a bespoke vintage Citroen H-Van. Promohire had modified the van to include chilled facilities for the drinks and a place to serve them from. The van had the added bonus of underpinning the logistics of the event. Around the van, brand ambassadors offered out samples of the beverage along with whistles in the heavy footfall area. Either side of the van were different Supermalt branded gazebos offering an array of tasty food. Directly behind it was the Mastermind stage. I caught up with Neil Lunn, Trade Marketing Manager at Royal Unibrew UK on site to talk
about the #Liveupsummer tour. On the first day of Notting Hill Carnival, the Carnival King and Queen, supplied by Hel’s Angels along with Supermalt’s office team, who had come along to help, had handed out over 600 samples. The Carnival King and Queen’s main aim was to chivvy up the party and add to the atmosphere as well as encouraging festival revellers to have their picture taken with a cut out frame for Instagram activity and sharing their photos on social media using the relevant hashtag. Anyone sharing pictures of Notting Hill Carnival via Snapchat also had the option of adding a Supermalt Live Up tour filter to the picture - which I discovered when I shared a picture of the van with my friends.
the drink at the Mastermind Stage just behind. The location helped attract passers-by with a whole host of DJ’s working the decks all through the day and into the night.
Supermalt’s Summer reach out has been via a series carnivals including Manchester and Nottingham as well as Notting Hill. Promohire was engaged with The Bank for the full tour. Coinciding with the The Supermalt van had been kitted out with tour, limited edition bottles speakers on the roof and played music from with different designs have Hoxton Radio, Supermalt’s sponsor. After been available to purchase receiving a sample, carnival goers could Field enjoy Sales in store. Insight from Retail Alchemy
Teaching a man to fish: The true value of in-store training
Field Sales Insight from
Like most agencies that specialise in technology, many of our clients invest large sums of money in the training of in-store sales colleagues in the hope that this will lead those colleagues to upsell their products to consumers. After all, the old adage of ‘teaching a man to fish’ vs giving him a fish would seem to ring true.
Teaching a man to fish: The true value of in-store training
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Like most agencies that specialise in technology, many of our clients invest large sums of money in the training of in-store sales colleagues in the hope that this will lead those colleagues to upsell their products to consumers. After all, the old adage of ‘teaching a man to fish’ vs giving him a fish would seem to ring true.
that uplifts sales in a slightly subtler way than more traditional forms of in-store activity such as
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However, perhaps more 120 of activity training in the first place: that is, whilst analysis routinely fail to detect an uplift from importantly, such an uplift is generated at a fraction of the cost given that the uplift generated by 100 120and resource intensive in that by its very selling such activity thereby80creating the view amongst more modest initially than actively 100.0 nature it requires agency active selling is quite time to a consumer, training should lead totoa be ‘active’ 100 clients and agencies60alike that training either personnel in-store in order to generate the uplift. Training, conversely, simply requires 80 40 more sizeable uplift in salesagency in-store, but to impart does not work or is measured by more personnel 60 their knowledge to store staff; with the bulk of the uplift being created 20 at a fraction of the cost of the visit given intangible measurements like a build-up of by the essentially ‘free’ resource in-store over a30.8 much greater time period. Taking this into account, 40 0 20 ROI, training actually outperforms active selling by around 31.2% overall: store staff are essentially ‘free’ advocates brand equity or advocacy 1amongst in-store we found that, in terms of 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 0 for the brand from an agency or brand colleagues. Week During week of activity point of view. Index of average sales uplift: Active Average Active Selling vs Training ROI Whilst the latter of these views is undoubtedly Training Active Selling Selling vs Training, incl & excl legacy 131.2 Training Active Selling 140 Indeed, using a much wider timescale in true, our work with a number of our agency 120 our analysis than is traditionally150 used, we and brand partners has indeed shown that 114.7 100.0 100.0 100 found that 87.8 training, therefore, actually generates an uplift Factoringdoes this into ourhave uplifta calculations, training, generates an found exactlytherefore, that to beactually the case. By training in fact tangible saleswe found that 100 thatactive is on selling a par with active selling80albeit overtraining a much From this, it’s clear that massively outperforms in-store bywider a ratio of 3.2 to 1, uplift that is onone a par with active selling over astatistically much widertesting timescale. However, perhaps more a range of ‘legacy effects’ benefit, albeit that uplifts sales in aalbeit slightly 30.8 50 60importantly, such an uplift timescale. However, perhaps which obviously where our initial assertion aroundmore in-store training not working comes from. importantly, suchmore an uplift is generated of the given that the uplift generated by bothcost training and active selling, weis found subtler way than traditional formsatofa fractionfor 40 0 a fraction of fundamentally the cost givenignores that the However, using timescale toatobserve results theuplift point of in-store active selling is quite and resource that by very nature it requires agency onits average the effect of training lasts forsuchisa generated in-store activity suchtime as active selling orintensive in that, 20 During week of activity Including legacy effect training in the first place: that is, whilst more modest initially thanand actively selling to a consumer, generated by active selling is quite time resource personnel to be ‘active’ in-store in order to generatearound the uplift. Training, conversely, simply requires 3.1 times longer than that of active merchandising. 