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FMBE Winners 2016 – who won and why Field Sales * Live Marketing * Customer Engagement Volume 13 Issue 3 winter 2016

2016 over and out – who hit the FMBE headlines and why

Searching for a reason

For those of us looking at the longer term, Google’s decision to invest £1Billion building its own offices in Kings Cross with a view to adding 3000 new employees to its existing UK HQ of 2500 is absolutely incredible news. Brexit and the Trump election have added further layers of trade uncertainty to a relationship between Google and the UK that is decidedly edgy after multiple tax arguments with the Exchequer.

Cynics who think Google will relocate if the politics don’t work out in their favour would be ignoring the investment in its human resource. It clearly thinks the right people to progress the business want to work in London. In the newspaper reports about this story, most refer to Google as a tech business. But in truth it is just as much an advertising business and media owner and this move reinforces London’s role as the European capital of advertising. Where Google lands, others will follow, some out of a desire to copy, yet others out of a desire to be friends with Google and others who want to pick up on any business that Google doesn’t win. International

For those of us observing Advantage Smollan, Freeman, George P Johnson, Jack Morton, Ceuta, MKTG, Momentum, GMR and others in FMBE So, this is a move of breathtaking confidence that with a US connection, Google’s move will trigger London can sustain Google’s talent pool even with new further confidence that digital and social media rules governing immigration. Google will certainly be marketing, FMBE’s most natural media partner, is lobbying hard to maintain its access to global talent going to use London as a base for growth. in computer science, technology, media, data and The International aspect of FMBE Awards 2016 marketing. was stronger than ever with winners in Ireland, This investment in a bricks and mortar project for a Italy Holland, Indonesia, Australia and the US. A business that operates in so much virtual space is full assessment of the winners and insight from deeply significant as it is building a space for bringing the judges starts on page 5. its collective real brain together in the capital. That I am pleased to say that we have judges of a it has chosen to do so in London is a decision based calibre that the best in the world want to get their on data. No other business knows so much about the work in front of. My thanks to them all – many of lifestyle of its intended employees, the things they whom are listed on page 6. search for, their hopes and ambitions. Google knows who it wants to train and develop and it has predicted where they will be happiest living. It is a business with Frank Wainwright so much access to insight that doesn’t have to back a Publishing Editor, Frank Publishing hunch.

Field marketing


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Colouring In Ian Cramer

2016 FM & BE Awards 1

FMBE s Winner o h w – 6 1 0 2 d wh y wo n a n Sales Field * rketing * Live Ma ment r Engage Custome winter 2016 Volume 13

Issue 3

er and 2016 ov e ho hit th out – w adlines he FMBE and why

Cover Main: Michael Brown, MKTG, after the Agency of The Year Award at FMBE 2016A

Contents 1 Open Field 2 FM News 3 BX News Christopher Biggins and fans at FMBE 2016, Sonos’ amnesty campaign at King’s Cross, PlayStation/ Circles VR tour, Paddington Bear ready for Christmas at Bluewater At This Ye

ar’s Awar

2016 FM & BE AWAR DS



5 FMBE Awards winner analysis special. A category by category page guide appears on page 6 8 At This year’s Awards 46 The FMBE Review of the Year 2016 48 Data and Insight 48 FM Forum 49 Field Sales Insight 50 Technofield 52 Pastures New










M&S’ Vandwich tour

Purity eyes international growth

The Marks & Spencers Vandwich tour has been travelling around University campuses in the UK rewarding students with free sandwiches and promoting graduate careers within the company.

Purity is set to restructure at the top of the agency next month in a move designed to capitalise on strong growth and bolster its expanding international portfolio. The agency will also grow its account teams with three new appointments.

Ahead of the promotion students had to vote online for their university to receive the visit. The universities were put head-to-head against another local university to determine a winner. A branded chiller van, supplied by iMP arrived at the winning campuses across a two week period and handed out 300 free sandwiches and crisps in branded bags. Alongside this, a call to action for the graduate careers site and the ‘your perfect sandwich’ game inside the bags. Percy Pig was also on campus at the events and students were encouraged to socialise with Percy and take part in some mini challenges. Winners of the challenges received bags of Percy Pigs. Agency iMP were behind all experiential aspects of the activation including: wrapping of the branded van, management of logistics, training of staff, transport, stock collection, accommodation, event reports and photography.

From 1st October 2016 current MD and founder, Rob Quinn, has taken up the role of CEO, focusing on the agency’s strategic vision and growth both in the UK and internationally. Client services director, Mark Dunn, moved into the position of managing partner, assuming day to day operational responsibility for the business. New account team appointments include Bailey Hill (moving from The Staff Room)

to become staffing director at Purity and Carrie Watson (previously at Sense) as staffing account manager. Thirdly, Melissa Hannan joins as account executive following a successful trial period with the agency after graduating from Sheffield Hallam University with an Events Management degree. Commenting on the restructuring of the senior team, Rob Quinn said, “Over the last two years the agency has experienced significant growth and activated campaigns across 5 continents. Our capability to support clients beyond the UK has never been stronger, making the time right to push further into international markets which will be a major part of my new role.”

Blackjack to launch AAP app

David Gibbons, director, iMP comments: “It’s been a pleasure to work with the client on this activation; they gave us free rein to plan the most cost effective logistics and gave us the flexibility to make changes throughout the tour depending on which Airport retailers operating airside now have university won the competition. a solution to their last-minute personnel issues, thanks to a new mobile app from Blackjack Promotions. Launched at the TFWA World Exhibition & Conference in Cannes from October 2-7, 2016, the Airline and Airport People (AAP) app allows retailers to choose staff with the relevant skills from the newly upgraded Blackjack database and book them immediately, securing the right people at short notice.

“Essentially, the AAP is like Uber for airport staffing,” said Sally Alington, managing director at Blackjack, who devised and developed the idea. “It can be downloaded straight onto your smart device and provides quick and easy access to our outstanding talent pool.” This solution aims to address a key

problem within airside retail areas, which differ greatly from regular shopping centres in that it’s much harder replace someone if, for example, they call in sick, because of security clearance issues. “All Blackjack staff are airside-cleared and we have a huge range of skills and talents within our team, so if available, and if they fit the bill, they can be brought in at a moment’s notice using AAP,” Alington explained. “This means airside retailers can now make sure that on peak days or when faced with sudden personnel shortages their outlets are fully staffed, or they are able to recruit specially trained people as and when they need them. This will help maximise the opportunity for the retailer and the airport, while also optimising customer experience, driving sales.”

Coach and DreamWorks present Christmas at Westfield The Christmas season at Westfield London and Westfield Stratford City has kicked off with a line up of events and experiences including iceskating, an ‘Adventure to Santa’s Grotto’, Christmas shopping events, Christmas Choirs, special breakfasts and Christmas Jumper Day. Westfield has unveiled a new festive experience that takes families on a journey to the North Pole accompanied by Po, the Kung-Fu Panda, and friends. The new Grotto at Westfield London and Stratford City – Adventure to Santa’s Grotto, A DreamWorks DreamPlace – takes visitors through interactive and personalised activities on their adventure to Santa. Brought to life by DreamWorks Animation, Adventure to Santa’s Grotto concept

combines storytelling and humour. The approach of winter heralded the return of Westfield London’s indoor ice rink presented by, fashion and leather goods brand, Coach, who celebrate their 75th anniversary this year. Featuring Rexy, the recognisable Coach dinosaur, the ice rink will be located in the Atrium event space. The 500 squaremetre ice rink boasts an impressive festive backdrop and after dark, lighting and live music adds to the ambience

is outside their store – specifically a retail area. The plan is to have a personalisation area where consumers will be able to get products they have bought personalised on the spot.

Coach will take two areas. One will be at the front of ‘Skate in Style’ – a lounge area where consumers will be able to experience the brand and the product range, whilst watching the skaters. The second area

Amazon extend TeamHaven into the USA TeamHaven has been selected to manage Amazon’s USA retail field account managers who help to increase product sales across their major retailers. Amazon Inc. have in the past used fieldforce software from two other USA based providers, but wanted an enhanced solution that easily handles the complexity

of their retail business across the USA. TeamHaven is utilised to help manage product availability and promotional activities across their retailers and is also used to record the training activities undertaken at the store level. TeamHaven has helped improve the efficiency of the team and help provide intelligent data 2016 FM & BE Awards 2

and photo gallery reports. Steve Grimes CEO added “We are very grateful for the introduction made by Amazon UK, following an extensive free trial, we were happy to satisfy the demanding needs of Amazon Inc who have now rolled TeamHaven out across the USA.”

BX News BX News BX News BX News BX News BX News BX News BX News

FreemanXP launches in China & Singapore

Smith & Sinclair pops up Land Securities has announced that Smith & Sinclair, the creators of the world’s first edible cocktails and flavour specialists launching their first standalone pop up store ‘The Flavour Room, Bluewater’ in November 2016. Located in Bluewater’s popular Arcade area, adjacent to Rituals and Il Gusto, the 465 sq ft pop-up store, called The Flavour Rooms, will pop up from November 17 until January 2. The new store will feature specially created products including the brand’s trademark range of edible alcoholic cocktail pastilles, a cocktail sherbet wall, edible perfumes, confectionary ‘salt and pepper’ shakers and alcoholic dib dabs. Shoppers will also be able to breathe in flavoured aromas from cascading domes infused with seasonal flavours.

Heinz Kloihofer, Bluewater’s Mall Leasing Manager, commented on the new pop-up launch: “This innovative, premium concept is something we felt would really get people talking and is the perfect complement to the retail and dining brands here already. This type of offer adds another unique, stand-out experience for people visiting Bluewater and would appeal as a bespoke seasonal gift idea.” Melanie Goldsmith co-founder of Smith & Sinclair added: “Bluewater is the perfect location for our first standalone pop-up store and to showcase our original offer in a prime retail setting, outside of central London. The centre has a reputation for leading retail experiences, and we can’t wait to share our concept with its shoppers in the lead up to Christmas.”

Freeman has announced it is integrating several of its creative services across the Asia Pacific region, including China and Singapore, under the company’s agency division, FreemanXP.

aligns our teams to address the needs of clients by combining the Freeman agency resources with ETGSC and The Event Company,” said Dan Hoffend, president of FreemanXP.

The move comes after Freeman acquired Staging Connections Group Limited in November 2015. The event services company, with operations in Australia, New Zealand and Fiji, operated in Singapore as The Event Company and in China as ETGSC. “Today’s integration announcement better

Kru Live partner with MTV EMAs, Rotterdam, 2016 MTV appointed Kru Live to provide a fully managed staffing solution at the recent EMAs held in Rotterdam. Kru Live’s solution was to partner with their global network, The Staffing and Entertainment Collective. As lead partner to MTV, Kru Live liaised with their local, fully procured and longstanding partner in Amsterdam to deliver MTV’s live event team. Kru Live’s team of cool, edgy and energetic brand ambassadors worked seamlessly with MTV to manage the “Screamers” Competition on site, representing EVOS and Listerine, two of the European Music Award sponsors.

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The event took place from Friday 28th October – Sunday 30th October at the Rotterdam Ahoy. Fans hoping to become a part of the crowd for the live show were asked to prove why they should receive a coveted MTV EMA ticket by entering the “Screamers” competition. Kru Live’s EVOS and Listerine brand ambassadors were there to help get fans ‘in the zone’ before and after their big MTV audition, generating hype surrounding the experience.

BX News BX News BX News BX News BX News BX News BX News BX News

The Christmasaurus launches at the Natural History Museum Children’s author and McFly band member Tom Fletcher launched his children’s fiction novel The Christmasaurus at the Natural History Museum on 5th October. The Earth Hall was transformed into a Christmas extravaganza with seasonal lighting, canapés and a Giant Crumpet Christmasaurus made from 2500 Warburtons crumpets and standing at 2.5 metres tall. Published by Penguin Random House Children’s, The Christmasaurus is Tom’ s first novel aimed at 7-11 year olds, inspired by his love of all things Christmas and dinosaurs. Set on Christmas Eve, the story is about the magical adventures of a boy named William Trundle and an unusual dinosaur called the Christmasaurus.

Jägermeister’s zombie apocalypse

at the Natural History Museum? Tom Fletcher and Penguin Random House wanted to throw the first Christmas party of the season to celebrate The Christmasaurus in festive style!” Sally Stanton, head of marketing at Warburtons comments, “The Christmasaurus really is such an entertaining read so is a natural fit for our family brand. After hearing that Tom Fletcher’s Elves loved crumpets just as much as we do, we figured it was a fantastic opportunity to join forces and create the Christmasaurus out of crumpets.”

Provision Events launches Robert Walters Lions NZ Rugby Tour, following its sponsorship successful sponsorship of the Lions

Robert Walters a worldwide recruitment company were announced as the Official Sponsor of the British and Irish

tour to Australia in 2013. After the events success Steffan Lloyd of Essentially Group who are Robert Walters brand agency said “From concept to delivery, Provision were efficient throughout and ensured a high quality production for the launch of Robert Walters partnership with the British & Irish Lions in Covent Garden. We were delighted with their ability to work with a budget and their communication was excellent”.

Sonos hosts listening amnesty To demonstrate that ‘your music deserves better’, Sonos gave Londoners the opportunity to swap their inadequate speakers for a Sonos Play:1. In a ‘You’re Better Than This’ Amnesty, Sonos called for music lovers across the city to bring their speakers to King’s Cross Station on Wednesday October 26th at 8am. The first 300 people to arrive were awarded a brand new Sonos home sound system. The Amnesty had been designed off the back of a recent new advertising campaign called ‘You’re Better Than This’ drawing attention to listening fails (an audio speaker that is designed to be used in the home) and inadequate speakers. The campaign pokes fun at the absurdities of modern listening, and

heightening the Jägermeister Halloween buzz by encouraging bar staff and the public to share their best undead party images across social media.

