FMBE winners 2017 - who won and why Field Sales * Live Marketing * Customer Engagement Volume 14 Issue 3 winter 2017
2017 revisited who hit the FMBE headlines & why
Ambassadors to the fore E FMB 7 1 0 2 e rs n winnwho wo y wh d n a s ale * ld S ing Fie t rket e Ma gagemen * Liv n E 2017 omer winter Cust Issue 3 e 14
2017 ed it MBE revis it the F hy h wh o n e s & w li head
Contents 1 Open Field 2 News 4 In to Ireland
Cover: Hammerson dazzled in matching costumes at FMBE 2017 Smaller pictures: Haygarth celebrate FMBE wins, PlayStation + Amplify event, Activity Superstore, Sense with Hands On stunt
nother year of rapid change in the world of FMBE. This was highlighted during the FMBE awards judging at Hammerson. Our highly sought-after panel of industry client judges had a really difficult time pitting entries against each other as they saw such a high number of new innovations and techniques. This year saw agencies inventing new ways of getting a brand in front of an increasingly evasive target audience, using creativity, new technology and, of course, brand ambassadors. The inaugural Brand Ambassador’s Reception was held at OXO2 at the end of Autumn and it celebrated the very best staff. Exceptional BAs from both the Field Marketing and Brand Experience pool of talent spoke to 120 VIP guests about the work they do with the brands they love and how they excel in their roles. Educated, reliable and enthusiastic brand ambassadors with a passion for what they do are paramount to the smooth running of a campaign and FMBE was honoured to showcase this talent. Looking ahead, past the excitement of Christmas (which has apparently already started at time of going to print) and into the New Year, we are excited to see what our friends in the industry have in the pipeline. We look forward to catching up with you on January 16th to hear all about the latest developments at the BE Connected Awards Showcase at Oxo2. The event will provide insight into some of the most innovative and creative campaigns and solutions. The BE Connected Awards Showcase will be quite a New Year kickstart. Until then, wishing you every success with your festive brand campaigns and much needed time off with loved ones, Harriet Cramer Very best wishes,
7 FMBE Awards winners review 2017 – A category by category breakdown can be found on page 8
44 Review of the Year 2017 46 FM Forum, Data and Insight 47 Field Sales Insight
News and Events Editor
Volume 14 Issue 3 Winter 2017
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Slingsby partners Leeds Rugby Yorkshire artisan gin brand, Slingsby, is partnering with Leeds Rugby, following on from their successful partnership with The British and Irish Lions during the 2017 tour of New Zealand. The partnership deal will be with both of the Leeds Rugby teams, the professional rugby league club Leeds Rhinos and rugby union club Yorkshire Carnegie. The agreement sees Slingsby Gin sponsor Yorkshire Carnegie’s accomplished second row player Ben West and their Harrogate-born fly half Callum Irvine. The partnership will also involve Slingsby Gin having ground boards and big screen sponsorship at the renowned Headingley Carnegie Stadium, where both teams play, with the corporate bars at the stadium stocking Slingsby’s London Dry gin. Brand owner, Spirit of Harrogate Limited, was co-founded in September 2015 by Marcus Black and Mike Carthy, who are both rugby fans.
Because launches in Dubai
Creative experiences group Because has expanded its reach into the Middle East with the launch of new offices in Dubai. With a proven track record spanning 20+ years in the UK, the move into Dubai reinforces Because’s position as global brand experience specialists; a group of creative studios servicing major clients like Centrica, Procter & Gamble, Foster’s, Hasbro and Dropbox. Because works cross-channel and already has creative studios in London, Sydney, Auckland and Dublin, with further international expansion plans in the pipeline for 2018. “We are extremely excited by all the opportunities the new MENA market presents for us as a business. As we all know, the world is becoming increasingly smaller and being able to provide clients with a global solution to their marketing strategies is a key part of our growth plans,” comments Sharon Richey, CEO at Because. Katie Penfold has been appointed acting managing director at Because AE. With 17 years’ industry experience working with brands including Heineken, General Mills, Nestlé and Centrica, she will be responsible for leading multi-team campaigns and developing client strategy.
news news news news KEEPING FIELD Sense helps Hands On OPERATIONS ON wrap up THE ROAD & WITHIN BUDGET news
Sense London, the experiential marketing agency, and charity Hands On London have come together to wrap up the city’s most exposed residents – its famous statues – to launch the Wrap up London 2017 campaign and encourage Londoners to donate their old coats to those in need. Three iconic London statues in high traffic areas – Sherlock Holmes at Baker Street station, Amy Winehouse at Camden Market, and Kinder Transport at Liverpool Street station – were adorned with bright red coats to raise awareness for the cause. “A person’s spare coat and your time cannot only help keep a person warm, it can also save their life,” said Jon Meech, CEO of Hands on London. “Sense has created something groundbreaking for us, and we could not be more pleased with how they’ve helped us spread that message.” Whilst explaining the strategy behind the idea, Sense’s Deputy MD Lou Garrod said: “We wanted to grab the attention of Londoners who are so often in head down mode as they travel through our city, and really get them to consider those who they probably walk past every day.” In 2016, nearly 23,000 coats were donated, but in the seventh year of the annual collection the number of people living in crisis in the city is sadly rising, particularly those who are young and homeless, so the need is even greater – especially when it comes to men’s jackets.
That’s why Sense London has teamed up with Hands On London under the agency’s ‘No Time to Waste’ pledge; a promise to donate time, skill and resource to addressing real world, real people problems and raise awareness of truly important modern issues. This year alone the agency’s dedicated team have donated 230 hours volunteering under the scheme. “Whether it’s big concepts, little ideas, product innovations, or simply rolling up our sleeves – every spare moment goes towards the greater good,” added Garrod.
uropcar Advantage provides businesses with field sales teams with a fleet solution that delivers flexibility and cost-efficiency in equal measure.
Recognising the unpredictability of field sales operations, Europcar Advantage provides access to ‘business ready’ cars equipped with Bluetooth and Sat Nav on a flexible rental basis, without having to make any long-term commitment. With a minimum hire period of just 3 months, vehicles can be returned free of charge at any point after the 3 months. And, there are no early termination penalties which means Europcar Advantage represents significant cost savings over traditional 3 or 4 year lease contracts. Making it easy to budget, Europcar Advantage is also inclusive of all running costs, with the option of insurance. And choice and flexibility are key, with four mileage options, starting at 1,000 miles and going up to 2,800 per 28 days. Plus Europcar’s inclusive Deliver & Collect service means drivers can have the vehicle delivered to their door – at work or home – helping them get on the road faster and avoiding unnecessary delays. Drivers can choose from a wide range of vehicles, from compact and economy to higher spec cars. And because vehicles in the Europcar Advantage fleet are new and feature the latest automotive technology, they deliver low CO2 emissions and high levels of fuel efficiency, giving field based sales operations important cost savings. Europcar Advantage provides a cost efficient means of mobilising teams whilst also delivering the flexibility that the field based sales business model requires.
To find out more about how the competitive rates of Europcar Advantage can benefit your long term vehicle requirements, please call Claire Woods on 07768 558298 or email email@example.com
Amplify builds Playstation passion in Paris
with this year’s stand being the biggest ever at over 3,500 sqm.
Amplify has created its largest ever stand for PlayStation at Paris Games Week; plus the brand’s major press event, PlayStation’s Paris Media Showcase.
Ahead of the Paris Games Week activation, Amplify delivered PlayStation’s Paris Media Showcase: a massive event for the brand to make exclusive announcements to 700 toptier international media at La Grande Arche on 30 October.
The PlayStation stand at Paris Games Week welcomes 350,000 consumers over five days and has become synonymous with dominating the event thanks to its vast size, array of games, stand- Working with Stungun, Amplify created out design, unforgettable experiences and strong the brand’s European press social presence. conference, which was live streamed globally to millions of fans in eight To ensure Amplify continued to exceed the languages. brand’s and fans’ high expectations, the agency evolved the stand’s design to be more open and To ensure maximum engagement, the feature key neon touchpoints that give the space a event featured high impact video highly visible glow. Amplify created the bespoke content, theatrical special effects and identity concept for the brand’s Paris Games Week state of the art audio visual technology. presence. PlayStation’s director of The project marks Amplify’s seventh consecutive communications, Richard Brunois, year of designing, building and managing the event, said: “In the seven years we’ve been working with Amplify, they’ve always delivered seamless, fun and memorable experiences for gamers and media in Paris. But this year’s execution has taken the stand a level up with its vast scale and engaging content; a befitting launch for our most anticipated title Detroit and our new range of friends and family games PlayLink.”
VR promotion for Activity Superstore In-store gift experience company, Activity Superstore, is rolling out a landmark promotion into 21 Debenhams UK stores. This marks the first use of virtual reality (VR) to bring the gift to life in store for shoppers. Four of the company’s gifts experiences are being demonstrated through the use of VR. It includes the chance to fly through the skies on a helicopter to give shoppers in store a retail theatre experience, driving sales in the run up to Christmas and delivering ROI. This approach makes the link between VR and the purchase being made in store, with the power of visualisation enabling gift buyers to get excited about heading in store. Activity Superstore CEO, Shaun Powell explains; “We see continual growth from our in-store gift experiences and wanted to provide our retail partners with a spectacle, which had a direct link to ROI and purchase for us, creating something entirely unique for shoppers to drive
footfall in-store. We’re working with Debenhams to enhance customer engagement in-store while also delivering a virtual representation of our most thrilling gifts.” The project launched its first site on November 2nd, with the opening of a retail experience in Debenhams flagship store on Oxford Street, London. The activity supported the reveal of the retailer’s ‘You Shall’ themed Christmas window display. Richard Vanoli, head of merchandising at Debenhams, said: “We know that customers buying gift experiences are keen to get an understanding of what the activity will look like before they purchase. Incorporating virtual reality into the sales process enables us, along with our partner Activity Superstore, to give shoppers an immersive snapshot of what is on offer.”
McCurrach Development Director, Gordon Neil talks to us about the inconsistent nature of FMCG retail execution and why he thinks data is so important, particularly when you are trying to affect change.
here’s a truth about retail execution that the most consistent thing about it is its inconsistency. You might remember this is a topic I touched on in the last column when I looked at the myth of the common planogram. Last time I shared that our analysis tells us that only 4% of multiple stores actually share the same shelf profile and space allocation as each other in one of the largest retail categories. Given that startling fact, I thought it would be useful to explore the topic further. We’ve been running analysis in this space for over 5 years now, which combines all of the execution data we collect for over 30 categories and over 100 brands. I like to think that our data is a fair reflection of retail execution in the marketplace, given the millions of data points that goes into our analysis. So, what does this tell us about the inconsistency in retail execution? Well, when we look at the bottom 10% of stores for execution, only 1% of these stores remain in that bracket for 4 quarters in a row. On the flipside, when we look at the top 10% of stores it tells us that only 0.2% remain in that bracket for 4 quarters in a row. In summary, it’s fair to say that retail execution is significantly inconsistent. Accepted wisdom would tell you that a well-executed store remains “well-executed” for long periods of time and vice versa, but the reality is that’s just not true. This creates the big challenge in field sales when it comes to directing capacity towards the stores who are the least likely to execute well (i.e. the ones where the greatest opportunity lies), when the actual stores shift regularly. Personally, I know that the volume and speed of our data helps us significantly in doing just that, especially when it comes to getting to the right stores in advance to ensure that they are supported in executing well. We’ve identified that over 80% of opportunity to close the potential execution gap happens in advance, especially on promotions; doing this after the event has started is often too late to affect change. The positive in all this? The ability to influence at store level remains significant if we combine smart data and expert people.
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The Irish Questions
Frank Wainwright travelled to Hammerson’s Dundrum Town Centre, Dublin to meet some of the leaders in Irish FMBE and hear advice from around a group table about who to work with and what to be mindful of when hoping to maximise on brand activation.
ield Marketing and Experiential Marketing in Ireland came under our spotlight for the first time a few years ago, at FMBE 2013, as agencies in Ireland started to move from bit part to main part. That influence has grown ever since, Campaigns led by agencies FMI and PRL In Market Solutions (under their previous incarnation as Contract People) have proved that results driven marketing and creative solutions are thriving in Dublin. During Brexit negotiations Ireland is more under the spotlight than ever. UK Field Marketing agencies and clients have skillsets that are ripe for export and Ireland could prove a great test bed for tactics and strategies that are ready for European rollout. On the flipside, agencies with relevant skillsets in Ireland and ready to prove the worth of their own market – and beyond – to brands seeking to make the most of their investment. Our round table discussion came about before further Irish success at FMBE 2017, as agency FMI carried off one of the most sought after categories, Sales Campaign of the Year. The round table itself was hosted in the Summer at Dundrum Town Centre, the Hammerson managed shopping centre in Dublin. As a property owner Hammerson has seen Ireland on the rise and expanded its portfolio to include the very popular Dundrum Town Centre and Ilac Centre in downtown Dublin. With these properties Hammerson gets a regular snapshot of shopper spend and habits across the influential capital. Our invitation attracted some heavy hitters from field marketing and some inventive leaders from experiential. Our mission? To get a snapshot of the current market, to find out what opportunities exist and who is best set to help deliver them. As the discussion was hosted in Dublin, perhaps unsurprisingly the conversation started out by discussing the population balance. The Greater Dublin Area, extending the city to include the counties of Meath, Wicklow and Kildaire, accounts for 39 per cent of the national population so some feel that tackling Dublin - or at least a twin city approach to include Cork – sets a national trend.
what we can achieve.”
