Field Marketing and Brand Experience Magazine 2019

Page 1

Field Sales * Live Marketing * Customer Engagement

Volume 15 Issue 3 Spring 2019

Front Row at:

Event Production Show Brand Experience Gallery The Cultural Agenda

Welcome Welcometo to the the future future of ofbrand brandengagement. engagement.

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04. 04.We Wesend senddata data We then deliver a report on We then deliver a report on the data collected and other the data collected and other useful statistics for you to useful statistics for you to share and shout about the share and shout about the success. success.

+44 (0)20 3897 4845 +44 (0)20 3897 4845

Editor’s Letter In February 2019, DeVries’s immersive ‘Magic in the MIddle’ playground celebrated the launch of Kripsy Kreme’s new filled donuts.

The F GallerMBE P S y at Field Sale * Live s Mark Custo mer En eting * gageme Volume 15 nt Issue 3 Spr ing 2019


Even t Row a Bran t Producti t: The Cd Experienon Show ultura ce G a llery l Agen da

Contents 1 Open field 2 FMBE News 4 Meredith Collective/ Retail Marketing Group 6 FMBE News continued 8 Operational Success 9 MKTG and the Cultural Agenda 11 shop around 12 Learnings from the EPS 14 The Brand Experience Gallery

This issue, we celebrate the positive steps we are taking in the brand experience and field marketing industries to be more sustainable, ethical and inclusive. It has been a joy to see so many brands and agencies striving for a better and more responsible future and it is a pleasure to be joining you all on this journey We are also celebrating the announcement of the new BE Connected Awards formula, which sees the FMBE team championing the best of brand experience on a monthly basis, allowing for full recognition of the highest quality campaigns as and when they happen. More information about the BE Connected recognition scheme will be shared online in the coming weeks. In the meantime, keep us posted with all your, accolades, news, achievements and success stories so that we can consider them for the magazine and BE Connected prizes. I look forward to using this scheme to shine a Harriet Cramer light on the best in FMBE. er News and Events Editor Very best,

Cram FMBE Magazine Harriet Volume 15 Issue 3 Spring 2019


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:

PRODUCTION 19 Technofield 20 opinion - Catalyst 21 Forum, predictions and insight 24 Questions of Sport 28 Pastures New/ And finally

Publishing Editor Frank Wainwright

News and Events Editor Harriet Cramer

Subscription Enquiries Vicki Lloyd

Editorial Assistant Vicki Lloyd


Colouring In Ian Cramer

Creating rewarding connections Spring 2019









eXPD8 wins Oakwood Distribution services eXPD8 has consolidated its Field Marketing services by taking over the merchandising services currently provided to Tesco by Oakwood Distribution, one of its subsidiaries.

categories in their business.

expertise. eXPD8’s partnership with Tesco will provide brands with a eXPD8 are a recognised leader in comprehensive service offering, providing professional, high quality combining strength of coverage and a Field Marketing support on behalf of quality service to maximise sales and many of the leading brands in major This outsourcing confirms eXPD8’s retailers throughout UK and Ireland. Its visibility across all channels. position as the market-leader providing services include product With the outsourcing, eXPD8 will grow Field Marketing support in the merchandising, compliance audits, POS its fully employed and trained field entertainment sector, and further (point-of-sale) placement and team to over 3,000 people, providing establishes itself across Grocery and promotional set-ups. The company also flexibility and coverage for brands and other non-food categories. offers product ordering, stocktaking, retailers across the entire retail returns management, mystery shopping landscape in the UK and Ireland. The The move will double the size of the two workforces will combine under an business and places eXPD8 as the only and one- off tactical support. eXPD8’s success to date has been underpinned enhanced field management structure, Field Marketing provider who is a by its retail heritage, talented, to bring expertise and best practice preferred and accredited partner committed people and a pioneering IT from both businesses, and create a across three of the UK’s leading platform. rewarding working environment that supermarkets. With the focus on delivers a first-class merchandising developing their in-store service for Since 2008, Oakwood has provided their customers, Tesco chose to partner merchandising support in Tesco stores service for eXPD8’s existing and future clients. with eXPD8 based on their proven across the UK and brings a wealth of performance in Field Marketing and retailer experience to consolidate As a fully-accredited partner to Tesco, their ability to apply this across other alongside eXPD8’s existing retail working across Grocery and General



Merchandise categories, eXPD8 will now offer a comprehensive Field Marketing service across the entire Tesco estate from 26th May 2019. Mark Thurgood, Co-owner of eXPD8 says, “This is a key strategic step in the development of eXPD8 and we are delighted to be working in partnership with Tesco. We are fully committed to driving service excellence within Tesco stores through exceptional store execution, and we look forward to welcoming Oakwood colleagues into the eXPD8 family.” Tony Hoggett, chief operations officer of Tesco says, “We’ve taken this decision in response to changing customer demands and to secure a sustainable business model for the future. Working in partnership with eXPD8 we will be able to offer customers the best product merchandising in store for the long term. I’d like to thank Oakwood colleagues, who will transfer to eXPD8, for all of their hard work and we will be supporting them through this change.”

Brand Engagement Award: March Winner inspiring to see. And yet it could have been so ordinary. If you saw this event in action, as we did at Bristol Balloon Fiesta in 2018, you are left in no doubt about the value a hard-working event team and by the FMBE editorial team with the help Frank Wainwright, FMBE director upbeat brand ambassadors bring to the of our readers and followers. In essence, comments: “If anyone asks you how a when something in our coverage or at our simple sampling campaign can be elevated field when bringing out the Branston. I’m pleased our readers like it so much. It is to a brand experience, this picture and events that generates exceptional very deserving of the accolade. The interest, we will award it with our monthly the Woof – Branston case study are all campaign was picked out for praise time prize. At February’s EPS show we showed that you really need. This is festival and again by visitors to the FMBE Gallery off photographs from 14 great BE case sampling that is simple, joyful and at the EPS Show. FMBE is proud to announce the first gold studies and the one that generated the winner of our new monthly BE Connected most conversation and garners the Award for March is: Woof greatest interest and praise from EPS The BE Connected Awards are presented visitors and FMBE readers was this one.

gemsatwork expands network The Fairtrade salon Gemsatwork has expanded its network to gemsatwork has created strategic partnerships with businesses around the include 4 million consumers and 10,000 country. Client products are brought into UK offices. gemsatwork is on a mission to challenge workplaces and sampled to staff through innovative events and activations, the face of sampling – and has delivering brand experiences to targeted announced that its network has grown to audiences. At the same time, each include four million consumers and activation captures valuable feedback and 10,000 UK offices who can be reached provides actionable insight to brands. through its innovative and targeted campaigns.

gemsatwork is a specialist in chilled and ambient product sampling, with tailored Since being created in 2015 by solutions for NPD launches, market entrepreneurs Luca Spinella, Toby Ginn, research, Matthew Huntly experiential and Ian and retail Brookes, activation gemsatwork has sampling. It gone from also offers strength to in-depth strength. market Growth research to accelerated in help its 2017 and it now clients boasts a diverse identify client roster detailed, including Cocaactionable Cola, L’Oréal insights about and Lindt their products and the consumers that Chocolate. It also works with up-andcoming brands from Kind to Cully & Sully. they are targeting.


Spring 2019

Marking the start of Fairtrade Fortnight, the Fairtrade Foundation unveiled the world’s first secret hot chocolate salon, hidden inside an unassuming East London newsagent this February.

African jazz music, surprise appearances from celebrity ambassadors and the chance to hear the stories behind the cocoa farmers.

Julia Nicoara, from the Fairtrade Foundation, said: “We’re excited to launch Hidden away, chocolate the immersive Rosine’s Hot fans could press a secret Chocolate Salon, an experience button to see the shop that allows chocolate lovers floor rotate 180 degrees interact with the very people who make their and transport them to a West-African favourite delight possible. This is not just any themed speakeasy-style cafe. pop up; visitors are engaged in the lives of Created to support Fairtrade’s ‘She the cocoa farmers behind a bar of chocolate and every time you buy a Fairtrade certified Deserves’ campaign, Rosine’s Hot Chocolate Salon is named after a real product you are making a real difference.” cocoa farmer from Côte d’Ivoire – The pop up was held at 66 Kingsland Road, and tells the true story behind well Dalston and was open from known chocolate bars and why cocoa 25th Feb – 3 March. farmers, like Rosine, deserve a fair living income. The hot chocolate menu was designed by celebrity chefs and names after a real cocoa farmer from west Africa and was priced at £1.82 – the cost of a days living income for a cocoa farmer. Guests of the salon were treated to authentic West

fmnews sponsored by

Acosta Europe announces new products Acosta Europe, the retail sales and marketing group, has announced the launch of two powerful new retail strategy products, Glow and AiTrak, which will provide customers with insights into consumer behaviours. Glow: Consumer testing at scale and speed Glow is a consumer survey tool and digital monitoring system that helps marketers navigate the challenging gap between planning and feedback cycles. Glow gives brand and channel marketers the ability to generate detailed product, campaign or concept feedback within one week; much quicker than the traditional feedback cycle. It does this through access to the UK’s largest online consumer research panel, delivering results quickly and in user-friendly infographics that will provide robust insights for brand planning, and ensure the right marketing investments are made in the right channel.

through real-time consumer analysis and ultimately saving spend by tailoring plans with more accuracy and speed. This is vital in today’s complex and rapid retail industry, with new products reaching consumers faster than ever before.”

Alpro goes big on samples

AiTrak: Precise and rapid eye tracking technology Aitrak uses the latest advances in artificial intelligence and machine-learning to help brands and retailers maximise the visual impact of their designs, store display and advertising creative to attract the attention of shoppers “Brands and retailers spend thousands of pounds designing storefronts, windows, merchandising displays, product packaging, and advertising creative.” said Steve Rolfe, General Manager at Acosta Europe. “But how do we know what customers are really seeing in those first few critical seconds? Aitrak provides all the benefits of traditional eye-tracking studies but with results in minutes, not days.”

“Aitrak is a powerful tool for brand and channel marketers.” said Lindsey Hills, “From a brand point of view, the planning and Category and Business Development feedback cycles are too far apart, meaning that Director at Acosta Europe. “Combined with the expertise of the Acosta insights weeks can be wasted on the wrong channel team, we can now remove the guesswork strategy or testing a product,” said Lindsey and subjective opinions that can Hills, category and business development sometimes delay or misinform marketing director at Acosta Europe. “Glow’s powerful and design decisions. Aitrak can be used and intuitive software, combined with the experience of the Acosta team, means we can to analyse and optimise visual designs at every stage in the customer journey.” help our clients make informed decisions

Alpro has embarked on its biggest ever sampling campaign in a bid to encourage even more shoppers to ‘Go Big On Plants’ in 2019. The activity sees 350,000 samples delivered into the hands of shoppers nationwide during February and March.

cities including Bristol, Cardiff, Manchester and London.

The tour started with an immersive ‘plant-based pop-up’ in Birmingham’s Bullring on 16th February, before embarking on a three-week tour of the UK, supported by roaming sampling units that are visiting the UK’s major

The sampling forms part of an ongoing campaign to drive awareness of Alpro’s long-standing credentials in the sugars arena.

The sampling will focus on promoting Alpro’s pioneering range of plantbased Unsweetened products as part of the brand’s New Year ‘No One Does Unsweetened Like Alpro’ campaign.

Purity supplied the brand ambassadors for the activation.

Great Work for Charity Each Christmas Gekko make a donation to a charity on behalf of each person that receives our Christmas cards. For Christmas 2018 we chose to support Loose Ends a drop in centre, in Newbury, that serves meals to the homeless and vulnerable. We visited Loose Ends and it was clear to see that the volunteers have everything organised right down to the last can. They have created a welcoming friendly environment where their clients are able to receive as much help, from similar organisations, as they need or would like. After speaking to the volunteers we are proud to support such a hard working local charity. During this cold that has hit us recently in Newbury it is good to know that there are people out there willing to give their time to ensure that the more vulnerable people in society get a warm meal and are cared for.