0 training should leadintensive toActive a more sizeable uplift sales in-store, butActive at a fraction of the visit Training Selling in that by itsinvery nature it requires agencyof the cost Selling Training agency personnel to impart their knowledge to storeselling: staff; with the bulk of the uplift being created To illustrate this, let’s start by examining the given store staff arepersonnel essentially ‘free’ advocates for the brand from an agency or brand point of view. to be ‘active’ in-store in order to generate the by the essentially ‘free’ resource in-store over a much greater time period. Taking this into account, we thatuplift. impact of in-store training versus that of active Factoring this into our upliftIt’scalculations, simply agency clear, therefore, ‘teaching a man conversely, toour fish’analysis is a far more economical use personnel ofwe resources than that Indeed, using a much widerTraining, timescale in than isrequires traditionally used, found exactly we found that, in terms of ROI, training actually outperforms active selling by around 31.2% overall: to impart theirtoknowledge to store staff;for with bulk ofand theactive actually fishing for him when it comes brands in-store: butthe the industries definition to be the case. By statistically testing apromoting range of ‘legacy effects’ both training selling,and uplift created by thelasts essentially ‘free’ resource in-store we found that, average the effect of training for around times longer thanbeing that of active ROIonneeds to being adapt to how activity is designed to3.1 work, rather than a ‘one Index of average sales uplift: Active Average Active Selling measurement vs Training ROIof selling: size fits all’ definition. over a much greater time period. Taking this into account, Selling vs Training, incl & excl legacy 131.2 140 we found that, in terms of ROI, training actually outperforms 150 120 114.7 100.0 active selling by around 31.2% overall: 100.0 100 87.8
It’s clear, therefore, that ‘teaching a man to fish’ is a far
more economical use of resources than actually fishing for Supplied by Space and People
him when it comes to promoting brands in-store: but the industries definition and measurement of ROI needs to adapt how activity designed tothis work, rather than being ‘one Training Food and drink samplingtocampaigns haveisdominated quarter, capitalising onathe summer size fits all’ definition. holiday period and raising awareness of new product lines. Q3 Activity Report
Autumn 2016 29 It’s clear, therefore, that ‘teaching a man to fish’ is a far more economical use of resources than British Summer Fruits actually fishing for him when it comes to promoting brands in-store: but the industries definition and brought their Berry Brain campaign to New Street Square, London with a giant
Experience and Appleton Estate By Harriet Cramer Wolf Brand Experience and Appleton Estate rum have been traveling the length and breadth of the country in a branded Appleton Estate Van to educate foodies and drinks connoisseurs about the rum and encouraging the public to look at rum differently. The activation included the bus complete with on-board bar and fully trained mixologists, a large chill out area around the bus with plenty of seating and a BBQ serving up authentic Jamaican Appleton Estate marinated jerk. I met the van at the Foodies Fest at Alexandra Palace to learn more about how the brand is connecting with a different audience. I was met by rum enthusiast and brand ambassador Adam Westbrook, who took me through an immersive rum tasting journey, starting with a 21-year-old sipping rum. I
was guided through all the different notes of three different Appleton estate rums and encouraged to compare them, while hearing about the history of the brand (Appleton Estate Rum have been continuously producing Rum since 1749) and learning about the distilling process. The aim of the tour is to encourage people to start enjoying a good fine rum in the same way
that one would enjoy a fine whiskey or brandy and to get the brand into the hands of a different audience. Foodie Fest attendees could purchase a cocktail at the side of the bus and were encouraged to hop on board and have their picture taken in the drivers’ seat. This could then be shared via social media for the chance to win Appleton Estate prizes.
Venue Spotlight: Southgate Hotel Chocolat and Apple Store.
Q3 Activity Report Food and drink sampling campaigns have dominated this quarter, capitalising on the summer holiday period and raising awareness of new product lines. British Summer Fruits brought their Berry Brain campaign to New Street Square, London with a giant brain constructed from a range of different berry punnets clustered together. Brand ambassador, mathematician and television presenter Rachel Riley made an appearance during the activity, promoting healthy eating and distributing the berries. Promoting berries as a snack with brain power to office city workers, passers-by were encouraged to take some berries and share their experience on social media by taking selfies with the brain using the hashtag #BerryBrainy.