Around the Table Niall Benson, Managing Director, ROI, PRL In Market Solutions Laura Bergin, Commercialisation Manager, Hammerson Ireland Aoife Butler, Account Manager, Runway Killian Doherty, HR Manager, CPM Ireland Jane Gray, Business Director, Verve Sheonah Howlett, New Business and Brand Partnership Manager, Hammerson Margaret Lyons, Owner and CEO, FMI Adam Taylor, director, Brand Tactics Jonathan Woods, Senior Account Manager, Pluto Ian Shipley, Commercial Manager, Crossell Practised field marketers disagree though. Killian Doherty comments: “There is volume that brands can achieve outside Dublin. The key to success is journey planning and local knowledge.” Margaret Lyons says, “We don’t have a single client who just wants to work in Dublin. All clients want all Ireland” Ian Shipley adds, “It goes without saying that the key retail chains here in Ireland operate on a national basis, and therefore require support from the brand owners that reflects their retail footprint”. Niall Benson and Jonathan Woods both advocate areas outside Dublin, discussing the various merits of population centres in Cork, Galway and beyond. Woods’ team face a different challenge – experiential marketers are often more conurbation-centric in any country – but he has seen brands that invest in national reach justifying the spend and effort with market penetration. For Aoife Butler, that is best achieved by allowing local operators some room to hone campaigns with local relevance. She comments: “Although brands may have strict guidelines to follow from the global team, from a local market perspective, global teams may be seen as out of touch, trying to apply a onesize-fits-all approach that does not meet the needs of the local consumer and their cultural realities. Campaigns need to be tailored to suit the needs and expectations of the local consumers. It
not so much about coming up with new concepts but more about leveraging global campaigns and making them locally relevant to the Irish consumer.” In field marketing terms, the cultural differences are very market specific. The retail landscape has more opportunity for localised influence than in the UK. Ian Shipley elaborates, “Local knowledge is key to optimising route planning and having relationships with the large base of independently owned and managed retail stores. It should not be underestimated that a number of the larger retail groups are in fact franchise operations with a degree of independent decisionmaking abilities.” Most of our retailer conversation is dominated by Dunnes, the 155-outlet grocery and clothing retailer, a family business that employs 18,000 people and dominates the food and drink retail network alongside Tesco, SuperValu, Aldi and Lidl. Dunnes is discussed for a while around the table with field marketers saying by turns that the store group offers up unique challenges and opportunities. Dunnes, some feel, is not like a UK retailer with many national agreements not being applied at local store level, requiring strong local relationships to ensure compliance. That also means that opportunities to lever sales are also often local. Comments include “We are creating amazing opportunities for brands in Dunnes”, and “we can influence at store level”, and finally, “We consistently see our UK connections’ amazement and awe at
Ian Shipley, who has a UK field marketing background, agrees that Dunnes offers a unique challenge “… but for all the right reasons, Dunnes are a highly successful retail operation and their expectations in terms of quality and service are high. This in turn drives a requirement for a level of support at store level that may not be aligned with experiences within the UK retail arena.” For merchandising and direct sales activities, the strong message seems to be go for it, there are national opportunities and the rewards returned via local know-how can be steep. Local-national brands know this better than most, and few brands have a deeper vested interest in national coverage than Electric Ireland’ whose sales team (an FMBE gold winner this year) established a committed reach to consumers using agency FMI in the field supported by culturally relevant event marketing using one of the largest experiential agencies, Verve. Verve and Electric Ireland have been working together for years on the delivery sponsorship activation of the Electric Picnic festival, an exciting culture and music event that is geographically fairly central and therefore well placed to attract fans journeying from Dublin, Cork, Limerick, Waterford and Galway. Of course, as Verve’s Jane Gray points out, Electric Ireland have the advantage of great knowledge of their product, audience and cultural relevance. That’s not the case for some consumer products where sampling and demonstrating helps to establish brand preference or lifestyle relevance. For sampling and demonstrating teams there are interesting options in Ireland as the market is rapidly developing. There are Return on Investment challenges to overcome to get brand owners to invest more, but this is where landlords such as Hammerson can help build the case for making the commitment. Much of the conversation now centres around the brand experience successes that have been delivered for car brands at shopping centres in Ireland. Volvo’s Summer pop-up store at Dundrum saw a very top down support level from the brand and interest from senior publications, including the Irish Times. Laura Bergin was enthused by the pop-
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up for the ‘lifestyle’ concept behind the project. Niall Benson is not certain that the car example translates meaningfully to his agency’s business. He observes, “Cars are a very experiential purchase. The requirement isn’t the same for grocery brands as can be demonstrated by the growth of discounters over the past few years. “ The debate widens into a discussion of where different agencies derive their budget from with some field marketers saying they get financed via cost of sales budget rather than business development, but further discussion of the growing sales demonstration sector seems to contradict this. Margaret Lyons and Killian Doherty both point towards the growth in requirements for instore demos. CPM, Doherty confirms, is highly successful when delivering instore demos and staff training in Ireland for Microsoft. Likewise, Lyons’ agency FMI has seen successful activity across Ireland on behalf on a major kitchen appliance. For Jonathan Woods, the customer activation area offers up great potential for experiential amplification. His agency Pluto sets out amongst its core strengths the ability to build emotional and social brand connections that lead towards purchase. “We aim to be right in the
middle of the brand story”, he says. Aoife Butler is enthused by the role that face to face marketing has in delivering dwell time to the shopper or consumer away from the clutter of other advertising and media: She adds “The power of word of mouth can’t go unnoticed when it comes to experiential marketing as once the customer has had a favourable encounter with the brand they will no doubt be willing to share this experience. Of course, these are positives for the channel that are shared across most European brand markets – but certainly in Ireland with its population spread, the knowledge that experiential marketers can bring about amplification coupled with what the shopping centres know about their reach and visitors, can help make Ireland – with a perception of brand loyal consumers – an attractive proposition. Adam Taylor has his eyes on that opportunity – the national proposition. He believes that the close relationship with the UK is a major issue. “Brexit is the elephant in the room”, he says, “Which way is it going to go? That is the gamble”. For Ian Shipley, however any brand can minimize the risk factor by looking at Ireland uniquely. “Brands have been known to fall into the trap of viewing Ireland as a second-tier market, which
is easy to understand when they are looking at activating across hundreds of stores in the UK, whereas they may only be looking at 50-150 key stores (within a single retail group) here in Ireland for a promotion. The key factor is that Irish consumers and retailers can be extremely brand loyal, and this should not be overlooked. The Irish market has to be dealt with as a market, to fully allow a brand owner to maximise the potential.” Unsurprisingly our panel agree that tapping local expertise should be the route to market for any brand expanding their way. “Come and pick an agency that is based over here”, says Niall Benson, “Choose a passionate agency that will do a fantastic job because of their capability, reliability, their local knowledge and their Irishness. Ireland is not just an outpost of the UK. Stick with the experts.” Margaret Lyons agrees: “We are an Irish business, not wanting to be dictated to by the UK.” Killian Doherty adds: “For the best success, it has to be a local business, with local relationships.” Says Aoife Butler: “Global brands competing in the Irish Market will strongly benefit from having an Irish agency on board when it comes to campaign planning and execution. They know exactly where the brands target
audience can be found, what their interests are and if there are any current ‘Irish trends’ the brand should look to leverage.” The table generally agreed with Margaret Lyons when she said that she anticipated growth in face to face sales and marketing in Ireland. “Technology can only go so far”, she says, “the best interaction is with people.” “People buy from people,” concludes Niall Benson. Certainly, the feeling around the table is that the Irish market is best built on trust and that communication online and via social media is, in the words of one participant ‘losing faith.” That said, further discussion from the experiential marketing contingent around the table showed that a balanced delivery of digital and face to face communicating is still the best way of justifying a fuller budget from aspirational brands. For Hammerson the feeling is that the shopping centre commercialisation process is well set to play a key supportive role in delivering benefits to all stakeholders. Sheonah Howlett concluded the round table stating: “We are focussed on personable and collaborative partnership with retailers or with shoppers. We’re here to talk, and develop ideas – we’re not just a rate card.”
This round table was hosted at Dundrum Town Centre, Dublin, the Hammerson property where Diarmuid Gavin’s award winning Garden of Pure Imagination was a summer attraction for shoppers
the field marketing & Brand experience awards 2017
At This Yearâ&#x20AC;&#x2122;s Awards
Why? Because finding someone that aligns with the personality and ethos of your brand and products is the key to success, and boy do we know it.
Weâ&#x20AC;&#x2122;ll find you brand ambassadors that add the fire to your work.
Find out more at: experiencewave.com @experience_wave FMBE Quarter page ad Firework.indd 1
Wave_Agency Winter 2017
Page guide to the categories
Brand Ambassador of the Year
Brand Ambassador Live
Paul Andrews, MD, Xperience Marketing Solutions
Team of the Year
Will Arnold-Baker, Founding Partner, Come the Glorious Day
Andrew Bodwick, Head of Brand Experience, SpaceandPeople
Roadshow/ Shopping Centre
Richard Bradley, E uropean IT Director – Commercial Business
Immersive Event (consumer)
Immersive Event (B2B B2E)
Special Award –
Immersive Event (Controlled)
Amplification / Integration Creative
Many thanks to all of our judges for your time and keen interest in pushing best practice standards in finding the right winners. Job titles are as of May 2017.
Solutions, Kellogg Carmen Byers, Head of Marketing, Brompton Bicycle
Brian Buckley, Commercial Effectiveness Director, Diageo
BX Agency of the Year
Ben Collins, Trade Operations and Planning Director, Molson
FM Agency of the Year
FMBE 2017 Sponsors FMBE would like to thank its amazing sponsors. Sponsor write ups appear on the relevant category or in our At This Year’s Awards pages as appropriate.
Coors Bryony Crowther, Managing Director, Asset Space Nancy Cullen, Chief Operating Officer, SpaceandPeople Tim Fletcher, Outlet Contact Manager, Britvic Soft Drwinks Matthew Goddard, Field Sales Director, PepsiCo UK Charlotte Guezenec, UK Retail Execution Manager, Heineken Jennifer Hill, Head of Off Trade Sales, Molson Coors Sheonah Howlett, N ew Business and Brand Partnerships, Hammerson Rhys Jones, Owner, Retail Alchemy Louise Kehoe, Portfolio Operations Co-ordinator, Hammerson Matthew Leopold, Lead Brand Partnerships and CSR, British Gas Anna McClafferty, Sales Team Development Coach, AMA Harriet McDonald, Commercial Development, Transport for London Pat Malmsteen, Field Sales Trainer Suzanne Malhotra, Director, 4D Design Daniel Mathieson, H ead of Experiential Marketing & Partnerships, Barclaycard Stewart Moody, Client Services Manager, CACI Tolani Moibi, Business Development Manager, Promohire Ed Myhill, Director, Quander Steve Oakes, Head of Brand Development, Panasonic Lesley Page, B2B Marketing Manager, Europcar Louise Poole, Chief Commercial Officer, VIP eCigarettes Ben Reed, Head of Brand, First Base Silvertown Graham Sampson, N ew Business Ambassador, Asylum
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At This Year’s Awards
This year’s event saw the 13th edition of FMBE Awards take on a sci-fi look with a galaxy of characters from screen and showing off some titanic battles for field marketing and brand experience glory. It was a night of silvery sparkle that started off with bubbles at the Landsec reception heralding a starry celebration that continued into the twilight zone.
Winner, Laurence Stone with Europcar’s Claire Woods
Badoit & Evian
Red Dwarf, Robot Wars and Radio are the 3 R’s that have made Craig Charles so popular. ‘Ronation Street would be the 4th. Craig is just great company and he entertained guests with chat and repartee after he finished work, staying on as an event guest until midnight.
Europcar – whose Advantage car scheme looks set to appeal to field teams – also held a prize draw for a case of champagne. And for the winner this added something extra for a guest who already has much to celebrate, Laurence Stone, who has recently joined 2017 FM Agency of the Year, Field Sales Solutions.
Our beautiful table plans were the centre of attention as they were displayed on plasma screens in kiosks provided by destination media and retail specialists SpaceandPeople. If the kiosks look familiar, it is because you will have seen them hosting sampling and promotional campaigns at bustling Network Rail stations.
Many thanks to these two global brands for keeping us hydrated and refreshed.
Holovis At theatrical night required a theatrical venue and Troxy gave our starship staging a back to the future buzz.
A maddeningly competitive virtual ball pit saw guests at the Holovis arena capering after virtual golden balls to win Moet. Holovis specialises in multisensory, immersive and interactive platforms of which this
game was just a taster, but it was a great example of a playable format for shopper engagement that is fun to watch as well as play.
Intu sponsors the after awards party which always produces some of the best photos of our guests! This year they also kept everyone in a twist with fidget spinner table gifts.
Big thanks to Red Bull whose support helped to energise our marvellous crew and performance team.
From dry ice starter spectaculars, via SpaceSheep to a moon landing desert, caterer Party Ingredients played with our theme deliciously â&#x20AC;&#x201C; and added an otherworldly touch with their spookily masked marauding service team.
Sweet gifts from Ricola at the tables also helped show off a breakthrough campaign from Noise Agency who were shortlisted for the first time, delivering exceptional results using technology and flavour.
Coalition â&#x20AC;&#x201C; Dancers This year Coalition showed off their staffing versatility by providing our dancers as well as the hosts. Their performance set the excitement pitch to fever as we awaited host Craig Charles to take the stage.
Wave has supported our Brand Ambassador awards programme this year, and Wave director, Linda Gallagher was duly on hand to speak about the association at the awards – as she had done at our Brand Ambassador’s Reception, a special event on the Monday proceeding the awards this year. Wave is the new experiential agency for McCurrach – www. experiencewave. com
Our green screen social media provider was Pictures Experience who delivered a great welcome and some hilarious gifs, keeping people connected to the event long after it was over.
Craig Charles, Gary Martin and Luke and Darth costume performers were sourced for the event by the talented crew at Kru Talent.
Daft Punk Tribute and Scene2
Our party band really kept the intu dancefloor full.
Stylish play up music was by this Tribute act who came in their own cool kit and were housed in a DJ booth made for the occasion by friends of FMBE, Scene2.
With film credits including Minions, and over 2500 cartoons on his voice CV, Gary Martin was our voice of god for the evening, playing the roles of Darth Vader, Yoda and Optimus Prime.
Hammerson A full order of presentation and the shortlisted contenders for every guest was made possible thanks to support from Hammerson.
Coalition – Hosts
Coalition took the sci-fi theme and made it playful with an exotic array of character actor hosts creating atmosphere and buzz whilst never failing to attend to everyone’s needs and
ensure the smooth running of the awards show. FMBE’s Frank Wainwright comments: “The staff’s ability to coincide a sense of fun and excitement with immaculate timing is a fabulous asset for any awards host. What we see of Coalition is their vibrancy
Splento added one additional photographer to our existing team and we were duly rewarded with some excellent images from her, which we jointly shared as an extra event gallery after the awards – to popular acclaim.
and bravado, what few people notice is that the event ran bang on schedule again. But if you overrun, everyone notices. This was a fine allround performance”
The ‘heat not burn’ reduced risk tobacco product from Philip Morris was showcased to existing smokers at the awards, enabling them to learn more about this smoke free product that the manufacturer believes represents the future. Their stand reflected the consultative approach that can be seen in the award winning IQOS stores in London.
The Drop: Undercurrent Everyone says this year’s event video is the best yet and it was the work of The Drop, the content agency that belongs to Undercurrent. It can be seen on the home page at www.fieldmarketing.com. Frank Wainwright comments: “Whilst the quality of the work is self-evident, the professionalism of The Drop’s team really shone. The crew hardly saw them as they went about their business on the night and the editing was exactly to brief and on time.”
Candy Mechanics & Hammerson
Candy Mechanics were introduced to FMBE by sponsor Hammerson. These amazing chocolate creatives were a bit of a coup for the awards as they are so new – and have since been generating shopper queues at shopping malls. Our award winners were celebrated in chocolate including Candy Mechanic’s 3D Lolpop selfies.
Sales Campaign of the Year
Most Effective Sales Demonstration of Sampling
GOLD FMI, Electric Ireland SILVER Mash, Dyson SILVER REL Field Marketing, GSK BRONZE Field Sales Solutions, innocent
GOLD Gekko, Grundig SILVER REL Field Marketing, Dell BRONZE N2O, Felix BRONZE REL Field Marketing, Panasonic
The challenge for the trophy
but it was a new market for the brand. This market was broken by Mash’s team of 65 NVQ 2 Level qualified hair stylists, operating features and benefits demos in store. Each stylist sold an average of 277 Supersonics at £299 in 6 months, so the team accounted for 18,000 sales.
The challenge for the trophy
What stood out about the winning campaign?
The approach with shoppers was to excite customers and lessen the In this category though the focus on sales skills led to judges picking the tried ‘distress’ purchase factor that often triggers sales in the category by and tested. promoting the innovative technology Bronze was also awarded to REL and features, highlight how these can be Panasonic. The team matched their advantageous to daily life, offering timebronze win of last year, with food saving, peace of mind, energy saving demonstrations for breadmakers and and security benefits. microwaves that showed impressive sales and team training that led to great Selling these positives created an environment for upsell to brand Grundig. results and further improvement feedback for Panasonic. What did the judges especially like
A busy category with major brands involved and we put it in front of a judging audience of the same, major industry budget holders and experienced campaigners. In bronze and silver were two campaigns coincidentally focussed around the same early part of the Summer as Field Sales Solutions took innocent bubbles on the road to store with sales vans in London whilst REL’s GSK team went on a Blast for hay fever treatment Piri. These two teams were both lauded by our judges in a similar way – for showing off a dynamic approach to sales at a time that was clearly crucial for brand success in the Summer season. Both of these heralded what will surely be first FMBE award success for teams that promise to progress and were lauded by our judges for showing the crucial role of field sales in brand strategy, supported by the client at a senior level. There was also a second silver. This one was showing off brand experience sales – a growing skill and one that Mash have been masters at for many years. Dyson’s Supersonic hairdryer range grabbed a number of product headlines,
Extending Electric Ireland’s presence for the first time into Northern Ireland required a whole new presence in Belfast for an FMI team previously located only in the South. The brand had high ambitions in this new market, to move from a Challenger to a Champion in it. An ambitious sales target of 20,592 was surpassed What did the judges especially like about the entry? This was a highly strategic roll out that showed how the learning of a 6-year brand and agency partnership could be adapted and tuned to meet the expectations of a new market, establishing a champion responsible sales team in a way that allowed them to deliver from the get go.
Strong winners were found but this wasn’t a year when the category showed much forward momentum, an exception to the rule being the bronze win for N2O which featured ground-breaking use of VR in store – and won the shopper behaviour category gold with it.
REL also took silver, this time with Dell, with a compelling story that showed how Dell moved instore to take up an opportunity when other laptop brands vacated the market – leaving a satisfied client testifying to the long term strategic nature of the work, stating that the activity had left the brand on course for a 20 per cent market share by 2020.
IQOS popped up with a mini-store at FMBE. See ‘At This Year’s Awards, pages 11-13’.
This sales team moved up from silver in 2016 to gold this year with an accomplished display of dynamic sales in store for Grundig’s major domestic appliances.
about the entry? The 2016 increased sales by 54% over the 2015 campaign’s total. Grundig’s brand ambassadors converted 59% of demonstrations into sales, a 47% uplift over the target and a 35% uplift over the previous year’s total. The campaign’s final Average Basket Value was £360.80, an uplift of 7% over the previous year.
Teamhaven’s Steve Grimes presents the award to Gekko
Ian Saltmer, IQOS, presents the award to FMI and Electric Ireland
What stood out about the winning campaign?
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Field data award
Most Effective Instore Marketing
GOLD Retail7, Huawei SILVER Logobrand, Wrigley BRONZE REL Field Marketing, Danone Waters & Red Bull
GOLD Logobrand, Wrigley SILVER Logobrand, William Grant BRONZE McCurrach, Heineken BRONZE Visual Thinking, O2
Challenge for the trophy
the optimised set up.
Challenge for the trophy
The category followed a trend of tighter leaner call files and efficiencies with the odd exception something which our judges received as good news for the industry.
What stood out about the winning campaign?
A wide selection of FM skills were on display to the category judges in this one.
In bronze, we saw another stride forwards for one of FMBE’s most successful field teams – Red Bull, now established for a few years as a tandem operation with an REL team that also represents Danone Waters. This year dynamic calling showed further efficiencies for the team whilst use of data capture solution Zaptic has given each call an even higher percentage of sales and influence time per visit. The entry hinted at even more to come in 2018 from this formidable force who won gold in Field Data in 2016. Logobrand and Wrigley followed silver in 2016 with silver again. This time they showed a new application as Wrigley’s Insights team were looking to conduct a trial in Tesco to understand shopper purchasing decisions for gum, how availability impacts on sales and if instore theatre influences the purchasing decision. In this case Logobrand’s data and insight was used to trial a perfect store trial in Tesco using test stores and control stores to help brand and retailer understand the perfect availability shopper experience for Wrigley. Whilst both test and control stores were merchandised, only the test ones had fully optimised planograms and interruptive displays. The test showed how a retail sales value of +£124K per week could be generated by rolling out
Retail7’s national, regional, store and location sales analysis was convincingly shown to be a vital part in Huawei’s undeniable and surging success story as they have moved from emerging brand to major player. In one example of Currys (CPW) stores, the 55% of CPW stores that Retail7 has chosen to cover deliver 75% of Huawei P10 sales. “The analysis that Retail7 carry out on a weekly basis has been instrumental in delivering increased sales growth and efficiencies in the field force performance. The reporting provided by the Retail7 team is now used across all our account teams to help make better informed decisions about our ongoing retail strategy and planning.” Yanfeng Lu, Huawei Field Force Manager What did the judges especially like about the entry? A trial activity concluded that stores covered by the team sold 349% more Huawei handsets over a six month period than non-covered stores (noncovered control stores were selected based on historical sales data to ensure a fair and accurate trial). Also, as a bonus, Huawei has employed Retail7 to use its system to assist them with the planning of OOH (Out of Home) advertising campaigns. In one specific example, Retail7 recommended 300 OOH poster sites, in areas which deliver coverage of 21% of stores and 39% of total sell-out.