Loose Ends say that they exist to “show love to those in Newbury area who are in need through homelessness, addiction dependency and poverty with the aim of enabling them to access a healthier, balanced and productive life” and from what we saw the day we visited, they seem to be doing a very good job of it. For more information on the excellent work Loose Ends does please visit their website

A big thank you This half page is booked at our advertising rates by Gekko Group and donated back so that we can use it to support and cover charity fundraising initiatives. Spring 2019


Smart home Meredith tech at Easter O’Shaughnessy Naomi Palmer, Category Director, Retail Marketing Group Aside from indulging in chocolate and seeing loved ones, the Easter period is also the time of year when people in the UK will be most likely to invest in home renovation. This has been amplified by Brexit, which has created uncertainty and a lack of confidence in the UK housing market, as highlighted by a study by the Building Societies Association in December 2018.[1] Amidst this, we can expect to see far more UK homeowners investing in the latest home technology, instead of relocating. As such, the time is now for smart home technology vendors to recognise the opportunity to turn its early successes in 2018, into its full potential to transform the faces of homes across the world. Smart home technology has begun to establish itself as the home technology of the moment. In fact, such is the optimism for this market, it is forecast to reach a global value of over £127 billion by 2026.[2]

technology revolution. Through lack of understanding, many consumers are still reluctant to embrace this transition into innovation. With new smart technology products now stemming into the thousands of pounds and this technology being such a new concept for so many, perhaps this apprehension is hardly surprising. We’ve consistently noticed that shoppers are unable to truly gauge how these products will offer value in their daily lives and this is directly hampering sales of this cutting-edge technology. In the face of this, consumer technology providers must find a way to overcome this sense of confusion and uncertainty to ensure that the smart home market is able to fulfil its exciting potential and not fall short of the mark. But how?

The role of in-store brand ambassadors

They can achieve this by investing in brand ambassadors who intimately However, a lack of knowledge understand the technology, so that amongst UK shoppers is seriously they can guide shoppers on their threatening to undermine this purchase journey by building progress. Specifically, we have seen personal connections. Through shoppers overwhelmed by the product demonstrations and availability of options, and they are tailored information, bricks and apprehensive about how to really mortar stores are no longer simply a achieve a purchase that is both value place to store goods. Instead, it for money and right for them. becomes an interactive centre and a place of fun. This creates an In order to overcome this obstacle, emotional connection with the it is paramount for consumer shopper that leads to trust and longelectronics brands to realise the value of the consumer experience in term brand loyalty. bricks and mortar stores and out-of- By offering much-needed clarity in home advertising (OOH), where such an emerging market like the people can interactively engage with smart home technology, customers products in a more ‘life-like’ setting will be able to overcome the oftenthan the traditional retail overwhelming hordes of information environment. Specifically, the best online to make the best possible way to achieve this is through brand purchase decision. The future of ambassadors who can prove to be customer experience strategies the difference between a lack of must be shaped by identifying customer engagement and longopportunities to promote greater term relationships. satisfaction, personalisation and

Overwhelmed and frustrated Despite the array of impressive products for Easter shoppers to indulge in, there is however one clear issue that may threaten to undermine the smart home


Spring 2019

engagement. Ultimately, the headlines have continued to be dominated by gloomy predictions about the future of the high street, however there is still a way for bricks and mortar stores to thrive and flourish in this Easter period.

Your Creative counsellor

Stuck with a creative conundrum? Call in the experiential ideas expert!

3. Don’t let the boss dominate - more junior members of the team are able to If you’re stuck in a creative rut email your see the challenge in a broader sense so question to for can come up with ideas that are more original and not tainted by everything that’s the chance to have your challenge been done before. Inviting people from answered by our resident ideas-expert outside your team, even outside your Meredith O’Shaughnessy, Founder of organisation can help you avoid Meredith Collective and The Experiential Agency ( She is the ‘groupthink’ and give fresh perspectives. award-winning creative powerhouse chosen Just bear in mind you may have to repay the favour! by clients from Microsoft to Manolo Blahnik to imagine, invent and implement 4. Put all ideas on the table - the more out brand-defining consumer strategies. there the better, but quickly discard those When our team brainstorms for that simply aren’t practical. You don’t want to spend hours talking about sourcing pink new clients we end up returning to unicorns. the same ideas, or echoing what


we’ve seen from others - how can we 5. Think big and small - think of the most rethink ‘being creative’? outrageous over-budget solution, and then This is a common challenge for time- of how that could be dialled down, or pressed agencies, asked to be creative-on- conversely think of how small, simple ideas can be dialled up. demand. There’s an assumption that packing a room full of creative brains will 6. Never forget that your goal is to engage deliver return. In fact, delivering impactful individual people - if you find the idea ideas takes preparation, time and practice. boring then it almost certainly is, and it 1. Drill down into the challenge and make won’t engage the client or their customers. Emotions are everything when it comes to sure you understand what the client’s creating activations that create real impact. objective really is. Write it on the wall so everyone involved has it top of mind. 7. Bring in an expert. Having someone with Remember, the challenge your client may fresh ideas come into your team for a day have identified might not necessarily be can really elevate your work. Helping you the right one! Be analytical about what’s move way from client fatigue and invigorate really being asked, and don’t be afraid to everyone with renewed enthusiasm. It can challenge. also help your whole team to tackle upcoming creative challenges in a more 2. Solving a creative problem requires time - it can’t be left to the end of the day structured way. and isn’t Finally, something to remember that tackle on a Friday creativity afternoon over requires practice pizza. Decide who and patience. needs to be The more you involved early and encourage make sure you yourself and your choose a time team to set aside and location that time to think, everyone can dream, read and make, and feels explore the physically easier ideas will comfortable in. flow when clients demand. 3. Set a miniBuilding in visits challenge in to events, advance so that experiences, everyone comes galleries and to the session other creative with ideas of outlets as part of their own. your team Sometimes even strategy will do just asking more than just people to reward them prepare personally, it will questions in reward advance can help professionally set wheels in too. motion.


Your sales, our business We work in partnership with our clients to activate sales and deliver retail excellence.

We do this through empowering our Field Sales teams with clear objectives, sense of purpose and effective technology and measure our success by evaluating the return on investment.

Contact us to today to find out how we can activate your sales and deliver a return on your investment!

Contact David Louis on or call 07973 220347 for a chat.

www. Agency of the Year: Gold 2017, Bronze 2018 Team of the Year: Platinum 2014, Silver 2018 Most Effective Tactical Campaign: Gold 2017 Brand Ambassador of the Year: Gold 2016, Silver 2017, Bronze 2018





Clean green charging machine






Lifesaver Power – a hire and return mobile phone power bank service – continues their mission to empower people in areas of need into 2019. 2018 was spent keeping fans powered, online and happy, at large scale events such as the 2018 Ryder Cup, the Olympia Horse Show and the Jockey Club. Lifesaver power empower people; at live events and in areas of need – by donating or giving energy when they need it most. In a world that is so connected, 18% of the global population live without electricity. The team are partnered with global grassroots movement ‘Liter of Light’ to provide sustainable off-grid lighting in areas of need. They share power; offering a ‘hire and return’ business model, where a used power bank can be exchanged for one that is fully charged – significantly reducing the demand on the supply of cobalt from the Congo. They protect the planet; battery packs are powered solely by energy that the company buys directly from ‘Bulb’ – the UK’s fastest growing green energy company – who deliver solar and wind generated power. In using green energy, every power bank saves around 15 pints of CO2 emissions from entering our atmosphere. Archie Wilkinson, CEO of Lifesaver Power, states: ‘Staying connected, online and up to speed is more important than ever. We’ve all run out of battery on our phones at the worst times. Lifesaver is an immediate solution, providing power as a service. We aim to make this service not only efficient but sustainable, bringing power to the people without detriment to our environment – enabling events to further reduce their eco-footprint by sharing power.’

Good Ship Ikea In February, agency Mother shook up the tried and tested PR stunt of ‘floating things down the Thames’ to a new level for Ikea. The two boats set sail upon Deptford Creek, London using ‘Orca’ technology developed in China, which allowed them to collect up to 20kgs of rubbish at one time. Founded in 2017, ‘Orca’ is an unmanned environmental protection boat, which has been equipped with rubbish clearing capabilities. Measuring nearly three metres in length and weighing up to 70kgs, the boats are highly durable and anti-corrosive, making them as effective as possible in clearing rubbish and debris from water. Ikea partnered with Creekside Education Trust in Deptford on the Good Ship Ikea project to provide a half-term educational experience for local families. As part of the initiative, the public were invited down to ‘captain’ the boats remotely and the rubbish collected was upcycled into a unique sculpture to take pride of place at the newly opened Ikea Greenwich store. Following the half-term activity, the Good Ship Ikea boats were donated to the sustainability charity, Hubbub, as part of its ongoing programme to educate people on plastic pollution in waterways. Helen Aylett, Ikea Greenwich Store Manager, said: “Ikea is committed to playing a key role in the community and the Good Ship Ikea is just one of many ways we are demonstrating this. In partnership with Creekside Education Trust and Hubbub, we are taking on the important issue of plastic pollution with a playful activity and encouraging children and families to join us in cleaning up the local area.”

Contact FMS embarks on Kellogg’s uni roadshow Contact FMS have deployed proactive brand ambassadors to hand out 9,000 free samples of Kellogg’s Squares and encourage students to destress and have fun on extreme sports simulators, which include GT sports cars, snowboarding and skiing. The event is part of a much bigger campaign, this section is running in four universities across the country, Northumbria, Liverpool, Leeds, and Sheffield. During the exam period students can become quite stressed out, Kellogg’s wanted to provide an event for


Spring 2019

students to not only try something new but take their mind off the stresses of exams and win prizes. Kellogg’s aimed to do this by offering alternative sports simulators that they might not have tried before. This includes 4 GT style driving simulators, snowboarding and skiing simulators for the students to trial. Contact FMS have collaborated with UTC Events on this campaign and have been working with them for years and on the Kellogg’s account since October 2018. Christine Taylor, Director at Contact FMS, comments:

“This has been such a fun campaign to be part of, UTC Events & Kellogg’s have it well planned and they are great to work with, but like all campaigns it’s the execution that counts and its often down to the proactive nature of the Team Leader along with an energetic friendly helpful team of brand ambassadors which really make the campaign come to life. When your client uses words like awesome and they smashed it, I’m proud to say that the Hit Squads really raised the bar on this campaign, handing out 9,000 samples in record time.”

Engaged organisations deliver

TWICE THE NET INCOME of those with low engagement...

SURPRISED? You shouldn’t be.

There is a wealth of workplace research available which demonstrates that cultural engagement works. We believe engagement is the magic dust driving our unmatched track record of success at the FM&BE awards and the longevity and retention of our customer relationships.



Great Place to WorkÂŽ awards


FM&BE awards

Agency of the Year titles

If you would like to

ENGAGE FOR SUCCESS then get in touch!