Over 2,800 Zombie Takeover kits, created Bray Leino by Bray Leino, CEO Kate Cox were distributed said: “With to on-trade our support, customers. They Jägermeister’s include a host of fearsome gory props and on-trade accessories to decorate venues and give activations have helped make the brand staff and customers that ‘back from the a central component of the Halloween dead’ look. party for consumers and on-trade customers.” The #JagerZombie hashtag returned

Bigger’s North Face Mountain Festival

Lauren Hyett, head of PR for Penguin Random House Children’s comments: “Where better to celebrate the launch of a book about a very special dinosaur than

Provision Events were hired by Robert Walters to launch their Official Sponsorship of the British and Irish Lions NZ Rugby Tour in Covent Garden London. The event saw Provision put together a mini branded rugby pitch for a photo shoot and a Hakka re-enactment which was featured on Sky Sports News.

Jägermeister gave party-goers a fright this Halloween, turning UK pubs and bars into scenes of the zombie apocalypse.

how music lovers have given up quality for convenience. ‘Listening fails’ handed to Sonos during the Amnesty were collected and used to create a ‘You’re Better Than This’ art installation by local designers MADE. The monolith, revealed on the eve of October 26th, is a reflection of London’s collective listening fails and a monument to the past.

Brand experience agency, Bigger, helped bring together 600 people from 21 different countries at The North Face Mountain Festival in Lauterbrunnen Valley, Switzerland. The immersive brand activation boasted three days of intense outdoor adventure and exploration from 16-18 September. Over 70 activities were completed which included everything from trail running, climbing and hiking, to paragliding, canyon jumping, canyoning, rafting and alpinism. Away from the outdoor pursuits, festival goers could enjoy all that the event’s Base Camp had to offer – the aim being to inspire, learn and celebrate after returning from the mountains. Inspiration started in the form of tales from the brand’s athlete team, such as Simone Moro and Tamara Lunger’s first winter ascent of Nanga Parbat. Foodies could learn

how to transform basic food supplies into tasty and nutritious meals to fuel their bodies during an expedition. Creative minds learned how to best capture the great outdoors through a photography workshop. Performance obsessed explorers discovered new ways to prepare their bodies for the mountain. There was also a chance to celebrate the day’s events and stunning surroundings with locally sourced food and drinks, live bands, and DJ’s. Jeremy De Maillard, VP marketing & ecommerce at The North Face EMEA, said, “Mountain Festival 2016 has been an overwhelming success.”

Britain’s smallest craft beer bar

Greenwich brewer Meantime have opened Britain’s smallest craft beer bar in Greenwich named the ‘Make Time for It’. The bar, which measures just 6ft by 8ft – smaller than the perimeter of a snooker table – has space to accommodate just two people at a time.

Entry is free and members of the public can pre-book a time slot or simply turn up on the day to experience the bar. Guests will be treated to a free beer of their choice whilst inside the bar, where they can also enjoy the crafted items on display which were specially produced to create the ideal

2016 FM & BE Awards 4

watering hole. Visitors will also walk away with a personalised bottle of Pale Ale. The bar offers the public an opportunity to take a break from busy life and digital distractions – mobile phones will be handed over to the resident landlord – encouraging patrons to take time together over the nation’s favourite drink. Rich Myers, marketing director of Meantime Brewing Company, says: “The ‘Make Time For It’ campaign was designed to highlight the importance of time, the fifth ingredient in ours beers.” Hope & Glory are handling the PR behind the activation.

At This Year’s Awards 2016 FM & BE Awards 5

FMBE 2016 Sponsors

Judges 2016

FMBE would like to thank its amazing sponsors. Sponsor write ups appear on the relevant category or in At This Year’s Awards as appropriate

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 below are as of May 2016.

Outsourced Sales 12

Brand Ambassador (FM) 30

Sampling/ Demonstration 12

Brand Ambassador (BE) 32

Instore 14

Stand (Large Scale) 32

Field Data 16

Product Launch 34

Team of the Year 16

Small Scale/ Local Campaign 35

Tactical Campaign 18

FMCG Campaign 36

Sponsorship Activation 20

Operational Success 36

Shopping Centre/Roadshow 22

Stand (Small) 38

Immersive Event (Mass Consumer) 22

Experiential Brand 40

Immersive Event (By Invitation) 22

Sports Campaign of the Decade 40

Interruptive Marketing 28

Brand Experience Agency of the Year 42

Creative 28

Professional Agency Team 44

Integration/Amplification 30

Field Marketing Agency of the Year 44

Kerry Alligan, Portfolio Commercial Partnerships Manager, Lendlease Paul Andrews – E xperiential and Brand Marketing Consultant for BMW Katie Baker, Head of Retail, Samsung Electronics Andrew Bodwick, Head of Brand Experience, SpaceandPeople Rich Bradley. European Field Sales Lead, Kellogg Lucinda Brett, UK Head of Marketing – Lavazza Coffee Carmen Byers, Global Events and PR Manager, Brompton Bicycle Bryony Crowther, Director, Asset Space Nancy Cullen, COO, SpaceandPeople Phil Dawson, Commercial Brand Manager, Allied London Tim Fletcher, Contact Strategy Manager, Britvic Soft Drinks Kate Freeman, R egional Retail Development Director, Warburtons Lucy Gardener, Festivals and Events Consultant Graham Gates, Brand Value Analyst Stuart Gillis, C hannel Manager – Convenience and High Street, Warburtons Matthew Goddard, H ead of Field Sales (Grocery and Impulse), Pepsico Jennifer Hill, Head of Off Trade Sales, Molson Coors Sheonah Howlett, Brand Partnership Manager, Hammerson


David Jones, Director of Fieldforce Planning, CACI Rhys Jones, Owner, Retail Alchemy Noeleen Kelly, M arket Strategy and Planning Operations Lead, P&G Sarah Lloyd, European Business and Culture Consultant Andrew Murray, Content Film and Digital Planner David O’Neil, Head of Commercialisation, Hammerson Nigel Owens, VP Sales EMEA, Sales at Work Daniel Porter, Shopper Marketing Campaign Manager, Tesco Jonathan Read, Founder, Tobacco Dock Ben Reed, Head of Brand, Silvertown Alan Robson, Event Data Analyst Samantha Rush – Marketing Director, REM Chris Ryan, Business Improvement Specialist, Sales At Work Graham Sampson - New Business Ambassador, Asylum Effects Louise Sharp, Experiential Business Director, JC Decaux Jeff Smith, Marketing Procurement Consultant Louise Stamper – Chief Commercial Officer, VIP e-Cigarettes Jamie Sterry, Head of Brand Activation, Innocent Drinks Emily Strang, Marketing Associate, Deliveroo James Swain, Lead Shopper Marketing Manager, Tesco Daniel Underwood, B rand Manager, Sponsorship and Partnerships,Vodafone Lottie Unwin, Marketing Lead, Propercorn Kyra White, Marketing, PR and Events Director, Balance Me Beauty

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E-Learning Field Marketing

CHANNEL ASSIST Business Analytics

Merchandising & Compliance

Direct Sales




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To explore how we can help you achieve your sales goals please contact us at:    01494 240 170

In 2015 Channel Assist won the SILVER Field Data Award at the FMBE Awards. In 2014 Channel Assist won the GOLD for New Agency of the Year & New Business Award at the FMBE Awards. 2016 FM & BE Awards 7

At This Year’s Awards Troxy This grand and historic theatre and venue for astonishing events was quite the setting for an FMBE panto.

Christopher Biggins

If ever there was a need for a cherry popper of a dame it was always going to be the lovable Biggins who leant the evening a slice of his huge charisma. Christopher was booked and handled for this event by Kru Talent International.

This year’s event saw the 12th edition of FMBE Awards raise the curtain on the great cultural phenomenon of pantomime and the story telling and popular song that go along with it. Fairy tale sales and marketing success stories abounded as we hoped to make 2016’s political uncertainty a case of ‘its behind you!’. It was a night to remember, with a champagne reception from Bluewater Shopping Centre setting the tone for a funfilled industry celebration.


The destination media and retail specialist brought us the best looking table plans we’ve had at the awards using the kiosks that they now offer to complement sampling campaigns. The kiosks have multiple plasma screens to display media and can be vinyl wrapped to amplify branding and campaign messaging. More info on page 18. SpaceandPeople also offered a prize draw that saw a stack of entries – hardly surprising as the prize was a trip away on EuroStar. The winner was Rachel Bateman, Initials

Promohire Cinderella’s footmen awaited our guests at Limehouse DLR station and

Channel Assist A full order of presentation and a run through of the shortlisted contenders for every guest was made possible by sponsor Channel Assist. 2016 FM & BE Awards 8

brought out guests to Troxy in sparkling style, glass in hand – all courtesy of brand events partner, and our event supplier-sponsor Promohire.

Hammerson, Yamaha & Harry the Piano


The addition of a live pianist at the award’s reception added charm and another exceptional talent to our line-up. Harry the Piano brought his deft skills and improvisational talent to truly set the scene for the evening on his Yamaha Grand. Yamaha’s engagement with the event and with the brand experience industry comes with thanks to Hammerson PLC, the shopping centre owner and commercialisation provider that has stood shoulder to shoulder with FMBE in championing our industry through the years. Hammerson and Yamaha have teamed up in 2016 with many brand experiences for Yamaha played at the pianos in their shopping centres. Gary Barlow playing at Bristol’s Cabot Circus in a Gary Barlow mask was probably the campaign highlight to date.

The creative workshop team at Harrison’s built an Alice in Wonderland ‘Flotobooth’ which allowed our guests to take some spectacular images in which gravity was strangely defied.

The Drop: Undercurrent Our event video really puts you into the event with some superb close up work that caught the laughter and joy that we love so much at FMBE. The Drop also provides 360 filming, doing so with a breakthrough event film for EE at Glastonbury this year. You can see it at our home page

Coalition’s band of panto stars

Badoit & Evian Our water is sponsored by Danone Waters and it gives us the opportunity to share glasses of pure clarity and refreshment on the night by associating with these two global brands.

Party Ingredients Imaginative panto-themed dishes and superb service meant that our dinner was tantalising and memorable.

Our hosts and hostesses gave our guests a welcome that was like walking onto a set for Shrek. Captain Hook, Snow White, Peter Pan, those Ugly Sisters, Maleficent, Prince Charming and Aladdin can take a collective bow. The theatrics of our extrovert hosts and hostesses were never at the expense of the smooth running of the evening which Coalition kept on track on and on time with professionalism and exactitude.

Marcus Bentley OMG was our voice for the evening none other than BIG BROTHER? Oh yes, it was.

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My3DTwin & FMBE

Glenn Ball

We love to break new tech at our event and so FMBE brought in My3DTwin in a bid to offer an even bigger buzz for our winners. The result? Individuals from our gold winner brands and agencies are now in possession of a 3D figurine of themselves standing on a gold winner podium.

No Limit Street Band

Choreographer, dancer and DJ Glenn was ours and Biggins’ Prince Charming, who delighted our audience with his dance routine with Cinderella at 9pm before transforming into a DJ after midnight, where he took up the hard task of following the raucous NLSB encores. Glenn’s DJ set went down a storm. FMBE has a reputation for being the party no one leaves and we were still short of dance floor space at 2am when Glenn’s set ended.

Back by very popular request, NLSB played our winners up to stage before a big brassy set, keeping the dance floor packed until after midnight before handing over to DJ Glenn Ball. Our most observant guests picked the link between winners and their music as GMR Marketing from the US took the stage to ‘Kids in America’, Mentos won to ‘Sweet Dreams are Made of This’ and Brand Ambassador Michaela Wilkinson was serenaded as our ‘Material Girl’

Mentos and Love Hearts What panto doesn’t offer sweets to the boys and girls, and fortunately for us Mobile Technik gave away Mentos, with compliments whilst Hammerson offered mini Love Hearts in charming jewellery boxes.


Lavazza proved a flavourful experience for all coffee drinkers on the night and was served at the end of our 4-course meal. 2016 FM & BE Awards 10

Intu and Pictures Experience

Our party sponsors intu brought the props, masks and disguises and got our post-awards party started. Partnering with Pictures Experience did the rest - and kept the buzz going online long after the last dance. #getintocharacter was a really good fun way to play along with the panto theme and also to line up for a draw for intu shopping centres. Pictures Experience brought a host of photo activation tech with them including a multi angle green screen booth to pose in, roaming photography and instaprint units. The photo agency also demoed a new technology at the event using Troxy’s balcony to pick out partygoers and get a stand out selfie in a crowd shot.

Kru Talent FMBE’s reputation for a mass of colourful characters and sideshows is reinforced by Kru Talent’s excellent performers. A panto cow trio, an omnipresent stilted/ hobby horsed jester and a caricaturist helped to invigorate and capture the characters at the event. 2016 FM & BE Awards 11

Outsourced Sales Performance of the Year

Most Effective In Store Sampling/ Demo

GOLD Channel Assist – Panasonic SILVER ODM – Virgin Atlantic BRONZE Atomic Live – Tangerine The challenge for the trophy The winner was unanimous, standing ahead of the rest in a category that surprised with its variety and range of innovative case studies. Impressive results across 8 superb case studies made the first category one of the most challenging to win with judges going back over the sales data debating how the entries evidenced how a sales dynamic was generated. This was an awards debut for the impressive bronze winner Atomic Live with Tangerine’s popcorn brand Butterkist. A massive push for distribution and stockists led to dramatic results for the brand in the best store facing sales campaign of the year. A £1M wholesale opportunity was identified and delivered as Butterkist was successfully sold into 15,500 convenience stores.

ongoing representatives reaching everimproving KPIs. What stood out about the winning campaign? The gold winner charted a supreme growth period for Panasonic Viera where in store promoters were supported with a finely tuned battle plan that gave them more consistency in store and a chance to release excellent sales training. The team targeted sales that would smash share of business kpis in John Lewis and Dixons stores, succeeding with 13.2 per cent share increase in JLP and 7.6 per cent in Dixons. What did the judges especially like about the entry?