Social Vend’s Ollie Lynch presents the award to Retail7 and Huawei
Sponsor: Social Vend Social Vend create state of the art vending machines. Their machines are
unique, they give rewards for data, market research, social engagement and brand love.
There were two bronzes. With O2, Visual Thinking made an excellent FMBE awards debut. The team created a digital compliance system for O2’s own retail outlets that impressed with its innovation and effectiveness, delivering a low cost per store for what our judges perceived to be a solution that is likely to deliver longevity and performance success for a sustained period of time. For Heineken, McCurrach proved the value of mystery shopping in order to ensure perfect pint compliance. Face to face mystery shopping is a traditional branch field marketing, but FMBE awards rarely see great case studies. This was one of the best mystery shopping case studies we have seen in years, and very ably demonstrated why Heineken invests in this. The silver winner was a classic piece of data-driven instore field marketing from William Grant and Logobrand and impressed by coming up with a solution that offered enough to the client to negate the extra costs associated with Logobrand not being an accredited Asda or Sainsbury’s agency and having to pay the access costs of these stores in order to implement across all 4 leading
grocery multiples. An incremental sales target of £3M was more than doubled. What stood out about the winning campaign? Wrigley’s store trial in Tesco, already a sliver winner in field data, stepped up to gold in this category. The entry showed how supreme partnership between brand, agency and store led to a very scientific analysis of shopper behaviour based on planogram and shelf promotion materials using very carefully controlled stores for comparison. What did the judges especially like about the entry? Over the 12 week trial, the Test stores showed staggering growth against the base week compared to both the control and the non-visited stores! n Average weekly growth in the Extra/ Superstores was 22.9% - a full 21% higher than the non-visited stores! n Average weekly growth in the Express stores was 19.2% - an astonishing 31.3% higher than the non-visited stores which declined by -12.1%! n Rolling out the trial criteria across the entire estate would add £124K+ weekly RSV – in a category that is in decline
Troxy’s Will Poole presented the award to Logobrand and Wrigley
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Most Effective Tactical Campaign GOLD Field Sales Solutions, innocent SILVER Powerforce, AG Barr BRONZE Logobrand, William Grant Challenge for the trophy ‘Tactical’ is always a strong category and is generally one where revolving the wheel quickly is more pertinent than reinventing it. This year we saw a solid return to successes from Field Marketing’s heartland, people powered sales success at grocery multiple and convenience retail using store sales merchandisers or van sales as the driving force – though many of these are reaching new heights by using data efficiency and improved team training techniques. In bronze we saw a William Grant campaign from Logobrand that had already won silver for Instore Marketing and which showed – in our judges’ opinion - that even after years of data optimisation being broadly available, there is still a massive gap between some functional execution at retail and the opportunity-led dynamism that agencies like Logobrand will deliver when they win the contract. The silver winner was a very passionate van sales tale from Powerforce, delivering a launch programme for AG Barr’s flavoured water range Rubicon Spring. Judges were impressed with the scale of this job and its success on a tight schedule leading to 20,054 sales
calls achieving 8343 new stockists and 28,326 new distribution points alongside strong partnership and endorsement from AG Barr. What stood out about the winning campaign? If the Rubicon Spring story impressed for results driven through scale, innocent bubbles impressed with precision and store profiling – but it was a very close call. Innocent’s brief was to launch its Bubbles product into 1800 London convenience stores of which 540 needed to be Café/ Deli style – targets that Field Sales Solutions would beat by 22 per cent. The agency had been invested in this target - in agreeing to it, Field Sales Solutions put at risk, 25% of the contract value. Client support was evident – with a team launch at Fruit Towers, screened reports and updates at HQ and active social media sharing and streaming - bringing about a strong sense of partnership with the brand. What did the judges especially like about the entry? Field Sales Solutions also ensured that 85% had Bubbles, not only sold in, but merchandised into chiller on exit, which also exceeded the target set of 80%.
Retail Alchemy’s Rhys Jones presents the award to Field Sales Solutions and innocent
Team of the Year GOLD Powerforce, Molson Coors SILVER McCurrach, Unilever Ice Cream BRONZE Kellogg (Field Sales Europe) BRONZE REL Field Marketing, Danone Waters & Red Bull (DWRB) Challenge for the trophy Team of the Year continues to astonish with teams pushing up the standard annually. This is still the category that causes the most disappointment, as some top performing teams miss out and once again judges found it hard to narrow the field down to a shortlist, let alone a top four.
This new team consider themselves on track for doubling sales in the sector by 2020 and have plenty of determination and progression evidence to support that ambition. What stood out about the winning campaign?
If ever there was evidence of the value of long term investment and consistency this was it, a welcome to the top of the There were two bronzes. podium for a Molson Coors team that For DWRB we heard from the team that has been rated by FMBE awards for lays claim to being the largest syndicated years. team in the UK. It is also a team with comprehensive investment in its ongoing The team is now superbly equipped with data and hardware and given motivation development delivering a very good and training so that changes in challenge blend of high employee satisfaction scores and success at surpassing KPIs. and priority are absorbed by the team seamlessly. A change of emphasis from Kellogg’s entry was by a distance the grocery multiple to convenience was most ambitious. It charted the pandelivered without derailing the team and European implementation of KASPER a massive call file of 40,000 outlets (Kellogg Accelerating Sales Performance were segmented - and supported by by Enabling Reps) across 393 colleagues crowdsourcing callage from Roamler in the sales team and 12 national markets. This was about the best What did the judges especially like example of sales force automation yet about the entry? seen by FMBE and it delivered superb Use of Trax’s Image Recognition for on results in terms of sales performance. shelf availability impressed. This leading This was a strong contender to win in technology has driven efficiencies. the eyes of several of our judges but fell Fabulous data from customer satisfaction short of the silver and gold awards as it data – rising to 82% shows that the lacked evidence of the team cohesion. Molson Coors team is universally Silver for McCurrach was probably popular. something of a disappointment for a The team is versatile, and successfully terrific all-round team for Unilever Ice added in store sampling to their leading Cream, a team that completely turned skillset that impresses already with top around the client’s performance in Out of performance sales. Home sales from negative to positive.
Europcar’s Clive Forsythe presents the award to Powerforce and Molson Coors
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Most Effective Sponsorship Activation GOLD Hope&Glory, HTC Vive SILVER Banana Kick, Satsuma Loans BRONZE FreemanXP, Vodafone Challenge for the trophy Sponsorship is such a diverse category and the entries offer a smorgasbord of interesting submissions annually. This year, bronze, silver and gold are all brilliant examples of how agencies can utilise quality brand pairings to generate awareness and engagement for their clients. Working with FreemanXP, Vodafone’s headline sponsorship of Capitals spooky Monster Mash Up saw the brand provide millennials with memorable cultural experiences that drove social media engagement far greater than the targets set. Pre, during and post-event video content attracted nearly 3M views – twelve times the campaign target of 250k. Satsuma enlisted Banana Kick to help generate brand awareness both locally and nationally. Ahead of the 2016/17 Premier League season they secured sponsorship of Sunderland AFC as an official partnerimplementing high amounts of brand engagement at all home matches including, interactive fan zones at all home games, and pushing the #wearontheball photo shares. Over 5,000 fans engaged with the Satsuma brand at every home game on some level and social media shares of branded photos generated 3,609,089 impressions and reactions from 158,800 social media users – scoring the activity a silver. What stood out about the winning campaign? Hope&Glory pieced together a strategy for HTC Vive to create a world first in digital art,
engage cultural influencers and bring the HTC Vive experience to life on a new stage. The challenge was to stimulate a new market and to sell HTC Vive headsets as well as embedding the brand in culture – getting it talked about beyond the world of tech by a new pool of cultural opinion-formers. Hope&Glory created Virtually Real: the world’s first exhibition of HTC Vive Artworks – made in VR to be experienced in VR. HTC partnered with The Royal Academy to put on this world first exhibition. Commissioning three artists to make artworks in VR to be experienced in an immersive VR environment. Hope&Glory 3D printed the artworks so that visitors to the exhibition could see the works in real life and understand how VR enhanced the experience of them What did the judges especially like about the entry? The innovative and exciting installation produced fantastic ROI including a bonus 70 sales of HTC Vive systems to visitors – equivalent to £60,000 in revenue. The event generated over 140 pieces of coverage – (85% of it outside the technology media) and the sell-out event saw 4,000 guests immersing themselves in the art.
Most Effective Roadshow/Shopping Centre Campaign GOLD Circle Agency, Orbis SILVER Haygarth, Clarins SILVER iD, Co-op BRONZE MKTG, European Respiratory Council The challenge for the trophy This category saw four teams rise to the top to battle it out in a judging process that took the judges half a day to complete. The wide range of brands and campaigns in this category made for interesting debate and gave the judges a hard time picking a winner. MKTG’s ‘Lungs for Life’ campaign impressed judges with its measurable stats (300% more people having their lungs tested than the previous year) and the delicacy with which they handled a sensitive subject. Haygarth and iD both produced fantastic campaigns with high levels of engagement, winning them a welldeserved silver. Haygarth’s use of projection mapping and personalisation brought an immersive aspect to an interesting shopping centre sampling campaign and took the consumers on a journey which impressed the judges iD’s summer-long experiential sampling roadshow with Co-op impressed the judges with its vastness and reach, clever flavour engagement, and doing exactly what the brief outlined – whilst also supporting British Red Cross. What stood out about the winning campaign?
fun and engaging whilst also producing results is no easy task but Circle Agency rose to the challenge impeccably with an enhanced version of a tried and tested race game mechanic. Hosted in Canary Wharf’s Jubilee Way, Beat the Benchmark provided an immersive and engaging activation for their target finance-attuned audience which boasted an impressive dwell time of six minutes. Jodie Kidd, acting as brand ambassador, helped generate buzz and excitement around the event and really brought ‘Beat the Benchmark’ to life. What did the judges especially like about the entry? The campaign was executed brilliantly and boasted impressive results. 4,650 people visited the activation and 1,000 people took part in a race heat (the maximum possible.) Circle Agency payed meticulous attention to detail throughout all aspects of the campaign. The quality design and build of the track, cars and surrounding activation area meant the campaign raced to number one and scooped gold. Orbis were wowed by the build and was thrilled to see a 200% increase in web traffic during the live week and one-week post event.
Taking a financial brand and making it
Andrew Bodwick, SpaceandPeople presented the award to Circle Agency and Orbis
Hope&Glory with HTC Vive win the award (sponsored by Coalition)
Sponsor: Coalition Frank Wainwright, FMBE director comments: “Coalition provided our costumed team of hosts and hostesses for FMBE 2017 as well as a team of dancers. Their well-reviewed contribution to our event showed how top
performing brand ambassadors add extra layers of engagement to a sponsorship activation or event.”
Congratulations to all the winners of the FMBE awards 2017! SpaceandPeople is proud to have supported many of the award nominees and winners by placing them into high footfall venues throughout the UK. SpaceandPeople manages space in a broad range of high footfall venues throughout the country. We work
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Most Immersive Brand Event (mass consumer)
Most Immersive Brand Event (B2B/ B2E)
GOLD MKTG, Gore-Tex SILVER Circle Agency, Dorset Cereals BRONZE TracyLocke, Ferrero Rocher
GOLD DRP, Nationwide SILVER McCurrach, Microsoft BRONZE Momentum, Microsoft
The challenge for the trophy
The challenge for the trophy
Creating an immersive brand experience for either employees or other businesses faces its own challenges and makes for great out-of-the-box thinking which this years’ entrants have demonstrated.
n A bespoke event app, which included polls, information about the event, reinforcement of key messages shared, message boards and photo sharing
FMBE’s best of best reputation means that we happily receive a high calibre of entrants for the immersive categories annually, and this year was no exception. These awards are always a pleasure to judge as they emphasise how creative and talented the industry is. TracyLocke created a beautifully immersive dining in event for Ferrero. The ticketed event engulfed participants in the world of Fererro and provided a truly instagrammable event which the judges all agreed was visually stunning.
building an emotional connection with the brand by placing Gore-Tex supported shoes on the feet of the participants to connect them with the product throughout. The task was to push the brand to the forefront of consumers mind as ‘the waterproof material’ over its competitors by building an emotional connection with the brand.
With an average dwell time of 19.5 minutes for the two-minute activation – the judges were convinced that Gore-Tex participants had been successfully immersed and there was plenty of Circle Agency’s work with Dorset Cereals evidence to show how the engagement at Cornbury Festival shone out as a has stimulated consideration and brilliant example of utilising a relevant conversation about the brands’ core festival audience for immersive story. sampling. Alongside morning yoga, What did the judges especially like Dorset Cereals encouraged revellers to about the entry? enjoy breakfast together in a relaxed branded environment and delivered The judges felt that MKTG had tackled a incredible feedback by those who challenging brief and really brought the attended. The Dorset Cereals ‘helping brand to life. The extended reach of the hands’ who helped erect over 132 tents activity delivered 22% growth in the were deemed the cherry on top of a wider London area and 14% UK wide, seamlessly integrated breakfast whilst the supporting materials really campaign. emphasised the high quality of the event. A well-supported winner however was “The experiential campaign created by MKTG’s magnificent work with Gore-Tex. MKTG enabled us to engage with our consumers in a meaningful and What stood out about the winning immersive way and ensure GORE-TEX® campaign? is their first brand of choice. What MKTG MKTG really brought the Gore-Tex brand created was fantastic and I couldn’t be to life using 5G technology. happier with the production process over When we think of ‘immersive’ the five the last few months and final delivery” senses come to mind and MKTG Murray Macadam, Marketing Associate, ensured their campaign stimulated all of WL Gore Associates. these, taking the guest on a journey and
intu’s Scott Young presented the award to MKTG and GORE-TEX
Microsoft was the winning brand for both n A travel package - breakfast boxes, the silver and the bronze trophies for two eye masks and ear plugs for those contrasting immersive experiences. travelling on coaches, as well as films to get them in the mood for the event McCurruch created a casino event for Microsoft Meet Ups. Retailers were n Straight-forward registration and treated to an immersive after-hours multiple cloakrooms on arrival meant casino themed experience which that there were no queues educated them further about Microsoft n A ‘relaxation zone’ where, if products in a relaxed environment. The Nationwide employees had a stressful events not only boasted great levels of journey, they could have a free back attendance (with retailers attending in massage or chill out on a comfy their own time) but great feedback from beanbag before the event started (and the attendees who were keen to attend during breaks too!) again. n Options to ask for particular songs to In situ for the third year running, be played in the communal space Momentum brought Microsoft’s ‘Future Decoded’ to the next level. The two-day What did the judges especially like about the entry? expo offered an engaging way for business and technical guests to get Feedback from the attendees was hands on with Microsoft products and incredibly positive. Using emoji feedback literally decode the future. The entry in the bespoke event app, Nationwide wowed judges with the quantity and ran a survey to obtain a general feel quality of experiences that were throughout the day. delivered on behalf of Microsoft but also Attendees were asked how inspired they for numerous partner brands. The felt about the future of Nationwide, and amount of media impressions certainly left their impression on our judges which how much they understood about the secured its position as the silver winner. direction of the Society. What stood out about the winning campaign? DRP produced a gamified mass scale immersive experience for 12,000 Nationwide employees that engaged them passionately with the future direction of the Society. The sheer scale of the event wowed the judges. DRP demonstrated high levels of skills and understanding of the client’s wishes – impressive attention to detail
Sponsor: Intu At intu the celebrations are continuing at our shopping centres nationwide through Christmas and the year ahead. Congratulations to all of the winners and finalists seen at FMBE 2017.
We will look forward to working with you. www.intugroup.co.uk
The award was presented to DRP and Nationwide (sponsored by intu)
n Those scoring top marks for how inspired they felt increased by 24.5%, with 93.5% scoring a 4 or 5 post event. n In terms of understanding, those scoring top marks increased by an outstanding 46%, with 96% scoring a 4 or 5 post event.
I’ll watch what they’re watching.
Share the experience. www.wearethedrop.com
Most Immersive Brand Event (Controlled B2C) GOLD Wasserman, Bombay Sapphire SILVER Woof with Kaper PR, Maille BRONZE CSM Live, More Th>n The challenge for the trophy One of the most entertaining categories to peruse, the judges saw a range of creative and exciting branded events come to life in a hard to judge competition. Bronze winner, CSM Live’s Bark in the Park, was a perfect example of a wellexecuted brand experience designed to produce online content and film. The event was free to attend for both humans, dogs and cats and saw the More Th<n contestants participate in a mock pet show in categories such as Best Beg, Freestyle Flowerbed Dig and Ornamental Knock Down to generate amusing and fan-friendly content for the brand in front of a live audience.
great experience on its own right, the shareability of the content enhanced an enormously engaging event to earn the silver service a silver trophy. What stood out about the winning campaign? Wasserman’s ‘The Grand Journey’ was a clear winner. Passengers were taken through a multisensory theatrical culinary experience that explored the history of the gin. This was a fantastic event tour, with a cast of characters, spectacular audio visual, delectable food and uplifting narrative. What did the judges especially like about the entry?