SouthGate, Bath is a stylish, modern shopping destination with Georgian style open streets and public spaces. The venue is home to over 60 retailers including anchor Debenhams, local restaurants Steak & Brewery Graze and Jika Jika and high quality names such as All Saints, Calvin Klein, Tommy Hilfiger, Visitors to the stand could use the hashtag #ChilledClassics in order to receive a coin to insert into the machine and receive their free cold drink. Lipton created a pop-up area with parasols, park benches and chair swings with passers-by invited to enjoy some Lipton Ice Tea in vintage style mason jars. To launch the latest Ghostbusters film, a mammoth Marshmallow Man appeared in Waterloo breaking through the station floor. The station was decorated with green slime poles, the underground map was re-worked to resemble the Ghostbusters logo and many of the station stops were given spooky new names.
Linda McCartney Foods celebrated 25 years of pioneering vegetarian meals with a sampling event during the festival period. Hungry festival-goers traveling from London Paddington to Glastonbury were treated to some vegetarian sausages, as were campers on their way to T in the Park.
Car promotions have been prevalent with activity across a broad spectrum of venues including shopping centres, retail parks and garden centres with brands raising awareness of their latest models.
Starbucks and Lipton Ice Tea were cooling down commuters in June with their sampling campaigns in Waterloo and Kings Cross Stations respectively. Starbucks placed a large vending machine styled as an ice cube to dispense their Chilled Classics range.
A number of travel companies were also involved in activations this quarter. Virgin Holidays, for example, toured multiple venues including
New role for Bodwick Andrew Bodwick will move to the newly created role of Head of Brand Experience within SpaceandPeople as of 1st October 2016. Andrew will build on the portfolio of brand activations and venues his team has worked on in recent years and will be responsible for further broadening the company’s knowledge bank on the experiential market and venues.
Bath is renowned for having one of the UK’s largest concentrations of original boutiques, galleries, antique shops and quality restaurants outside of London. Centrally located next to the city’s travel hubs, SouthGate has a weekly footfall of 442,000, a high average dwell time of 77 minutes and many shoppers within the Executive Wealth ACORN Group. For more information, please contact email@example.com.
Meadowhall in Sheffield encouraging participants to pack a suitcase to the weight of 23kg within one minute for the chance to win a Caribbean holiday. The promotion also included a photo booth and Caribbean-themed props. Dubai Tourism launched its largest ever experiential campaign with commuters invited to experience the sights, sounds and attractions of Dubai on Waterloo’s concourse and the chance to win a trip to the city. Maximising Sampling Campaigns SpaceandPeople is now offering a kiosk to complement sampling campaigns. The kiosk has multiple plasma screens which display video and images and can be vinyl wrapped with a dump bin to amplify branding and sampling campaign messages.
Q3 ACTIVITY BREAKDOWN 17%
Food & Drink
Government & Health 12%
Health & Beauty
Mobile Communications 2%
P: Product Launch/Relaunch P1: Product Launch – (Experience led)
Two Fiat 500 launches offers obvious intrigue here, but launching a bank, a flight destination or a music album also offered up eye-opening reading for our judges. A gaming and a handset launch would seem to offer potential for more conventional experiential work, but these two also pushed at expectations and boundaries. Exciting stuff!
Awards Preview: Field Marketing & Brand Experience Categories
Our preview and analysis feature continues with a look at the categories that both field marketing and brand experience teams compete for – including the agency of the year shortlists
N: Brand Ambassador of the Year A very strong line up of contenders means that two golds have been awarded. team on their toes.
Initials – Fiat 500 Icon Lodestar – Fiat 500X MKTG – Air New Zealand MKTG – Bank of China Momentum – Xbox One, Tomb Raider Undercurrent – Samsung S7 Worth Retail – Pet Shop Boys SUPER
P2: Product Launch – (Field Marketing)
There were no weak selections in the finalists here. Notable successes here for agencies Contract People and McCurrach for making the shortlist twice each when many high profile teams missed out on finalist status.