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REL Field Marketing

Operational success in the field Link Communication were in the midst of running an experiential roadshow when disaster struck, and one of their promotional vehicles vanished. At the beginning of February, an experiential campaign for a utilities client was underway. We had been setting up in front of busy supermarkets and on high streets, touring the region for four months, educating the public on the correct disposal of wet wipes and cooking oil in order to reduce blockages. The set up kit consisted of a couple of branded electric vans, two gazebos, a giant mascot monster, a social media competition area and a range of bathroom and kitchen display props which form a target throwing game. On Thursday 7th Feb at 2pm, The team at Link noticed that one of our promotional vehicles was not parked in the car park where it had been left charging. Calls were made to check that none of the team had it before it became apparent the vehicle been stolen, along with both gazebos and all of the game play event kit. The roadshow was scheduled to be in front of a busy Tesco the very next day and the client had a media call with the BBC there that afternoon. However, it takes more than a stolen van and missing kit to stop a Link campaign. Why offer excuses when you can offer solutions? The head office team’s reaction was to get busy in the workshop and hastily replicate the event kit, with parts that could be assembled from Screwfix, B&Q, Wicks, Argos and the late night supermarket. We spent the evening and early hours of the morning busy assembling, painting, printing, adding graphics, borrowing event kit and pulling in favours from regular suppliers. By 10.00am Friday morning, the promotional team were on site and operational with almost all of the event kit and by lunchtime the rest of the paint had dried and they had a full new set. The next day, we were live on a premium experiential event site in


Spring 2019

Link Communication’s Joel Kaufman, explains how the team, against all odds, still managed to produce a roadshow and deliver exceptional results under mitigating circumstances. the heart of Leeds City Centre and, even in high winds, the new kit worked perfectly.

insurance claim, the client called to say the stolen van had been located.

On Tuesday 12th Feb, as Link were starting to pull together the final details of an extensive

The stolen van had been towed away by the Police and sent to a compound for collection.

A member of the public had complained that a branded van was parked on their only car park space in their apartment block and could it be removed.

By the time Link got to the van, the branded graphics had already started to be taken off, but thankfully, the event kit was still inside. Keys were quickly changed, the graphics repaired and the van was back on the road and back to work in no time. As you can see, it’s not necessarily what happens to you (or your roadshow campaigns) that should define you, but how you choose to respond to it. When the proverbial hits the fan, you better hope you have a motivated team of colleagues and a faithful supplier network who can support you too. Our client, Mr Flanagan, business liaison said: “Perpetrators of crimes like these have little thought for their actions and the impact it has, which goes way beyond just missing a vehicle. Joel and the team at Link reacted quickly by putting their contingency plans in place and working with their brand activation partners to ensure the continuity of the campaign. There’s a strong environmental message with our campaign and engaging with customers with experiential marketing offers us a great way to cut through the noise. If there’s nothing to experience or interact with then this really dilutes the effectiveness of the campaign, so we were grateful for the prompt response and resilience from Link.”

MKTG and The Cultural Agenda campaign outrage to their recent film came loudest from laughable dinosaurs and the more awkward questions died away before dad next went to Boots. Whilst the outrage postured on, questions that didn’t grab the limelight included just why did self-declared gender authorities Gillette invent so many products with a Pink Tax on them and why did the brand spend so many years stereotyping men as embodiments of machismo so far past the sell by date? In short, is “The Best Men Can Be?” a u-turn, an apology or bald hypocrisy. Look at how many years ago Loaded magazine died and metrosexual man emerged with David Beckham stepping out of the urban jungle. We were getting better at being men years before Gillette so ground-breakingly implored us to do so after the #Metoo movement finally convinced them there would be no return to their older definition of a hero. Nevertheless, for a razor blade

Michael Brown


n Thursday 7th February Frank Wainwright went to MKTG’s London offices to hear speakers at “Looking at Gender Through a Wider Lens”. This is not a review of the event but a response piece stimulated by this interesting debate. Brands that embrace culture stay head of the crowd and maintain an emotional edge. This piece of knowledge alone made the recent “Looking at Gender Through a Wider Lens” event hosted by MKTG a must, especially when coupled with a line-up of speakers that comprised seniors Grainne Wafer and Peter Heneghan from Diageo and Ladbible respectively alongside Emma Cusdin, from gender marketing think tank Global Butterflies and Ben Norris, an actor and playwright made all the more relevant for this occasion by his performance in a Gillette commercial. The discussion was genuinely thought provoking at this event. The morning’s proceedings flew by, and this is my attempt to get my thoughts down after being provoked by the panel. Let’s get one thing straight first. No brand is ever culturally proactive, and no brand affects cultural change, but some are more culturally attuned than others and react quicker. Being rapid to adapt to cultural change often gives brands an edge. Before any commercial brand gets involved, cultural changes start in community centres and village halls, schools, universities, hospitals and labs. They are the places where ideas take root. Then come marches, protests, speeches, shows, media coverage and

in a Gillette advert in 2017, ‘Being a Man’, a kind of V1 watertest ahead of the 2019 full-on didactic film, which drew interest from the likes of Attitude rather than the broader and more garish media. Gillette was referenced alongside other brands with a reputation for stepping out of cultural gender clichés and stereotypes. Brands like Smirnoff were shown by presenters to be moving in step with an audience that is born out of Shoreditch, Barcelona, Nob Hill and Central Park, a lucrative market of wellhealed early-adopters and influencers, and an audience that has long ago embraced and normalised modern issues such as sexual preferences, sexuality, parenting responsibility and gender affiliation. Rather than being proactive about this then, it could be argued that the mighty Diageo corporation is simply following the money with Smirnoff, reinforcing the new stereotypes of the cool and

Ben Norris then, after many anxious meetings and risk assessments, we might see a culturally advanced advert appear. Before you boldly take a knee with Colin Kaepernick, you will have sat on your hands in a million meetings trying to think about every racial weakness Nike and its employees have ever exhibited, you will have sat through a plague of ‘what if’ scenarios involving sweat shop factories and rubber plantations, wondering endlessly about Grianne Wafer risk and reward. You want owned by P&G, quite possibly the cut through because cut through sells world’s biggest shrine to anxious stuff and the differentiation can lead to meetings, this was cutting edge stuff. long term affiliation, but at what price? So recently there was Gillette, and they timed it about right. The famous post-

At ‘Wider Lens’, Gillette was a continual point of reference. Ben Norris had been

trendy of today, just as it always has. For further evidence, I will look to Grainne Wafer who told us all about the process of cultural change at Diageo and how proudly the business has embraced equality. Grainne talked us Spring 2019


through Diageo’s learning curve as a business and as an advertiser. She openly showed us the clumsy portrayal of top female DJs in a Smirnoff promo, from 2017, Equalising Music. We were directed to notice how the female positive message had gone a bit awry by showing us female DJS with exclusively female fans on the dance floor. A case of 2 steps forward and one back being better than no steps forward. Grainne then moved on to the brand that she is closest to, Bailey’s and we watched the video of their modern take on a girl’s night in. This advert, presented to us in the audience as gender progressive, pushed my cynical buttons. Having just been served an uh-oh ‘look we forgot the men’ Smirnoff advert, here was Bailey’s proudly doing the same. Nothing in this advert would ever help a man get over the potential stigma of ordering a Bailey’s. Bailey’s is a gender pejorative brand for a reason, because brands are reactive, not proactive. The risk of pitching the brand at an emerging male audience would quite possibly, alienate those girl’s night in buyers. There’s nothing wrong with that, and the resulting advert is consciously a bit less girly than its predecessors, but in the end it works because it follows the money, not


said of brand guidelines, of course.

The homogenisation of social media begins and ends with the online media owners and these were represented at ‘Wider Lens’ by one of social media’s most loved resources, Ladbible. At ‘Wider Lens’, Ladbible’s Peter Heneghan proudly told us, without a hint of Gerald Ratnerism, that his brand Ladbible had been born out of humour that often embraced misogyny and had then grown up by following shares and likes and broadening its base.

Nevertheless, Ladbible, Peter told us, is not like the media of old but a multidirectional and interactive interface that pops up at all different points in a kind of structureless cloud of discussion. So far, so modern, but he also told us that Ladbible was taking over other meme media corporations, including rival Unilad. And that is the danger, just as once the old school media eventually united under the same few controlling press barons so will social media businesses acquire each other seeking control. Being the next generation’s mouthpiece is where the money is. Even if Unilad was debt ridden and Ladbible’s turnover, at £25M lacks clout, 4.5billion video views in August 2018 alone is quite a stat for the joined up stable. But keeping it fresh will get harder as Gen Z grows older. Ladbible might drop the Lad as its readers mature, but should it stick or twist? Once upon a time, the Daily Mail was an agenda-led news resource. It now clings to reach through clickbaiting its departing audience, pushing at extremes, trolling and riling them in order to hang on to its numbers-led advertisers.

Through direct followers and shares, Ladbible now pervades the social media of every millennial and Gen Zedder online. The Lad it seems has been extracted from the Bible and now the stories and jokes that they release first meet a rulebook that promotes general loveliness. Campaigns like ‘Trash Island’ and ‘u ok mate?’ are infectious, genuine and driven by cultural causes, tackling, respectively, the environment and mental health head on. The success of these campaigns has not just helped Ladbible to grow up, it has given the brand a growing rulebook on how it is expected to behave. It should not go unnoticed that Bibles that adhere to, and pervade commandments quite often set rulebooks that start off fresh but weary through the years. The same might be

Peter Heneghan because it is pushing cultural boundaries. That is not, in itself, a criticism of Diageo, identifiably a gender progressive business that has clearly pushed hard to be ahead of others as an equal opportunities employer. That just doesn’t mean that it can push consumers into cultural change through advertising and brand marketing. When will the time be right for Bailey’s to be braver? Once upon a time the answer would have been to look at the data, segment, sample and digital trial. But online trialling is harder now, eroded by online data abuse, social media spotlighting, GDPR and the homogenisation of social media


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Emma Cusedin

My guess is that Ladbible’s growth will be typical of all media owners, driven by a desire to harness and control the current chaos that it embraces. Whilst losing misogyny along the way is certainly to be welcomed, a more general loss of individuality will be hard to avoid. Brands will then have something safe enough to embrace with culturally relevant advertising and a new raft of media barons will be born. Once established they

will keep a keen eye on any edgy new kids on the media block and move quickly to squash their influence through acquisition. If I am right, so what? Homogenisation could be bad for choice, bad for creativity, but a broader footprint could also unleash the capacity for brands to ask more questions of its audience, be more challenging and more memorable. At ‘Wider Lens’ Emma Cusdin explained how brands have taken baby steps through cultural change and especially her own field of expertise that is broadly referred to in terms of gender as Trans* and of course she was able to example both horrendous and clumsy marketing that references Transgender. Paddy Power’s 2012 controversial take on Transgender at Ladies’ Day, Cheltenham encouraged viewers to play spot the difference. It was of course banned. Ironically this archaic piece has mostly been expunged from the Internet, but you can still be viewed on the Daily Mail website. Whilst other attempts to include Trans* have been clumsy, in all probability, any brand that sets out to steal a cultural march will fail in some way and will make mistakes in the eyes of the most alert, attuned and progressive. But one shining example does stand out. It was already known to me, and Emma Cusdin encouraged us to watch it. In the Experiment, 2017, Heineken found a way to ask the relevant cultural questions of the day, rather than dictate terms. The result is a film that looks and feels like a brand experience event because the underlying message is that here the beer is not trying to force the opinion so it can’t, unlike Gillette, be accused of patronising its audience. It simply asks its participants and views to engage in the conversation – just as Wider Lens so successfully did. The result is genuinely uplifting and I encourage everyone to watch it. This article in full, along with supporting links, can be found on the FMBE website.

Shop Around S

ocial media is shifting the way in which we show off. Where once upon a time our consumer fashion choices affected our perceived status, now our status is impacted by the what we choose to update our status with. Culture is changing. The value of an experience is ever-rising. Each generation sees less rampant consumerism - and I say that in the knowledge that Kylie Jenner is a cosmetics billionaire and that product unboxing is a lascivious thrill that people traipse online to watch. People want to fill their lives with experiences now. Because of the slow demise of consumer excess coupled with the onward march convenient online shopping, the challenge that Debenhams faces is very real. These doldrums will eventually filter through to that great beneficiary of the early Millennium shopping centre boom, John Lewis.