Spanning six countries, the experience was a sell out with phenomenal press Woof and Kaper PR joined forces for coverage globally. mustard brand Maille to bring the sophisticated taste fine dining in France to London’s Southbank with a glamorous nine course meal served al fresco. A
Most Effective Interruptive Experience GOLD PrettyGreen, Pandora SILVER Sense, Jacobs BRONZE Banana Kick, Leeds Clean Air BRONZE MKTG, Norwegian The challenge for the trophy This category saw a lot of debate amongst the judges as to which campaign was the most engaging and interruptive. The competition was tough and the judging even more so but a pleasure to take part in.
phases of experiential marketing for the retailer to help the brand’s Christmas push – providing engagement, including pop up choristers, at store queues and, also, in a station/shopper environment with a flash mob of ballet dancers.
It was the flash mob that was especially right for the interruptive brief, and the Banana Kick had two weeks to create an delivery of it brought new quality and life engaging interruptive campaign for to a format many feel has become Leeds Clean Air week and pulled it off overdone using Birmingham Royal Ballet impressively – stopping busy commuters dancers at New Street Station. in their tracks and starting conversations, on limited budget and limited time scale, On brand, and artistically relevant, the the car garden that Banana kick created Nutcracker dance routine was shared via Pandora’s channels to make sure that its was visually stunning and reached all relevance resonated with the right objectives. audience. MKTG created a 30-metre section of the Gingerbread giveaways with singing to Dream-Liner fuselage in Westfield the same music at the store queues London. Transporting guests to another made sure that the Nutcracker theme part of the world in a fully immersive was carried right through to the point of campaign for client Norwegian, the interactive journey was amplified through purchase. social media reach and generated What did the judges especially like conversation long after the activation about the entry? finished. A full budget breakdown showed how Sense brought the Jacobs television the clients spend had been made to advert to life in a larger than life work incredibly hard for Pandora. The sampling drive. Using surprise and results accountability showed a very in delight tactics, Sense encouraged depth analysis of where every £1 was commuters to interact with Norman, the spent leading to data that held up under giant singing and dancing packet of scrutiny such as: Jacob’s Cracker Crisps at 40 travel hot spots up and down the country, resulting Overall reach including surrounding store footfall was 5,789,581 (including in high levels of engagement and remarkable brand awareness post event. 3,821,632 social reach) led to: What stood out about the winning campaign?
n Cost per contact: £3.35
For Pandora, PrettyGreen combined two
n Cost per reach: £0.03
n Cost per engagement: £0.92
Hayley Kenney, Holovis presented the award to PrettyGreen
Sponsor: Holovis The award was presented to the Wasserman and Bombay Sapphire team (sponsored by intu) 24
Holovis specialises in multi-sensory, immersive and interactive platforms. Visit www.holovis.com
intu Metrocentre 405,000 weekly footfall* 56% ABC1, 79% female
intu Eldon Square 660,000 weekly footfall* 60% ABC1, 74% female
Manchester Arndale 800,000 weekly footfall* 51% ABC1, 61% female
intu Braehead 330,000 weekly footfall* 63% ABC1, 74% female
intu Victoria Centre 465,000 weekly footfall* 58% ABC1, 74% female intu Broadmarsh 270,000 weekly footfall* 44% ABC1, 73% female intu Chapelfield 215,000 weekly footfall* 60% ABC1, 61% female
intu Trafford Centre 600,000 weekly footfall* 72% ABC1, 67% female intu Potteries 215,000 weekly footfall* 35% ABC1, 66% female intu Derby 465,000 weekly footfall* 50% ABC1, 70% female intu Merry Hill 425,000 weekly footfall* 42% ABC1, 75% female intu Lakeside 500,000 weekly footfall* 69% ABC1, 67% female
intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female
intu Bromley 350,000 weekly footfall* 69% ABC1, 81% female
Cribbs Causeway 230,000 weekly footfall* 73% ABC1, 73% female intu Watford 300,000 weekly footfall* 88% ABC1, 72% female *
intu Uxbridge 230,000 weekly footfall* 62% ABC1, 66% female
Estimated weekly footfall. Source: CACI Q4 peak survey 2015, intu properties plc
Most Effective Integration/ Amplification
Most Creative Campaign
GOLD Hope&Glory, Marie Curie SILVER CSM Live, More Th>n BRONZE Hills Balfour/MDSG supported by SpaceandPeople, Las Vegas
GOLD Wasserman, Bombay Sapphire SILVER Initials, Walkers BRONZE MKTG, Norwegian BRONZE Popcorn PR, Moonpig
The challenge for the trophy
The challenge for the trophy
Difficult to judge, this category saw a diverse range of campaigns fighting for the top spot.
Hope&Glory’s daffodil installation at Covent Garden was a moving tribute to those lost to cancer and became a haven for people to pay their respects. Creating an immersive art piece as a brand activation enabled the campaign to be featured in nationals and pushed the PR above and beyond what the client expected.
Another tough one to judge, Most Creative Campaign sees an array of incredible work submitted that highlights new ideas and new possibilities alongside creative storytelling using tried and tested event concepts.
There is no magic formula for creating strong branded content that generates shares organically, but the three stand out winners in this category all found a way of delivering it. Las Vegas scooped bronze for its heartwarming feel good Valentine’s flight give away. Utilising Kings Cross station as a fantastic event space, the competition saw people calling up their loved ones to beat the clock to win flights to the destination.
The Marie Curie Campaign had the most compelling stats in this category as well as stunning visuals. What did the judges especially like about the entry?
The judges unanimously agreed that this was a brilliant piece of amplified brand The campaign snowballed on social media with an impressive total campaign experience. the amount of coverage alone was enough to push this vivid reach of 3,036,594. piece of storytelling called Marie Curie Watching the CSM Live’s Bark in the Garden of Light to our gold trophy. Park video was a real treat and had the The installation generated 160 pieces of judges laughing and asking for repeats coverage including 25 pieces across key but this was backed up by impressive national titles and reached 84% of the stats. A Facebook engagement rate of UK adult population 3.8 times over the 24.81% vs. 10% industry average was More Th<n enough to win this pedigree course of a single week. campaign a silver trophy. The Garden of Light shone brightly as an example of how important content What stood out about the winning generation is for a campaign. The campaign? installation was Hope&Glory tackled a simple but the difficult campaign magnitude of the with sensitivity and PR around it was humility whilst exceptional and generating an made it a wellenormous amount of deserved gold coverage for the winner.
Hope&Glory and Marie Curie won gold in the award sponsored by Reflex Internnational.
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What stood out about the winning campaign?
Helped by Popcorn PR, Moonpig’s charity partnership with Mind sought to connect with Londoners on Blue Monday with a floral activation to bring mental illness to the forefront of people’s minds and highlight that people can be blue any day of the year. The stunt generated plenty of media coverage and Mind’s celebrity ambassador, Denise Welch, was on hand to help push the event via social media – resulting in #PlantASmile reaching over 9 million people in a 24-hour period with a combined total reach of over 14 million. Moonpig site traffic increased by 16% that week with a revenue growth of 5% and over £10,000 raised for Mind. MKTG’s interactive airline experience for Norwegian brought several known engagement tactics together and shaped the experience into something new using a large airliner stand equipped with mechanical devices and theatrical staff to make flights to the USA seem memorable and accessible. Initials Walkers Barmie for Sarnies multifaceted campaign impressed the judges with its celebrity endorsement (Paddy McGuinness) and the attention to detail in what was an impressive set build. A pop-up crisp sandwich restaurant hosted in a newsagent in London Bridge generated plenty of social media coverage alongside other compelling results.
“The Grand Journey was a game changer in the way that Bombay Sapphire approach a marketing campaign. We had a desire to lead in culture and as such we approached this significant challenge by harnessing the power of experiential, through the medium of immersive theatre. We were able to produce an experience that was consistent in its delivery across markets, no easy feat, but also took into account local market nuances. The fantastic results speak for themselves but the real joy of this campaign came from being at the event across Europe and hearing directly all the positive feedback that came from people who had such an amazing night. As an effect, The Grand Journey is at the heart of our marketing strategy for summer 2017” Joanna Botwood, Global Brand Director Gin at Bacardi What did the judges especially like about the entry? The immersive and brilliant storytelling showed how setting and visuals could combine to enhance taste and flavour. Wasserman were challenged with creating an experience that would, educate, engage and get the target market talking about Bombay Sapphire again. The sell- out event left 90% of the guests with a better impression of Bombay Sapphire based on their experience and 81% sharing their experience online – exactly what the agency was briefed to do.
Billy Smart, Mobile Technik presented the award to Wasserman and Bombay Sapphire
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Brand Ambassador of the Year and BA Live The addition this year of an additional competition, Brand Ambassador Live meant a much larger influx of entries than before. So, BA of the Year split down into 3 different skillsets and there was also a separate award for the BA Live winner.
Brand Ambassador of the Year (Field Sales) GOLD Caroline Firkins, REL Field Marketing, Tetley SILVER Emma Hanley, Field Sales Solutions, Ferrero BRONZE Jordan Halsman, Powerforce, Molson Coors The challenge for the trophy
What stood out about the winner?
There were outstanding candidates in this category who showed personality, determination, team contribution and outstanding sales.
Working with wholesale and foodservice tea clients isn’t an easy brief, but Caroline – nicknamed Warrior Firekins – has taken on declining depots and turned them back to growth providing long term value in sales back to Tetley.
Winning bronze, a sales leader of the Team of the Year, Jordan Halsman. The self-professed King in the North, who has created new sales opportunities across the full brand range in Scotland, further impressed our judges by taking on team training, bootcamp and conference work whilst still in the early stages of his own career. Silver winner Emma was already a Ferrero employee by the time of her entry, a move instigated via the partnership and promotion system between agency and client. Neil Pledger, head of Field Sales at Ferrero comments: “I am delighted that she now has had the opportunity to work for Ferrero directly, as it is yet another example of the close working relationship between Field Sales Solutions and Ferrero and I have no doubt she will go on to have a long and very successful career within Ferrero”
The paper evidenced client, customer and colleague engagement skills in equal measure showing that Caroline wins on many fronts at the same time – feedback to Tetley, team motivation and shared team success, and exceptional sales results. Why did the judges especially like the winner? Caroline secured orders totalling £460,714 in the last financial year, a massive improvement on the previous and a figure that represented 37% of the teams’ total orders. Not only that, her entire portfolio of customers contributed to the only territory within the team to demonstrate a growth of 25% (+£440,448) in a declining tea category in the last financial year.
Brand Ambassador of the Year (Experiential) GOLD Stefano Magaritelli, Love the People, Samsung SILVER Jean Lowe, Fizz Experience, The Food Warehouse BRONZE Maddie Pearce, Hel’s Angels, SSE The challenge for the trophy
Stefano’s and he is perfect for it. The entry showed Stefano is instrumental to Four candidates stood out and were the success on Samsung roadshows and shortlisted, leaving Andrew Donald, also the progress of the team, stating: Sense unlucky to miss out on an “Stefano is often asked to join our staff accolade. recruitment sessions and internal In bronze, Maddie Pearce showed how briefings to give first-hand experience inexhaustible she is a front of house and advice, helping to ensure our events leader to back stage organiser at the are delivered to the highest possible SSE Arena, Wembley. Maddie’s entry had standard when they are live. He has several impressive testimonials including played a huge part in helping us put one from a visitor and his daughter who together a number of successful training had received such a personal touch from and briefing events resulting in our Maddie and her Energizers that his ambassador teams consistently evening had been transformed beyond smashing targets.” expecatation. Why did the judges especially like the Winning silver, Jean Lowe proved that winner? her brand of consultative sampling – Stefano said “One of my stand out with a real passion and knowledge of moments this year was when I was culinary arts – can translate into top asked to manage the S8 training accountable sales performances. Chris roadshow in Manila for Samsung. The Williams. The Food Warehouse job was an enriching experience and commented: “When Jean is in store the spending time with Filipino people was entire mood and environment is lifted, a one of the highlights of my life. Such an true ambassador. Great at sampling too, amazing experience!” He was so well you can guarantee she will sell out!” liked by the client team in the Philippines What stood out about the winner? he was even asked to judge an internal drag queen competition at the contact There are not many jobs in promo with centre in Manila! the same level of responsibility as
Wave sponsored the Brand Ambassador’s Reception. Here, Wave’s director Linda Gallagher presented the award to Caroline Firkins
Wave’s Linda Gallagher presented the award to Stefano Magaritelli 30
Brand Ambassador of the Year (Consumer Tech)
BRAND ENGAGEMENT WEEK 2017 16TH-22ND OCTOBER
GOLD Laura Landamore, Willow Park Associates SILVER Matthew Paul, McCurrach, Microsoft BRONZE Johanna Knaapi,Retail Marketing Group, LG BRONZE Bruno Murari, REL Field Marketing, Nikon The challenge for the trophy
Brand Ambassador LIVE, BE Connected Award
Brand Ambassdor LIVE was a competition between 11 of the BA’s who were shortlisted for BA of the Year – the 11 who could make it down to London for an evening celebrating the best BAs called the Brand Ambassador’s Reception, which we co-hosted with new experiential marketing staff provider, Wave, an agency sprung from leading field marketing agency McCurrach.
As well as Wave’s support the evening also saw hosting staff support by Real People.
The story behind the winning individual and agency at the Brand Ambassador’s Reception is written up overleaf and further insight into the Brand Ambassador’s Reception as concept and event is on page 47
In silver, Matthew Paul, a performance-led dynamo who acts as a brand ambassador online long after he has finished selling, negotiating, training and demonstrating the brand offline. A stalwart of Microsoft MeetUps he has forged many beneficial connections with his concentrated focus on Wave’s Linda Gallagher presents the award to the brand. One judge commented: “His Laura Landamore, Willow Park There were two bronzes, Bruno Murari and enthusiasm and knowledge can make you Johanna Knaapi. Bruno competed and won in reassess the brand and appreciate it afresh.” and sole responsibility. #BloggersSuite, a new format that BA Live, so you can read about him in that she took fully in her stride. In What stood out about the winner? Why did the judges especially like segment. addition, she continues to represent the winner? Laura Landamore’s versatility, gained over Johanna wrote her own application and SanDisk on QVC – taking multiple, many years of working with Willow Park She is a true performer. For SanDisk different, SanDisk products to market marked off many notable achievements in across a variety of brands. This year she has 2017, Laura excels both in the field demonstrating LG’s household appliances: through highly demanding live TV worked, to great acclaim from the delegates, and behind the scenes for the team. She says, “I’ve achieved an average of 5.5 slots. Laura appears cool, calm and for Panasonic at the Dixons Roadshows. For She has participated in campaigns in sales per shift compared to the team average collected on air – a natural SanDisk these multi-venue events, she designed and airport stores, in retail, and at of 2.8 per shift” whilst also noting that “Guest Technology Expert”, and developed the entire Panasonic “tableau” – exhibitions, and at two recent buddies she has mentored have also always a true professional. the script, scenery, cast, and all, as her total bloggers events, #BloggersBall and achieved their best weekends alongside her. These BAs are all consumer tech demonstrators, and 3 of them performed well – but in a different order – in our BA Live competition. This was proof to us of one thing only – we had some very strong and engaging personalities on show here.
SO MUCH MORE THAN JUST A BRANDED T-SHIRT When you want to go beyond just ‘bringing your brand to life’ to truly connect with your audience you need the character, skills, passion and values that only Real People brand ambassadors can bring. Kelda and the team would love the opportunity to offer a fresh perspective on your next project. T 0207 034 2025 E email@example.com W senselondon.com/staff
BRAND ENGAGEMENT WEEK 2017 16TH-22ND OCTOBER
BE Connected Awards Brand Ambassador LIVE & Creative and Resourceful Staff Supplier of the Year These two competitions were decide after live judging in the company of 100 industry expert judges.