Simply providing video testimonials from David Preece, Marketing Director and Andrew Denham, Managing Director was impressive enough. That they had both witnessed the sales training The Virgin Atlantic credit card and flying and shared the strategic aims of how club team, enrolled new cardholders they expected sales techniques to whilst supporting travellers in airport deliver at a business level for the Viera lounge mode, and adhering to the ranges was especially compelling. One multiple challenges of Financial Conduct judge commented: “There’s no doubt Authority, was always one with a Panasonic knows the importance of its stand out platform. ODM enhanced its field team, valued it before this season, considerable reputation in the sector and had total belief that Channel Assist with this entry that has seen a team of 7 would deliver exceptional sales results.”

GOLD GMR Marketing – Miller Lite SILVER Gekko – Beko BRONZE Fizz Experience – The Food Warehouse by Iceland BRONZE REL Field Marketing – Panasonic The challenge for the trophy Bar the gold winner, the category wasn’t the force that it has been in previous years and certainly didn’t see as much innovation. This was a major surprise given the advances in brand experience method at point of sale that is currently influencing the accountability of field marketing promoters. The category was not strong enough for separate golds in sampling and demonstrating, which was the case in 2015. Bronze wins saw REL and Panasonic’s push for microwaves, combi ovens and breadmakers proving a successful trail relationship that has immense promise and Fizz Experience at The Food Warehouse by Iceland step on impressively on 2015. The silver award showed how product influencers in store, equipped with features and benefits could launch a new retail range for Beko, called Beko Select. This was a classic field marketing demo campaign underpinned by one stunning statistic – a 30 per cent conversion target from demo to sale was smashed by the team who registered 74% What stood out about the winning campaign? The gold winner was a US raider that brought everything to the grill table.

David Jones, CACI and Stefan Midford, Natural Insight present the award

To drive sales in Meijer stores GMR conceived and constructed the Miller Lite Grill-Off with Guy Fieri—an activation at an American Football game in Michigan that capitalised on Guy’s popularity and celebrated the role of Miller Lite in tailgates and grill gatherings everywhere.

efficient call Sponsor: CACI & n Create schedules Natural Insight Natural Insight’s

Increase the efficiency and effectiveness of your field team CACI and Natural Insight have joined forces to help FM agencies achieve more store visits every day, and improved in-store execution for each call. Who we are CACI has a heritage in providing solutions to enable FM agencies to – n Identify areas and stores of high potential n Accurately assess required headcount n Optimise territory structures

cloud-based workforce management platform has been used to carry out 30,000,000 retail assignments for 60,000 field personnel, allowing agencies to – n Dynamically schedule retail activity n Ensure tasks and surveys are executed consistently and professionally n Track check-in times and location of field personnel n Analyse and measure quality and cost by project

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GMR worked with MillerCoors Responsibility team to provide free shuttle transportation to and from the game. While the event was dry, due to legal restrictions, having the Grill Off in the parking lot

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2016 FM & BE Awards 12

helped increase daily Miller Lite sales. After the event, Guy headed over to the game and visited with Meijer guests in the Miller Lite suite. MillerCoors augmented these experiential touchpoints with a six-week consumer promotion in Meijer stores leading up to Grill Off With Guy, further leveraging Guy Fieri’s likeness and recipes to promote Miller Lite and the Grill Off With Guy event. What did the judges especially like about the entry? Neilsen AOD Data was very detailed including n Grilling with Guy had Meijer beer category +7.3 pts ahead of US Grocery n Miller Lite with +9.8 pt dollar change: The Grilling with Guy program drove Meijer dollar growth changes for the total category, which was +9.1pts vs the 10-week trend preceding the program. The Grilling with Guy program impacted Miller Lite by increasing dollar and case share, but it also made more money for the entire category by displaying beer in areas nonbeer buying shoppers are shopping and disrupting their experience to remind them they need beer. The program was sold into all major grocery accounts and has been internally deemed one of MillerCoors’ most successful retail programs of the past decade.

Steve Grimes, Teamhaven, presents the award As a truly global solution, TeamHaven is supporting brands and agencies across 57 countries in their own languages, whilst processing more than 6 million retail visits a year around the world. For more information and to discuss your free trial, please contact

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Most Effective Instore Marketing (Influencing Stores)

Most Effective Instore Marketing (Engaging Shoppers)

PLATINUM McCurrach – Kerry Cheestrings SILVER Tactical Solutions – Tangerine BRONZE Logobrand – Tassimo

GOLD Gekko – Kärcher SILVER PrettyGreen – Pandora BRONZE BWP Group – IKEA

The challenge for the trophy

The challenge for the trophy

This was a great contest with a top three played out at grocery multiple between teams that leveraged store relationships to the max.

In the final 3 shake up two brand experience team relationships with leading retailers came up against a classic piece of front of store product demonstration.

In bronze, Logobrand and Tassimo demonstrated superb ROI in Tesco with a campaign that would win them gold in Tactical Marketing (and can be read about there).

Between them, the bronze and silver winners showed how brand experience is vital to retaining shopper excitement using in store theatre to connect. The harder data for Pandora was enough to edge out IKEA but in truth both have elevated entertainment ambitions and both showed a great understanding of shoppers and how best to celebrate the core retailer USPs.

Silver saw Tactical Solutions prove that excellent relationships with Tesco store managers could deliver Sweet Beats for sweet business Tangerine on a low budget. What stood out about the winning campaign? The Platinum Award is presented to the campaign that judges expressed the most love for, across all our categories and the winner of it was a slow burner. At first read it seems a good solid exploitation of Asda’s Mighty Merchants programme that can give planned advantage in Asda to certain brands and products, but on rereading it is clear that an extraordinary alliance (or indeed Force) awakened that saw Star Wars, Kerry Cheestrings, Asda and McCurrach emerge as remarkable allies who jointly created opportunity and massively outperformed expectation with a £500,000 sales increase during the promotional campaign. What did the judges especially like about the entry? The entry showed data driven evidence from multiple sources (Millward Brown, Kantar, Neilsen and Asda) that justified a link between Cheesestrings and light sabres that few could have envisages. Multiple testimonials, including one on video showed that when all stakeholders, including the stores, buy into the theatre, the product, its ambitions, its relevance and its field team then nothing can surpass field marketing for converting buzz and shopper mindset into sales success.

What stood out about the winning campaign? Consumer indifference to Kärcher’s innovative Window Vac was the main brand challenge, so convincing consumers who have come into store shopping for other things to leave with the product must have looked daunting to most but is the sort of project Gekko embraces. Target –a KPI of of 20 meaningful engagements with customers per day (two minutes or more) in each covered store. The result saw 42,675 shoppers engaged with, averaging at 33 per day. What did the judges especially like about the entry? Sales of 5 units per day led to much increased understanding of the product and its potential, especially in Homebase which increased its stock by 4000 units following Gekko’s intervention.

Nigel Cruttenden, SMR7 presents the 2 gold awards

Sponsor: SMR7 Founded in 1999 SMR7 is a global field marketing intelligence solution, delivering Android & iOS data capture apps that work offline, both available in the app

store for fast simple installation. Our platform is a fully hosted cloud solution for retailers, manufacturers and agencies. It is easy to configure and undertake store activities, where data captured is available in real time reports and alerts. This

enables intuitive live dashboard reporting to support your real time business decisions to boost cost savings & sales. These dashboards are available via the web or our Dashboard reporting app Delta Dash also available in the app store.

2016 FM & BE Awards 14

At SMR7 we try and capture the future not just your data and we have features launched or in development including Augmented Reality, On device Photo Quality Checks, Artificial Intelligence Reporting, Apple TV Dashboard Reports App. FIELD MARKETING INTELLIGENCE

2016 FM & BE Awards 15

Field Data Award

Team of the Year

GOLD REL Field Marketing – Danone Waters/Red Bull SILVER Logobrand – Wrigley BRONZE NexusEngage – VIP e-Cigarette BRONZE promogems – Atkins The challenge for the trophy A great contest here with plenty of variety for our judges to enjoy a very deserving top 4. The bronze winners were both neat, refreshing works in progress. Atkins and promogems won bronze for a campaign that used the agencies unique proposition for targeted sampling in offices of Atkins Fudge and extended the effectiveness by collating the shopping habits of the brands most desired consumers. The campaign therefore both costeffectively won over shoppers and brand fans as well as arming Atkins with core insight to help grocers to stock and range the product where it is most likely to find traction. VIP e-cigarettes and NexusEngage impressed with an EPOS investment in their 92 retail outlets that massively improved stock efficiency, retail effectiveness and performance. In silver, Logobrand and Wrigley showed how Logobrand’s top rated data driven field marketing was applied to help Logobrand and the in-house team to dovetail with real time data use and reverse sales decline in Tesco and Sainsbury’s. What stood out about the winning campaign?

In a word: Innovation. Red Bull and Danone’s sales team merger and syndicated story required new data thinking to raise the sales ceiling for both brands. A data system called Compass has been put to use driving an extra £13 per intervention. What did the judges especially like about the entry? A compelling summary which read: “not only have we forged two global business together, recommended and implemented one world class data provider and deployed it with excellence. We are about to enter new territory with the UK FMCG market. We have analysed all Danone & Red Bull data and identified a common theme on Saturdays and Sundays within store, we can see that these two days are ranked 1 and 3 in terms of opportunity. From January 2017, the full UK team will set days of the week to work by territory based on the maximum impact they can have, this means 60 territories all working 5 from 7 days and 39 people will cover the weekends to maximise sales and availability on these key trading day. This is true value add to our customers and making data at the heart of what we do.”

GOLD REL Field Marketing – News UK SILVER Field Sales Solutions – Ferrero SILVER Orchid – Storck BRONZE REL Field Marketing – Molson Coors The challenge for the trophy This is traditionally the toughest FM category with the weightiest entries and this year proved no different. Judged in two rounds with 2 sets of judges, all drawn from the top rung of field marketing management for national and global brands, the shortlisted 8 alone left some us scrambling to provide feedback to teams that didn’t make the grade. We could have listed more than 20 potential winners. In round 2 smaller, part time and tactical teams fell away but without any shame. They’re all either growing or building to a next level. Being a large team is not a success prerequisite but this year some established seamless client relationships rose to the top four. For bronze winning Molson Coors a team focus on brand solutions to meet customer needs helped Molson to extend sales across its full portfolio. The two silvers went to two sweet-toothed teams who took 2 different approaches to clocking up confectionery success. For Storck, judges loved the joined-up sales and marketing tools and techniques behind a strategically advanced employment restructure – leading to far greater merchandised units and incremental display gains.

2016 FM & BE Awards 16

For Ferrero judges admired a team that is now regarded as one of the six cornerstones that underpin sales success for the brands, increasing ROI with a highly motivated and well-structured management. What stood out about the winning campaign? News UK has featured in Team before. The team has a long-standing role to fulfil as a trusted business driver for convenience and independent retailers even whist the newspapers are in sales/circulation decline. The team built impressive incremental gains with a Perfect Store programme that optimised sales potential in 7916 retailers. What did the judges especially like about the entry? The halo effect. The team is providing confidence in the news category as a whole and is giving retailers reasons to be cheerful in a category that drives 17m visits to convenience stores per week. Perfect Stores generated over £6M in incremental sales in the year.

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REL Field Marketing 2016 FM & BE Awards 17

Most Effective Tactical Campaign (ROI led)

GOLD Worth Retail – The Pet Shop Boys SUPER SILVER Contract People – Hop House 13 BRONZE eXPD8 – M&S Rosie

GOLD Logobrand – Tassimo SILVER REL Field Marketing – Tetley BRONZE Gekko – Acer BRONZE PSfm – Sonos The challenge for the trophy The top two were stand out entries leaving Gekko’s entry with Acer and dutch agency PSfm’s with Sonos as honourable mentions – Gekko for the sheer effectiveness of a dynamic sales demo team and PSfm for enabling the brand to take full advantage of its store-in-store. In silver was a relatively new Tea Warriors Tetley team maximising sales from a Green January push for a season of post-Christmas healthy habits. The activity allied to a Tetley market lead in both value and growth. Display gains were supported by active selling and sampling to consumers in store. What stood out about the winning campaign? Logobrand has an unrivalled

Most Effective Tactical Campaign (Marketing/ POS Led)

The challenge for the trophy

record in this category. This year, a 2015 campaign for Tassimo pods and brewers in Tesco generated universal acclaim – and sales uplift - with a campaign that led by prioritising rectification of Lost Sales Value in stores that Logobrand’s Availability Manager system identified. What did the judges especially like about the entry? Logobrand delivered an average ROI of £24.94 per Tesco store for every £1 invested during November and December. Client Lee Harris, Bosch clearly enjoyed the campaign insight saying ‘It’s the most comprehensive reports we have had. The compliance has significantly been increased this peak and the detail and feedback has been very good. It’s certainly over and above what we have had before.”

First a footnote on this category. The shortlisted finalist from the Philippines for Cebuana Lhuilier, a pawn shops business was an only at FMBE one of a kind for the right reasons. Though the entry didn’t win it challenged our judges to gain a quick understanding of the cultural challenge and firm belief in Field Marketing that the business utilised – and impressed with a story that showed great insight into business commitment. The top 3 here were rated the best we’ve seen for any tactical FM campaign in the Marketing/ POS Led division.