Q: FMCG Campaign This new category, that replaced creative sampling, has seen a full range of FM & BE skillsets contributing to the success stories behind the finalists. Guerrilla sampling, immersive event sampling, in store entertainment, a sampling billboard, field sales and merchandising have all been used across these successful brand teams
Ambient – Zeo Circle Agency – Dorset Cereals FMI – Mondelez Ireland MKTG – Nakd Momentum – Asda (Evian) REL Field Marketing – Ritz Crisp & Thin Walker Agency & Mobile Technik – Mentos
Contract People – Hop House 13 Contract People – Nibbles Field Sales Solutions – Tic Tac Mixers McCurrach – Microsoft Windows 10 McCurrach – Richmond Perfect Bake Tactical Solutions – Birds Eye Stir Your Senses Warburtons (in house) – Giant Crumpets
N1: Brand Ambassador of the Year
Event Managers, Consumer Sales, Product Demonstration
Jamie Stamp – Coalition, Various John Senior – FMI, Electric Ireland James Riordan – Hel’s Angels, Benefit Cosmetics Gillian Broadfield – Mash, Lavazza Karen Williams – ODM, Virgin Atlantic Esra Kirkaya – PSfm, Samsung Angelique Wolf – PSfm, Sonos
N2: Brand Ambassador of the Year
Promohire and AgencyUK/ Chang
Field Sales, Merchandising, Retail, Team Training
Michaela Wilkinson – Field Sales Solutions, Ferrero Jarrod Millar – Logobrand, Jacobs Douwe Egberts Kelly Kelly – Orchid, Storck Debbie Garner – REL Field Marketing, News UK Irfan Amin – REL Field Marketing, Tetley Simon Perchard – Tactical Solutions, a2 Milk Hal Fade – Undercurrent, Samsung
O: Small Scale/Local
PowerSwitch/ Milo (Indonesia) MKTG/ Air New Zealand
One of the most fascinating categories, this one took a long judging session to get it down to just seven finalists. The category was marked by successful entries for brands and events that we don’t see much of in other categories..
Banana Kick – Yorkshire Bank Independent Events – Road Respect Kreate – NHS Blood and Transplant MKTG – Bank of China MKTG – London and Partners REL Field Marketing – Red Bull Undercurrent – Western Union
James Riordan/ Hel’s Angels Autumn 2016
R: Live – Digital Award A first showing for this LiveDigital award, which enjoys a focus on content creation, event sharing, smartphone innovation and social shares saw a lower than anticipated entry list, but has been rewarded with one of the best quality shortlists at the year’s awards. One judge praised the ‘sheer innovation” another the ‘practical application’ whilst another admired the “creative content” in this category.
The Flash Pack – H&M GMR Marketing – Esurance Independent Events – Road Respect Initials – Jeep MKTG – Madame Tussaud’s / Angry Birds Space – Coral Vision Nine – Relentless Energy Drink
T: Operational Success
How much does a good stand cost? Some would say you can get the job done for £5000, some £1.5M. Can both ends of the spend scale live up to, and surpass the effectiveness brief. Our judges felt that they could, but chose two shortlists to reflect the different brand challenges.
The finalists are certainly varied. A massive drilled staffing output for Aesthetics, a detailed and exacting brand launch for Diageo’s Hop House 13 by Contract People, a headline stealing opportunist sampling gift at Leicester City fans by Fudami, a new car roadshow kit by Fusion for Hyundai, recording breaking drink sampling in Indonesia by PowerSwitch and a challenging and exacting shopper programme by REL.
S1: Stand/Display Large scale space / build
Avantgarde – Honda Circle Agency – PlayStation Fusion – Renault Holovis/Produce UK with Brooklyn Brothers – Hyundai MKTG – Coca-Cola
Aesthetics Event Staff – Rugby Travel Hospitality Contract People – Hop House 13 Fudami – Krispy Kreme Fusion – Hyundai MKTG – Cadbury PowerSwitch – Milo REL Field Marketing – Asda Challenge 25 Programme (Retail Guardians)
U: Professional Agency Team 5 finalists were chosen. There was a clear gap between these 5 and the rest. One judge commented “It is through the success of agencies like these that our industry can look ahead to a bright future,”.
Contract People Kru Live McCurrach REL Field Marketing TRO
Small scale space/display
Fizz Experience – The Food Warehouse by Iceland iMP – Clarks MKTG – Nakd Promohire and AgencyUK – Chang Beer REL Field Marketing – News UK/ Weetabix
Banana Kick/ Yorkshire Bank Esra Kirkaya, PSfm/ Samsung
The Flash Pack – H&M
Angelique Wolf, PSfm/ Sonos
Avantgarde – Honda 32
Event experiences with social media boost Treat your event guests with branded photos, videos or animated gifs. They boost your social marketing efforts with your branded content and tell your brand’s story.