Brand Ambassador LIVE 11 contenders lined up for our night at Oxo2 with groups of judges circulating the room in a speed dating format. They were: Elsa Dodds, Mondelez (REL FM), Jordan Halsman, Molson Coors (Powerforce), Emma Hanley, Ferrero (Field Sales Solutions), Paul Scattergood, Weetabix (REL FM), Andrew Donald, Multiple Brands (Real People), Jean Lowe, The Food Warehouse (Fizz Experience), Stefano Magaritelli, Samsung (Love The People), Maddie Pearce, SSE (Hel’s Angels), Laura Landamore (Willow Park), Multiple Brands, Bruno Murari (REL FM), Nikon, Matthew Paul, Microsoft (McCurrach). Judges were ready armed with mini CVs and relevant questions for specified candidates and a weighted scoring system was applied so that the most senior budget holders staff trainers held the biggest sway.
most votes in total. He was nevertheless only just ahead of Maddie Pearce who judges felt really thrived in the heat of this occasion – a busy crowd that she is certainly used to when heading the staff operation at the SSE Arena Wembley. Just behind her was Matthew Paul a young BA who represents Microsoft and McCurrach who our judges found engaging, articulate, convincing and professional. Murari won for his listening as much as his able answers. His group was quieter than many and he gave articulate and consultative answers about his store demo and training role for REl’s Nikon team. Bruno is a passionate and skilled photographer – a true brand fan. He has enjoyed some incredible sales days in store, a headliner being 26th Nov 16 – Jessops Oxford St when he sold 36 units with a revenue of £19,031.00
This was, of course, a challenging personality test that was better suited to some than others. All 11 candidates found some support from the most senior level of judges. When the scores were tallied up it was clear that three candidates, Maddie Pearce, Matthew Paul and Bruno Murari had garnered more support than anyone else with Bruni Murari just having the edge in all possible counts – preferred by the senior judges and garnering the
Wave’s Linda Gallagher presents the award to Bruno Murari, Nikon
Most Effective Product Launch/ Relaunch GOLD REL Field Marketing, Weetabix SILVER MKTG, Toyota BRONZE REL Field Marketing, Tetley The challenge for the trophy The agencies that brands enlist to help them make a new product breakthrough need to demonstrate a plethora of skills and a range of creative solutions to generate a strong brand presence. Tetley’s expert team of ‘Tea Warriors’ delivered instore field marketing expertise to ensure that Super Tetley, the green tea, had a strong brand presence at POS. REL’s dedication led to Tetley being the most visible and talked about brand in the category and growing the brand from £1,700,000 to £6,200,000 – and wining a bronze award.
generated significantly more sales leads enquiries in the cities we visited than those in which this activity did not take place. Well done to all” Emma Lane, Brand Manager, Toyota. What stood out about the winning campaign?
Weetabix launched Weetabix Additions (Weetabix plus fruit and nut additions) in 2017 as a solution to category decline and to attract new consumers to the category and the brand. The ambition for the launch was to surpass the successful launch of Weetabix Protein in 2016 which won product of the year. REL ensured compliance whilst securing Toyota arrived rather late to the crowded secondary sites and deployed points of compact crossover sector, however with disruption around store. They also its new C-HR model it hoped to make up educated store staff regarding the new for lost time. To showcase the innovative product, and its role in driving value back design and enhanced specifications of into the UK cereal category. the new Toyota CHR hybrid, MKTG developed a highly engaging interactive What did the judges especially like showroom experience that was taken to about the entry? Glasgow, Newcastle, Manchester, REL were tasked with the instore remit Birmingham, London and Bristol in the of driving sales and they rose to the form of a roadshow. The events were an challenge to surpass all expectations. exclusive preview of the car; providing a During this campaign, Weetabix Additions destination experience from which rich became the largest launch in UK cereals content was generated to amplify the over the past four years, beating other launch amongst its core audience. great launches such as Weetabix Protein (2016) and Kellogg’s Ancient Legends “We have this idea of ‘perfect flow’ (2016). By week 17 (w/e 29th April), around the car which is a tribute to the Weetabix Additions had generated design and style of the car - it’s very £1.9m RSV, eclipsing comparable different to a traditional Toyota, and we wanted to bring that to life, which MKTG launches within the same period of launch. have delivered seamlessly and with a great deal of aplomb. This tour
Creative & Resourceful Staff Supplier Three finalists made their pitches from the stage at the Brand Ambassador’s Reception garnering weighted votes and scored in the same way as the BA Live competition. The finalists were Coalition, Hel’s Angels and TRO Talent. Case studies discussed included Benefit Cosmetics’ Good Ship Benefit (Hel’s Angels), Bombay Sapphire’s Grand Journey (Coalition) and brand influencing for premium beer Pravha (TRO Talent). Coalition and Hel’s Angels both impressed with their creativity and passion and skilled recruitiment but TRO were the dominant winners in both scoring and the feedback commentary. “All three
presentations were interesting” said one, “but TRO showed exactly how well recruited promotional staff are worth paying extra for, as the service standard and results delivered are so well accounted for.”
TRO Talent receive the award
Paycircle’s Yaz Cooper presented the award to the REL and Weetabix winning team]
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Most Effective Small Scale/ Local Campaign GOLD MKTG, Braintree SILVER GMR, Johnsonville BRONZE Circle Agency, Fuller’s BRONZE The Fresh Group, Co-op BRONZE McCurrach, Magnum The challenge for the trophy
results and generated 67,000 experiential impressions across 12 games. The activation McCurrach’s in-depth and thorough grew market share in 50% of the markets in recruitment and training process for the perfect the SE, overcoming pressure from alternate team for Magnum’s Pleasure Store earnt the proteins and sharply reduced pricing from agency a tasty bronze.The team of 20 Pleasure other sausage brand. Makers were paramount to the success of The What stood out about the winning campaign? Pleasure Store and secured McCurrach the contract for the following year. Braintree, an online payment platform, wanted to find a way to grab the attention of leaders at The Fresh Group were enlisted by The Co-op hyper-growth start-ups and next-generation group to bring a sense of community around companies who are time-poor and largely new store openings in the local area over the sceptical of advertising. It sought MKTG’s help Easter period. The multi-faceted event saw to activate its Buzzbike sponsorship in plenty of activity both in and out of store to secure loyal returning customers and to create Shoreditch. a buzz in the local area. “The high redemption 50 companies were selected to take part in the rates proved that the activities away from store scheme. Target companies were contacted were particularly successful in driving footfall to from a Buzzbike database of 2300 applicants. the new stores. We were also really pleased Each company selected four employees to form with the number of new members who signed a virtual cycling team to compete in the ‘Tour up as a direct result of the membership de Tech’. Team members were equipped with activities. Overall a really successful a Braintree branded Buzzbike to form a campaign.” Nicki Read – Local Marketing combined real-world/virtual cycling team to Manager, Co-op Food compete against other companies in the area. Circle Agency used surprise and delight tactics When the teams used Buzzbike to cycle in the to bring Christmas cheer to Londoner’s desks. real-world, they accrued miles on their app that London Pride elves arrived in branded 4x4s went towards a monthly cumulative goal and and gifted boxes of Christmas treats to offices the competition could be followed on an app around the capital. Lucky winners were and on digital OOH sites. encouraged to share their boxes online and What did the judges especially like about the feel-good video content was created. The entry? campaign built traction on social media and over 828 offices entered the competition via Originally meant to last six months, the twitter, making it Fullers most successful social campaign was extended for another 12, due to media campaign to date. popularity. Johnsonville Sausage became an official sponsor of the U.S. Southeastern Conference (SEC) and earned the title of “Official Sausage of the SEC.” With a focus on community, Johnsonville implemented a fully-integrated marketing plan focused on relationships and storytelling. Tailgating sampling, photo opportunities as well as a school specific t-shirt personalising activation boasted impressive
“The Tour de Tech was a way for us to be a peer and a partner with the tech ecosystem of London by organising a long-term program around something our audience loves, bikes. Six months later to have a 70% consideration with these key influencers is incredible.”- Marc Uible, Head of EMEA marketing, Braintree
MKTG and Braintree receive the award, sponsored by Pictures Experience 34
Operational Success of the Year GOLD Fizz Experience, Costco SILVER Field Sales Solutions, The Health Lottery SILVER IQOS (Philip Morris), Concept Store BRONZE Wasserman, Bombay Sapphire The challenge for the trophy
Rekjavik, where sampling doesn’t exist to the point where there’s no Winning bronze, a further accolade word for demonstrator in for Wasserman’s work on Bombay Icelandic? Now that’s a challenge. Sapphire’s Pan-European campaign for the logistical, What did the judges especially technical and team co-ordination like about the entry? challenge that has to be n F izz continues to deliver a fully undergone when transporting a managed programme of 30-40 train carriage and cast around product demonstrations and Europe without being on rails. samplings per week. There were two silvers. For IQOS nH uge popularity levels to we heard about the design, manage. No less than 1 in 8 of locating, build and staffing of a the population has joined concept store in Central London in Costco in Iceland! a hectic 12 weeks. The n O pening day saw over 25 immaculate result and expert individual product brand demonstration showroom demonstrations take place with and result was regarded as massive consumer footfall. exceptional by our judges. For Heath Lottery. Field Sales Solutions had to pull off the alchemy of increasing callage against a demanding schedule by 20 per cent from 25,000 to 30,000 on an unchanged budget. What stood out about the winning campaign? Your long-term treasured client wants you to support a new wholesale depot and equip it with a sampling service? Not a problem. The new depot is in
n R esults from sampling have seen staggering results to date. Sales uplifts of 495% were recorded. nC ompleting a project of this scale in a new country touches every part of the organisation. This requires flexibility to challenge everything the business does to ensure it translates to a new culture for the ultimate success of our client.
Jonny Lamb, Promologistics, presented the award to Fizz Experience and Costco
Three very good reasons why you should consider Fizz Experience for your next experiential marketing campaign
OPERATIONAL SUCCESS OF THE YEAR
BRAND AMBASSADOR OF THE YEAR - EXPERIENTIAL
“Entrants will show how a Field Marketing agency has ‘made it happen’ when facing delivery, store or event challenges, running a smoothly operated campaign by directly providing or sourcing expertise to help meet an exacting challenge.”
“The individual concerned has shown themselves to be a true ambassador for the brand, entrants must show that they are focused on personal and team progression, embracing the training and development provided by the agency or brand.”
“Agencies will show initiatives that show how and why they are a great team to work for and have developed a reputation for leading best practice and staff initiatives.”
Fizz delivered an exceptional and flawless overseas demonstration programme for the first Costco warehouse in Reykjavik, Iceland.
Fizz is proud to congratulate Brand Ambassador Jean Lowe for her tremendous work at the Food Warehouse by Iceland.
Fizz instigated an internal initiative that recognises and rewards the best people working across its WDS contract with Costco.
Previous Field Marketing Awards: Gold Winner 2012. Silver Winner 2013. Bronze Winner 2014. Silver Winner 2015. Bronze Winner 2016.
There’s no substitute for experience The Atrium, Curtis Road, Dorking, Surrey RH4 1XA 01306 644 630 email@example.com www.fizz.co.uk
Most Effective Stand/Display Unit (Instore/ Kiosk /Indoor)
Most Effective Stand/Display Unit (Outdoor/ Mall)
GOLD Energy, Rolls Royce GOLD Retail Marketing Group, Lenovo SILVER MKTG, Norwegian SILVER Custodian Consultancy, BRONZE Promohire and Jackanory, Cadbury Pedigree BRONZE Wasserman, Sky younger global audience, Energy created a SILVER The Yard Creative, Protein Haus The challenge for the trophy daring and unexpected experience that Winning bronze, Wasserman delivered year BRONZE Undercurrent, Samsung embodied the very spirit of the brand’s round experiences using cutting-edge
The challenge for the trophy
Bronze winner, Samsung, tasked Undercurrent with engaging call centre sales agents at all major phone networks in order to drive S8|S8+ pre-orders at launch and maintain momentum at launch and beyond. Undercurrent devised a B2B experiential roadshow featuring a modular stand which visited 39 call centres spanning four countries, across 63 live days with a modular, highly interactive and immersive brand activation. Scooping silver, The Yard Creative were tasked with creating an engaging and aesthetically pleasing retail space that would appeal to young health conscious individuals and stand out in a highly competitive market thus Protein Haus, health food retail kiosk, was conceived. Protein Haus boasted a total turnover of £2.1m- £40k per week (82% above target turnover) making it one of the highest grossing turnover retailers in the whole of Canary Wharf. Also winning a silver was Custodian Consultancy’s Denta-Dog for Pedigree in Ireland. The team were tasked with driving instore sales of Denta-Dog using visual displays instore. Denta-Dog, a larger than life branded cardboard cut-out that served as a display unit, was born. The placement of the Denta- Dog,
away from the pet aisle, alone drove over €100,000 of incremental sales uplift in 2016.
What stood out about the winning campaign? The Gold Winner was unanimously RMG with their Lenovo instore Brand Experience Zones. These in-store concessions were the perfect platform to control the customer journey from the moment someone picked up a device, and adequately showcase the power of these new “multi-mode” Yoga & Premium notebooks to the consumer and show off their capabilities, something that was lacking from the devices being displayed on regular units. What did the judges especially like about the entry? The results were very impressive including: Brand experience vs control group 1 56% more effective than standalone promoter 2 150% more effective than control store with no activity
darker and more edgy side. The experience took RRMC’s quintessentially English heritage and fused it with the contemporary aesthetic of ‘Black Badge’. The experience Also taking bronze, are Promohire and looked back at RRMC’s history: how its Jackanory. Promohire’s Creme Egg wrapped daring, adventurous and risk-taking founders bus provided a compelling platform to bold, creative and brave attitude has always engage with an audience. The double-decker been at the heart and spirit of the company. was fully self-contained and included a Out of the darkness (a pool of jet black oil) kitchen to enable Jackanory to bring the new alter ego of the Spirit of Ecstasy delicious and easy to recreate Creme Egg arose as the centrepiece of the stand. The dishes to Sainsbury’s stores around the fountain wall took inspiration from the new country. The double decker doubled up as a ‘Black Badge’ Pantheon grille design. The live brand activation and housed a spotters feature itself was left open to the elements hide, providing a fun interactive experience so that when it rained the droplets replicated to brand enthusiasts. the brand film and heightened the allure of MKTG created a 30metre section of a the material. Dreamliner fuselage into Westfield London What did the judges especially like about for Norwegian’s #USATheNorwegianWay. the entry? The build’s concept, design, build and attention to detail earnt the impressive stand This stand was a work of art that also hosted a high-flying silver. It successfully delivered VIPs in a unique area with many arty the right environment to allow for lengthy exclusives. periods of brand immersion for participants. The attentive effort was rewarded with both What stood out about the winning immediate sales and strong sales leads campaign? (data marked as confidential in the paper). technology in Sky’s ‘always on’ experiential space, using a visually stunning modular stand build.
Rolls-Royce Motor Cars Dawn Black Badge Nicholas Keen, Rolls-Royce Motor Cars Launch at Goodwood Festival of Speed could Marketing Manager said “Goodwood Festival contend as an art piece as well as a build. of Speed was the best thing Rolls-Royce Motor Cars have ever done.” To create awareness of Black Badge to a
3 Weekend sales were up to 3 x as strong 4 Lenovo brand awareness and consideration to purchase significantly higher
Andy Dixon, Scene2 presents the award to Energy and Rolls Royce
Sponsor: Scene2 Scene2’s Andy Dixon presented the award to Retail Marketing Group and Lenovo 36
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Most Effective Shopper Influence Campaign GOLD N2O, Felix SILVER Powerswitch, Nestle SILVER TRO, Ribena BRONZE iMP, Wall’s Ready Baked The challenge for the trophy iMP’s 60-day roadshow reached 49 sites and delivered 49,884 hot product samples, exceeding the target by almost 5000. 61,150 money off next purchase vouchers were distributed resulting in 8 of the 13 supermarket sites selling out of product on the same day as a direct result of sampling trial. Ribena and TRO’s immersive influencer event showed how in depth engagement of an invited audience – creating a joint artwork – could build up brand enthusiasm with broad repercussions and a bag load of shopper insights. Nescafe World held in Jakarta, aims to strengthen Nescafe as the world’s leading coffee that offers a variety of products for consumers. The event attracted over 10,000 visitors over five days. The mall mezzanine was transformed into a coffee experiential hub for visitors to experience and engage with the product. 10,000 visitors enjoyed 66,000 cups of Nescafe and 70% of spectators purchased a Nescafe product.
a cat’s eye view of the world using VR. It put the consumer in the place of the pet allowing shoppers to imagine what life is like for their cat and resonated with animal lovers. The VR was short - just 70 seconds long – which caused our judges to describe the activity as ‘immersion in brief’. Trained brand ambassadors hosted the stand, inviting them to take part in the VR experience and distribute samples of the Felix cat food, explaining the different features and flavours of the product and communicating the key premium brand messaging. What did the judges especially like about the entry? Sadly, this entry was strictly ‘not for publication’. Suffice to say that the effect on shoppers was meticulously evidenced and that our judges praised the entry for its detailed justification, not just of Felix’s campaign, but more broadly of the value of instore sampling when using instore space imaginatively and creatively.
What stood out about the winning campaign? N2O’s approach offered Tesco Shoppers
Gary Parker, Promohire, presented the award to N2O and Felix
Professional Agency Team Award GOLD REL Field Marketing, Great Place to Work SILVER Gekko, Google BRONZE Fizz Experience, Costco The challenge for the trophy A fast maturing category that saw a number of different internal training, performance and motivation schemes setting the pace. In bronze was an internal awards scheme, used to celebrate the achievements of Fizz’s Costco team, one of the most solid agency client partnerships in FMBE. This scheme was well-structured and it gives agency and brand a point of focus from which to celebrate and benchmark achievement. The entry charted an intriguing link directly between awards and future sales performance. In silver, Gekko showed how the agency won the contract to build a Google Experience Management team to oversee sales success for the new Pixel phones. The recruitment process and the structure around it has brought the agency to a new level of professionalism, marked by Employer of the Year status at the Amazon awards for growing businesses. What stood out about the winning team? This was a comprehensive win. REL’s success as a Great Place to Work is more than just a celebration of an accolade but the embracing of an entire business process that makes REL an
exceptional employer and a results driven business. Through the entry judges were treated to exceptional insight into a business that is led with clarity, precision and foresight. What did the judges especially like about the entry? Over the 3 year period, supported by the GPTW culture, REL exceeded initial targets, with revenue increased by 8% and EBITDA now at 12.9%. REL gained ISO 27001 April 2017, guaranteeing its clients that its systems, data and all information is secure. REL became a Great Place to Work in May 2015 (its first submission), achieving placement in the Large Company category. The agency has retained accreditation for the last 2 years in the UK and Europe. Only 30 large companies in the UK gain accreditation each year - this achievement has built REL’s reputation within the industry and gives the agency external recognition, not just for its customers, but also current and future employees. In 2017, REL’s Colleague Engagement score rose to 77% and its Leadership Capability rose to 83%.