In silver, the launch of Hop House 13 in Ireland as Guinness owner Diageo moved into the craft market in a big way. Contract People were desperately unlucky not to pick up gold for what AC Neilson rated as the product launch of the year in Europe a job that drew upon many different FM skillsets. What stood out about the winning campaign? This was a pop-up shop that had look, location, experiential values and a highly successful result. What did the judges especially like about the entry?

Whilst sales, album success, very effective use of budget and location negotiation all impressed it was the convincing ‘brand’ environment that impressed most. eXPD8’s Said Angela Becker bronze was a from client Becker first campaign Brown, “The for the agency SUPER store was for M&S a perfect extension Beauty for of the Pet Shop their cosmetics Boys brand – launch Rosie. forward-thinking, A 3-phase ground-breaking merchandising and unique. Worth set up was run by eXPD8 with exacting professionalism that truly captured the essence of the album by gave M&S a broader outlook on what constitutes delivering a totally unique marketing solution for its launch.” ‘field marketing’. All 3 were rated as the winner by at least one judge so it was a split vote that decided the 1-2-3.

2016 FM & BE Awards 18

the drop

2016 FM & BE Awards 19

Most Effective Sponsorship Activation (Sports) GOLD Amplify – Lavazza SILVER Toucan – Ocean Spray BRONZE Traffik – Samsung The challenge for the trophy A long debate and much of it surrounded the bronze winner, a campaign with obvious and game changing credentials that left a fair bit of the sponsorship programme out of the entry. So, Samsung’s Slideliner, a winner at Cannes, was third here (and a winner of our immersive category). The debate opened the door to just what effective really means in terms of sponsorship activation and two campaigns outran Samsung on the run in. In silver an Ocean Spray activity with Color Run that wasn’t a game changer but which drove effectiveness from the sponsorship directly to the retailers, where it counted, showing a +6% sales growth. A detailed budget breakdown left no one in any doubt as to how the strategy had been weighted, how the marketing approach had been integrated and how it had performed with accountability.

What stood out about the winning campaign? The gold winner took one narcissistic innovation – draw a selfie on a coffee using a new device called a Ripple Maker – and used it to reach out to the most committed sports fans and provide them with much needed levity – by connecting with fans in the Wimbledon queue. 5000 Ripples, 10,000 coffee samples from the Lavazza bar, social media and press coverage, enhanced by the engagement of celebrity servers, including Judi Murray meant masses of amplification for the brand from one simple and relevant stunt. What did the judges especially like about the entry? One judge comment spoke for the group. “Brand recognition at such a high profile sports event can be hard to achieve but Lavazza showed how to achieve cut through with a simple device that made it talked about by the most excited fans of the sport.”

Most Effective Sponsorship Activation (Music and Film) GOLD Fusion – Renault SILVER FreemanXP – Vodafone BRONZE Vision Nine – Three BRONZE White Label – Stolichnaya Vodka What stood out about the winning campaign? At one point this was a four-way tie. It Renault and Fusion got the nod because was seriously close. The category also received the highest feedback in terms of the activation at the Big Feastival had it all – event symbiosis, a celebrity tie in quality from our judges. with Jamie Oliver that focussed dad and For Stolichnaya, White Label maximised family interest on the brand though an on a Fabulous tie in opportunity as the online and offline cooking competition, Ab-Fab movie reached out to the heart of and a promotion at the event that a LGBT+ audience and embraced Pride saw the stand offer fun activities and and bar promotion with a star-studded adventure, the cars offer convenience to float that brought the vodka to the core festival-goers and the competition draw of a burgeoning fanbase. large crowds. But the ability to convert For Three, Vision Nine connected nearly genuine interest was never far away with every facet of the Snowbombing festival 162 qualified sales leads generated at with a message that underlined the the 3-day festival. brands lead core roaming message – Prime location at The Big Festival and ‘use your phone abroad at no extra cost.” a strong web presence gave Renault a Vision Nine brought the TVC proposition sense of ownership of a space where and the brands Kiss FM association they are unrivalled by other car brands. to life in Austria creating a new raft of What did the judges especially like brand fans whilst enhancing the festival about the entry? experience. The challenge for the trophy

For Vodafone, a much-desired softer brand look and feel connected seamlessly with the future heroes of the Summertime Ball fans, taking over the journey to Wembley online and then off with fantastic results.

2016 FM & BE Awards 20

Social media interaction numbers were impressive, but more than the numbers given the online presence was relevant and targeted for the brand and the event. Viewers of the competition entrants cooking their recipes were encouraged to enter a draw for 2016 Big Feastival tickets.



We strategise, design and manage events for the automotive industry across the UK and Europe, and work with some of the world’s most high-profile car manufacturers. To find out how we could help, contact us at 2016 FM & BE Awards 21

Most Effective Shopping Centre/ Roadshow GOLD PrettyGreen – Lego SILVER The Yard Creative – World Vision BRONZE Circle Agency – Dorset Cereals BRONZE N2O – Ben & Jerry’s The challenge for the trophy Lego’s win here ended up as a secret ballot as judging time ran out just before the final vote. But what looked a split verdict ended up in near unanimity as Lego’s back to building block basics appealed so strongly. In bronze, we saw two very on brand promotions – a super cinema experience for Ben & Jerry’s and a breakfast celebration for Dorset Cereals both of which showed how elevating the sampling occasion gave extra value to two brands that have brand experience high on their agendas. In silver, the touching and beautifully designed Story Shop for World Vision won hearts of the judges as their favourite work in the category, though they felt it stopped short of gold status as this ongoing campaign may have offered more effectiveness stats another year. It was a near miss nevertheless. The Story Shop’s high production values and creative storytelling has broken a mould for charity and shopping centre projects – and had allowed World Vision to find 3000 child sponsors up to the date of entry.

What stood out about the winning campaign? FMBE Awards, with its emphasis on brand and agency partnership played to the strengths of this activity that is an idea originated by an experience brand that is a great logical fit for live marketing – and delivered by PrettyGreen to a better and higher standard than seen in previous tours for the brand. The Imagination Factory returned Lego to its core offer, the building blocks of imagination, and required superb brand ambassadors to enliven a Factory storyline that allowed the toy bricks to take on the engagement. What did the judges especially like about the entry? This category is all about effectiveness and Lego’s heritage of previous tours allowed other demanding KPIs to be set. The entry measured everything from engagements to social media impact and ROI. Purchase and purchase intent also figured. 84% of people who attended the experience had made a Lego purchase in 4-6 weeks post the event (15% more than the control group). 99% of the attendees expressed intent to buy Lego in the future – a massive 29% increase vs. the control group.

Most Immersive Event (mass consumer) GOLD PrettyGreen – Lego SILVER Space – UEFA BRONZE FreemanXP – Vodafone The challenge for the trophy We think that the silver and bronze winners will both win experiential awards and both were unlucky to come up against Lego here (with a different set of judges to the shopping centre category). The bronze winner is a superb all-round campaign reflected in silver-silverbronze at FMBE 2016. as a work of comprehensive attention to detail and multiple touchpoints it takes some beating.

Sponsor: SpaceandPeople

The way in which Imagination was opened impressed.

Scott Young, intu, presents the award

parks and Network Rail train stations. The

To find out more: T: 0845 241 8215 E: W:

What stood out about the winning campaign?

Within moments of arriving, the Imagination Factory ‘powers down’, via a 20minute sound and lighting show. The silver winner was probably the most Kids were challenged to start building in immersive undertaking and delivered with Lego and Duplo brick play-pits in order stunning excellence by agency Space. A to restart the factory. Inspiration was everywhere, from giant Lego tools and fan engagement train, trophy on board, builds, to films and the actors themselves toured 25 cities in France prior to the who improvised around a script. tournament with a 5-carriage touring experience. The experience included a What did the judges especially like glimpse into the world of superstar DJ about the entry? and UEFA ambassador David Guetta. Upon entering Guetta’s studio, they were The campaign fully justified the value of a longer and more immersive experience greeted with a holographic projection of – shoppers were kept busy by Lego for the man himself inviting them to enter into one of 8 recording booths to record 60 minutes – by balancing the number of engagements against purchase intent. a segment of the official song and be part of the one million voices featured on

Andrew Bodwick, SpaceandPeople, presents the award Congratulations to all the winners of the FMBE awards Brand Ex team works closely with clients, using their years of experience to tailor 2016 including Brand Experience Agency of the Year, MKTG. SpaceandPeople are proud to have worked with recommendations of suitable venues to the many of the agencies on the award-winning campaigns agency and brand brief. SpaceandPeople are also now offering a including PrettyGreen’s LEGO activation and Walker Agency & Mobile Technik’s Mentos activity at Birmingham kiosk to complement sampling campaigns. The kiosks, featured at the FMBE awards, New Street Station. have multiple plasma screens to display SpaceandPeople manage promotional space for media and can be vinyl wrapped to amplify experiential and sampling activity in venues including branding and campaign messaging. shopping centres, garden centres, city centres, retail

the track to win match tickets. Everybody who recorded a segment was also able to upload their version of the song to social media together with personalised album artwork.

Sponsor: intu Sponsored by intu (see our other immersive categories on page 24)

2016 FM & BE Awards 22

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Target shoppers, professionals and commuters Train Stations | Mixed Use | Shopping Centres SpaceandPeople has the exclusive rights to book promotional space in many prime London venues. To find out more: 0845 241 8215 2016 FM & BE Awards 23

Most Immersive Event (By Invitation)

Most Immersive Event (B2E/Training)

GOLD Traffik – Samsung SILVER PROPERCORN BRONZE Momentum Worldwide (UK) – Microsoft

GOLD Brand Brewery – DHL SILVER Undercurrent – Samsung S7 BRONZE drp – Triumph BRONZE TRO – BA

Erica Carr, intu, presented the award to FMBE’s Victoria Lloyd who collected on behalf of Traffik

The challenge for the trophy This was a competition of the highest order and a close call between gold and silver. In bronze though, a large scale stand out event, Future Decoded, part Expo, part inspirational presenters that combined to show how Microsoft could help businesses now and in the future. It successfully engaged over 10,000 partners and customers to directly generate leads recorded that Microsoft rate as being four times more likely to convert than any previous Microsoft telemarketing campaign. The silver award went to Propercorn’s Institute of Flavour, a pop-up London flavour factory made in conjunction with Bompas and Parr that introduced 256 VIPS and press people to the flavouring process. Visitors would learn what it takes to create flavour perfection before


sniffing, spraying and sprinkling their way to their signature own seasoning. Every carefully-popped flavour would then be entered into Propercorn’s nationwide “crowdseasoning” competition. The event was impressive – the competition success and social media reach moreso. Press coverage alone had a reach of 240M.

The challenge for the trophy

Brand Brewery set out DHL’s challenge as follows: “How do you bring the DHL The category emerged during the judging brand to life in a live environment over process as we realised that a long one weekend to motivate 3,200+ promised influx of employee motivational employees from 40 different countries and sales resource inspirational brand and make them feel part of the ‘As One’ events had emerged. philosophy?” The bronze winners were large scale Eurocup is an event that sees each events – for BA 8000 employees and country/entity bringing teams, supporters its extended family in one instance and mascots to compete in a football and and for 1000 Triumph dealers in cheerleading tournament, whilst enjoying the other. Both showed impressive a festival with entertainment, teamengagement and initiative but neither building activities and brand touch-points. had the comprehensive attention to the The event experience used DHL of the employees winner. to make In silver as it happen, call centre whether train and photographers motivate to capture it experience or talented for entertainers Samsung and performers S7 and – they were S7 Edge found within targeting the business. 5000 sales DHL’s brand agents in 37 call centres and actually reaching over was given multiple touchpoints through the event by Brand Brewery in a way that 11,000. This modular training was vital as call centres sell 50 per cent of mobile was easy to roll-out globally. phones. Undercurrent’s experiential What did the judges especially like sales training led to a pre-order of over about the entry? 100,000 S7s. The handset was 48% Feedback came from over 1000 of the ahead of its predecessor, the S6. attendees collecting info including: 94% What stood out about the winning of attendees agreed that EuroCup made campaign? them feel valued as a DHL employee.

What stood out about the winning campaign? Gold went to the amazing SlideLiner a set of seats that follow the rugby on a set of rails, keeping the viewers in line with the ball. The sliding seats offer the best view in the house and come equipped with social media report and photo kits so that participants amplify the experience. Popularised in Australia, the SlideLiner is a great tech fit for the tech brand Samsung. This Cannes Lions winner furthered its award-winning reputation at FMBE. What did the judges especially like about the entry?


SlideLiner drove a 7.5% increase in Samsung’s UHDTV share, with weekly market share 5% higher than previous year 2016 FM & BE Awards 24

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 2016. We will look forward to working with you.


Where big ideas happen 2016 FM & BE Awards


2016 FM & BE Awards 26

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

2016 FM & BE Awards 27

Creative Campaign of the Year

Most Effective Interruptive Experience GOLD iD – Cornetto SILVER MKTG – Air New Zealand BRONZE MKTG – norwegian BRONZE N2O – Ben & Jerry’s Jonathan Read and Victoria Coleman, Tobacco Dock, present the award

The challenge for the trophy An old idea of interruptive guerrillastyle ice cream sampling was given a new sheen by N2O with Ben & Jerry’s whilst MKTG’s work for Norwergian was more complex – a surprising shopping centre pop-up themed on escaping from Alcatraz, called Alcatrapped, and designed to promote the airline’s flight to Oakland. The silver award was another MKTG entry with another airline, in this instance the Air NZ route to LA. Coinciding with LA fashion week, ex-Pussycat Doll, Ashley Roberts joined a fashion runway of models dressed in outfits made of boarding passes. MKTG took over Waterloo station for the surprise event that stole headlines and generated social media action.