Frank Wainwright, director, FMBE’s 1st in a regular series (online and off) about shopping & experiences.

back to the actual shops. Fortunately for JLP’s store investments the rise of online product sales is offset to an extent by the desire so many have to relive real world experiences on social media. This makes destination leisure venues a useful concept and shopping centres have the locations, space and facilities to offer that. Shopper and leisure destinations need to blur the lines so that ‘shopping’ and ‘experience’ become indistinguishable and acts of consumerism can be shared as a part of whole.

These doldrums will eventually filter through to that great beneficiary of the early Millennium shopping centre boom, John Lewis

The disappointing numbers posted recently by John Lewis – Waitrose aside – were not unexpected by me. JLP has trounced the competition for years, sustaining its success curve whilst cannibalising sales from its declining competitors. Eventually it would run out of competitors to trounce and the reality of declining spend at retail would bite. A percentage of all sales missed by House of Fraser and Debenhams always goes the way of Amazon. It may even be in JLP’s best interest for Debenhams to survive and stick around in order to share the effort required to win shoppers

Fortunately, the leading shopping centres have a handle on this, guiding their platforms towards a much better blended leisure and shopping amalgam. Intu Lakeside, a centre that has enjoyed being landlord to successful Debenhams and House of Fraser stores for years has been embracing brand experiences and leisure cohesively for decades. But more was needed. Now it is to spend a further £150M in developing its leisure facility.

With the right infrastructure in place, shopping centres do not appear challenged to draw a crowd. If they successfully blur the lines between shopping and entertainment in the way that they attract visitors and the missions their visitors arrive to achieve, so can retailers blur the lines between pop-up shop and stay up shop by creating continual relatable moments.


43 BANK STREET, LONDON E14 5NX T: 020 7418 2725 E: W:

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he Event Production Show is an annual gathering of suppliers to the industry. FMBE hosted a gallery next to the Brand Experience Theatre where guests could vote for their experiential image of the year. (see page 14)

Key learnings from the Brand Experience Theatre

The Brand Experience Theatre was suitably immersive in comparison to the other stages, and we would expect nothing less from our industry. With staging conceived by Anna and Jenny Bird brand experience event specialists, Badger and Fox, with interiors by Furniture on the Move. Kevin Jackson, The Experience is the Marketing, held the fort over the two day event interviewing and compering guest speakers, including FMBE’s Frank Wainwright. The IPM hosted panels with industry experts, discussing the future of the experiential industry, below are key highlights from the stage.

On measuring the effectiveness of experiential marketing The IPM’s Paul Cope chaired a panel discussion in which the experiential community (Red Route’s Steve Messenger, Circle Agency’s, Claire Grecian, i2i’s Fiona Sutherland and Carlo Montemarano, Haygarth) presented the latest data and insights from the measurement and effectiveness tool. Claire Grecian: “We need a ‘yardstick’ to compare and measure experiential to allow our clients to see what to expect. We struggle as a discipline, we used to be known as the ‘cherry on top of the cake,’ the extra thing to do with the marketing budget. This is no longer the case but we need to go to the table with the right research to quantify the return we will get. The IPM is a great place to come together to build this platform! The more data the IPM gets the better the measurement tool will be.” Fiona Sutherland: “Emotion is the key vehicle of ROI. There is only one thing that creates the emotion, experiential. We believe experiential marketing can and should be measured. The framework consists of five key principles: KPIs, industry common language, benchmarking, robust methodology and having a common approach.” Carlo Montemarano: “There are three phases of

the model: pre event, event, post event: The framework and the methodology of the model will help us to measure the effectiveness of experiential effectively. We are creating a database of campaigns, all measured in the same way, so you can immediately get a benchmark - this is a fantastic body of best in class case studies to help you to talk confidently to your clients and tell them exactly what they can expect. We currently have 85 experiential events in the database from 60 brands which means we’ve got a lot of data.”

of the biggest drivers is the friendliness of the people. A warm welcoming element is something to drive forward to maximise the level of engagement. The key drivers are RAVE (Relevancy, Association, Value and Expectation.) Make people aware of the products relevancy to them to maximise the level of impact. Brand affinity increases on average by 10% from experiential. If you can get people to take part in the event, you’re more likely to drive their brand affinity.

Steve Messenger explained the results from reach, impact and ROI.

What drives Impact and how can we drive it? Just being at the event is not enough. You have to exceed expectations. Experiential leads to a much higher level of impact compared to advertising.

“Reach, the overall driving factor is the quality of engagement: memorable and pleasurable are the key terms here. The quality of the campaign is vital, up to 90% of people will communicate the experience through word of mouth.

ROI, To maximise ROI, drive up the level of relevancy, drive expectations of satisfaction and achieve a high level of active participation. Experiential achieves reach, increases brand Affinity and generates ROI on a level with other media channels

Experiential isn’t just about the people at the event, it’s about the people who are aware of it. Engagement time is crucial for amplified reach: more than 5 minutes has a positive impact on brand amplification.

Paul Cope, IPM closed the discussion by informing us the measurement tool is now live and encouraging listeners to submit their data to it to increase its effectiveness.

Impact, it’s not just about the gadgets and gizmos. One

Commoditising the human Andrew Orr, TRO, Kim Levine, Hel’s Angels, Neil Survilla, Kreate, Joe Sheppard, Pod Staffing and Paul Cope of The IPM share their thoughts on the future of the brand ambassador. Andrew Orr: “Consumers have recently lost trust in brands. The trust gap between consumer and brand relationship is constantly widening. The rise of technology means there is more demand for face-to-face human connection. The future of marketing needs tech... but let’s not forget the human. Experiential is a human-first channel, increasingly diverse and produces exceeded brand expectations. The human has never been as important in our industry as now.” Neil Survilla: “We have seen a rapid change in the experiential sector, it has moved from being unregulated to a time of technology and transparency. Is technology the saviour of experiential marketing? Yes, but if it is humanised technology. Now there are field communication platforms, geo checkin tracking functions and live staff and


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rewards incentives tracker - this optimises performance. There are also true footfall beacons, live reporting and consumer data capture and gamification, creating a window into the live event. Giving clients live data and improving the two-way feed really helps improve the relationship.” Kim Levine: “When it comes to recruitment, we are looking for the right people and looking to upskill, train and develop them. We need to make sure our brand ambassadors are trained in all areas to keep people in the industry. We need to make sure staff training is regulated in some way, so that people can show tangible qualifications. What will help agencies stand out is how effective their recruitment and training is.” Paul Cope, IPM MD explains how the IPM can help with experiential marketing, setting industry guidelines and standards for staffing. “The IPM is going to be helping the staffing sector progress, looking to Event Manager training and qualifications, encouraging appropriate workplace behaviours and

From left to right - Andrew Orr, Neil Survilla, Kim Levine, Joe Sheppard proving the effectiveness benefits.” Joe Sheppard: “In the future, quality and measurement will be paramount. No matter how great the tech is, people are our product and we need to make sure our brand ambassadors feel empowered. A motivated team is everything from a client perspective. Client accessibility

means that clients have relationships with the brand team. Clients are part of the conversation now Best in class communication with staff in the right way will be important, they need to be made to feel like they are a part of the agency and have a voice. Take their feedback and bring them into the

conversation. Consider how the staffing team can be involved in the whole process. The industry is in a good place with staff who are proud to call themselves brand ambassadors, yet there is some way to go and we need to make sure we use tech only when it’s needed, we need personal relationships. Paul Cope wrapped up the session referencing Douglas Conant, Former CEO, Campbells Soup, “Even a brief interaction can change the way people think about themselves... Each of those many connections you make has the potential to become a high point or a low point in someone’s day”

From left to right - Paul Cope, Fiona Sutherland, Claire Grecian,Carlo Montemarano, Steve Messenger

Facts of Live

Badger & Fox – making 2d 4d

Will Glendinning – author of Facts of Live discussed key points of interest from his live event handbook, Facts of Live

“The most important thing you can do as an agency is communicate, as an industry we communicate in 4d as opposed to 2d or 3d. and what makes something 4d? adding emotion, the reason we created this stage is to stand out and bring the emotion, we created a platform on which to start a conversation, that’s how we communicate.

“The one thing we all look for in this industry is innovation, but often what we do hinders, not helps us. We have only scratched the surface of what we are capable of as an industry. We need to stop focusing on superficial and start focusing on the fundamentals. One of the most important things is to ask your staff and your suppliers if they are ok, and don’t belive them when they say yes. Consider what you can be doing to get the best out of people, and do it. Chaos is the only constant we have in this industry, and this industry is based around theatre. As soon as you have an audience it becomes a theatre, don’t get stage fright

We encourage brands to be brave, when a brand takes the risk to be brave, they know what they are dealing with. If you are a brave brand you can take risks, if you plan a campaign assuming 90% of the population won’t like it, but the other ten per cent will really love it, you have created emotion and communicated as a brand. Bravery pays off.”

Will Gendinning

Anna and Jenny Bird

Exhibitor: Exposure Analytics

market we have achieved through the activation. We know eyes to market is a lot stronger than just things Exposure Analytics used their state of the art technology handed out or badges scanned, a better way to to track the footfall by their stand, which includes measure and capture, as well as analyse, is by looking visitors to the Brand Experience Theatre in real time. at dwell time and quality of interactions. From the data Matt Jenkes, sales manager at Exposure Analytics, captured, I can judge quality of the integration as well breaks down the results for FMBE Magazine: “Our  09m 25s as the quantity which gives a much more concise view results show that 39% of EPS attendees walked Event Production Show 2019 passed of the event as a whole.” our stand and, by default, the Brand Experience Theatre.  07m 13s Day 1: Feb 26, 09:30am - Feb 26, 05:30pm An interaction of 60 seconds or more is considered an engagement, and the average engagement time is nearly ten minutes which is a big positive. Often in experiential marketing we base our performance and the reach of the activation on the wrong things, how many samples were handed out or how many badges were scanned etc. This can often give false image of how many eyes to Event Production Show 2019

vent Production Show 2019

2019 Feb 26 - Feb 27

Summary Data for Feb 26, 09:30am - Feb 27, 05:30pm Event location: Olympia London, Hammersmith Road, London, UK

Visitor statistics TOTAL VISITORS










TOTAL ENGAGED Visitors 1313 248


AVERAGE ENGAGED Dwell 10m 31s 07m 50s


















2019 Feb 26 - Feb 27


0 1400


Total Visitors Total Visitors

Passing Visitors


Engaged Visitors

10:00 AM

5:30 PM

1:00 PM

4:00 PM

7:00 PM

10:00 PM

1:00 AM

4:00 AM

7:00 AM

10:00 AM

1:00 PM

4:00 PM

Wednes day, 27

Visitor Numbers

9:30 AM

Passing Visitors

Engaged Visitors

 






Dwell by day


Day 2: Feb 27, 09:30am - Feb 27, 05:30pm


0 11m

10m 31s

0 - 1 mins

1 - 5 mins

5 - 10 mins

10 - 30 mins

26 Feb


30 - 60 mins

TOTAL ENGAGED Visitors 1350 200

60+ mins

AVERAGE ENGAGED Dwell 08m 20s 06m 37s

28 Feb


08m 20s

09m 07m 50s


08m 06m 37s


300 25 Feb 2019


26 Feb 2019

27 Feb 2019

28 Feb 2019

01 Mar 2019





Engaged 200

04m 150







00s February 26, 09:30am - February 26, 05:30pm

Dwell Time Distribution

Day 1

Day 2

Tue, Feb 26

Wed, Feb 27

19 ℃ 12 ℃

19 ℃ 11 ℃

February 27, 09:30am - February 27, 05:30pm


Total Visitors

 

Passing Visitors

Engaged Visitors


Spring 2019


2019 Feb 26 - Feb 27

The FMBE Gallery at EPS With captions by Frank Wainwright, director, Field Marketing and Brand Experience Awards and Magazine. All Out Beauty: N2O

BMW: Wasserman

Association of Paddle Professionals: Vision Nine

Branston Pickle: Woof

I nearly captioned this picture with just the one word, ‘trust’. Here, experiential brand Lynx puts its trust in regular agency partner N2O to make emotional connections that count. In this case they are using the agency’s All Out Beauty multibrand festival tour to help generate Lynx love. The picture captures the moment that the consumer and brand ambassador connect in a bond of trust that will last long after his gilded beard is released into the night air. Brands that trust skilled experiential marketers win consumers with multiple immersive opportunities like this – and succeed more frequently and successfully when they use expert live event communicators. Did you know – This multi-brand campaign hit festivals up and down the country and helped N2O secure the title of Brand Experience Agency of the Year.