• info@PicturesExperience.com • 020 8740 7947 Autumn 2016
V: Special Category: Sports Campaign of the Decade When we sat down and devised this year’s special category we did with a view to leaving our own mark on a sporting year. We could not have handpicked 6 more credible finalists – 6 sports associations that between them show FMBE techniques to be capable of cultural and/or behavioural change. A category for the whole industry to be proud of.
Circle Agency – PlayStation drp – Sainsbury’s REL Field Marketing – Molson Coors RPM – Sky Space – John Smith’s TRO – BMW
Y: Special Category: Experiential Brand of the Year
W: Field Marketing Agency of the Year
Sponsored by Hammerson
Sponsored by Bluewater
A new category initiative designed to congratulate the brands who invest in FMBE campaigns. The shortlist has a solid look about it with some very interesting overviews and brand strategies put before the judges with highly creative and deeply practical investments to discuss.
Five finalists were also in the reckoning last year. They have been joined by a previous winner, Gekko and grocery and retail giant McCurrach
A list with a dazzling new look about it. Only TRO of those shortlisted has ever won BE Agency of the Year before. Momentum. N2O, Space, Undercurrent and Vision Nine all shortlist as agency of the year for the first time. Only MKTG, last year when branded psLIVE, was on the 2015 shortlist, winning silver.
Contract People Field Sales Solutions Gekko Logobrand McCurrach REL Field Marketing Tactical Solutions
MKTG Momentum N2O Space TRO Undercurrent Vision Nine
Freeview Play (Agency: Gekko) Kingstone Press (Agency: Banana Kick) Panasonic (Agency: Willow Park Associates) Relentless Energy Drink (Agency: Vision Nine) Sure (Agency: N2O) Volvo (Agency: TRO) Whirlpool (Agency: The Meredith Collective)
MKTG/ Coca Cola
iMP/ Clarks Circle/ Dorset Cereals
Aesthetics/ Rugby Travel Hospitality
Jamie Stamp, Coalition 34
John Senior, FMI/ Electric Ireland
X: Brand Experience Agency of the Year Sponsored by Bluewater
Kelly Kelly, Orchid/ Storck
: e s a c w Summer at Sho Bluewater – in pictures Bluewater has celebrated a very exciting and unique summer season, welcoming a host of key brands to the leading retail and leisure destination in Kent, all of whom took full advantage of the versatility and variety of platforms and high profile catchment Bluewater attracts every day including families enjoying a day out to showcase experiential activations. Popular experience brands such as Dyson and LEGO returned to Bluewater for a second year. Both activations were completely different but pushed the boundaries of brand experience inside and outside of the centre.
London based initiative, Ice Cream Entrepreneurs (ICE), which focuses on providing 18-24 year olds with employability skills, experiences and opportunities were particularly popular during the summer. The Kent location provided a targeted platform for Eurostar to raise awareness for the service using Virtual Reality technology. To close the summer calendar of events was Bluewater’s Summer of Sport, a platform to host large scale events for football and golf enthusiasts and allow guests to become fully immersed in the activities available.
LEGO To celebrate the launch of the exciting new LEGO® Friends Amusement Park building sets, a live tour concluded at Bluewater, It was the only Retail and Leisure destination in the UK to host this event. The LEGO Friends Amusement Park Tour brings the sets to life. Set in the beautiful world of Heartlake City – the Amusement Park sets offered hours of building entertainment and included all the fun of the fair. Sharon Smith, Bluewater’s Commercial Partnerships Manager, commented: “Following the success of the LEGO® Friends tour last year at Bluewater we were thrilled to welcome them back over the bank holiday weekend. The interactive event is always a great hit with families and it is important for us to offer something unique and exciting for our guests to ensure each visit is a completely one off experience.
Dyson Dyson is a regular Bluewater brand experience customer and its current (and ongoing) brand experience builds on a platform that clearly connects with Bluewater’s shoppers. The length of the promotion is quite a story as Dyson has created a pop-up at Bluewater for a six-month period until January 2017. Located on the lower Guildhall, the 430 sq ft open concept store, features unique engagement zones for guests including Healthy Home, Allergy and Transform Cleaning. The new Dyson hairdryer is showcased in the pop-up, highlighting the technology in a hands-on environment where testing is encouraged. Autumn 2016
‘The Eurostar Experience featured at Bluewater until July. As with Dyson, Bluewater was the exclusive destination chosen for this brand promotion. The Eurostar Experience used virtual reality to engage on the stand, created by brand experience agency Hyperactive. The interactive installation promoted Eurostar’s new fleet of trains and destinations. Guests were able to experience Eurostar’s state-of-the art new e320 trains within a real train interior and immersed themselves in some of Eurostar’s destinations including Paris, Lyon and Marseille through 360° virtual reality using the latest Samsung technology. The experience also offered visitors tickets to Paris, Brussels and Lille for just £29, as well as the chance to win a Eurostar trip through an Instagram competition. Alex Hoyle, Brand Manager at Eurostar added: “The pop up experience is the perfect opportunity for our team to introduce the newest members of the Eurostar family: our new e320 train & direct service to Lyon and the South of France, to the significant footfall at Bluewater. With two stations in Kent, at Ebbsfleet and Ashford, we have a strong relationship with the Bluewater team from previous initiatives, and we are delighted to offer a £29 fare to visitors.”