What stood out about the winning campaign? The winner disclosed a budget that allowed the agency to deliver a surprise cinema event of quality build and stylish presentation. Interruptive campaigns are often opportunist and low budget, so this was an exception that proved that when an ambitious brand combines forces with an attentive agency, the effect can be dazzling.

GOLD Momentum Worldwide (UK) – Microsoft Xbox SILVER TRO – BA BRONZE Frukt – Energizer BRONZE MKTG – Cadbury The challenge for the trophy

experience, a Cannes Lions winner that took the idea of a living poster to another level by turning that poster into a live gameshow filmed for a global audience. ‘Survival Billboard’ borrowed heavily from In bronze, a bog scale stunt for Cadbury similar TV endurance tests, promoting as #eggseverywhere emerged over Easter Tomb Raider on the Xbox One by filming including an Easter Egg Nessie rising in contests in a seemingly endless vigil the famous Loch as a central plank in to stay standing on a small platform successful campaign. in front of the poster overnight whilst being confronted with very unfriendly Also winning bronze a Duracell ‘Dress conditions. Your Head Up’ boutique for Vision Headlights torches that lit up Camp What did the judges especially like Bestival at night as festival-goers took to about the entry? a head-torch conga and helter-skelter The Grittiest Winner lasted a gruelling 22 /TOMB The silver award RAIDER: was the slow burner. hours through a dismal London winter’s SURVIVAL A cardholder event held OF in the US for night helped create one a hugely creative THE GRITTIEST British Airways Visa Signature Credit Card campaign and achieve some impressive owners saw celebrity chef Tom Kerridge results… /BRIEFup a best of British multi-course cooking Launch Xbox One’s gritty newwas Tomb Raider title in the face meal. The initial response luke of the busiest launch period ever - packed full with the world’s warm – ‘another pop-up restaurant, how • 56,000 hours of streamed video greatest gaming franchises: Doom, Star Wars Battlefront and original’ comment. Butand thisAssassins’ event content the latestwas fromone Fallout, Call of Duty Creed. watched impressed after judges had witnessed • 3.5 MILLION views on survivalbillboard. the production values of the screen com IN ONE DAY /RESPONSE surrounded room that used beautifully Turn an archaic advertising channel into a new shot striking visuals that often transported • 22,000 public ‘weather selection’ votes entertainment channel. Reimagining the oldest medium registered on the It very nearlyreality won show. vs a gold as diners. a gripping live-action Following the launch of a “Terms and Horrible, Horrible Conditions” winner that has now developed a winning press • Mammoth average dwell time of 8 recruitment campaign, a tortuous experiential concept was campaign reputation. minutes achieved versus 8 seconds for a devised. Part advertising hoarding, part live experiment. #SurvivalBillboard was a Lara inspired test traditional of inner OOH execution What stood out about the Croft winning strength. Controlled by viewers. Dramatically live streamed campaign? to the world… The winner was nearly pipped by a slow burner that took silver after growing on everyone judging that day.

The winner is a breakthrough brand

Screening the love film Two Sides to a target audience of 16-24 year olds at Westfield Stratford, the film glitched and a wall fell away as a step through to a new zone used to surprise viewers with a performance session with the film’s cast. Tear and Share Cornettos were sampled. What did the judges especially like about the entry? Cornetto’s investment in reaching 16-24 year olds has been consistent since 2013 and this event is part of a cut through strategy that is deemed to be working after excellent social amplification numbers including 6+ social impressions for #CornettoCinema and #TwoSides 2016 FM & BE Awards 28



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2016 FM & BE Awards 29

Most Effective Integration/ Amplification GOLD Initials – Jeep SILVER FreemanXP – Vodafone BRONZE MKTG – Cadbury BRONZE Space – Coral The challenge for the trophy This was a cracker, with bronze winner Space and Coral, a much garlanded campaign using pig racing during CheltenHAM that stole limelight from the other bookmakers with cute experiential for digital/film. It won a gold in our digital category. Bronze too went to MKTG for their integrated stunts for Cadbury’s #eggseverywhere including a famous stunt at Loch Ness. Vodafone’s silver winner was less of an overt headline grabber. The brand’s integration with the Summertime Ball was impressive enough but the bigger picture may well be the Future Breakers Live programme which give Vodafone a genuine role to play in supporting the next generation pop stars and integrating fully with the core fanbase. This seems like a convincing and intelligent way for Vodafone to invest in its own future.

What stood out about the winning campaign? The challenge was tough – make sense of product placement in a Batman vs Superman film for the Jeep Renegade and create a platform for activation. The core platform was online used as a qualifier to get the targeted audience test driving the vehicle. Initials also brought the storyline into the core driving experiential activity. One judge commented ‘Initials has pulled off a great digital campaign, that has gathered interest around 1 very immersive event and maintained the brand connection for those who were not invited.” What did the judges especially like about the entry? 2 things stood out The digital platform was deemed so engaging that Initials rolled it out across 6 additional countries, in 8 different languages. In the UK, there were 4000 dealer referrals with intent to buy a car.

Brand Ambassador of the Year (Retail/ Training) GOLD Michaela Wilkinson – Field Sales Solutions, Ferrero SILVER Hal Fade – Undercurrent, Samsung BRONZE Jarrod Millar – Logobrand, Jacobs Douwe Egberts The challenge for the trophy

Solutions has really enabled individuals to reach personal and team milestones. The category saw some fine entrants who didn’t make the shortlist – it was a tough What did the judges especially like about the entry? year. The shortlist saw a good range of talents on show. This passage was especially compelling: In bronze, a Jacobs Douwe Egberts coffee Michaela was the first [team member] salesman who has been with agency nationally to negotiate an agreement with Logobrand since 2002. Northern Ireland a multiple site operator. The MSO had 5 based Jarrod Millar impressed with Londis stores across London, Michaela results that surpassed the other Asda negotiated that all the stores would stock store regions by 5%. Ferrero’s top 20 SKUs, all displayed to In silver a sales trainer with a crossover into brand experience, Hal Fade has been a leader of Samsung product insight face to face, whether at Festivals or retailers tailoring his work to get the best out of each occasion. What stood out about the winning entrant? Michaela is the peak performer and team contributor in what is currently one of the top performing field teams in the UK. The platform put in by Ferrero and Field Sales

Keta Khan, Coalition, presents the award


FMBE’s staff and event support sponsor was a relevant supplier to flag up in this category that shows how much integrated and amplified campaigns need to be sure of the quality of the event.

2016 FM & BE Awards 30

our highest display level standards. She then coordinated the implementation of this with her colleagues where the stores were not on her patch. She completed all of this negotiation without any financial or free stock incentives to offer the retailer, it was done purely on the strength of the Ferrero brands and her passion and belief in them as well as on the strength of her relationships with her retailers. She has since gone on to complete other similar agreements with several other MSOs in London

A perfect partnership to boost your sales FSS 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. We are all about building long term partnerships underpinned by robust processes that deliver results, whilst being flexible enough to do what is required. We develop loyal, engaging & open relationships with our clients, our colleagues and field teams to share the teams goals.

Contact us to today to find out how we can boost your sales! Contact David Louis on

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Your sales, our business 2016 FM & BE Awards 31

Brand Ambassador of the Year (Consumer Facing) GOLD John Senior – FMI, Electric Ireland SILVER James Riordan – Hel’s Angels Benefit Cosmetics BRONZE Gillian Broadfield – Mash, Lavazza BRONZE Karen Williams – ODM, Virgin Atlantic The challenge for the trophy

What stood out about the winner?

The annual battle between demanding actor roles and accountable sales roles went the way of sales this year, though not without a strong fight.

John Senior will not mind us saying that he is not the youngest recipient of this award. He brought 40 years of sales experience to his job at Electric Ireland with agency FMI. His experience however has not slowed down his energy levels and he has been able to mentor colleagues.

In bronze was the very versatile Karen Williams whose extensive remit for Virgin Atlantic includes customer service and sales and who met and surpassed a lengthy set of demanding kpis – in a role that is regularly mystery shopped.

He has embraced the role bringing knowledge and insight into the energy sector to his job and team. What did the judges especially like about the entry?

Also taking bronze, John’s performance is measured Gillian Broadfield from against targets in both Mash/Lavazza, a coffee residential field sales and event machine demonstrator based sales. A minimum target who is much admired of 3 sales per day applies to by Lavazza and has become the go to residential sales and a minimum of 10 person for sales demonstrating and sales sales per day for in-store events. training for the products. John has significantly exceeded every Taking silver was this year’s top target that he faced in 2015 achieving performing actor ambassador, James 53% above his target for residential sales Riordan, who made the absolute most of and an even more impressive 193% Benefit Cosmetics’ long term investment above his target for event sales. in brand experience marketing and Overall the sales target set for John choice of leading staff agency Hel’s for 2015 was 1,458. He accomplished Angels to facilitate. The Good Ship 3,573 – This represents an average of Benefit was a long-term event and 14 sales per day for every single working James shone in performance and event day of the year! management.

Most Effective Stand/Display (large scale) GOLD Circle Agency – PlayStation SILVER Avantgarde – Honda BRONZE Holovis/Produce UK with Brooklyn Brothers – Hyundai BRONZE MKTG – Coca-Cola The challenge for the trophy Until this year the large scale stands struggled to impress at FMBE as they have been less accountable. That wasn’t the case this year, so we gave the best a chance to be celebrated, with their own category. In bronze for Coca-Cola an amazing multi-storey pavilion Expo build by MKTG in Italy. The stand was vast, but it impressed, not for size, but for its focus on multi-sensory and recyclable. It also sold product/memorabilia helping to justify the event outlay. Also winning bronze, a UEFA Fandome for Hyundai that house football fans at King’s Cross throughout the Euros. For this activity, the stand was the experience. Fantastic screen displays, super filming and high production values were a credit to agency Brooklyn Brother’s chosen supplier partners, Holovis and Produce. Top quality immersive screen technology also featured in Avantgarde’s stand for Honda, used at motor shows, including Frankfurt and Geneva. The stand used a unique tracking system to understand its visitors better – at Geneva this totalled

312,308 visitors, representing 45.1% of total attendance. What stood out about the winning stand? This was quite an easy win as Circle and PlayStation took full advantage of some exciting game content – Star Wars and Destiny – to dominate gamer show EGX with a stand that borrowed a fun fair look and feel to keep hold of its visitors and ensure a full brand immersion. New games and nostalgic ones were all present. What did the judges especially like about the entry? When asked by the event organizer during an exit survey, ‘which sole platform holder most impressed you this year’, PlayStation took 47.75% of the vote, over Xbox at 36.72% and Nintendo at 15.53%. This great stat was also allied to several key insights into ROI and intent to purchase in an entry that truly proved that big stands that encourage immersion can also pay off in terms of recall and shopper engagement.

A moustachioed Helen Bolton, Harrisons, presents the award

Sponsor: Harrisons Harrisons built a photo illusion booth for FMBE guests at the awards. The company delivers specialist production, creative services, custom design, bespoke build and branding solutions for agencies, event organisers and rights holders.

2016 FM & BE Awards 32


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Most Effective Product Launch (BE) GOLD Momentum Worldwide (UK) – Microsoft Xbox SILVER Lodestar – Fiat 500X BRONZE Worth Retail – Pet Shop Boys SUPER The challenge for the trophy

The ‘Survival Billboard’ is one of the big award winners this year and this category just failed to buck that trend. Under these criteria, it was close. In bronze was another campaign that had already won gold at FMBE, the tactical category winner, Worth Retail and The Pet Shop Boys. This stylish and highly successful till filling pop up store had everything – apart from the Boys themselves. An appearance from the album stars would have made this category really interesting. In silver a star who did appear – Dynamo – whose illusion caused a Fiat to appear in front of 1500 open-mouthed guests at the Copper Box and gazillions online. The success for the stage stunt was very

much reliant on the fab production skills of agency Lodestar. What stood out about the winning campaign? The campaign was already a winner of our creative award and pleased a different set of judges here. The appeal of this activity is that it combines the feeling of gameshow, poster, digital experience and living experience and dares to expect a live audience over a long duration. What did the judges especially like about the entry? With 3.5 MILLION views on IN ONE DAY this was a launch that used a single poster space and gave it awareness on a global scale.

Most Effective Product Launch (FM) GOLD Warburtons – Giant Crumpets SILVER Contract People – Hop House 13 SILVER Tactical Solutions – Birds Eye Stir Your Senses BRONZE McCurrach – Microsoft Windows 10 The challenge for the trophy This was an ‘only at FMBE’ category that saw an amazingly high standard. In bronze, we heard about the enormous training operation that underpinned the launch of Windows 10. Microsoft was so impressed with McCurrach’s launch work that they rated the UK the most successful market for this global launch. Winning silver with Bird’s Eye, one of the power teams of field marketing and a Stir Your Senses (SYS) launch that was certainly one of the top-rated convenience food products of the entry year. SYS delivered £2.8M RSV in market within the first 12 weeks and was worth £7.6M at the end of 2015. Tactical Solutions drove distribution impressively across grocery multiple stores. The success of SYS was matched by silver winner Contract People with Hop House 13, Diageo’s craft beer that Nielsen rated the product launch of the year in Europe. Our judges were

Troxy’s Will Poole presents the award to Momentum Worldwide. Troxy used their sponsorship to introduce new/prospective clients to the venue by hosting them at their table, and so show how some national and

global brands embrace their venue with a party that no one wants to miss. So take a bow, FMBE crowd because we think that means we are the best party-goers in the business! The party spirit was exemplified by Warburtons whose

Sponsor: 2016 FM & BE Awards 34

deeply impressed with Contract People’s strategic engagement with the launch. What stood out about the winning campaign? It would take a stunning entry to outdo SYS or Hop House, but Giant Crumpets was that entry. The challenge, if crumpets are the leading product in wrapped bakery, how to you drive new product purchase without cannibalising your existing shopper base? The entry showed how field sales, field data and clear presentation of the new product proposition instore – ‘the best just got bigger’ created cut through in the 3 second rule in store and created impulse purchases. What did the judges especially like about the entry? The detail behind the solution was highly convincing – as was the result - 15.6m more packs of TOTAL crumpets sold YOY.

win is pictured right. The bakery business, and the UK’s most loved FMCG brand brought their white coats and Muppet masks to bring a flavour of their TVC to award’s night.