This is the NOT money shot. When experiential events business Vision Nine built the London edition of the Stand Up Paddle city championships using the Thames and Royal Docks the money shot was the elite competitors passing the Houses of Parliament, and these images were all over the PR for the event. This shot is the one I have chosen to illustrate the not money, symbolic of the attentive difference that elevates a good PRable event to a great experience. Vision Nine brought the event and its sponsors a general wellbeing attendance twist that meant that Stand Up Paddle fans had a fuller chance to participate in the occasion. Did you know - Vision Nine’s key planning and negotiating ensured this first of its kind activation went off without hitch. Its success means Vision Nine have been granted permission to run all the way through the busiest part of the River Thames in 2019.


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The car itself, a Roadster i8, was just to the left of this picture from Taste Drive and taken at Taste of London. Food and brand pairing is very much on trend at the moment. Here, the challenge is to get every detail right. No one ended up at this table without being a serious foodie and there are few clients with more style and presentation requirements than BMW. This was certainly a challenging gig, but it is easy to see why this diner is setting up an Instagram moment and why this level of experience is more immersive and relevant than a more numbersoriented standard photobooth would be. Did you know -In total, 1,057 Taste of London attendees took part in the Taste Drive against a target of 600.

21 years ago, setting out with FMBE I was warned not to assume our industry was just about sampling cheese on sticks. How far we have come, but nevertheless this recent campaign featured mass sampling of cheese on crackers with pickle like it was a new thing to do. And the result was busy, with swift moving queues and easy delight amongst the recipients. How was this alchemy achieved? Quite simply, Woof’s team delivered a brief that embraced fun and frolics and made the most of a playful audience. This was sampling at its brightest and most joyful. Did you know – Branston Pickle worked with Cathedral City Cheddar and Jacobs Crackers to bring this 52 day roadshow to life across the country. This campaign saw over 183,000 samples distributed at family friendly events and supermarkets over the summer resulting in a 450% average uplift in sales on supermarket days.

Branded event images for instant social sharing tel: 020 8740 7947 |

| www.

Bridgestone: WeAreFearless

The ‘OMG’ moment. Will she jump? This incredible experience, called Take The Plunge, starring Olympic gold medal winning diver Chris Mears (top right in the picture) and a small selection of brave wannabe jumpers shows how a brand can deliver moments of extreme emotional turmoil, if it is brave enough to be inclined to do so. This was a Bridgestone experience for the few and charts very unexpected territory for a tyre manufacturer. The amplification online was exceptional, as you would hope. The raw presentation and attentive filming made each participant’s individual story compelling. So, did she jump? Right about now you should be checking your phone to find out! Did you know – Award judges were unanimous in their view that the bravery of the participants mirrored the bravery of the tyre brand and WeAreFearless. The agency lived up to its name and ‘No Matter What’ became the most viewed video on the Olympic Channel.

Dorset Cereals: The Circle Agency

There are so many great studied intimate shots taken of this annual festival breakfast event series, but I have chosen the ‘Where’s Wally?’ one where everything is going on higgle piggle, all at once. The more you look at this the more you see, and the more you appreciate the work that has gone in to get this so right. ‘Seamless’ is a term often used as a word to compliment experiences that embrace the festivals, but this is better than seamless, it is compelling. Try walking past this celebratory breakfast on your way to the shower block without thinking of stopping by to join in before the fun stops. Did you know – Over four years, Circle Agency has brought Dorset Cereals to 11 festivals, erected 1811 tents, served 48694 bowls of cereal and taught yoga to 5115 participants. Overall incremental sales within 6 weeks of the event were £39,021, providing an overall 3:1 return on investment over a 12 month period for one campsite.

Ferrero: TracyLocke

Storytelling. Here, TracyLocke has captured the storyteller and his audience, his stage, set and lighting and the combined affect is very beguiling. Ferrero Rocher has been elevated in this engaging setting from confectionery to a sensory drama. TracyLocke has considered every aspect of this experience to enhance the tasting experience, creating expectation, atmosphere and appetite. Did you know – This inherently Instagram worthy campaign doubled the brands reach KPI with a total digital OTS of 356M and receiving 100% positive impact. The social media coverage outperformed the industry average by 53%.

Hamburg: Jackanory

Land O’Lakes: GMR Marketing

FMBE proudly attracts entries from around the globe and this event, Farm Bowl, hosted in Minnesota for dairy brand Land O’Lakes ahead of Super Bowl LII saw athletes and farmers pair up to race through farm-based challenges for the Farm Bowl trophy. The ‘It’s a Knockout’ humour cohesively met the Super Bowl PR train with dazzling share and view numbers. It made a cool event, but best of all was the underlying message that showed how the dairy company was supporting career opportunities for the next generation of farmers with the backing of a serious recruitment programme. . Did you know - This multi-faceted campaign saw over 25,000 cups of Land O’Lakes hot chocolate handed out in one day and generated over 152 pieces of coverage.


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Jackanory’s Shoreditch promotion for the City of Hamburg is a large-scale indoor festival that makes it a hard one to capture in a single image. There were live music stages, art workshops, culinary delights, multisensory displays and multiple evocative images in the characterful red brick Boiler House. So why is the picture that I have chosen from a science class? Here’s why: these families were almost certainly not expecting molecular insight from Germany when they set out that day and yet they are absolutely engrossed. Weak brand experiences often fall down around the periphery of the main event, but this image captures the essence of this cohesive event emerging from multiple stands, all of which have been thought through well. Did you know - Hamburg on Tour attracted 11,100 Londoners over the two days, with an estimated media reach of over 130m. 92% of attendees stated that the experience made them want to visit Hamburg.

I’ll watch what they’re watching.

Share the experience.

Oculus: Elevate Staffing

Oculus was FMBE ‘s team of the year, a ground-breaking strategy for the Trans-Atlantic staffing agency Elevate that sees the shared knowledge extend from a core US and Europe team to demonstrate Oculus consistently, globally. This team showed us exactly what a difference highly skilled brand ambassadors bring to every brand touchpoint. This photograph captures something of the care, consideration and intensity that this crack team delivers time after time. Did you know – Elevate’s work with Oculus won the team the 2018 Platinum award! The elite team of 100 Oculus Demo Specialists are geographically spread and the multilingual team can be called upon as and when they are needed.

Reebok and UFC: MKTG

Impact. As an agency MKTG has presented FMBE with some extraordinary images through the years. The agency has a think big and deliver better attitude. This image though is from a small-scale activity, instore at Sports Direct. Literally and figuratively this image delivers intensity. So many instore images that we get at FMBE are a bit listless. This one reminds us that shopper emotions can be engaged fully by a well-targeted experience – so long as the focus is on the experience. Did you know – This instore activation was highly successful, generating ample social content using influencers and directly uplifting product sales instore.

Renault: Fusion

She is standing on the angle of the apex as if aware of the alignment of the lines in the pane behind her, and it isn’t entirely by coincidence, because design is at play. This is the launch of Renault’s two-seater electric concept car, the TreZor at Design Junction with a stand and VR experience that captured the design student’s imagination. What a wonderful, yet challenging opportunity for the agency Fusion to show off their capacity to create and build an immaculate pin sharp platform, right under the eyes of Renault’s top brass. Did you know - The success of this campaign as designjunction was chosen to feature across Europe as a best practice example and a replica model has been requested to be displayed in a design museum in New York.


Here comes the Spider Man. How can you make a wider audience aware of the very intimate fun to be had using Augmented Reality? Here’s how, make a simple set in Waterloo Station and take advantage of the big screen so that passers-by can see what participants are experiencing. This clever tech campaign allowed participants to summon up a character to join them on the sofa and delivered stacks of shareable images and many shrieks of delight. Did you know - This experience featured a media first – voice activated augmented reality on Europe’s largest digital out of home screen. The family orientated event generated over 4500 guest interactions over the half term.


Spring 2019

Volvo: TRO

Jon Wakefield, MD, called Volvo a ‘human-centric’ company when referring to this successful campaign that saw the brand align with massage and yoga. The Swedish cabin look has often been used by Volvo, but never this effectively. Here it is pictured at the heart of Birmingham’s Bullring. Bringing the showroom to the shopper has been a growing automotive trend for years, but this quality build with transparent walls adds layers of intrigue that elevate this experience in a way that deliver the human touch effectively alongside brand consideration and test drive sign up. Did you know – Over 27,000 city dwellers engaged with the immersive Volvo activities and TRO smashed their data capture target by 177%

Technofield Lego Wear and Snap Inc launch empty AR store The pop-up let guests step into a shoppable AR experience on Snapchat, as it launched a limited-edition Lego Wear clothing line for adults.

of streetwear clothing for adults.

When customers load up Snapchat, the Snapcode acted as a portal into an augmented reality fashion boutique, where customers could browse and buy the limited edition range

London, and is a global first for the brand. The campaign promoted Kabooki’s limited-edition streetwear collection across the UK, France and Germany, driving traffic to the Lego Wear

The virtual boutique featured an interactive DJ booth, an arcade machine and exclusive access to the limited-edition fashion range. Visitors Kabooki, the company behind the Lego Wear who ‘walked in’ via their phone could browse license, launched a limited edition collection products placed on Lego mannequins and buy online through an integrated ‘Shop now’ for adults, at a playful pop-up in London – a shop with nothing inside it except a Snapcode – feature. a sort of QR code for Snapchat – on a plinth. The launch coincided with Fashion Week in e-commerce site. The Lego Wear pop-up was in situ from 10am to 5pm on 13th February at 55 Eastcastle St, in Fitzrovia, London.

Liverpool hosts Jurassic AR experience Liverpool hosts Jurassic AR experience

work with school children across the country bringing the pre-historic era to life in the classroom. The National Museums Visitors will be able to download the app and collect points as they hatch dinosaurs Liverpool is also working in collaboration from giant eggs within Liverpool One via a with Grosvenor and Liverpool One, welcoming children to its As part of this interactive game, visitors will range of augmented reality features. Dinosaur Gallery at the World Participants will be able to play with their have the chance to chase Raptors, follow Museum in William Brown dinosaurs at home – and are encouraged to Apatosauruses and hide from the mighty T. Street. Rex, as part of a new Dinosaurs Unleashed keep their pre-historic friends well-fed and Alison Clegg, Director, Asset augmented reality app – a first for the city. well-exercised. Management, Grosvenor Europe, In addition, there will be model dinosaurs Grosvenor Europe (Grosvenor), which added: “This app is one of the on Chavasse-ic Park, real-life rangers on developed and part owns and manages most ambitious and exciting hand to help young visitors to get the most Liverpool One, has teamed up with enlivenment initiatives for out of their experience and lots of dinosaur educationalists, Teach Rex, who Liverpool One to date. To be the Liverpool One will be transported back millions of years – via the latest technology – when an augmented dinosaur hunt launches on 29 March for ten weeks.

surprises popping-up around Liverpool One during the 10-week ‘invasion’.

first to bring this augmented reality to the city, and at such a large scale, highlights our passion to be innovative and to provide visitors with the best experience, ensuring Liverpool remains a vibrant place to be.”