London Golf Show Londoner, Andrew ‘Beef’ Johnston, the current Spanish Open champion was the guest of honour at the launch of the London Golf Show, Bluewater, on Friday 26th August. At the event, ‘Beef’ hosted a Q&A for children and greeted golf enthusiasts from all across the UK who came to visit. Guests at the London Golf Show also had the chance to win holidays to Bermuda and Sawgrass, plus a stunning Tesla car worth more than £60,000. With a myriad of interactive stands including; nearest-the-pin, PGA tuition, an indoor driving range, simulators, and an extensive retail selection, it was the ultimate day out for golf lovers. Launched in 2005, the London Golf Show is the UK’s longestrunning consumer golf show and was designed to appeal to golfers – and potential golfers – of all ages and abilities. The London Golf Show was open at Bluewater from 26th-28th August.
Eurostar T S E F l l a b t o o F
On Friday 15th July, footballer and TV sensation Jimmy Bullard along with Chelsea and England winger, Gemma Davison opened the world’s first indoor football theme park; Football FEST at Bluewater. The opening saw performances from Britain’s Got Talent finalists Boogie Storm, the dancing Storm Troopers. Eager guests were welcomed into Glow at Bluewater to enjoy the world exclusive Foot Darts game, famed for its online video, which has now been viewed over 100 million times worldwide. Visitors competed to strike a football and hit the giant bulls eye, for the chance to win a host of Football FEST prizes. Other attractions include Football Pool, Foot Golf Driving Range and Panna Football (played inside a cage). Football FEST was open from 15th July – 22nd August
Bluewater welcomed London based initiative, Ice Cream Entrepreneurs (ICE), which focuses on providing 18-24 year olds with employability skills, experiences and opportunities. The team installed a traditional Rolls Royce Phantom 2, which served Wall’s ice cream to visitors. This unique concept was the company’s first activation outside of London and in a shopping centre, and was located in the lower Guildhall all summer at Bluewater.
ad to e h A g n i k o o L ater w e u l B t a s a Christm
Christmas preparations are well underway at Bluewater, with tickets to Santa’s Grotto and new outdoor ice rink now on sale. Paddington paid a visit to Bluewater mid-September to hand out special golden tickets to unsuspecting families in Bluewater’s malls. The lucky families who were given a golden ticket will be among the first to visit Santa’s Grotto when it opens on 24th November. This is anticipated to be Bluewater’s best Santa’s Grotto, featuring a traditional toy workshop in a brand new log cabin located by the lakes at the West Village. As well as meeting Santa himself, each child will also meet this year’s special guest, Paddington and will receive a luxury gift as part of the 40-minute experience. To add to the family fun, tickets are also now available for Bluewater’s brand new lakeside Ice Rink, which opens on 17th November. The Ice Rink will be situated outdoors, where guests can skate ‘til late around a beautiful central Christmas tree. Autumn 2016
Technofield Cask Report attracts app chat Interactive mirror booth for Matalan
The new Cask Report has examined the role of conversation in the buying and selling of cask ale in the pub. “People are starting to talk about cask ale – Britain’s national drink – with more passion than was once thought possible,” says author Sophie Atherton. Her Report shows people’s depth of interest in what they are drinking – and the fact they like to be served by staff who are knowledgeable.
According to the research, 92% of consumers want to know more about the different styles of beer now available. 60% said pubs don’t offer sufficient tasting notes on how beer looks, tastes and smells and only 36% feel that bar staff have an understanding of cask.
allows bar staff to sell intelligently and consumers to buy knowledgeably.
“If licensees want to stay ahead in their game, they can use CaskFinder to supplement workforce training. Otherwise, they’ll find their staff being outflanked by customers when it comes to knowledge about their beers on their bar. That can’t be acceptable for anyone who takes retailing seriously.