Most Effective Small Scale or Local Campaign GOLD MKTG – London and Partners SILVER Undercurrent – Western Union BRONZE Kreate – NHS Blood and Transplant BRONZE REL Field Marketing – Red Bull The challenge for the trophy The category was blessed with a full range of FM and BE skills and made for intriguing judging. Although the quality was high, one strongly unanimous winner emerged.

What stood out about the winning campaign?

Judges were full square behind this one – a job for MKTG’s Urban Partnership’s division that activated a job for London & Partners on a budget of £8000, when the In bronze though, we saw a Red Bull trial ESC Cardiology Conference was won for and consequential roll out of a process for London attracting 35.000 visitors. From getting Red Bull stocked better into front this platform, MKTG quadrupled the budget of store chillers at Tesco. The trail also by finding partners to help support a new gave Red Bull extra insight into Red Bull’s Tameside healthy heart legacy walking performance in different types of chiller and route leading from the ExCeL event venue with different skus giving the field team and around over 20,000 teams of 4 or knowledge of what to prioritise for sales. more walkers to join its opening. Bronze was also accorded to Kreate Headlines were made as the cast of and the NHS for a clever recreation of musical Annie Jr joined the walk. the Hasbro game Operation in order to What did the judges especially like successfully promote organ donation – about the entry? exceeding target by 44%. For Undercurrent, ethnic targeting through Diwali saw dynamic results for Western Union’s reach out to the Indian money transfer market seeing over 3000 sign ups.

A small budget led to a permanent legacy attraction for London and Partners and the brand partners.




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Most Effective FMCG Campaign GOLD Walker Agency & Mobile Technik – Mentos SILVER Circle Agency – Dorset Cereals BRONZE Ambient – Zeo BRONZE REL Field Marketing – Ritz Crisp & Thin The challenge for the trophy This new category saw a broad mix of entries showing different skillsets and an integrated marketing winner that showed a detailed picture. The category allowed both effective and creative campaigns to shine. FMBE AWARDS MOST EFFECTIVE FMCG CAMPAIGN MOBILE TECHNIK

In bronze a skilled field marketing story showed how REL helped Mondelez to launch Ritz Crisp and Thin at Grocery whilst guerrilla sampling was used to generate traction for drinks brand Zeo by Ambient. The silver winner saw The Circle Agency and Dorset Cereals go on a creative sampling tour that helped the brand make an impact nationally using selfserve on site sampling and sachets to take away. The sampling consistently overcame preconceptions about a muesli style breakfast. What stood out about the winning campaign? In October 2015 Mentos launched its 360⁰ marketing and advertising

campaign, ‘Who Says No to Mentos’, targeting shoppers UK-wide whilst driving footfall in convenience and impulse stores. Part of a global initiative to reposition the brand, Walker Agency was brought on to manage the outdoor experience, complementing the wider advertising campaign around the new strapline – ‘Who Says No to Mentos’ – which also spanned TV, social media and PR. A simple brand experience used photo activations around an eyecatching tube of sweets shaped ‘Tubbo’ sampling station. The sampling integrated with impressive media outdoor takeovers. What did the judges especially like about the entry? As a result of the full 360 multi-channel marketing and advertising campaign from 2015 to 2016, Mentos moved up to become one of the Top 10 candy brands in the UK and the only candy brand to achieve double-digit growth year on year. Mentos also became the number four Mint brand in the UK with +16% growth rate.

Operational Success of the Year GOLD PowerSwitch – Milo SILVER Fusion – Hyundai BRONZE Fudami – Krispy Kreme BRONZE MKTG – Cadbury The challenge for the trophy This was a cracking contest that showed some great logistical feats. In the end a raider from Indonesia showed us all how to power sample!

What stood out about the winning campaign? In Indonesia, Nestle’s powdered drink Milo is admired as an energy drink. It is often mixed and served cold. The perfect serve requires a mobile kitchen and chill/blend units and the right water. Agency PowerSwitch were asked to sample every runner in a 35,000 field at a Jakarta 10K with a perfect serve of Milo after each runner crossed the finishing line. There were also 60,000 spectators.

There were two bronzes. MKTG and Cadbury impressed with the negotiations and build report that saw giant Cadbury eggs afloat on Loch Ness on Easter morning. Also winning bronze, Fudami’s genius piece of opportunism that saw Leicester What did the judges City football fans especially like sampled with about the entry? Krispy Kreme donuts in the owner’s birthday at a time A 2am start for the team saw them when the club was in the centre of the cooking, mixing and then chilling Milo media spotlight, creating many headlines. from early on race day. 120 sampling staff were assembled and a sampling In silver judges were impressed with queue system set up. From 6.30 AM a dealership roadshow kit, developed 40,000 samples were delivered in 4 by Fusion that has allowed Hyundai to hours – an extraordinary 2.7 samples excite shoppers and book test drives nationwide – with 510 events in Jan-Aug per second. 2016 alone.

GMR Marketing/ Miller Lite (US)

Sponsor: Promohire Promotional vehicles and experiential event support business Promohire supported FMBE Awards with Cinderella carriages that picked up guests at Limehouse DLR station and dropped them at Troxy, refreshed with a glass of sparkling wine on the short journey.

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Marketing on the move...

Most Effective Stand/Display (Small Scale) GOLD MKTG – Nakd SILVER Promohire and AgencyUK – Chang Beer BRONZE iMP – Clarks BRONZE REL Field Marketing – News UK/ Weetabix The challenge for the trophy REL’s combined FSDU breakfast displays for News UK and Weetabix drove sales for both the Sun and Weetabix products in what Colm O’Dwyer, general manager at Weetabix on the go praised as “spectacular uplifts”.

Chang’s involvement a lot of relevant social media chat. What stood out about the winning campaign?

It was a unanimous winner for MKTG and Nakd using Nakd bars attached in mosaic edible poster ready for sampler to help themselves by Finding their Fave For natural sweetener brand Clarks, iMP impressed by driving excitement for from the display on Westfield London’s shoppers with a simple but well-designed Southern Terrace. Filming and a survey also helped to stand that cost a drive value from miserly £3K. the sampling Winning silver, display. Promohire What did and Agency the judges UK brought a especially branded Chang like about the tuk-tuk into entry? the midst of the Machynlleth Comedy Festival 2016, 86% positive response from “How likely delivering the comedians and interacting are you to buy Nakd in the future?” with the public – the tuk-tuk elevated

Live – Digital Award GOLD Space – Coral SILVER Vision Nine – Relentless Energy Drink BRONZE Initials – Jeep The challenge for the trophy

content that would get people talking, sharing and also betting. Space wanted This was a great contest and especially this content to have a viral x-factor and between the top three. It also reversed so the “#CheltenHAM Festival of Micropig fortunes on the integration/amplification Racing” was born! Space created a four category as the more specific focus on day spectacle that mirrored Cheltenham the digital experience gave the win to proper in every way, except they raced a very popular pig racing CheltenHAM cute, adorable micropigs, not horses. campaign by Space Space filmed it all, took advantage of The bronze winner campaign can be read Twitter’s newly launched video function to about under its gold win on page 30. seed it on and watched it spread across social media, with punters tuning in each The silver winner was a really intriguing day to see which pig would prosper. ‘Ham one that our judges loved. A filmed Cam’ and comedic racing commentary recording for Relentless artist Shift created even more drama. The long K3y, with a Relentless live event woven form race edits were released at 1pm into the video footage, created content each day, effectively turning the Coral that helped the artist and the brand. Twitter page into a channel for micropig Neil Lovell, brand director, Relentless racing for the duration of the festival. The Energy Drink commented “This piece videos were also seeded across Coral’s of brand supported / integrated content other social channels – Instagram, Vine has become a bench mark on how we look to work with artists and drive digital & Facebook. A PA photographer worked to seed the select images taken from amplification. The project is the perfect picture and example of using a live experience at the the filming day into national WATCH news desks and delivered press releases heart of a digital content project. FILM to key betting publications. What stood out about the winning What did the judges especially like campaign? about the entry? o Rather than bludgeon their way onto o 95% increase in bets placed on mobile punters’ radars, Coral wanted to o engage – exceeded target by 380%. 478% the online/mobile audience during the increase in socially referred traffic to Cheltenham Festival with sharable, fun o o o

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Sponsor: Harrisons

Sponsor: My 3D Twin

The Brand Experience Company wins 2016 FM & BE Awards 38

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2016 FM & BE Awards 39

Experiential Brand of the Year

Sports Campaign of the Decade

GOLD Kingstone Press – Banana Kick SILVER Relentless Energy Drink – Vision Nine BRONZE Whirlpool – The Meredith Collective

David O’Neil and Sheonah Howlett, Hammerson, presented the award The challenge for the trophy This special award was developed with sponsor Hammerson (see the advert on page 39). Hammerson shared our ambition, to seek out the brands that are growing their investment in brand experience marketing and improving their engagement with each step. The award is our thank you to the brands that put their faith in our sector and are reaping the rewards. In bronze, Whirlpool showed how investment into pop-up events by The Meredith Collective had given the brand new reach into a younger demographic via PR and VIP engagement. The brand has put itself in the hands of a bold and imaginative team in The Meredith Collective with events called Dirty Laundry and Keeping Up with the Joneses that also allied the brand to other aspirational brands such as Bang

Sponsor: Hammerson Hammerson plc is a leading European real estate company, operating in the UK and France. The group creates value by developing and actively managing prime shopping centres, retail parks and offices

and Olufsen. Keeping Up was the most ambitious of three events, and was a theatrical experience using a walk through series of crazy rooms and actor asides. The experience impressed the people that it wanted to impress – the consumer press and the brand’s retail partners with a new product listing at John Lewis being attributed to the experiential. The judges said that this was a great platform for the brand and agency to build on. For Relentless Energy Drink Vision Nine has over seen a much extended event series. The brand is convincingly an experience brand, with a fanbase it understands well. Approximately 72% of the brands annual budget goes on live experiences. Whether that be hosting brand activations at sponsorship properties such as Boardmasters, Reading & Leeds or We Are Festival, leveraging owned events like Relentless House Parties, or supporting ambassador artists in creative projects development, events and experience are always central to the brands annual program.

GOLD drp – Sainsbury’s SILVER Space – John Smith’s BRONZE RPM – Sky The challenge for the trophy We celebrated a sporting year following the Rio Olympics and UEFA with a call for the best sports campaigns in the last 10 years – and we got them. The top trio are all amongst the best campaigns we have seen above and beyond the sporting context. In Bronze was Sky Ride, the people’s celebration of Sky’s considerable commitment towards British Cycling – 108 events in 33 local authorities. 2016 has seen the series end. In research conducted by GFK covering the period 2009 – 2014, Sky’s work in cycling will have resulted in over 1.7m people getting back on their bikes on a more regular basis. Sky Ride is the biggest contributor to this. As of the end of 2014, there were over 8 million regular cyclists in the UK, meaning Sky’s cycling initiatives account for around 20% of people who now regularly ride a bike in the UK. One judge commented ‘This is advertising at its best, a branded event series that is effecting cultural change and offers healthier lifestyles. In silver, a racehorse for the people. Smithy, the racehorse you could own by buying a pint of John Smiths, was a campaign that impressed with its spark of creative genius. It stood out for a crystal clear idea that brought a whole new digital audience online to swap training tips and advice on a racing schedule. Agency Space also created in-bar kits to help activate a

What stood out about the winning brand? Whole-hearted commitment won the day. Kingstone Press is not a giant brand but it has taken brand ownership of a major sport – Rugby League – from grassroots up, and is also right on the finish line for every Tough Mudder athlete. With Banana Kick’s help the brand has worked hard with its sponsorships to add extra layers of fan access to the core sponsorship properties. For Rugby League this means player access online and off and festival days that reached out to the family audience. What did the judges especially like about the entry? Samples and sales abounded and the sales underlined the popularity of the product at the perfect moment. 90,000 bottles were sampled to 100,000 Tough Mudder competitors whilst at Rugby League’s Summer Bash 30 per cent of all drinks sold were Kingstone Press. 2016 FM & BE Awards 40

promotion that turned sponsorship of a No Nonsense Grand National into a year round passion – whilst achieving some of the highest ever sales for a brand that was taken to the peak of its powers. What stood out about the winning campaign? Sky Ride was most unfortunate to come a up against a rival campaign that was just as uplifting and worthwhile as Sainsbury’s sponsorship of the 2012 Paralympic Games has been a game changer for sponsorship and a game changer for sport. When Sainsbury’s first decided to sponsor the Games, many wondered at their reason. Until 2012 the Paralympic Games were in the shadow of the Olympics but at London the Games saw filled stadia and multiple heroic achievements. Sainsbury’s was there every step, with colleagues (many of whom are carers) and shoppers engaged from the torch relay to the closing ceremony. At the same time, Active Kids morphed into Active Kids for All and a legacy was born. What did the judges especially like about the entry? It wasn’t only altruistic – the sponsorship led to sales. Sales grew by 5.6% over the 12 weeks to September 30, according to the closely-followed Kantar Worldpanel data. This helped to boost Sainsbury’s market share by 0.3% to 16.5% over this period.