BeMyEye acquires Streetbee Digital platform entices shoppers BeMyEye, provider of crowdsourced retail execution monitoring services, has announced the acquisition of Russian crowdsourcing and Image Recognition provider, Streetbee. The combination of crowdsourcing and Image Recognition allows BeMyEye to launch Perfect Shelf, a game-changing retail execution monitoring product that enables Consumer Goods companies to obtain objective and actionable in-store insights, such as share of shelf and planogram compliance, from a much larger universe of stores than traditionally visited – at a fraction of the current cost using internal resources and technologies. The move extends BeMyEye’s reach to Russia and the CIS countries. With existing coverage in Europe the companies’ combined crowd of more than 1.5 Million data gatherers now enables Consumer Goods companies to get a consistent view of in-store performance in 21 countries. This news comes after BeMyEye’s acquisition of their largest French competitor, LocalEyes, in 2016, and UK operator, Task360, in 2017, in moves to consolidate the industry and deliver a single international view of Perfect Store execution to its CPG customers.

Following a successful pilot in the north west of England, where 1.4 million pages of local high street offers and events were viewed, a national version Offigo has gone live. The digital platform seeks to increase spend and footfall in the retail and hospitality sector by bringing the ‘high street’ online and enabling customers to find local deals.

advertising worth £25. Offigo makes it easy for businesses to share daily “promotional” messages, exclusive offers, upcoming events, new menus, new products or entertainment. This approach allows customers to see what is available each day in their local area.

“In our trial, Offigo outperformed major online advertisers, with its click through rate being 3.9% compared to Google’s 3.1% and Facebook’s 0.9%.” comments Offigo CEO, Dave Preston.

Since launching its test site in September 2017, Offigo has won funding and support from Ordnance Survey’s Geovation, and recently was given access to $120,000 in support funding by tech giants IBM to help with the development of the national platform.

Offigo gives people the chance to become a ‘high street hero’ and receive exclusive discounts for creating profile pages of their favourite local businesses. The hero can get up to £10 for purchases or a gift from businesses while Offigo will give these businesses free

Chris Parker of Ordnance Survey’s Geovation, says: “Your local community is something you cannot buy online, and your high street is a big part of it being a successful one. Offigo is an innovative digital solution to help High Streets, their customers and their communities.”

Social Vend supports Ariana Grande’s fragrance launch

the Vendmax created by London based tech start-up Social Vend.

To promote the launch of Ariana Grande’s new fragrance ‘Cloud’ guests were invited to 9-11 Shorts Gardens to step into the glowing world of Ariana. Once inside, guests could immerse themselves in interactive photo areas and share their content with the #ArianaGrandeCloudUK tag.

The vending machine was programmed to dispense Ariana goodies and samples of the new ‘Cloud’ fragrance to guests in exchange for posting photos to Twitter & Instagram with the event tag #ArianaGrandeCloudUK.

The activations proved popular and saw over a thousand The experience centred around a custom interactive vending machine, visitors over two live days. Spring 2019


Theatre in a templated world stores, they also give brands an opportunity to create theatre together in a templated world. Our Tesco Al Fresco Summer events certainly followed this approach, bringing together 15 brands across 200 stores, pop-up locations and events. Not only that, it enabled Tesco and its partners to work together to give shoppers an inspiring experience before they enter the store.

The phrases two heads are better than one, perfect pairings and two peas in a pod are very familiar to us all but from my experience when brands work together, which pea they partner with is extremely important and brand relevance is absolutely key.

One such shared mindset amongst audiences is ‘try before you buy’ - taking the risk out of purchasing for their family and Tesco Al Fresco’s focus was just that.

I’ll never forget the first event day, a beautiful sunny Spring day with a queue around the car park. The customers were in fine sunny spirits, happy to queue (it’s our national pastime after all) and the BBQ delights were going down a treat. When a lady comes flying out of the store over to our stand with her trolley In the last year I have moved from the corporate and beaming smile. Before we had a second to say structured world of Tesco to the more agile, dynamic world of a Creative Start-Up, what rings true both sides ‘hello’, she’s was very pleased to announce, ‘I’ve bought of the fence are understanding the audience overlap in everything!’ Looking down at her trolley, true to her word, she had bought everything on the stand, this tastes, preferences and influences is absolutely key. didn’t stop at the food, she had a 16 pack of Heineken, We’ve found this sweet spot of identifying a shared she had cocktail sticks, she even had a Direct brochure mindset (and building the event around that) to partner (I suspect that was to order the BBQ when she got brands delivers a more targeted, compelling experience home). rather than same old, cliched approaches. Following her appearance at our stand she was off, with As multi-brand events became an increasing focus at that smile, a great brand experience and the comment Tesco, the internal demand to drive them more ‘You can come to mine for Tesco Al Fresco on the 13:43 frequentlyTeamHaven_advert_2017_02.pdf increased. Not only are they a great 1 09/03/2017 weekend’. opportunity for Tesco to deliver experience in their

This is the power of brand experience, not only a chance to inspire but also a chance to engage and enrich people’s lives. We helped make this lady’s shop super easy that day and we also gave her a fun story she can share with her friends on the weekend. I expect more and more over the coming years as people increasing want personalised, emotional experiences. But creating these experiences does not come without its challenges. As you can imagine if we offer the event to the red cola then we alienate the blue cola, if we sign up the purple chocolate then we distance the others. It’s a real balancing act of a few carefully chosen wellknown brands, complemented by some smaller more niche products – and this is where we can have the fun! For successful multiband activation understanding the shopper mindset is as important as being aware of the internal challenges (that don’t necessarily have the shopper needs at their heart). At Catalyst we always start with a deep understanding of both the shopper and the retailer, this blend ensures brands get the cut through they need as well as helping the retailer deliver their goals. I look forward to working with our clients on multibrand events this year, including Tesco Al Fresco (however surreal it will be the other side). Fingers crossed that little bit of inside knowledge can help us deliver the experience the shopper deserves.

James Swain, Director, Catalyst

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Crown and Communique combine Why does experiential marketing require events industry experience?

Strata Creative Communications Ltd SH - Any face to face marketing initiative requires an employs 60 people from its two offices understanding of how to in Covent Garden, deliver in a live environment, and Brackley. This particularly when the location new agency combines for this will likely be in high the strategic, creative footfall, public spaces. and production skills Choosing the right supplier of Crown with network, ensuring all of the Communique’s correct health and safety experiential capability procedures are adhered to, and operational and licences and permissions facilities to offer a have been sought in advance, truly full-service are all second nature to an offering for its experienced live event agency. clients. A great creative idea on paper Simon Hambley, can win over a client but you’ll previously board only win over consumers if director of Crown you deliver it flawlessly too. takes on the role of What is the core prechief executive event advice that a brand Officer and Ewan should look for from an Hurford-Jones, agency? previously managing SH Every event is different, but understanding your director of Communique takes on the brand’s objectives and your audiences will ensure the new role of chief operating officer.

Field Sales Insight from How Field Sales ROIs stack up against other types of investment

event achieves the return on investment you are aiming for. The right agency will offer not just advice, but should challenge, and inspire, be part of a team that co-creates something amazing with you - right from the moment the brief lands. Choose your agency by looking for the sort of values and behaviours you’d look for when recruiting an extension to your team, not just an external resource that you outsource deliverables to.

hardworking, not pushy! How does the new Strata brand represent the strengths of your old team+ your new business colleagues?

SH – Very simply put we have brought the best of both from the existing agencies into one new company. Communique’s experiential and consumer experience, its operational capabilities and facilities. Combined with Crown’s corporate experience What insights can Strata and client base, its creative, expect to push back to clients? strategic, video and film and big EHJ - As a trusted partner, Strata is production experience. So the brand is a layering of expertise that can be going to challenge the brief, test deployed tactically by clients assumptions and suggest ways of working that build on our experience depending on their exact requirements for a project but and expertise to deliver the right solution for you and your audiences. through one single touchpoint. These insights are shared - not This interview in full can be pushed back - as part of our value found on the FMBE website add. We’re keen, passionate and

Obvious caveats around sector, mix and spend levels accepted, we can see that, on average, field sales activity still generates returns that are well in excess of its counterparts: an average of £4.76 for every £1 spent, versus typical averages of £1.77 - £3.20 for the other forms of marketing. So first and foremost, we can see that Field Sales activity, in line with our original analysis, still outperforms all of the other forms of marketing in terms ROI. This is quite a nice statistic to have to hand when looking to justify spend into field sales, but the next obvious question is indeed why this might be the case.

The answer can be found when we look at these results in context in terms of where they typically impact the consumer on the consumer journey: Some of you will remember a Field Sales, being traditionally piece I wrote a few years ago on ATL Digital focused on fixture availability, how well investment in the field stock and to a certain extend Typical consumer team stacks up against certain consumer consideration when purchase journey types of above the line in-store impacts the consumer investment (see the article “Field very late on in the purchase journey meaning it helps to Sales, a Cinderella story). Since convert the sale of an already writing the article the business has grown somewhat so I thought ‘well invested’ consumer. it might be useful to revisit the This is in contrast to the other findings now we have a greater forms of marketing which help selection of results to compare to influence consumers in far across. more subtle, but no less Product Product Product important ways. Take for In the chart below you can see that we have compared the Awareness Purchase Consideration example ATL: this type of average ROI generated by field sales campaigns with equivalent average ROIs for above the line (ATL), digital and activity has arguably a much harder job given that its role, other forms of in-store marketing: typically, is to either make Average ROIs for different forms of marketing, RA database consumers aware of a brand or Field Sales product or convince Other in-store them to chose that Field Sales £4.76 brand over a competitor brand. Given this difference in impact along the consumer purchase £1.77 Other in-store journey, its fairly obvious then that activity geared toward the earlier part of the journey will, naturally, have a lower ROI than that geared toward the latter stages since ‘ease of Digital £3.20 conversion’ of the consumer increases the closer you get to actual physical purchase. ATL £-

£2.74 £1.00



Average ROI



So does this then mean that marketers, in order to maximise ROI should simply dump anything geared toward the earlier part of the journey? The answer is, quite the opposite: marketers need to instead focus on using the right type of marketing investment for the job choosing a well diversified marketing investment mix in order to successfully impact consumers at all stages of the journey. Spring 2019


The UK’s first portable Tree House comes to EPS Chrysalis, the UK’s first portable, customisable, sustainable tree house reached its GoFundMe target and popped up at Event Production Show. The ‘Chrysalis’ the first structural concept by The Treetop Co, is a fully customisable event capsule space which is designed for comfort and practicality. Offering panoramic views, the capsules can be hung from any structurally sound piece of architecture or tree and can be rigged and derigged by a crew of two.

It’s my sincere hope, that these structures will raise awareness about our environment, and how we can build in a way which is harmonious with it. We are really pleased with the positive response we received at the EPS and look forward to working with brands, suppliers and experiential agencies on lots of exciting campaigns and festivals this year.”

Luke Leppitt, founder and owner of The Treetop Co, comments: “In the UK where many of us live urban lives it’s easy to lose touch with The Crysalis is based in Bristol and is natural environment and our woodlands. I wanted to build something available for hire from the beginning of which would connect people to nature through the joy of treehouses. March.

Trends in 2019

Andrew Bodwick, Head of Brand Experience at SpaceandPeople, lists his predicted trends for 2019: • INCREASE IN B2B EXPERIENTIAL - we expect to see an increase of B2B which should filter down to some of the more traditional consumerbased venues. This is highlighted by the Mercedes truck pop-up which although targeting business users, the shops have been predominately in shopping centres.