The Report shows 81% of Cask Marque pubs to be growing sales – which, when set in the context of the overall cask market, indicate a direct correlation between quality and sales. According to the research, 90% of consumers say beer quality is very important or essential when “It is clear that it’s no longer enough choosing where to drink. Additionally, cask drinkers spend on average £967 to be able to pour a decent pint,” a year in pubs – nearly twice the adds Atherton. “Bar staff need to amount other drinkers spend. “Given understand how cask ales are that, it’s a commercial no-brainer to different from other beers; they make sure pub staff know how to need to be able to describe them; they need to be the ones starting the look after, taste and judge the cask ale they are serving,” says Nunny. cask conversation.” This is going to be made much easier with the CaskFinder app and its new ‘pump clip recognition’ –launched alongside publication of the 2016/17 Cask Report. As Paul Nunny of Cask Marque says, “All you do is grab a picture of a particular beer’s pump clip – and the app provides you with information about the beer. You’ll see the brewer’s tasting notes and description. These may include details about ingredients, and certainly tell you about colour and flavour. You can also see how other drinkers have rated it.” According to Nunny, technology heralds the dawning of a new era in the food and drink conversation. “The instant access to information
A digital makeover mirror from Noonah was used to provide an experiential activity at two of Matalan’s stores. The Matalan VIP Event promoted the Matalan’s VIP Black Card, a customer reward system which is attained by spending over £150 over 12 months in Matalan’s stores The concept included guests going up to the Mirror to take a photo, they could then select the clothing stamps that Matalan provided and then give themselves a digital fashion makeover. Noonah designed and created bespoke branding to wrap around the Mirror so that it was on brand with the store’s other promotional activity.
SAScon brings chatbot to conference SAScon has become the first UK conference to be supported by a comprehensive Facebook Messenger bot, transforming the way delegates can interact with the event.
The leading search, analytics and social media event, held in Manchester on 16 and 17 June 2016, launched SASbot at the conference; a Facebook Messenger chatbot that delivers automated support, information and interactive experiences.
Pets at Home’s touchscreen campaign Pets at Home launched an expansive nation-wide touch-screen campaign on Primesight’s digital interactive 6-sheet network. The interactive game ran across 38 cinema locations in close proximity to Pets at Home stores, inviting pet-loving cinema-goers to digitally feed animals for a chance to win vouchers.
Visual. The fast-paced touch-screen activation awards the top ten players by entering their name on the leader board and issuing voucher codes to spend in-store, with location-specific directions to their nearest Pets at Home store.
The DOOH push was planned and booked by Carat Manchester and Posterscope, was The interactive and geo-targeted campaign live in Vue, Odeon and Cineworld cinemas was created by John Brown Media, with in England and Scotland until the end of production and game build by Grand September.
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Dark Horses gets started 500 miles in a day for Field Sales Solutions So on July 15th, over Activate Solutions 30 staff, stepped out Group and Field in the Thame streets Sales Solutions head and country paths to office staff went for cover at least 5 miles a walk, run, swim or each, whilst others bike ride and ran 10. MD Julian smashed their 250 Cordy, FD Paul Spicer mile target and and Group raised nearly £2500 Infrastructure for the Beating Manager Tim Bowel Cancer charity Wheeler, cycled 30’ https://www. CEO Mike Cottman, beatingbowelcancer. org/. The charity is close to the agencies’ heart as did his bit by swimming a mile! fleet administrator Sarah Hockley is fighting to The team covered over 500 miles in total. beat bowel cancer.
Initials promotes Rachel Bateman
Initials has announced the strengthening of its senior leadership board with the promotion of Rachel Bateman, director and head of live engagement.
Lucky Generals is backing a company called Dark Horses, led by Simon Dent, formerly Business Director at BBH Sport. Lucky Enterprises will own a majority share in the business but Dent
will also own a significant stake. Dark Horses will offer a one-stop, integrated service for sports brands, commercial partners, rights holders and talent.
FreemanXP hires Jean Freeman’s brand experience agency, FreemanXP has strengthened its business development team in the EMEA region, with the appointment of Celine Jean as account director.
responsible for managing key clients within FreemanXP’s brand experience portfolio in the region.
Jean joins the team from FreemanXP’s APAC offices in Shanghai, where she managed a team to deliver events for clients such as Omega, Dassault Falcon and Dassault Aviation. Jean reports into Claudia Stephenson, vice president, business development at FreemanXP in EMEA. She will be
Guinness World Records strengthens Griggs heads ILEA EMEA Guinness World Records, the global authority on record-breaking, has expanded its commercial team with the recruitment of Mark Kelly into the newly created position of business development manager – Live. Mark’s remit will be to support and grow GWR Live!, Guinness World Records’ experiential offering.
Toni Griggs, sales and marketing manager at George P. Johnson takes over as ILEA Affiliate Chair EMEA. Griggs took over from Dr James Morgan of Event Tech Lab and University of Westminster at the end of June 2016.