FMBE’s Lily Wainwright presented the award to drp/ Sainsbury’s


This year’s most successful partnership

e Press Kingston Kick, a & Banan f Most o Winners l Brand ia Experient ar 2016 of the Ye

As the activation partner of Kingstone Press Cider, we’re proud to have been able to deliver a series of award winning experiential marketing solutions. Our client list is long and diverse, including ASDA, Yorkshire Bank, Plusnet, Provident Financial Group and the Rugby Football League. Want to forge your own winning partnership with an experiential marketing agency? We’d love to hear from you. 2016 FM & BE Awards 41


Brand Experience Agency of the Year

The challenge for the trophy The awards threw some powerful brand experience agencies into the limelight this year. There was only one on the shortlist, TRO, that had been on the shortlist before after a quiet FMBE for reigning champions Wasserman and previous AoY winners Circle. Sense and RPM (although 1 gold and 1 silver for Circle was not exactly poor result). In bronze we witnessed a coming of age for N2O who capped an exceptional year with a first ever raft of FMBE award entries. The agency works for several of the leading experiential brands on behalf of client Unilever, including Lynx, Sure and Ben and Jerry’s. The agency has seen 55% turnover and 30% personnel growth. N2O was Lynx’s partner for a new concept store.

campaign that will surely be an award winner for its immersive quality later this year. Space’s cleverness has been allied to solid agency growth The agency also impressed with its imaginative leadership. Several internal platforms at Space encourage free thinking and strategic brainstorming that help the agency deliver ideas that unleash the stated purpose: to ‘Move people to choose our clients brands’.

that won our small scale/local campaign by tapping into the agency’s Urban Partnerships proposition. It was one of the case studies of the year at FMBE. MKTG also showed exceptional versatility with winning and shortlisted entries for diverse businesses - for instance Cadbury, Norwegian, Bank of China and Nakd. MKTG seem capable of turning small and large budgets into client success. A Euro1.8M stand for Coca-Cola in Italy tallied against clever effective budget ideas including the silver winner in interruptive marketing with Air New Zealand. What did the judges especially like about the entry? A £2million rise in billings on 2015 looks like sustainable growth, as the agency is consistently building at the same rate year on year and is well placed to exploit global brand requirements, especially after the acquisition of MKTG in the US (and consequent rebrand from psLIVE) that shows massive intent. MKTG clocked up 40,000 experiences in the US last year.

What stood out about the winning agency? MKTG’s innovation came to the fore in its work for London and Partners

Bluewater’s Max Scally presented the award to MKTG

“Launching the Black Space was such an important project for Lynx. Our pop-up concept store embodied everything we want the brand to stand for over the next 5 years, so it was vital that we didn’t sell it short. The biggest testament to it all was the feedback we received; people just couldn’t believe that the store was only there for 3 months, thanks entirely to the superb quality of the build and install by N2O. It was only fitting that it was not only recognised by the public, but also by the internal Global marketing team, who chose to host a number of crucial brand functions there, delighted by how well the execution matched our high expectations for the brand.” David Titman, Marketing Manager, Lynx In silver, Space, an agency that often allies bold creative thinking to expertise in managing the experiential event. The agency impressed with a gold winning Coral campaign, but also a silver winning UEFA

Sponsor: Bluewater Shopping Centre The figures are extraordinary – but no more extraordinary than the place. With 150,000m² of retail, 330 of the best UK and international brands, 50 restaurants and bars, 13,000 free parking spaces, 20 hectares of parkland and seven lakes, Bluewater is like no place on earth. There is no comparison. There are ten experiential locations within Bluewater that create a unique platform where you can reach a wide target audience and be certain your car promotions, product demonstrations and sampling activities will be an outstanding success. Connect and engage with your audience close to the point of purchase.

2016 FM & BE Awards 42

Humanising brands through the power of shared experience


We are p ro to b e FM ud B Age ncy E of the Year

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2016 FM & BE Awards 43

Professional Agency Team

Field Marketing Agency of the Year

GOLD McCurrach SILVER REL Field Marketing BRONZE TRO

GOLD McCurrach SILVER REL Field Marketing BRONZE Contract People

The challenge for the trophy

The challenge for the trophy

This was a good start for a new category, one that marks an emerging maturity in FMBE agencies and awards their moves towards greater professionalism. This was a close competition, especially between the top two. In bronze, and the lead brand experience agency in the category, was TRO, an agency that is leading the way with initiatives in educations and training – whether via special relationships with Sheffield Hallam and East Anglia universities or internally with its Growing Great Managers course. In silver REL Field Marketing showed how a focus on a People Engagement programme saw the agency bounce back from the loss of its biggest client Sainsbury’s MAC work, whilst going through the agency acquisition by Advantage Sales and Marketing and moving offices. REL emerged with a team that won Sainsbury’s sampling and accounts including Vimto, Tetley and Weetabix. A central plank of the Engagement focus is intranet site

MyWorld which is a news and best practice resource used by 80 per cent of REL managers at least once a week. What stood out about the winning agency team? McCurrach showed how its talent development and recruitment programme supports aggressive growth that expects to see the agency grow from 1400 colleagues today to 2000 in the next 2-3 years. The agency is a genuine people business, channelling talent from within, accountably, in order to exceed client expectation and grow. What did the judges especially like about the entry? The entry showed precisely how the progress of the people at the agency is measured including talent profile matrices that show how career progression can be accountably assessed – “the number of management colleagues in our top three boxes within the 9 Box talent matrix – we measure this quarterly and set a target of having 20% in the top three boxes. In January 2015, we were sitting at 24%. Today we are at 37%.”

There were several high performing agencies for judges to consider but McCurrach’s first visit to Agency of the Year status was remarkable for the relative unanimity of the judges’ preference for the agency. The vote between the remaining 6 shortlisted was much closer, with a good case being made by Field Sales Solutions, Gekko, reigning champs Logobrand and Tactical Solutions as well as the silver and bronze winners.

strategic personnel method and gritty determination. REL’s trademark of highly motivated and top performing teams is supported by investment across the agency in data and training and with new client wins in the locker further progress looks certain. What stood out about the winning agency?

Diverse case study success for Kerry Foods and Microsoft, allied to the gold winning talent programme that is discussed on this page made McCurrach a frontrunner for this award before the In bronze, a remarkable performance agency delivered a near immaculate from Contract People who delivered question and answer when demonstrating an amazing case study in the success, innovation and resourcefulness. launch of Hop House 13 for Diageo McCurrach showcased its pop up shop showing off exceptional versatility and staffing for Unilever’s Magnum and its resourcefulness. Contract People has financial services sector work alongside grown 5% on average for each of the last its FMCG and Technology sector field 5 years, underpinned by clear thinking sales and training programmes. management and now turnover €21.5 What did the judges especially like Million. about the agency? REL’s annual bid for AoY status fell 100% client retention rates whilst income just short but the agency’s silver this grew by 27%. year is perhaps the more remarkable as REL overcame initial setbacks with

Bluewater’s Carly Jennings presented the award to McCurrach

Sponsor: Bluewater Shopping Centre

2016 FM & BE Awards 44

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Selling Selling more more for for our our clients clients through through field field sales sales


Seen in 2016 review of the year January at intu… Volvo: November/December At intu Lakeside, a pop up shop and sponsorship of the ice rink is showcasing the brand’s new V90 (premium estate), S90 (executive saloon) as well as the popular XC90 (SUV). Busy shoppers can also take ‘Fika’ in the Scandinavian-style store. Regarded as a social institution in Sweden, ‘Fika’ means having a break with one’s colleagues, friends or family – and is usually enjoyed with coffee and sweet treats. Euromillions: September Euromillions ran a PR stunt at intu Trafford Centre in September. The stunt was part of the National Lottery’s ‘Nicer Problems to have‘ campaign which was a tongue-in-cheek marketing campaign poking fun at the issues only millionaires could have. Sharon & Nigel who won £12.4m on the lottery in 2010 went shopping at intu Trafford Centre, arriving in a helicopter and being welcomed with a red carpet, security staff and butlers with a tray of champagne. Juicy Couture: August Juicy Couture toured 6 of our centres in August this year promoting its new fragrance with a variety of ambient opportunities - hanging banners, hanging special (photographed) and escalator branding.

CES Vegas set out the tone for a positive year ahead as technology advances shown there pointed towards wearables, connectivity and drone advances in the year ahead. Marketing agencies with a US presence showed expansive intent with key New Year appointments Luke D’Arcy president at Momentum Worldwide whilst industry name Sarah Mayo joined FreemanXP in a move that was first of many joining the ambitious experiential agency. Agency Slice’s declaration of 25% turnover increase was the first of many agencies declaring growth in brand experience. On the South Bank we saw the first experiential outing for The Flash Pack’s 3D Bullet Rig, that debuted at FMBE 2015.


CPM announced green certification ISO 14001 whilst sister BE agency TRO opened up in Milan. Meanwhile Sense announced its Real World Ideas with a new book endorsed by experiential marketers from innocent and The Economist. The well-known Mike Kettles joined Luke D’Arcy at Momentum. Jack Morton Worldwide and George P Johnson scored headlines with work at Mobile World Congress in Barcelona.


Mercedes Benz touring showcube Visited intu Milton Keynes twice (May and Nov) and intu Chapelfield (October) Engaging customers, educating them on the SUV range and generating leads for test drives Fender - toured 5 intu centres throughout 2016 Qualified guitar tutors offered free introductory lessons to anyone who wished to try taking up the guitar Nespresso – intu Trafford Centre (May-June) Samples of coffee via Nespresso branded coffee cups were given out and encouraged the consumers to purchase a Nespresso machine and join the Nespresso Club.

UK Agency Space landed the job for the UEFA Trophy Tour in France, whilst Jack Morton showed its best work with Bouncingham Castle on the Thames for Candy Crush game fans. MKTG (still then psLIVE) stirred Loch Ness at Easter with #eggseverywhere set afloat. Great photos came from Citizen’s Easter giant baked rabbits for Dr Oetker and Carlsberg’s pop-up chocolate bar aided by agency Blackjack. TRO Retail was a significant launch from the BE agency. Nickelodeon brought SpongeBob to intu shoppers for series of family treats. Agency The Persuaders set sail on The Good Ship Benefit for Benefit Cosmetics in a long term immersive quayside promotion.


Estee Lauder Intu Victoria Centre 17-19 August Promoted awareness of their new foundation, through sampling, consumer demonstrations and experiences. @intugroup

Big news saw pharma sales business Ceuta take control of Orchid Field Marketing. Vodafone entrusted the growing team at Freeman with their Summertime Ball sponsorship activation. Purity won a huge staffing brief for BMW and Mini. Posterscope and psLive launched Urban Partnerships, an association that would become a gold winning team at FMBE 2016. Opportunist action of the year saw Fudami sample 30,000 Krispy Kreme (with a Singha Beer) to Leicester fans at a home match on the run in to the Premier League trophy. The curtain came down on Winter with Three helped by Vision Nine to storm Snowbombing in Austria. Wasserman and Fusion were both amongst the winners at the British Council of Shopping Centres (BCSC) Opal Awards. The venerated BCSC would rebrand as Revo before the year was out.

2016 FM & BE Awards 46


Our world was dominated by FMBE Symposium in May. Inspirational speakers included Fraser Doherty MBE, Zoe Jackson MBE and Apprentice winner Mark Wright. We had a fantastic day setting the FMBE world to rights. A major appointment saw influential Samsung man Andrew Leaver leave and go agency side as MD of Blue Square Marketing. A major achievement saw agency Logobrand win service business of the year with the Nottingham Post. And REL Field Marketing were once again announced as one of the leading businesses as a Great Place to Work. iD was appointed by the Co-Operative Group for brand activations. psLive rebranded as MKTG. Momentum won the Grand Ex in Denver for Amex VR work endorsed by Maria Sharapova, a star who was soon to find herself in descent. The Economist and Sense took to the streets offering up coffee made from sewage. FMBE’s very own Kezzie was a star woofer at Badminton Horse Trails posing in fashion store Joules.


UEFA 2016 kicked off in France. Brooklyn Brothers with Holovis and Produce created a fabulous fandome for Hyundai in Kings Cross. Brexit hit the headlines leaving Goodwood Festival of Speed looking a little shell shocked before delivering one of the event successes of the Year with agencies like Imagination, The Event Business, TRO, Jack Morton, Mobile Promotions and Itch showing their brand promotional credentials. SpaceandPeople helped host a Hovis Street Party at multiple venues including Trinity Leeds, London Kings Cross Station and Meadowhall. FreemanXP came of age as a major force in brand experience marketing with a supreme activation for Vodafone at the Summertime Ball. FMBE toured The Meredith Collective’s Whirlpool performance pop-up ‘Keeping Up with the Joneses’ George P Johnson opened an Olso office. An impressive immersive event called the Dewar’s Hotel put Scotland’s The Rawk Agency on our map. MKTG’s bold shopping centre interruptive pop-up for Norwegian was a campaign that helped reinforce their credentials – on their way to Agency of the Year status.


The month started with the amazing Shell Eco-Marathon and agency Imagination creating a big buzz in the Olympic Park and a Formula E Fanzone (GMR Marketing) that made the noise the electric cars didn’t make in the heart of London. London had officially survived Brexit! In Kent, Dyson and Eurostar – businesses on either side of the Brexit opinion – ran successful promotions at Bluewater Shopping Centre. FMBE attended Cornbury Music Festival with Dorset Cereals and The Circle Agency, witnessing the in depth connection of the brilliant communal breakfast for campers first hand. July was also the month when Pokemon Go hit the streets. Few missed the obvious gear shift in augmented reality and Deliveroo were one of the first brands to wade in on the action. In Surrey, Prudential RideLondon saw fanzone activations for Continental Tyres by Because.