Leisure versus shopping destinations

• ART INSTALLATIONS are on the increase. The ones we have placed recently have been well received as they offer a unique experience and can be enjoyed by passers-by as well as being impactful on social media channels. • SEASONAL POP-UP RETAIL will continue to grow, especially around peak times of year. The Next Christmas Shop, The Paddington Store and Not On The High Street pop-up before Christmas were all great examples of this. • PORTABLE EXPERIENTAL ACTIVITY is really taking off with the likes of Amazon, GAME and Nespresso all carrying out activations from converted vehicles.


Combined Weekly

121 Footfall Venues



123 Brands

2018 Q4 REVIEW Seasonal pop-up retail continues to grow, especially around peak times of year. The Next Christmas Shop, the Not On The High Street pop-up and the Dior store in Meadowhall before Christmas were all great examples of this. Experiential sampling from brands such as Green and Blacks and The Economist continue to be successful as they actively engage passers-by and provide a longer lasting impression. Portable experiential activity is also really taking off with the likes of Amazon, GAME and Nespresso all carrying out activations from converted vehicles.

audience and works well for toy and automotive brands.

The term leisure is very broad now and can be applied to many different types of venue including many train stations where dwell time has increased significantly as more and more retail and high quality eateries in key transport hubs have opened. It has meant we have seen a marked increase in the types of brands who are interested in placing experiential activity in train stations. As well as experiential sampling activations for FMCG products, we also see many film launches, PR stunts and seasonal pop-up shop activity at train stations now. More traditional leisure venues offer high dwell time and visitors in a very relaxed frame of mind. It makes them ideal options for brands looking to engage with the family

Shopping venues allow brands to target specific demographics and engage with a high footfall quickly and easily. Many shopping centres have incorporated several new and exciting attractions and eateries which has enabled them to evolve into leisure venues and has increased dwell time significantly. Shopping venues are more focused than ever on adding vitality and variance to the mall to enhance the shopper experience and entice repeat visits. Venues which have had a lot of recent investment, such as Westgate in Oxford, have been designed to accommodate some of the largest brand ex activations created in the UK.

VENUE SPOTLIGHT London Victoria Station Victoria Station is a central London train and London Underground complex and is a terminus station for commuter/regional services to South London, Sussex, parts of East Surrey and Kent. The station also includes a terminal for the Gatwick Express. The station has two large promotional sites and 13 distribution sites.


Avg. Age



Male to Female Ratio 55% Female

Avg. Weekly Footfall 4.2 Million


Next at King's Cross Station

Molton Brown at Southgate

The Lego 2 Movie at Meadowhall

Supplied by








11% 3%

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Spring 2019

Reach over 1 million customers every day intu Braehead

intu Metrocentre

intu Eldon Square

Manchester Arndale

intu Trafford Centre

intu Victoria Centre

intu Potteries

intu Broadmarsh

intu Derby

intu Chapelfield

intu Merry Hill

intu Milton Keynes

330,000 weekly footfall 63% ABC1, 74% female Largest exp. space: 10m x 9m

660,000 weekly footfall 60% ABC1, 74% female Largest exp. space: 8m x 5m

600,000 weekly footfall 72% ABC1, 67% female Largest exp. space: 13m x 5m

215,000 weekly footfall 35% ABC1, 66% female Largest exp. space: 6m x 5m

465,000 weekly footfall 50% ABC1, 70% female Largest exp. space: 10m x 9m

425,000 weekly footfall 42% ABC1, 75% female Largest exp. space: 22m x 12m

The Mall at Cribbs Causeway

405,000 weekly footfall 56% ABC1, 79% female Largest exp. space: 16m x 13m

800,000 weekly footfall 51% ABC1, 61% female Largest exp. space: 15m x 7.5m

465,000 weekly footfall 58% ABC1, 74% female Largest exp. space: 10m x 10m

270,000 weekly footfall 44% ABC1, 73% female Largest exp. space: 24m x 16m

215,000 weekly footfall 60% ABC1, 61% female Largest exp. space: 20m x 10m

330,000 weekly footfall 71% ABC1, 76% female Largest 11m x 5m

intu Lakeside

230,000 weekly footfall 73% ABC1, 73% female

500,000 weekly footfall 69% ABC1, 67% female Largest exp. space: 18m x 13m

intu Watford

intu Uxbridge

300,000 weekly footfall 88% ABC1, 72% female Largest exp. space: 12.5m x 5m

Call intu Experiences on 020 7887 7046 Sources: CACI Q4 peak survey 2015, intu properties plc

230,000 weekly footfall 62% ABC1, 66% female Largest exp. space: 4m x 4m

Sports Sponsorship Round-Up Frank Wainwright, with help from an event report from Will Murray, assesses the good, the bad and the downright odd sponsorship activations in sport and finds room for creativity and growth.

Motorsport: The non-brand sponsorship program FMBE’s tech reporter Wil Murray went to Switzerland to see the launch of the new Ducati MotoGP bike and team at the science and technology labs owned by sponsors Philip Morris International. What Will witnessed was perhaps the strangest piece of sports sponsorship ever, because this sponsorship is neither product nor brand focussed, but something rather more ethereal, a

passion, an ethos or a vision. PMI call it a mission, Mission Winnow.

best to let PMI explain it, in their own carefully chosen statement, “What is Mission Winnow about?”:

Mission Winnow? Deriving its name from the agricultural term for separating the wheat from the chaff, MW is, on the surface an unlikely mix of development bragging, future innovation and handwringing apology.

“We at Philip Morris International are transforming, learning from our past in order to build a better future for the 1.1 billion people who smoke and those around them. This is our vision. We relentlessly explore and research every option and focus only on the solutions that drive radical change. We take the best, refine it and make it better. This is winnowing.

If that sounds at least a little odd or unusual to you, don’t worry, it is. It would probably be

This isn’t about a product or a brand. Mission Winnow is about driving change by constantly searching for better ways of doing things. It is evidence-backed improvement in every area. Mission Winnow celebrates the people who are transforming the world with their passion for ground-breaking ideas and projects. From world-leading engineers and scientists to cuttingedge creatives, the people at PMI are on a mission to constantly improve and evolve. This is Mission Winnow. Mission Winnow is PMI’s demonstration that we can and want to do better. It is about who we are as a company, what we believe in, and about the way we work to enable a better future. To winnow, or to discard old approaches, is what we at PMI are doing – we take learnings from past mistakes and use them to shape our future. Through Mission Winnow we want to let the world know how we have changed, to share our pride in the transformation that the people of PMI have achieved, and our dedication to engaging in rigorous science and innovation. The campaign does not advertise or promote any PMI-branded products. Mission Winnow offers engaging, relevant and informative content on a dedicated website and across multiple digital channels for people interested in the visionary thinking


Spring 2019

fuelling PMI and our partners, Scuderia Ferrari Mission Winnow and Mission Winnow Ducati Corse. We want to create global awareness around fundamental principles that encourage people to strive for and support positive change.” It is certainly challenging to keep a handle on the Mission Winnow concept. In Switzerland it was impressively clinical set amongst the clean lines of the lab. That might not be so easy in the throes of the global multi-lingual touring circus as MotoGP rolls into destinations including South America and

Asia. It is notable too, that the winnowing process has preserved the classic red and white liveries that both Ferrari and Ducati have used since the more permissive era of cigarette sponsorship. Nevertheless, as Will noted, the Ducati team 2019 launch was delivered with elegance, panache and a large press welcome. The people behind Mission Winnow are certainly keen to share their concepts, their effort and their lab and to open themselves to scrutiny as they make progress. Whether Winnow will help PMI win now or later, in Europe or further afield, and how, is very hard to tell.

Global sports: Liqui Moly lacks activation Liqui Moly, the German oil and additive specialist has announced that it is investing millions in the F1 racing series in order to boost its sales. It will be advertising on the race track at eleven races – as one of just a few select brands. “We hope that out of the more than 1 billion viewers who follow this spectacle on television all over the world every year, it may occur to some of them to take a closer look at Liqui Moly and purchase our products,” explains CEO Ernst Prost.

always crucial: the number of spectators on site, the media presence and the potential for creating positive associations with our own brand image,” explains marketing director Peter Baumann.

“Formula 1, MotoGP, world handball championships, ice hockey world championships – the potential in all of those is simply enormous”, says Ernst Prost. “It just shows the level we’re now operating at. You can hardly get any better than this. As a sponsor, we only purchase Ernst Prost there, advocating the power of sport and its excellent sports events with outstanding TV coverage – mainly events with an international and indeed global passionate reach whilst making the whole process impact.” sound rather more reliant on hope than many of our readers would wish. In addition to its sponsorship, Liqui Moly, also stimulates business by means of classic advertising. In Prost says that appearing at half of the F1 races after Bahrain this season will cost the company many millions autumn 2018 the company kicked off its first worldwide but, he says, “you can’t be a penny pincher: you have to think globally and make huge investments.” “The aim of advertising in Formula 1 is to raise our brand profile. Oils and additives do their job invisibly, hidden in the depths of the engine. They’re not products that drivers see and get thrilled about on a dayto-day basis. This is why brand visibility is all the more important for Liqui Moly. Topclass quality alone is not much help if nobody knows about the benefits,” explains Ernst Prost. Conveying those benefits at F1 and other sports properties that the brand invests in seems to be a case of saying so as loudly as possible. In addition to Formula 1, Liqui Moly’s international activities include the motorcycle world championship MotoGP and the touring car championship TCR. “We go out to where the customers are and where they live – and that’s in their home country,” says Günter Hiermaier, Sales Director and second CEO.

digital campaign, which generated 1.6 billion contacts. “We’re sensing that the pressure to advertise has increased in recent years,” says Ernst Prost. “We have to promote ourselves even more to even get noticed – which means investing more money on raising our brand profile.”

Another advertising campaign costing millions is shortly due to get underway in Germany and Austria. This will involve the company placing double-page The blue, red and white logo has been in view this advertisements in all the relevant automobile winter at the world handball championships, at the ice magazines. The campaign was prompted by a recent hockey world championships, at the Four Hills vote held by “Auto Zeitung”. Readers of the German Tournament, at the world ski championships and with automobile magazine were called upon to name the the Chicago Bulls in the NBA. “This taps into new target best oil brand, with Liqui Moly winning. groups and customers for us, as well as bridging over The above might have had you screaming by now. It did the winter break in motor racing. Three factors are

me. Liqui Moly’s sledgehammer approach to awareness and sales has worked well enough, the business is in growth, and yet you cannot help but wish the brand was using is broadcast at the base of its engagement. Liqui Moly set a new sales record in 2018 once again, but success is a question of perspective, too. Two per cent sales growth is not that much of an achievement for a company that is so used to performing well. This is why Ernst Prost is now going on the offensive: “We’re really going to make splash in 2019. Part of this will be our appearance in Formula 1.” After achieving sales of EUR 545 million last year, the target for this year is at least EUR 600 million – in other words an increase of at least 10 per cent. In its domestic market of Germany, LIQUI MOLY now has such a strong position that further growth is difficult to achieve. This is why it is setting its sights on worldwide exports. Here Liqui Moly is increasingly deploying a new sales strategy. Traditionally the company has sold its products through independent importers in most countries. In Italy and France, the company will now be taking care of its own sales. “Not every importer has the resources required to develop sales the way we would like to,” says Ernst Prost. “Our potential is on a totally different scale when it comes to growing – not just in small steps but in huge jumps.” This does of course mean initially spending money on staff and advertising. “But these investments pay off in the long run – both Italy and France hold enormous potential for us.” Success is to be based on three pillars this year. Ernst Prost: “Excellent product quality, world-class sales power and a drastic raising of our brand profile.” It would be lovely to think that the brand also has an interest in engagement. This global platform and ambitious company surely has no reason not to develop a more experiential engaging marketing programme. There also looks a clear opportunity for a field team to help expand the sales representation for the brand.