REL celebrates the Great Place to Work win
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Team of the Year 2017
We are thrilled to have won Professional Agency as well as a host of other awards in 2017! Brand Ambassador (FMCG) Brand Ambassador (Live) Product Launch Sales Campaign of the Year Sales Demonstration Brand Ambassador (Technology) Sales Demonstration Field Data Award Product Launch 0118 927 1000
REL Field Marketing
Most Effective Multibrand Event or Partnership
Brand Experience Agency of the Year
GOLD Frukt, Jagermeister SILVER McCurrach, Pepsico BRONZE Momentum, Microsoft
GOLD Wasserman SILVER MKTG BRONZE TRO
The challenge for the trophy
The challenge for the trophy
saturated with brand activations and festival-goers are more cynical than ever, The bronze winner, Microsoft’s Future fully aware that they are being marketed Decoded is a landmark event on the to. It was crucial for Frukt to create an calendar for Microsoft’s employees, innovative experience, designed to feel partners and resellers. Its comprehensive like something the festival had created, reach is generated by a consistent focus not accepted. on event experience at all of its multiple JägerHaus has rapidly become part of touchpoints. the core event at festivals it has revisited For McCurrach and Pepsico we saw an – Field Day, Kendall Calling and Bestival. exceptional example of something that What did the judges especially like often goes under-appreciated in field about the entry? success, the dynamic partnership that agencies often tie up with stores. The All partner festivals testified glowingly job came up when Cardiff hosted the including one from Andy Smith, Champions League final this year. Promoter, Kendall Calling that summed McCurrach was asked by Pepsico to up the brand’s triumph: “Far too many negotiate front of store promotions and are the times that bands we can’t book impactful convenience displays at core for our stages somehow seem to get points around the Millennium stadium. booked for the JägerHaus - are we not As a result of its skills, McCurrach built cool enough?! Kendal Calling has over Front of Store takeover displays at 9 key 18 stages, but if it were to be distilled grocery multiple retailers and secured down to one then that would have the 200 FSDUs at impulse as per the client’s appearance and content of the request via local negotiation. JägerHaus. It couldn’t be more complimentary and befitting to the What stood out about the winning festival. We hope & believe that synergy campaign? goes both ways. The team behind it are Jägermeister’s brand association with a pleasure to work with, know their stuff festivals is unsurpassed and the entry and work very well with the wider team celebrated a relationship that is highlythe lines between activation and part of regarded in music and a strong winner the core festival are blurring more and here. Party zone the JägerHaus has built more” through the years is a resounding and authentic success. Festival fields are
Splento’s Peter Gilbert presents the award to Frukt and Jägermeister
The solidity and excellence of TRO is consistent and always leads to success. TRO’s Agency of the Year submission celebrated its people, a core value that made the agency unstoppable in our Staff Supplier of the Year category. TRO’s success and responsibility as an employer has led to great relationships between its staff and clients such as Lucozade and Volvo who have been heavily invested in the wide ranging events and activations that the agency delivers with style and aplomb. This reputation is not without profit either, and though we can’t quote that figure our judges saw enough to know that this is an agency in robust health. Winning silver was a step down from last year’s gold for MKTG, This agency is loved by award judges for never standing still in terms of its ideas, innovation and versatility. Once again, this year, we saw a bewildering skillset across every brand experience category with campaigns that won over businesses, employees, consumers and shoppers. The agency’s role in bringing together the parent group – Dentsu Aegis Network’s in-house event was a strong indicator that the business culture at MKTG is admired. A move into smart city experiential this year was a strong indicator of things to come. Things to come was also pointed out to our judges with news of a new but confidential account win that will produce growth and opportunity moving ahead. The portends for 2018 are better than ever.
What stood out about the winning agency? Wasserman is once again out front with the most BE Agency of the Year wins, a total of four, 2 as Wasserman and one each in previous incarnations as Ignite and Ignition. Wasserman has a knack of landing blockbuster work with its fine mix of creative and logistical credentials and this year The Grand Journey for Bombay Sapphire grabbed the headlines. A mixed reality golf simulator for Samsung at the Ryder Cup and PGA Tour also wowed users. As ever there is substance beneath the style and Wasserman’s success has been driven forwards with 14% revenue growth, top 5 % profitable agencies rating by MAA and Kingston Smith, new client wins with BMW, Huawei, Clash of Kings and Air Canada. 14% YOY revenue growth, from 2016 to 2017 [forecast] calendar years. MAA and Kingston Smith top 5% profitable agencies under the ‘Profitability on revenue’ and ‘Revenue per head’ categories [inclusive of all marketing service disciplines]. Seven new client wins, breaking into new sectors such as BMW (automotive), Huawei (technology), Clash of Kings (gaming) and Air Canada (airlines). 96% staff retention rate, 5 X ISO accreditations with a sixth soon to follow and carbon negative business operation all indicate an agency with best practice at its core. What did the judges especially like about the entry? Insight into an incredible team operation for Bacardi in Berlin showed judges precisely why the brand experience discipline requires specialist expertise as the Wasserman team rescued a major event from under the clouds of Berlin’s worst rainfall ever.
Landsec’s Max Scally presents the award to Wasserman
Sponsor: Splento Photo agency Splento were a core social media support on award’s night, capturing some very compelling photos of our party and generating guest buzz and share.
Sponsor: Landsec Landsec is the largest commercial property company in the UK and has a £6.5bn portfolio in retail and leisure. Within this, much loved
shopping centres include the recently opened Westgate Oxford, Bluewater in Kent, Trinity Leeds and St David’s Cardiff.
A PROUD MOMENT CELEBRATING THE GROWING BRAND EXPERIENCE SECTOR AN EXCITING TIME FOR #TEAMWASS TO BE AWARDED 2017 BRAND EXPERIENCE AGENCY OF THE YEAR.
SOURCE: THE LATEST BELLWETHER REPORT [18 OCTOBER 2017] SHOWS THE 16TH UPWARD QUARTERLY REVISION TO EVENTS BUDGETS.
Interactive Brand Engagement
Field Marketing Agency of the Year
GOLD Haygarth, Clarins SILVER McCurrach, Microsoft BRONZE Hope&Glory, HTC Vive BRONZE MKTG, Braintree
GOLD Field Sales Solutions SILVER McCurrach SILVER REL Field Marketing BRONZE Logobrand
The challenge for the trophy
The challenge for the trophy
MKTG and Braintree secured bronze with their start-up targeted interactive cycling challenge (refer to Most Effective Small Scale/ Local Campaign) generating high levels of engagement – the competitive campaign raced ahead of the competition to secure a bronze. Hope&Glory’s interactive art gallery for HTC Vive impressed judges with its high levels of engagement (see Most Effective Sponsorship Activation) Microsoft tasked McCurrach with further engaging the ExpertZone (Microsoft’s global e-learning platform) users. Their long-term plan was that in time these engaged users should turn into true brand advocates for Microsoft. McCurrach strived to increase engagement by creating live, current and genuinely interesting content on Facebook which spoke directly to followers of the ExpertZone page, and allowed them to enter into real time discussions with the Evangelists. Content covered new products, product updates, demos, gaming, livestreaming from events, competitions and more. The ExpertZone UK training portal now has around 14,000 registered users, around 7000 of which are active, and growth in users has increased by approximately 7% yearon-year.
What stood out about the winning campaign? Haygarth’s interactive shopping centre campaign for Clarins secured the team a gold. The activation engaged shoppers with immersive personalised facial projection mapping to demonstrate what their skin goes through every day. “Overall what impressed me most about working with this agency is the energy they brought to the project, the innovation and the creativity, and the way they managed to deliver an outstanding immersive customer experience, but at the same time ensuring we achieved our key objectives.” Debbie Lewis, Managing Director, Clarins UK What did the judges especially like about the entry? Haygarth rebelled against the monotony of the beauty landscape with a disruptive, world-first experience that stopped women in their tracks by defying category norms. During an immersive experience, two samples were given at the point of the activation with the third being claimed instore, leading the customers on a seamless journey to point of sale. The results were staggering - 42% of visitors went to store immediately following the experience, generating one new sale per minute – equivalent to an uplift of 40% during the activity, securing this Urban Oasis a beautiful gold.
What stood out about the winning agency? All of the agencies in the top four had been a previous agency of the year apart Field Sales Solutions (FSS) had caused quite a stir since the 2016 FMBE Awards from the winner. by winning one of CPM’s most long Logobrand remains the highest win per standing clients and one of the largest entry agency at FMBE of any regular field sales contracts, P&G. The FMCG entrant and continues to win the hearts giant joined an agency on a roll – FSS of major brands at grocery with its data now operates sales teams for brands driven success stories using its in house including Ferrero, Pladis, and innocent Availability Manager software. This year and took gold in tactical with innocent, the gold and silver dual winning silver in brand ambassador and silver in campaign with Wrigley was a triumph, Operational Success with The Health delivering clear insight into shopper Lottery. behaviour. But winning over William What did the judges especially like Grant to use Logobrand over all four about the entry? grocery multiples was a great indicator for this ROI -driven business. Whilst the Agency of the Year specifics REL’s seem to have occupied gold or silver in this category every year as far back as 2009 and no year has this been a surprise as the agency has superb dynamic management and embrace excellent staffing practices. The Professional Agency category win was especially telling. Judges especially liked evidence of the rapid rise in performance of teams post TUPE transfer at the agency.
were ‘for judge’s eyes only’ it is safe to say that the entry impressed with its telling of the P&G win, showing how every part of the agency had been a contributing factor to winning that business. It is also fair to say that the agency’s published accounts to date have shown steady growth with key numbers on track. The business was also able to share in depth staff satisfaction survey data to our impressed judges.
Last year’s gold for McCurrach was A staff video testimonial also underlined followed by silver this year in a year where the agency, with leading clients in the culture of professionalism and team working ethic at Field Sales Solutions. the grocery, financial services and technology sectors performed brilliantly across the board, bagging an astonishing clutch of 6 silver and 2 bronze awards for its clients Unilever, Microsoft, Pepsico and Heineken. The year also saw the agency develop its experiential wing, formalising this with the launch of agency Wave.
Hammerson’s Sheonah Howlett presents the award to Haygarth and Clarins
Sponsor: Hammerson Hammerson Engage is behind some of the greatest brand and retail experiences in the UK and Europe. We provide brands and agencies with a range of extensive and immersive experiential
opportunities to engage and delight millions of shoppers through our 61 mid-mall and external spaces and platforms across the UK and Ireland. www.hammersonengage.com
Landsec’s Maria Rawlinson presents the award to Field Sales Solutions
Agency of the Year Massive thanks to all our clients and staff for making this possible.
A winning partnership to boost your sales 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 boost your sales! Contact David Louis on firstname.lastname@example.org or call 07973 220347 for a chat.
Your sales, our business
Seen in 2017 at intu…
Three were headline sponsors of intu’s student nights, attracting over 100,000 students on one night at 12 centres. Brand and Deliver created a fabulous Crystal Maze style ‘Cyclone’ experience, giving participants the chance to win £thousands worth of Samsung
Hotel Chocolat has popped up across 5 of intu’s biggest centres over the festive period, shown here at intu Lakeside, perfectly positioned with retail adjacencies including Kurt Geiger, Tag Heuer, Calvin Klein and Goldsmiths Chanel visited intu Metrocentre and intu Trafford Centre with an immersive experience allowing shoppers to enjoy the new Gabrielle scent while walking through a mirrored corridor, reflecting flowers which are a key component of the new fragrance. Nissan took advantage of intu’s ambient media packages with Fusion Events, who delivered a fabulous experiential execution, amplified by our in house media offering including escalators, pillars and balustrades in proximity to the activations Mercedes Benz have been working extensively across intu’s malls with MKTG throughout 2017, most recently at Manchester’s intu Trafford Centre, where their beautiful pop up shop has truly immersed customers in the brand
The team has secured some fabulous partnerships for Christmas too, watch this space! Netflix created a brilliant pop up shop at Manchester Arndale through Livity, allowing visitors to become the heroes of Stranger Things, Riverdale and Pretty Little Liars. The pop up hosted 1,250 people in one day and created 2,391 shareable moments.
IEenquiries@intu.co.uk www.intugroup.co.uk @intugroup
Review of the Year January Whynot!’s Blu promotion was a cigarette shredding amnesty that kicked off the year with an on-trend campaign that would see more amnesty trade in events make headlines through the year. New year’s resolutions would be to the benefit of many health and fitness brands investing in FMBE teams through the month. Cadbury and Budweiser played devil’s advocate to resolutions though. Cadbury’s Hunting Lodge tour kicked off Crème Egg season before Easter whilst Budweiser strung stunts around their FA Cup sponsorship with beer stunts and rewards. Walls too, gave away a vast quantity of sausages, cooking up a long nationwide tour with iMP.
February In one of the first cohesive smart city brand activations, Cancer Research UK joined forces with smart city business Strawberry Energy and MKTG to launch a network of Smart Benches (#SmartBenchUK) with contactless technology in time for World Cancer Day on 4th February. The solar-powered benches enhanced public spaces by providing mobile device charging ports and free Wi-Fi. Also in February, a notable appointment saw Ian Priestman leave Blackjack to direct operations at Sense New York – as the London headquartered agency underlined its determination to build a significant presence there.
March FMBE hosted a round table on technology for sales at the Woodman in Highgate and in the evening, we were joined for a pub quiz by a number of industry leaders to help launch our new BE Connected Awards. The month also saw a major acquisition as Advantage Smollan bought the pan-European agency group, Combera. Another pan-European deal saw Teamhaven selected to organise field sales across the continent for Smartbox. A global announcement saw the world’s biggest tyre brand Bridgestone become an Olympic sponsor. In the UK the launch, at Oxo2, saw sports stars including Daley Thompson announce the activation programme #Nomatterwhat
April TRO and Lucozade announced their tiein with Missguided, an announcement that would herald one of the largest scale creative sampling campaigns of the year. The month also saw the MKTG promotion for GORE-TEX at Westfield, a promotion that would go on, later in the year, to FMBE gold success in our immersive event category.
May This month, the largest Google Cloud event in Europe, Google Cloud Next, took place in London. Developed with independent events agency Wonder London, the two-day conference marked the start of a six-stage series spanning the continent.
became an FMBE gold winner in our Shopper Behaviour category. Exterion Media, Europe’s largest privately owned Out-of-Home company launched Exterion Live. Exterion Live provides end-to-end management of experiential campaigns across five core environments: transport, retail, urban, sports and entertainment, through existing advertising partnerships with Transport for London (TfL), National Rail, Westfield, London Designer Outlet (LDO) and Wembley Park.
September Paramount Pictures teamed up with media technology company Oath and media agency MEC to create an interactive outdoor installation to promote the 15 September arrival of its psychological thriller film Mother! at Kings Cross rail station with site booking by SpaceandPeople.
Meanwhile McVitie’s launched a four-week tour focusing on major cities and events, sampling their new sharing snack, McVitie’s Digestives Nibbles. As well as taking away free 120g packets of three varieties of the biscuit snack, consumers were treated to a surprise encounter with the baby seal puppet from the brand’s TV campaign.
June This year’s Institute of Promotional Marketing (IPM) awards showcased the effectiveness of brand experience campaigns as established agencies such as Haygarth, iD, Ignis, PrettyGreen, RPM, HRG, Highjam, TracyLocke and Circle scooped gold for their live brand experience work and other integrated campaigns from 23red, Toucan with Brand and Deliver, Bray Leino also made excellent use of the live platform.
Field sales and marketing experts, McCurrach, and a European leader in data powered merchandising, BeMyEye formed a partnership to revolutionise field marketing for brands and retailers. This innovative partnership brings together McCurrach’s highly skilled on-demand workforce within their Wave division, together with the speed, granularity and cost-effectiveness of BeMyEye’s crowd technology and on-demand data gatherers in one disruptive unified service.
October FMBE 2017 dominated the headlines. The BE Connected Brand Ambassador’s Reception was an engaging precursor to the awards themselves. This year Wasserman and Field Sales Solutions enjoyed Agency of the Year success, whilst Powerforce, REL Field Marketing and Frukt carried off the sought after Team, Professional Agency and Special
Landsec announced that Shepherd Neame, Britain’s oldest brewer launched a seasonal pop-up brewery store at Bluewater, Europe’s leading retail and leisure destination. The 1,800 sq. ft brewing boutique, was open until July 5. The store included a bar featuring their first ever cider, Orchard View, and new Cinque Five Grain premium lager. Guests can also immerse themselves in the world of brewing and purchase merchandise and Shepherd Neame bespoke products, including bottled beers, from the brew shop.