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Badminton Horse Trials, The Hyundai Fan Dome Gloucestershire, 4-8th May (Ireland vs Sweden), The event, sponsored by Mitsubishi was a lovely King’s Cross, 13th June warm up for a Summer of sport. There were only a few brand promotions, with the one for fashion brand Joules, by photo activationists Boothy giving a new doggy spin on the old pose and share formula. We loved it.
Royal Bath and West Show, Somerset 1-4th June #Lidlfootball was a winner at the family Show just for being instilled with fun and supported by a healthy eating message that was fresh for the show, fresh for the brand and fresh for the participants. Great staff from Mash too.
The Summertime Ball, Wembley, 11th June
The Fan Dome, by Brooklyn Brothers with production and tech help from Produce and Holovis was a great place to watch UEFA pan out in the heart of London. Reporting back for FMBE, Harriet Cramer said that the Dome had an amazing atmosphere and some of the slickest graphics and filming she has seen. The Dome played every match. It was launched with celeb help from Vinnie Jones (pictured).
online at fieldmarketing. com in our blog pages. Her favourite event was a peanut butter amnesty for Pic’s which saw Harriet’s own label jar given a resounding boo.
Shell Eco Marathon, #makethefuture London Olympic Park, 1-3rd July
A lovely central London takeover promoted TfL and friends and was written up online by Frank. Santander’s brand promotion spinning class by Slice caught the eye.
For brand authenticity, Dorset Cereals sponsorship of campsite breakfast time has few, if any peers. The deceptively simple celebration of breakfast communion at Cornbury won brand fans over with its gentleness and encapsulation of conviviality by the Circle Agency.
Goodwood Festival of Speed, Sussex 23-26th June
Vodafone’s Dan Underwood (pictured) was on hand to discuss the sponsorship objectives and his desire to generate traction with a new audience for the Vodafone brand.
The National Trust was amongst a series of activity-led stands at this event which was educative and thought provoking. The children loved it. The event was low key and seamless – and driven by charitable organisations, barely qualified as brand experiences. But there was a lot to learn for commercial brands about engaging fans here.
Transported by Design, Regent Street, 3rd July
Taste for London, Regent’s Cornbury Music Park 15-19th June Festival, Oxfordshire, A plethora of promotions 8-10th July that Harriet wrote about
Jaguar Land Rover won Frank’s verdict as best stand (The Event Business and Imagination). It was bold, The headline sponsor, Vodafone, was everywhere at beautiful, immersive and effective. This day after Brexit event was notable for the success of International car this Stadium sell out concert. New Vodafone brand brands that had invested in Britain. TRO’s stands for displays supported a toned down and tuned in BMW/Mini, Nissan and Vauxhall all impressed. Further sponsorship activation that linked the service brand experiences for Mazda, Honda and Ford provider with Future Breaker talent. The secret garden for Vodafone customers was a real hit as part impressed by connecting well with the audience – and of a FreemanXP activation that was connected online in Ford’s case getting participants to take the high jump. and off. The campaign is already multi-nominated for Nice work for these from Itch, Jack Morton Worldwide and Imagination. FMBE award status this month. At Wembley,
Bristol Festival of Nature, 11-12th June
The South of England proved busy and fruitful for brands this Summer. Here are the key dates that we went to.
Bristol Harbour Festival, 15-17th July A cluster of brand promotions at the festival saw wine, tea, cake and coffee being sampled, all of them nicely done, nothing too ground-breaking. It received a write up at Fieldmarketing.com. We liked the Pukka Tea tasting best.
Bristol Balloon Fiesta 11-14th August
Activations by Sense for Shell’s major engineering event saw Imagination build Transformers and My Little them a race track and create multiple side shows which Pony starred for Hasbro at Frank wrote up for FieldMarketing.com. The main event this year’s Fiesta here sees engineering students compete to power a car as far as possible on a single litre of fuel. The event, Notting Hill Carnival previously hosted in Manilla saw much positive 28-29th August sentiment for Shell in an immersive event that stands at the pinnacle of brand experience marketing. The Bank helped Supermalt to a second serving or Carnival refreshment with an eye-catching van wrapped by Promohire (see report page 19)
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40 Autumn 2016
Good Luck to all of the entrants of the FMBE Awards 2016 We know how important it is to go beyond whatâ€™s expected, especially when it comes to live brand experience. At Bluewater we strive to deliver surprising experiences for our guests and welcome you to showcase your experiential activity in a destination like no other. 42
Field Marketing and Brand Experience Magazine - Autumn 2016