Football: Missing and Open Goal When a brand truly gets hold of a sports property, you can normally expect action – something seriously experiential. Live sport is living drama and the fans and participants are involved in an emotional dynamic.

The biggest advertising gig of the year is the Superbowl, for a reason. This event sells series chicken wings. These ineffective appendages of the world’s most digested poultry sells an estimated 1.3billion fried pieces during a Superbowl.

On a smaller scale, but nevertheless bewildering, Lavazza sells some 500,000 coffees from 60 barista service points in two weeks as part of the brands deal with Wimbledon. The brand loves its deal, it has partnered with all four tennis grand slams. At Wimbledon the brand has famously built its Spring 2019


experiential credentials by serving the queue with coffee and celebrating barista art. Late in 2018 I was a lucky recipient of an invitation to a Lavazza Premier League exclusive announcement that saw coffee royalty in the shape of Giuseppe and Marco Lavazza chat with football royalty in the shape of Liverpool and Arsenal legends, Ian Rush and Robert Pires. The announcement marked the official link between the brand and those two elite Premier League clubs.

facilitate some unique experiences for real fans at Liverpool and Arsenal FCs, rather than falling into simply meting out the same old corporate box stuff to people who already expect a tailored executive

Along the way it transpired that black espresso rather than Milhch Eurgh is what Ian Rush actually drinks, a shock to any students of classic TV advertising in the 1980s. Anyhow, the launch gig was masterfully corporate and the plans mentioned for the brand at these two stadia were decidedly, and predictably, executive. The deal mentioned sustainable blends and corporate boxes and everything about the launch event was delightfully poised. We mingled with the coffee magnates and cup winners over delectably curated coffee cocktails.

Dennis Zoppi

brand opportunities, but again the brands ambitions with its access to the fans of such a historical club, seem very tame. Also, on the same day, again, November 5th, we announced a partnership for Health Assured with the most famous club in non-league football, Salford FC, owned by the star players from Fergie era Utd. This should be intense and energising, a very PRable team, media celebrated owners and a topic that is very on point – men’s mental health. They told “#NoSubstituteforTalking brings together a joint ambition between Salford City FC and Health Assured to address the issues around men’s health and provide information and guidance on what to do when their mental health suffers. With this in mind, Health Assured is giving all Salford City FC supporters free and instant access to their confidential online and wellbeing portal. So far, so good. This looks like a very progressive platform. But then, disappointingly: “Throughout the month of November, they will have the tools to boost their physical, mental and financial wellbeing, and use it as much and as often they like.”

The launch experience and the plans that it outlaid seemed sanitised. Being there, in the midst of the carefully orchestrated So, this was only a month of activity and sadly event, I was reminded of Luton Town’s searching for #NoSubstituteforTalking 1980’s artificial plastic pitch, offering mudretrospectively calls up a video with a worthy free action. Whilst Lavazza had decided to 208 shares on Twitter, not a disaster, but a be the people’s champion at Wimbledon, look through the shares shows very low and had a stated intention of reaching out levels of actual engagement in spite of to tens of millions of football fans, the Salford CEO David Price’s celebratory tweet carefully worded questions and answers at where he praised the level of interaction. If the launch were skirting away from the campaign had hoped to spur a Robert Pires, Peter Silverstone, Marco and Giuseppe Lavazza, Billy Hogan and Ian Rush any such aspirations ‘for the fans’ debate amongst fans about mental moments in football. Even at a health, I can’t find it under the sanitised Emirates Stadium, fabled hashtag. home of the fan’s-tastic prawn That’s not to say that this campaign sandwich, plans seem a little wary of was ineffective. Heath Assured will any brave attempt to get into the know if it was or wasn’t. But one action, right behind the goal. month of free access to a portal isn’t In truth, it is hard to conceive of a exactly a game changer, and you would fan connected coffee experience, think that once the idea had been but it is possibly a useful conceived, video made and opportunity observation to say that if you can be created, a much bigger ambition could a mould breaker in brand have been realised. Salford FC could experience marketing. But new really be marking itself as different experience. ideas are why we might need an agency with ideas and and progressive with this sort of tie in. creative insight int the fanbase. If you can look deeper, Our news coverage at, in sport and The efforts to make fan connections in football are and set new precedents, then you will take a step ahead especially in football, recently has been awash with often so lame, it really does need a squad overhaul. I of the game, and Lavazza has been ahead of the growth potential for agencies to help grow sponsorship am forced to conclude with an appropriately strained curve for coffee in recent years. I hope that they are activation into gutsy life experiences for this analogy. There are many open goals being missed in doing this. market. Everton’s partnership with Italian food football and no need for brands and campaigns to be business Fratelli Beretta, announced on November 5th, So, I have said the above, without a genius plan for sent off the field of play before the final whistle. Lavazza to use. But it must be possible for the brand to followed hot on Lavazza’s heels, and surely offers the

Marathon: The Runaway winner

At last, here’s how to do it! When New Balance opened a pop-up London pub, The Runaway, some said that the brand was taking a risk. The fitness apparel brand, an active sponsor of the London Marathon seemed to be creating a platform that contrasts with the healthy outlook of marathon runners. But those that did ignored a core truth of the club runner’s desire for effort and reward. Many running club members often enjoy the sensation of ‘earning’ a pint. The Runaway has tied itself to club running and Marathon prep seamlessly using the popular training


Spring 2019

and run recording app Strava to reward runners with free beer based on their mileage covered. The Runaway has also given the brand a social hub in the capital which looks to have been a real pop-up success connecting the brand’s sponsorship through digital and live integration and extending the opportunity to impact on the day of the marathon, right the way through the long winter hours of the training programme. Not only is The Runaway an impressive idea that has

been taken up really well by Strava runners, the brand also has a great track record of activating at the London Marathon itself with meaningful brand experience marketing. The 2018 FMBE Awards saw a silver award winning entry from photo activation agency Flashmat in the Smart Brand Engagement category for a video booth which encouraged runners to motivate their future selves in New Balance’s space at the Excel, where the athlete’s register for the Marathon and collect their racepacks.


Bullring, Bullring,Birmingham Birmingham Bullring, Birmingham

Brent BrentCross, Cross,London London Brent Cross, London

Cabot CabotCircus, Circus,Bristol Bristol Cabot Circus, Bristol

Centrale, Centrale,Croydon Croydon Centrale, Croydon

Dundrum, Dundrum, Dublin Dublin Dundrum, Dublin

Grand Grand Central, Central, Birmingham Birmingham Grand Central, Birmingham

Highcross, Highcross, Leicester Highcross,Leicester Leicester

Oracle, Oracle,Reading Reading Oracle, Reading

Silverburn, Glasgow Silverburn, Silverburn, Glasgow Glasgow

Union Square, Aberdeen Union Union Square, Square, Aberdeen Aberdeen

Victoria,Leeds Victoria, Victoria, Leeds

Westquay, Southampton Westquay, Westquay,Southampton Southampton

Hammerson Engage isbehind behind some thegreatest greatestbrand brandand andretail experiences the UK and Europe. We Hammerson Hammerson Engage Engage isisbehind some some ofofof the the greatest brand and retailexperiences experiencesinininthe theUK UKand andEurope. Europe.We Weprovide provide brands and agencies with a range of extensive and immersive experiential opportunities to engage and delight millions brands brandsand andagencies agencieswith withaarange rangeofofextensive extensiveand andimmersive immersiveexperiential opportunities opportunitiestotoengage engageand anddelight delight millionsofof shoppers through our 61 mid-mall and external spaces andplatforms platformsacross acrossthe the UK and Ireland. shoppers shoppers through through our our 61 61 mid-mall mid-mall and and external external spaces spaces and and platforms across theUK UKand andIreland. Ireland. XVI BRAND X Autumn 2017

...and finally Transgender lingerie catwalk On February 27th, I attended the launch for Carmen Liu’s ‘Gi Collection’, a range of lingerie for transgender women, at Glazier’s Hall, London Bridge. The night was a celebration of all things LGBTQ+ with free flowing champagne, canapes, Voguing, hair and makeup masterclasses and a pop-up shop. The evening’s vibe was one of celebration and positivity, but as the designer, 27 year old, Carmen Lui, artfully put it. Why has it taken so long? According to Carmen, most other underwear designed for the trans market is ‘gaff’ and looks like the ‘love child of Borat’s mankini and a jock strap’. Carmen’s aim is that the collection will allow transgender women to feel feminine, sexy and accepted in society. In 2019, as we strive for body positivity, acceptance and inclusion, is the fashion industry, as well as many others, missing a giant gaping gap in the market? By tactfully featuring the LGBTQI community in advertising and marketing campaigns, are we really including the wider spectrum of people or just creating a larger riff through the act of tokenism? At the event, I spoke to Shannon Power of Gay Star News who told me: “It’s so fantastic to see companies backing trans people and recognising a need to provide them with products that they’ve been lacking. Not only because they’re filling a gap in the market but also because trans people deserve to have beautiful products made for them. However, my message to marketers is this. The LGBTI community is tired of businesses superficially chasing the ‘pink dollar’. Companies fare much better with LGBTI people when the community can see a true engagement and initiatives that make positive contributions. LGBTI people want to see businesses put their money where their mouths by making a tangible difference to the community through their support.”

Harriet Cramer

GMR Marketing names new chief client officers and chief strategy officer PrettyGreen announces Sarah Henderson’s promotion to managing director

Sarah Henderson

Since joining PrettyGreen to lead the Cadbury London 2012 Olympic account in 2011, Sarah Henderson has been instrumental in helping establish PrettyGreen as a leading independent Entertainment, Sport and Lifestyle PR Agency. Henderson said: “It’s an honour to step into the role of MD at such an exciting time for the business and in a landscape where the role of earned media & integrated campaigns are increasingly important.”

MSPA appoints Jill Spencer The Mystery Shopping Professionals Association (MSPA) has appointed Jill Spencer as global chair. She is associate director of React CX, the UK customer experience specialist and has launched the ‘International Year of the Customer’.

Rosie Holden


Spring 2019

Elke Jones has been promoted from executive vice president of strategy + insights to chief strategy officer. With more than 15 years at GMR, Jones also oversees the agency’s global brand and communications. Cameron Wagner and Alex Beer, both formerly executive vice presidents of client consulting + services, have been promoted to chief client officers, in charge of business leadership, client teams and brand relationships across GMR’s US offices.

Ingenuity London appoints Rachel Langton Rachel Langton has been appointed head of Connect, to drive forward the agency’s new Connect Events, launching in September 2019 across Europe and the US. Joining the rapidly expanding events team, Langton brings a wealth of experience having previously worked across the Richmond Events marketing portfolio for over 7 years as head of business development for The Marketing Forum and The Digital Marketing Forum. Rachel Langton

George P. Johnson appoints new senior strategist

Havas appoints Rosie Holden to run Cake

George P. Johnson has announced the appointment of Matt Box to the role of Senior Strategist.

Rosie Holden, Karmarama’s former managing partner, will be joined Cake in early 2019 to spearhead its new leadership team alongside executive creative director Shirin Majid, who joined in 2018.

Box joins from VCCP, where he held the position of planner, working on the Nationwide Building Society and TfL accounts. He brings with him experience from multiple strategic disciplines, including packaging design, direct marketing and above the line comms. Notably, his first above the line campaign was the highly acclaimed ‘Classic Crust’ for Pizza Hut Delivery whilst at Ogilvy.

Good Luck

to all the entrants of the FMBE Awards 2019 We know how important it is to go beyond what’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.

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