July Huntsworth PLC has acquired the Creative Engagement Group Ltd from funds managed by private equity investor Lloyds Development Capital Ltd and the company’s management for £24.7 million. The Creative Engagement Group is a collection of three creative agencies: WRG Live, The Moment and Just Communicate, providing events and digital marketing. McCurrach formally launched a brand experience agency, Wave. Wave gives the group a new brand focal point for growing its significant experiential offering. The new agency also embodies McCurrach’s strong reputation for sales accountable brand engagement. Robinsons enlisted the help of Savvy to take over KFC Wimbledon during the famous tournament to delight tennis fans on their way to the match. Using innovative technologies, the window itself is transformed into a touchscreen; with a simple tap on the window the game is activated and players control their pong paddles directly by simply touching the window. Also this month, Dorset Cereals stole the brand love at Cornbury music festival and happy campers started each day with breakfast organised by the Circle Agency.
August Italian coffee brand, Lavazza teamed up with Amplify to create a brand-led summer experiential campaign. To help the brand reach a new younger audience whilst maintaining relevance with their existing advocates, Amplify created a ‘Waves of Coffee’ workshop experience for this year’s Wilderness Festival in Cornbury Park, Oxfordshire between 3 and 6 August. Experiential marketing agency N2O has given an insight into life as a cat through a technology-driven campaign designed with Purina PetCare. The campaign later
Award categories respectively. The BE Connected Brand Ambassador Live winner was revealed as Bruno Murari, Nikon (REL Field Marketing). Meanwhile, at Liverpool One, Grosvenor Europe announced that Nespresso has launched a new concept store. At the end of the month, FMBE venue Troxy won gold at the London Venue Awards.
November Some of the UK’s largest retailers signed up to take part in intu’s toy testing lab which gives customers exclusive access to test the most wanted children’s toys before Christmas. The 1,600 sq ft. pop-up store at intu Victoria Centre features more than 20 toys and children’s accessories from retailers including John Lewis, Hamleys at House of Fraser, The Entertainer, Menkind and the Musicroom. Also in November two intriguing interactive machine projects popped up for Social Vend, with social media vending machines, one for O2 that popped up in London, Slough and Manchester, and one for Links of London at Westfield London.
December We’re not there yet for 2017, but last year saw these rather appealing Dole ice sculptures lighting up the South Bank by the Oxo Tower – exactly where our team will be heading to kickstart 2018 on January 16th for our BE Connected event. Last December also saw sales agency CPM hitting the headlines for its Investors in People Gold award whilst agency Undercurrent expanded by acquiring the successful FMBE award winners, House of Experience. Winter 2017
Opinion: Why WIFI counts
Robin Carlisle, managing director of live events agency Mobile Promotions calls for better connectivity.
talking to a knowledgeable brand ambassador in person and crossing over to developing brand loyalty online. Poor connectivity is a road block on that journey and prevents true campaign synchronisation.
When you take a tour on the road every event venue is different, but one thing should remain the same and that is the quality of event experience for the visitor. The WIFI speed should In today’s fast-paced society in which allow delegates, consumers and all, ease of data every experience and enquiry demands entry and to receive a prompt follow-up, ensuring an immediate reaction, we are a nation positive delivery to the roadshow’s campaign. that expects to remain connected to Having spent the summer in both green field sites the wider global online community and dedicated exhibition venues, I know and wherever we go. Technology must experience regularly, that UK WIFI is worse than seamlessly bridge the gap between the far flung parts of the world. valuable bond-building you experience The key technological issue for brand roadshows
Agency: The Specialist Works in Bristol By Harriet Cramer I was invited down by the team to the new offices for The Specialist Works in central Bristol to check out the new pad and catch up with CEO, Martin Woolley to hear about the move.
“We have several Bristol based clients, so it makes sense for us to be closer to them. The rest of our clients are dotted all over the globe.” explains Martin. The new office has been designed with input from all of the team, a kitchen resembling a cookery show set, cow shed
booths for time away from the desk, a screen free area - complete with Astroturf, drop in desks, standing desks and a presentation room. These offer The Specialist Works employees an encompassing place to work, located on the River Severn, just over the bridge From Bristol Templemeads station. Martin adds: “We’ve been doing groundbreaking work from a cow shed. Bringing it to Bristol is a way of reinventing ourselves as a major Bristol based media outfit – we are delighted with it”
and experiential pop-ups is this; you can have as many tablets facilitating data collection and creativelypopulated social media channels as you like, but if the WIFI doesn’t deliver the brand the reach to a wider audience, it is a complete waste of time. Some might argue that you don’t need WIFI to collect and store data from a roadshow or stand, but I’d argue that it’s vital to enhance the customer experience. On an automotive roadshow for example, strong WIFI connectivity can be the difference between customers registering an interest in a test drive, their automotive preferences being quickly processed, and being sent to the dealership closest to their home address for an immediate and personal follow-up – or waiting days after an event for the request to be actioned. Why is this important? It ensures clients benefit from added-value, realtime reporting on key indicators such as customer footfall, dwell and
is produced every year from plastic water bottles and Arden University used Many companies also a SpaceandPeople carried out awareness Customer Connect Kiosk campaigns for current at Manchester Piccadilly initiatives. Halifax visited to promote its UNIque Trinity Leeds to promote campaign. its Savers Account with a Thunderbirds game and Film promotions were also popular with both NatWest visited Supplied by Kingsmen 2 and mother! Meadowhall to raise movies hosting awareness of its experiential activations in MoneySense program. Google carried out a city central London to takeover by promoting at coincide with their UK premieres. multiple locations in Pop-up experiences were prevalent over Q3 with brands Birmingham including capitalising on the summer weather and holidays. Capitalising on a family New Street Station, audience, the My Little Visitors to Buchanan Galleries were given a fantastic opportunity Grand Central and Pony Friendship Tour to enjoy the ‘Porsche Life’ when the luxury marque opened a Brindleyplace to raise stopped at Gunwharf ‘Pop Up Experience’ in the centre. Abruzzo Wine opened a awareness of its Digital Quays and St David’s Showcase Bar in Paddington Central, with visitors enjoying a Garage, which provides range of Italian wines, and the Red Bull Deck87 interactive, two- opportunities for people Shopping Centre Cardiff, bringing Equestria to storey pop-up bar visited Broadgate. A Black Tower branded VW to grow their digital interested shoppers and Camper van visited Trinity Leeds to distribute samples and knowledge through Nintendo carried out a Jameson’s Whiskey also carried out sampling activity in Regent’s modules and courses. shopping centre tour Place. Brita toured train including visits to the stations nationwide with Centre Livingston and The Serving up sandwiches and granola pots plus offering yoga classes and hula sessions, Londoners had the opportunity to take its #swapforgood Bridges in Sunderland to campaign, highlighting a moment out from the daily grind with Pip & Nut who hosted promote its Nintendo various pop-up PIPNICs around London including at Paddington the amount of waste that Switch. Virgin Media Central and Exchange Square, Broadgate.
Q3 2017 REVIEW
launched its children’s app by placing a giant trampoline bed outside Financial 11% 1% Automotive 3% Miscellaneous King’s Cross Station, with Food & Drink 2% 3% Communications 48% Retailer children of all ages Health & Beauty 1% 3% Education 5% Travel offered the opportunity to ‘jump for joy’ on the giant Property/Home Related 3% 20% Entertainment bed, which was very well For more information, please contact email@example.com received by passers-by.
2017 Q3 ACTIVITY BREAKDOWN
engagement time, and ultimately sales. We can measure these metrics also by harnessing data provided by smartphone proximity to specific areas within a branded roadshow or exhibition. I think it’s time for experiential agencies to take the lead in making this vital industry change, demanding event organisers invest in ensuring good WIFI is at the heart of any sponsorship or exhibitor package, rather than a bolt-on extra or lastminute tick-box thought. Brands themselves need to think about backup digital provisions when booking a tour. Finally, to make sure this country is truly competitive, the government needs to recognise this is not just a city issue but country-wide. We’ve got the tools and the strategic insight, I just wish we had the comprehensive connectivity this country and the live events sector deserve to marry the two together more effectively.
VENUE SPOTLIGHT: MEADOWHALL Meadowhall is one of the most iconic shopping centres in the UK. With an annual footfall of 24 million and a catchment population of 3.2 million, Meadowhall offers multiple opportunities for experiential and sampling activity. 52% of shoppers are in the 18-44 age bracket and the top ACORN classifications are Executive Wealth (8%), Steady Neighbourhoods (14%) and Mature Money (8%). Having just undergone a £60 million refurbishment, the venue is bright and vibrant with more natural light and the opened-up malls have created a light and open atmosphere.
Pip & Nut
The Brand Ambassador’s Reception – our event in pictures
The FMBE team hosted the first Brand Ambassador’s Reception on Monday 16th October at Oxo2, South Bank. The event was a live trial by jury for the participants and they were all up to the task, delivering and evening that was full of insight and people power.
Molson Coors advocate and event manager, Andrew Donald, Real People, keeping everyone’s attention. FMBE’s Frank Wainwright made a passionate speech to open proceedings about the reasons why we should Agency Real People also provided the hosts and hostesses for the evening, and lived up to the high not undervalue Brand Ambassadors. expectations of an evening that celebrated the best brand ambassadors.
Kim Levine presented for Hel’s Angels in the Staff Supplier category
ƌĞ ƐŵĂůů ƐƚŽƌĞƐ ǁŽƌƚŚ ƚŚĞ ĞĨĨŽƌƚ͍
/ƚƐ ǁĞůů ĚŽĐƵŵĞŶƚĞĚ ƚŚĂƚ ƚŚĞ ĐŽŶƚŝŶƵĞĚ ĐŚĂŶŐĞ ŝŶ ƐŚŽƉƉĞƌ ďĞŚĂǀŝŽƵƌ ĂǁĂǇ ĨƌŽŵ ƚŚĞ ƚƌĂĚŝƚŝŽŶĂů ǁĞĞŬůǇ ƐŚŽƉ ƚŽǁĂƌĚ ŵŽƌĞ ŝŵƉƵůƐĞ ĚƌŝǀĞŶ͕ “ĚŝƐƚƌĞƐƐ” ƉƵƌĐŚĂƐĞ ŚĂƐ ůĞĚ ƚŽ ĂŶ ĞǆƉůŽƐŝŽŶ ŝŶ ƚŚĞ ŶƵŵďĞƌ ŽĨ ĐŽŶǀĞŶŝĞŶĐĞ ƐƚŽƌĞƐ ǁŝƚŚŝŶ ƚŚĞ h<͘
tŚŝůƐƚ ƚŚŝƐ ŚĂƐ ďĞĞŶ ŐŽŽĚ ĨŽƌ ƚŚĞ ƐŚŽƉƉĞƌ͕ ŝƚ ŚĂƐ ŵĂĚĞ ƚŚĞ ũŽď ŽĨ ƚŚĞ ĨŝĞůĚ ƚĞĂŵ ƚŚĂƚ ďŝƚ ŵŽƌĞ ĚŝĨĨŝĐƵůƚ͗ ƐŚŽƉƉĞƌ ǀŝƐŝƚƐ ƚŽ ĐŽŶǀĞŶŝĞŶĐĞ ƐƚŽƌĞƐ ĂƌĞ ƌĂĚŝĐĂůůǇ ĚŝĨĨĞƌĞŶƚ ƚŽ ƚŚŽƐĞ ŽĨ ďŝŐŐĞƌ ĨŽƌŵĂƚƐ ŝŶ ƌĞ ƐŵĂůů ƐƚŽƌĞƐ ǁŽƌƚŚ ƚŚĞ ĞĨĨŽƌƚ͍ ƚŚĂƚ ƚŚĞǇ ĂƌĞ ŵŽƌĞ ŚĞĂǀŝůǇ ĨŽĐƵƐĞĚ ĂŶ ŐĞƚƚŝŶŐ ƚŚĞ ƉƌŽĚƵĐƚ ƚŚĂƚ ĨƵůĨŝůƐ ĂŶ ŝŵŵĞĚŝĂƚĞ ŶĞĞĚ ĂƐ ŽƉƉŽƐĞĚ Chris or Craig Bieszke (we don’t know which!) Bruno Murari was the eventual winner of Brand ƚŽ ďĞŝŶŐ ŵŽƌĞ ƉƌĞ ĚŝƐƉŽƐĞĚ ƚŽ ďƌŽǁƐŝŶŐ ĨŽƌ ƉƌŽĚƵĐƚƐ ƚŚĂƚ ƚŚĞǇ ŵŝŐŚƚ ǁĂŶƚ͘ presents on stage for the TRO team. TRO Talent Ambassador LIVE, garnering a number of senior votes /ƚƐ ǁĞůů ĚŽĐƵŵĞŶƚĞĚ ƚŚĂƚ ƚŚĞ ĐŽŶƚŝŶƵĞĚ ĐŚĂŶŐĞ ŝŶ ƐŚŽƉƉĞƌ ďĞŚĂǀŝŽƵƌ ĂǁĂǇ ĨƌŽŵ ƚŚĞ ƚƌĂĚŝƚŝŽŶĂů Champion Samsung trainer Stefano Margaritelli, ǁĞĞŬůǇ ƐŚŽƉ ƚŽǁĂƌĚ ŵŽƌĞ ŝŵƉƵůƐĞ ĚƌŝǀĞŶ͕ “ĚŝƐƚƌĞƐƐ” ƉƵƌĐŚĂƐĞ ŚĂƐ ůĞĚ ƚŽ ĂŶ ĞǆƉůŽƐŝŽŶ ŝŶ ƚŚĞ ŶƵŵďĞƌ went on to win the popular and the super-delegate for his impressive conversation about the BAs role fortŚĞŶ ĐŽŵďŝŶĞĚ ǁŝƚŚ ƚŚĞ ŽĨƚĞŶ ŚŝŐŚůǇ ůŝŵŝƚĞĚ ƐƉĂĐĞ ĂǀĂŝůĂďůĞ ŝŶ ƚŚĞƐĞ ĨŽƌŵĂƚƐ͕ ďƌĂŶĚƐ ĂŶĚ ĨŝĞůĚ Love the People, holds court during the rounds of ŽĨ ĐŽŶǀĞŶŝĞŶĐĞ ƐƚŽƌĞƐ ǁŝƚŚŝŶ ƚŚĞ h<͘ vote in the judging process Nikon and REL Brand Ambassador ‘speed dating’. ƚĞĂŵƐ ĂůŝŬĞ ĨŝŶĚ ƚŚĞŵƐĞůǀĞƐ ĞǆƚƌĞŵĞůǇ ůŝŵŝƚĞĚ ŝŶ ƚĞƌŵƐ ŽĨ ƚŚĞ ƚǇƉĞƐ ŽĨ ŝŶƚĞƌǀĞŶƚŝŽŶ ƚŚĞǇ ĐĂŶ ŵĂŬĞ͕ ǁŚŝĐŚ ŝŶĞǀŝƚĂďůǇ ůĞĂĚƐ ƚŽ ƚŚĞ ƋƵĞƐƚŝŽŶ ŽĨ ŝĨ ŝƚƐ ǁŽƌƚŚ ǀŝƐŝƚŝŶŐ ƚŚĞƐĞ ƐƚŽƌĞƐ Ăƚ Ăůů͘ tŚŝůƐƚ ƚŚŝƐ ŚĂƐ ďĞĞŶ ŐŽŽĚ ĨŽƌ ƚŚĞ ƐŚŽƉƉĞƌ͕ ŝƚ ŚĂƐ ŵĂĚĞ ƚŚĞ ũŽď ŽĨ ƚŚĞ ĨŝĞůĚ ƚĞĂŵ ƚŚĂƚ ďŝƚ ŵŽƌĞ
ĚŝĨĨŝĐƵůƚ͗ ƐŚŽƉƉĞƌ ǀŝƐŝƚƐ ƚŽ ĐŽŶǀĞŶŝĞŶĐĞ ƐƚŽƌĞƐ ĂƌĞ ƌĂĚŝĐĂůůǇ ĚŝĨĨĞƌĞŶƚ ƚŽ ƚŚŽƐĞ ŽĨ ďŝŐŐĞƌ ĨŽƌŵĂƚƐ ŝŶ ĐƵƌƐŽƌǇ ůŽŽŬ Ăƚ ƚŚĞ ƉƌŽƉŽƌƚŝŽŶ ŽĨ ŝŶĐƌĞŵĞŶƚĂů ƐĂůĞƐ ǀĂůƵĞ ĚƌŝǀĞŶ ďǇ ƚŚĞ ĨŝĞůĚ ƚĞĂŵ ŝŶ ƐŵĂůů ĨŽƌŵĂƚƐ ƚŚĂƚ ƚŚĞǇ ĂƌĞ ŵŽƌĞ ŚĞĂǀŝůǇ ĨŽĐƵƐĞĚ ĂŶ ŐĞƚƚŝŶŐ ƚŚĞ ƉƌŽĚƵĐƚ ƚŚĂƚ ĨƵůĨŝůƐ ĂŶ ŝŵŵĞĚŝĂƚĞ ŶĞĞĚ ĂƐ ŽƉƉŽƐĞĚ ǁŽƵůĚ ƐĞĞŵ ƚŽ ĐŽŶĨŝƌŵ ƚŚŝƐ ĨĂĐƚ͕ ǁŝƚŚ ůĂƌŐĞ ĨŽƌŵĂƚƐ ƐƵĐŚ ĂƐ dĞƐĐŽ ǆƚƌĂ ĚŽŵŝŶĂƚŝŶŐ ƚŚĞ ƌĂǁ ƵƉůŝĨƚ ƚŽ ďĞŝŶŐ ŵŽƌĞ ƉƌĞ ĚŝƐƉŽƐĞĚ ƚŽ ďƌŽǁƐŝŶŐ ĨŽƌ ƉƌŽĚƵĐƚƐ ƚŚĂƚ ƚŚĞǇ ŵŝŐŚƚ ǁĂŶƚ͘ ĂĐŚŝĞǀĞĚ͘
Field Sales Insight from Its well documented that the continued change in shopper behaviour away from the traditional weekly shop toward more impulse driven, “distress” purchase has led to an explosion in the number of convenience stores within the UK. Whilst this has been good for the shopper, it has made the job of the field team that bit more difficult: shopper visits to convenience stores are radically different to those of bigger formats in that they are more heavily focused an getting the product that fulfils an immediate need as opposed to being more pre disposed to browsing for products that they might want.
tŚĞŶ ĐŽŵďŝŶĞĚ ǁŝƚŚ ƚŚĞ ŽĨƚĞŶ ŚŝŐŚůǇ ůŝŵŝƚĞĚ ƐƉĂĐĞ ĂǀĂŝůĂďůĞ ŝŶ ƚŚĞƐĞ ĨŽƌŵĂƚƐ͕ ďƌĂŶĚƐ ĂŶĚ ĨŝĞůĚ Are small stores worth the effort? ƚĞĂŵƐ ĂůŝŬĞ ĨŝŶĚ ƚŚĞŵƐĞůǀĞƐ ĞǆƚƌĞŵĞůǇ ůŝŵŝƚĞĚ ŝŶ ƚĞƌŵƐ ŽĨ ƚŚĞ ƚǇƉĞƐ ŽĨ ŝŶƚĞƌǀĞŶƚŝŽŶ ƚŚĞǇ ĐĂŶ ŵĂŬĞ͕
formats, with less opportunity to intervene, deliver That’s not to say that field team success in small formats is ǁŚŝĐŚ ŝŶĞǀŝƚĂďůǇ ůĞĂĚƐ ƚŽ ƚŚĞ ƋƵĞƐƚŝŽŶ ŽĨ ŝĨ ŝƚƐ ǁŽƌƚŚ ǀŝƐŝƚŝŶŐ ƚŚĞƐĞ ƐƚŽƌĞƐ Ăƚ Ăůů͘ guaranteed: rather, what’s needed is a sharper focus on the a poorer ROI than their larger format cousins. Indeed, the sheer scale of interventions that need interventions that make it easier for the consumer to achieve ĐƵƌƐŽƌǇ ůŽŽŬ Ăƚ ƚŚĞ ƉƌŽƉŽƌƚŝŽŶ ŽĨ ŝŶĐƌĞŵĞŶƚĂů ƐĂůĞƐ ǀĂůƵĞ ĚƌŝǀĞŶ ďǇ ƚŚĞ ĨŝĞůĚ ƚĞĂŵ ŝŶ ƐŵĂůů ĨŽƌŵĂƚƐ their shopper mission when in store, moving away from the toǁŽƵůĚ ƐĞĞŵ ƚŽ ĐŽŶĨŝƌŵ ƚŚŝƐ ĨĂĐƚ͕ ǁŝƚŚ ůĂƌŐĞ ĨŽƌŵĂƚƐ ƐƵĐŚ ĂƐ dĞƐĐŽ ǆƚƌĂ ĚŽŵŝŶĂƚŝŶŐ ƚŚĞ ƌĂǁ ƵƉůŝĨƚ be made in some of the larger formats means traditional focus on the generation of more incremental, that the cost of bringing the store up to scratch ĂĐŚŝĞǀĞĚ͘ discretionary purchases common to activity in the larger can often outweigh the benefit in doing so. formats.
,ŽǁĞǀĞƌ͕ ǁŚĞŶ ĞƋƵĂƚŝŶŐ ƚŚĞ ĐŽƐƚ ŽĨ ƚŝŵĞ ƐƉĞŶƚ ǀŝƐŝƚŝŶŐ ƚŚĞƐĞ ƐƚŽƌĞƐ ǁŝƚŚ ƵƉůŝĨƚ ŐĞŶĞƌĂƚĞĚ ƚŚŝŶŐƐ ďĞĐŽŵĞ ůĞƐƐ ĐůĞĂƌ ĐƵƚ͘ Ɛ ǇŽƵ ĐĂŶ ƐĞĞ ĨƌŽŵ ƚŚĞ ĐŚĂƌƚ ďĞůŽǁ͕ ŝƚ’Ɛ ŶŽƚ ĂůǁĂǇƐ ƚŚĞ ĐĂƐĞ ƚŚĂƚ ƐŵĂůů ĨŽƌŵĂƚƐ͕ ǁŝƚŚ ůĞƐƐ ŽƉƉŽƌƚƵŶŝƚǇ ƚŽ ŝŶƚĞƌǀĞŶĞ͕ ĚĞůŝǀĞƌ Ă ƉŽŽƌĞƌ ZK/ ƚŚĂŶ ƚŚĞŝƌ ůĂƌŐĞƌ ĨŽƌŵĂƚ ĐŽƵƐŝŶƐ͘ When combined with the often highly limited space /ŶĚĞĞĚ͕ ƚŚĞ ƐŚĞĞƌ ƐĐĂůĞ ŽĨ ŝŶƚĞƌǀĞŶƚŝŽŶƐ ƚŚĂƚ ŶĞĞĚ ƚŽ ďĞ ŵĂĚĞ ŝŶ ƐŽŵĞ ŽĨ ƚŚĞ ůĂƌŐĞƌ ĨŽƌŵĂƚƐ ŵĞĂŶƐ available in these formats, brands and field teams ƚŚĂƚ ƚŚĞ ĐŽƐƚ ŽĨ ďƌŝŶŐŝŶŐ ƚŚĞ ƐƚŽƌĞ ƵƉ ƚŽ ƐĐƌĂƚĐŚ ĐĂŶ ŽĨƚĞŶ ŽƵƚǁĞŝŐŚ ƚŚĞ ďĞŶĞĨŝƚ ŝŶ ĚŽŝŶŐ ƐŽ͘ alike find themselves extremely limited in terms of the types of intervention they can make, which inevitably leads to the question of if its worth ,ŽǁĞǀĞƌ͕ ǁŚĞŶ ĞƋƵĂƚŝŶŐ ƚŚĞ ĐŽƐƚ ŽĨ ƚŝŵĞ ƐƉĞŶƚ ǀŝƐŝƚŝŶŐ ƚŚĞƐĞ ƐƚŽƌĞƐ ǁŝƚŚ ƵƉůŝĨƚ ŐĞŶĞƌĂƚĞĚ ƚŚŝŶŐƐ visiting these stores at all. ďĞĐŽŵĞ ůĞƐƐ ĐůĞĂƌ ĐƵƚ͘ Ɛ ǇŽƵ ĐĂŶ ƐĞĞ ĨƌŽŵ ƚŚĞ ĐŚĂƌƚ ďĞůŽǁ͕ ŝƚ’Ɛ ŶŽƚ ĂůǁĂǇƐ ƚŚĞ ĐĂƐĞ ƚŚĂƚ ƐŵĂůů ĨŽƌŵĂƚƐ͕ ǁŝƚŚ ůĞƐƐ ŽƉƉŽƌƚƵŶŝƚǇ ƚŽ ŝŶƚĞƌǀĞŶĞ͕ ĚĞůŝǀĞƌ Ă ƉŽŽƌĞƌ ZK/ ƚŚĂŶ ƚŚĞŝƌ ůĂƌŐĞƌ ĨŽƌŵĂƚ ĐŽƵƐŝŶƐ͘ A cursory look at the proportion of incremental /ŶĚĞĞĚ͕ ƚŚĞ ƐŚĞĞƌ ƐĐĂůĞ ŽĨ ŝŶƚĞƌǀĞŶƚŝŽŶƐ ƚŚĂƚ ŶĞĞĚ ƚŽ ďĞ ŵĂĚĞ ŝŶ ƐŽŵĞ ŽĨ ƚŚĞ ůĂƌŐĞƌ ĨŽƌŵĂƚƐ ŵĞĂŶƐ sales value driven by the field team in small formats would seem to confirm this fact, with large ƚŚĂƚ ƚŚĞ ĐŽƐƚ ŽĨ ďƌŝŶŐŝŶŐ ƚŚĞ ƐƚŽƌĞ ƵƉ ƚŽ ƐĐƌĂƚĐŚ ĐĂŶ ŽĨƚĞŶ ŽƵƚǁĞŝŐŚ ƚŚĞ ďĞŶĞĨŝƚ ŝŶ ĚŽŝŶŐ ƐŽ͘ formats such as Tesco Extra dominating the raw uplift achieved. However, when equating the cost of time spent visiting these stores with uplift generated things become less clear cut. As you can see from the chart below, it’s not always the case that small
Craig Wilkinson presented Coalition’s major case study – Bombay Sapphire’s Grand Journey
Laura Landamore points out the benefits of working as a brand ambassador for Willow Park
Linda Gallagher is director of Wave, and closed the evening with her speech about why Wave is proud to be supporting an event that puts Brand Ambassadors first.
Delegates cast votes for their favourite contenders on Microsoft man Matthew Paul impressed our roving judges, and later chatted with event organiser, Frank departure. Voting chips were coded to give superdelegate judges a bigger sway in the result. Wainwright
Technofield Mobile wallet marketing solution Urban Airship has announced the availability of Adaptive Pass Management for Urban Airship Reach, the company’s mobile wallet marketing solution. Adaptive Pass Management will allow marketers to create tailored mobile wallet passes for each customer and orchestrate automated, in-themoment pass content updates and lockscreen notifications. According to Deloitte, smartphones are the most popular device for all shopping-related activities in the UK – including browsing a brand’s website. In-store sales are also now being heavily influenced by digital technology making this a crucial time for businesses to
move beyond traditional plastic and paperbased loyalty cards and vouchers, and optimise them for mobile to engage customers on their preferred device. Recognising this trend, Urban Airship’s Adaptive Pass Management aims to help retailers ease into this market change. At the heart of Adaptive Pass Management is a technology called Adaptive Link, which allows marketers to automatically create and deliver mobile wallet passes with important personalisation details like the customer’s name, location, OS, member ID, loyalty status/ points or product affinities.
Yoti launches digital identity app Yoti, a UK based digital identity app that puts people’s ID on their phones, has launched. Founded in 2014, a team of over 180 people have built a secure digital identity platform that helps consumers and businesses fight back against the growing threat of identity fraud – an issue which is costing the economy billions every year.
n Confirm the identity details of people they meet online, e.g. dating and classified websites
Yoti will let people:
Robin Tombs, founder and CEO of Yoti comments: “Yoti makes it faster, simpler and safer for people and businesses to prove identities and know who they’re dealing with. We want to build trust and transparency in the personal information people share - making it safer to get stuff done and do the things we love, via a secure platform”
n Prove their age on nights out, at supermarket self-checkouts, or when turning up on site for promotional work n Prove identities to businesses without showing and photocopying paper documents
The three staff supplier of the year contender agencies, Coaliton, Hel’s Angels and TRO Talent came together as one happy family as the evening continued.
n Log in to websites more securely using biometrics instead of passwords n Tackle touts by preventing login bots and through attaching verified identities to tickets
Ping Pong projection project Projection Artworks and Bounce have launched Wonderball – the first digital evolution of the game Ping Pong. The system developed for Bounce has been rolled out across two London locations, turning a standard Ping Pong table into an interactive game using projection mapping – revolutionising Ping Pong for London gamers. Projection Artworks created a variety of games and interactive effects. Players can pick and choose the game they want to play by bouncing the ball on the projected menu. Tom Burch, managing director of Projection Artworks says, “This is one of the most multifaceted projection mapping projects we have worked on and true technological breakthrough for the social entertainment industry. We always enjoy a challenge at Projection Artworks and we like working on immersive experiences that make people say ‘wow’. This project does exactly that.” Bounce has patented the Wonderball tech which combines ball tracking technology and the latest in interactive projection mapping.
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Augmented reality experience on Facebook Energy-harvesting walkway
users can summon their favourite takeaway – including pizza, burgers or sushi – and watch it float straight into their mouths. Users can also see a The AR experience forms part flying delivery scooter within the AR scene, paying homage of Just Eat’s digital strategy for to The Magical World of Just its recently launched, creative Eat TV advert. brand platform titled ‘The Ben Carter, UK marketing Magical World of Just Eat’. It is Just Eat’s largest ever multi- director at Just Eat says: “Nearly half the population are channel marketing campaign, and dramatises Just Eat’s yet to order food online so we want to attract consumers to service from start to finish, where customers can order a experience the Just Eat magic takeaway to their door at the that we provide in their local area and ultimately, drive click of a button. engagement and convert Byte London worked closely orders through the Just Eat with Inception VR to produce Facebook app and website.” the AR camera effects which Just Eat has become the first UK company in the tech industry to launch an augmented reality experience using Facebook’s AR studio.
support real-time face tracking, so Just Eat can overlay virtual food items into the real world. Using the phone’s camera, Facebook
with Just Eat on this, they’re a brand that is constantly innovating and experimenting with new ways to engage audiences through digital marketing.”
Alex Miller, Byte London’s Co-founder says: “Facebook AR Studio is an innovative platform with amazing creative potential. We’re excited to be working
The footsteps of visitors along a walkway to an installation at KulturBrauerei, set-off light panels embedded in the walls of the installation. The movements were captured and shared as GIFs by a photo pod at the end of the array. Pavegen partnered with Google to make Berlin’s 2017 Festival of Lights interactive. The installation incorporated Pavegen’s V3 flooring system which converts the kinetic energy of footsteps into off-grid energy and data. Pavegen founder, Laurence Kemball-Cook, comments: “The Berlin project marks a pivotal moment for us during a year when we have delivered significant permanent installations in other important cities including Washington and London. Working with Google, we’re creating a highly immersive experience with which people can interact physically, showing how the cleaner smart cities of the future will also be fun and vibrant places to be.”
Andy Wright’s return Independent Events expands team SpaceandPeople has announced that Andy Wright is returning to the company. Andy will be re-joining the team in January 2018 as account director, client services. Andy was previously a key member of the
SpaceandPeople retail and brand experience teams for over six years. In his new role, Andy will be working with Andrew Keiller , client services director, to manage and grow current clients and agencies as well as sourcing new business.
Paul Gygi joins Haygarth Haygarth has announced the appointment of Paul Gygi as creative director. Paul will work alongside ECD Steve Rogers to continue Haygarth’s delivery of best in class creative campaigns. Paul comments: “I don’t think I’ve ever seen
a more talented and ambitious bunch of people crammed into one building. Everyone seems to crave creativity and as a result, consistently deliver inspirational work. I couldn’t be happier to join the team and work alongside Steve to expand the agency’s portfolio.”
23red hires Susan Poole Creative agency 23red, has appointed Susan in behavioural economics and is a leading Poole, formerly chief strategy officer at ZAK, light on emerging futures including the role of AI in our industry. We have no doubt her as head of strategy. experience in both planning and leading will Jane Asscher, CEO and founding partner at 23red said: “We are delighted that Susan has drive our strategic offering to the next chosen to join the team. She is a real expert level.”
GES appoints data protection officer GES has appointed Irene Aguilar as data protection officer for the EMEA region. In her new role, Aguilar is responsible for developing and implementing GES’ data protection policy across EMEA. The company has been reviewing its data policies and systems ahead of GDPR – the EU data privacy directive which comes into effect on 25th May 2018. This new position reflects GES’ commitment to ensuring its business processes are in line with regulatory requirements. Jason Popp, executive vice president, International, GES, said, “As a leading supplier to the industry we communicate with thousands of visitors, exhibitors, sponsors and event organisers each year. We believe strongly in ensuring that the use of their data is protected and GDPR compliant. It’s much more than a box ticking exercise – it’s ultimately about being a trusted partner, respecting our customers and doing the right thing.”
Independent Events has expanded the team to bring in a new marketing and events assistant.
said: “Our team has grown consistently over the last few years, and as we The new position, which has have now been filled by Becky Crane, has expanded our been created due to the services to agency’s success in not only include social Becky Crane retaining work this year, but in media and digital winning a number of new campaigns, we have needed more contracts. experts in the field to join us.” Danae Abadom, co-director of IE,
Phil Maggs joins 2Heads Phil Maggs joins 2Heads as head of digital, bringing over 15 years’ technology experience across sectors and media platforms, from agencies such as Brand Fuel, MCCGLC, FreemanXP and Momentum Worldwide.
excited to have Phil join the team. Over the past few years, we have significantly developed our digital and technology offering Phil Maggs and Phil will help Olivier Vallee, managing lead the integration director of 2Heads, said: “I am very of these even further.”
Twelve hires Martin Smith Martin Smith, has Melissa Vodegel Matzen, been appointed as managing director of Twelve, Twelve’s new group said: “Martin brings with strategy officer. him a wealth of experience Starting the role in and a fresh perspective that mid-November, Smith we will be hugely beneficial will also play a role in to our clients. As well as the exploring exceptional calibre of his opportunities within work and his expertise, Martin Smith holding company Martin is a passionate and Communisis’ global client base. driven leader and we can’t wait to get started.”
The Brand Ambassador’s Reception
Missing you already! With the Brand Ambassador’s Reception and FMBE Awards in October already receding into the mists of time, here’s a reminder of what we all look like on a night out. See you again on January 16th 2018 to set up the New Year with a look at some amazing creative work at Oxo2 for the BE Connected Awards Showroom Showdown.
These photos were taken by our social media suppot photoservice from Splento Winter 2017
FMBE Awards 2017
These photos were taken by our social media suppot photoservice from Splento