Victoria Station, London Kings Cross Station and Manchester Piccadilly. An Indesit Laundrette was one of a few successful brand promotions at the popular Camp Bestival festival. St David’s Cardiff hosted a pop-up showroom for Mercedes-Benz. FMBE visited Bristol Balloon Fiesta witnessing polished promotions for Transformers and My Little Pony – both activations from agency Sense. We also visited Notting Hill carnival to see The Bank and Promohire generate interest in Supermalt.


Field agency Channel Advantage rebranded as HPS Retail7 to reflect a level of support that’s ‘always on’. Core2Store, together with field agency RSS and researchers Researchbods surveyed shoppers and stores to show that product availability had become a major stumbling block to success at grocery retail. The industry Howard’s Way Walk saw Devon crossed coast to coast via Dartmoor and Exmoor – 100 miles in 3 days of walking. Walkers included Claire Stokes, The Circle Agency, Aaron Timms, Leading Edge, Nick Grecian, Gallowglass and Frank Wainwright, FMBE. Land Rover created a driver 4WD course for shoppers at Liverpool ONE. Agency TRO helped Sheffield Hallam launched the first experiential marketing degree.


The 12th FMBE Awards were held at Troxy. FM Agency of the Year was named as McCurrach and the BE Agency of the Year as MKTG. Special Awards were accorded to drp for Sports Campaign of the Decade with Sainsbury’s and Kingstone Press as experiential brand of the year for the cider brand’s work with agency Banana Kick. Data business TeamHaven was selected to manage Amazon’s USA retail field account managers. BEcause extended into Ireland by pairing up with Dublin agency Imagine. Sonos, in a space facilitated by SpaceandPeople, hosted a speaker amnesty at King’s Cross.


FreemanXP launched in China and Singapore. FMBE attended this year’s Event Tech Live at the Truman Brewery where Mobile Technik impressed with a versatile and quick pop up solution that allows branded facilities to pop up in 30 minutes. FMBE witnessed the IPM update on effectiveness and ROI at PrettyGreen’s offices. Cohesive progress from the Experiential Council should mean more comparable accountability in the future. iMP and M&S went on a student Vandwich tour. Grottoes a go go. Intu with Playmobil, Bluewater with Paddington and Westfield with DreamWorks, character tie ins are the new normal alongside Santa this year. Did anyone mention a US election? As some economic jitters understandably hit the Mexican Peso after the new President elect was announced, a reach out from Google calmed Brexit nerves in London as the media giant chose London for a new HQ, and a plan to make 3000 jobs.


FM agency Tactical Solutions hit the headlines with a newly updated Investors in People status. The agency is something of a pioneer in IIP status, a certificate that is becoming more prevalent. SpaceandPeople enabled the venues for the Ford roadshow at Glasgow Central Station, London 2016 FM & BE Awards 47


We’re not there yet but we’ll certainly look forward to the festivities. The season is often full of surprises, so we’ll sign off by speculating watch this space…. Forget reindeer, for all we know there might be cows in London (as there were last year).


KITKAT Chocolatory By Harriet Cramer An invitation to the new KITKAT Chocolatory ahead of its official opening, isn’t one you turn down. WeAreFearless had worked closely with Nestlé to bring the KITKAT Chocolatory, which had already been in situ in Japan and Australia, to their European fans. Located in the bustling heart of Westfield Stratford’s ‘The Street’, you couldn’t miss the large KITKAT covered store front. The inside of the shop was a cross between a branded art installation and a concept store. Large canvases of the limited edition KITKATs adorned the walls. On one side were tablets where the KITKAT customising took place, opposite this, the counter where customers could make purchases and peruse the limited edition treats and at the back was the focal point, the

chef station where customers could watch their KITKAT creations come to life. Lisa May, marketing director for Nestlé UK and Ireland, welcomed us to the store and explained the idea behind the Chocolatory. In the UK over 1 billion KITKATs are sold every year, as clearly, Britain loves having their breaks. Over the last year or so we’ve seen a rise in personalisation, with plenty of brands jumping on the bandwagon, however for Nestlé, customisation is the next step.

As the chocolate takes around an hour to set, a place like Westfield Stratford is the perfect location for this activation as it has such a high footfall, a large dwell time and is a popular destination for families. The activation, which runs over five weeks, coincides with both the Autumn half term and Chocolate Week. Celebrity Chef Michael O’Hare had been working with KITKAT on the activation. For every week of the Chocolatory’s residency, four new limited edition bars, designed by Michael, were available to purchase exclusively in store.

There are three different types of chocolate bases to choose from (white, milk or dark) and 16 different toppings (that’s a whole lot of combinations), encouraging you to express your personality on your bar, right down to the design of the packaging, to get a fully customised break.

WeAreFearless were behind all aspects of the activation including the concept, design, talent scouting, packaging, PR, digital and staffing which were all executed brilliantly.

Designing a KITKAT was simple. The tablets are user friendly and give clear instructions, prompting you to select the type of chocolate, pick the toppings and then alternate your packaging to reflect your personality and style. You can then watch the chocolatiers lovingly create your bar in the chef area, before sending it away to chill. An hour later, you receive a text letting you know that your personalised KITKAT is ready to be collected.

Garry Dods, WeAreFearless founder and MD commented: “We’re thrilled to be delivering the first ever KITKAT Chocolatory in the UK. It’s a brave move by such an iconic brand to take personalisation to the next level. This isn’t just about being able to put your name on a pack, but giving customers the ultimate personalisation experience where they can create their own unique KITKAT. It’s the perfect blend of customisation and creativity and we’re proud to be the agency team delivering the project.”.

VENUE SPOTLIGHT: ONE NEW CHANGE One New Change, owned by Land Securities, is in the heart of London. The contemporary building has a total of eight floors including a public roof terrace with views over the iconic St. Paul’s Cathedral.

Supplied by

2016 Q4 (so far) Activity Report As ever, the activity we have placed into venues has been far reaching and varied. There have been several automotive campaigns including Jaguar XE and Lexus at Buchanan Galleries, as well as Mercedes-Benz at Gunwharf Quays. There have also been several high profile electronic and gaming activations. Electronics and audio company Sonos gave Londoners the chance to improve their listening experience by offering 300 free Sonos PLAY:1 wireless speakers in exchange for their older, less reliable models. Developed with agency Amplify, the experiential activity complemented the brand’s ongoing ATL campaign. All discarded speakers were made into an art installation by local designers Made. 80,000 Google Cardboard virtual reality viewers were distributed with copies of NME magazine at King’s Cross station, giving music fans the chance to see inside the iconic Abbey Road Studios. As part of the campaign, Google worked with Amplify to recreate Abbey Road Studios’ iconic Studio 2. To launch Sony’s Playstation VR, a giant headset installation was unveiled at London’s Waterloo station. Approximately the length of a double-decker bus, two Playstation VR gaming stations were incorporated into the visor. Working with agency Curb, the activation gave commuters the opportunity to take a break

One New Change has two main promotional sites for experiential activity and boasts 60 stores, with a mix of high end, speciality and high street retailers, alongside an impressive range of eateries. The centre attracts a large population of young, welleducated city dwellers and a For more information, please contact marketing@ high ABC1 social grade.

2016 (JAN-OCT) ACTIVITY BREAKDOWN Financial Services



Food & Drink

34% Property/Home Related


Government & Information Campaigns


Health & Beauty




Charities Communications Entertainment





1% 3%





and enjoy an interactive gaming experience. The stand included an interactive photo booth, which displayed live gifs of commuters wearing the new headset.

of winning a free cosmetics gift bag. Dressed head to toe in black, with her trademark leather jacket and dark sunglasses, Kat Von D made a special appearance, much to the delight of her fans.

American tattoo artist and star of LA & Miami Ink, Kat Von D launched her debut make-up range, Kat Von D Beauty in Debenhams, with a 5-metre-high ruby red lipstick. Passers-by were encouraged to take a selfie with the giant lipstick and use the hashtag #KVDxDEBENHAMS to be in with a chance

Financial Fraud Action UK carried out a roadshow at three train stations (Manchester Piccadilly, Glasgow Central and London Waterloo) to promote its #TakeFive campaign, offering straight-forward and impartial advice to help people protect themselves from preventable financial fraud.

2016 FM & BE Awards 48


Jaguar Land Rover store Rockar launched its new Jaguar Land Rover store at Westfield Stratford. Situated on The Street, adjacent to M&S, the store is an innovative new way for consumers to experience the Jaguar and Land Rover brands, and complements the two digital click-to-buy websites launched by Rockar in September. The new Westfield Stratford store reflects the experience gained by Rockar over the last two years operating the industry’s first permanent car stores at Bluewater and Westfield Stratford. . The store has been conceived to reflect its setting in one of the busiest shopping centres in Europe, one that serves a young, brand- and technology-focused customer base. Designed by Dalziel and Pow, the store is inspired by its setting amongst some of the best-known fashion brands in Europe, with the store window serving as a dynamic pointof-sale akin to a fashion brand with constantly changing displays and content to create engagement with Westfield Stratford’s visitors. Rockar’s focus on creating a positive customer experience has also been further enhanced, both to complement the Jaguar Land Rover brands and to reflect the high levels of

service provided by brands such as John Lewis and Apple at Westfield Stratford. Central to this are the Rockar ‘Angels’, a team of product experts recruited from the high-end retail and hospitality industries to guide customers through buying a new car, but without the pressure to make a purchase. Reflecting this role of helping, instead of selling, the Angels are paid a salary rather than commission. The focus of the Rockar Jaguar Land Rover store is to create brand engagement, empowering the customer to purchase a car with an experience that puts them very firmly in control. Utilising Rockar’s industry-first technology, customers will be able to configure their new car, agree a value for their trade-in and arrange finance using in-store technology that

makes the process seamless, fast and enjoyable. Should the customer prefer, however, they can complete their purchase at home, as they would buying fashion, lifestyle or accessory products. In another nod to the fashion industry and the growing trend for creating bespoke pieces, the Angels will help customers to use the store’s ‘create’ space, which includes colour swatches, examples of interior trim and samples of the interior choices available, to design a car that reflects their personality. Jeremy Hicks, managing director, Jaguar Land Rover UK, added: “We have been looking at how we can offer our customers more choice and more flexibility over how they buy a Jaguar or Land Rover, and adding the Rockar model to our network adds an exciting new way to do just that.”


Jaguar at the Paris Motor Show The seven-minute Formula E VR experience takes visitors on a multi-sensory journey through Jaguar’s racing heritage, challenging them to compete with other drivers and visit the key locations of Formula E series. Users can create their own avatar and join five other members of the public in an immersive virtual reality theatre on the Jaguar Land Rover stand. Each user is positioned in a self-contained racing seat, with steering wheel and headset. HTC Vive and the latest gaming technology is used to transport the user to another reality. Each seat is fitted with a rumble pack and the drivers feel a rush of wind to their faces as they ‘take off’ down the track. In its first few days at The Paris Motor Show, over 1,000 people took the VR experience. According to Ross Wheeler, head of automotive at Imagination, the Full VR experience helps communicate the exhilaration of Jaguar Panasonic engineering and design. “We needed to create a thrilling way for people to learn about Jaguar Panasonic’s Formula E I-TYPE. Using the best of theatre and VR technology, we’ve told a story in an unforgettable way. We can’t sit everyone in the real driver’s seat but, with this totally immersive experience, we’ve come close to providing an authentic high-adrenaline experience.”

Field Sales Insight from

Time is money: but how much time should you spend in store?

A commonly asked question by many of our clients is exactly what amount of time they should be spending in store. After all, as the saying goes, ‘time is money’ and optimising the time you spend in store is crucial to ensuring that maximum possible ROI is extracted from a visit. But how do we go about measuring the optimum time? The answer, as it turns out, lies within a fundamental economic theory called the law of diminishing returns. First postulated by famous economists like Adam Smith and David Ricardo, the law states, basically, that there will come a point where adding additional amounts of

a raw material that is used in a production process will actually cause the incremental gain in output to fall. In classical economics, this fall was attributed to a decrease in the quality of input raw materials as more and more were used, but the same logic can be applied to activities typically undertaken on a field visit in-store. Take, for example, merchandising activity within FMCG: initially, fixing on-shelf gaps in a store that has many gaps will provide a high rate of return vs the cost of time associated with visiting that store. However, as more and more gaps are filled, there will come a point where the gain in sales from fixing an additional on-shelf gap does not outweigh the cost associated with the additional time required to fill it. Similarly, but perhaps less obvious, is the relationship between time spent running technology

demonstrations in-store and the rate of customer conversion to sales as a result of those demonstrations. Too many demonstrations and the quality of those demonstrations suffers: too few and your ability to catch the right consumers at the right time reduces.

2016 FM & BE Awards 49

Of course, all of this is just a theory without the empirical evidence to back it up. Our work with a range of different clients for tens of thousands of field visits across many different categories has allowed us to prove that just such a relationship exists:

Interestingly, although time in-store varies from client to client, category to category and activity to activity, one overriding theme emerges: that clients, as a whole, simply don’t spend enough time in-store as they should. Our findings suggest that our clients should increase time in-store by anywhere between 7.7% to 46.9% in order to maximise ROI. Quite clearly then, agencies need to give equal thought to optimising time on visit if they are to truly maximise the efficiencies of their operations and in turn deliver maximum value to their clients.

Supplier: Reflex International

FM Forum spoke to Lester Wolstenholme who heads promotional products and branded clothing supplier, Reflex International 1. What services does Reflex currently provide to the FMBE sector? Reflex supplies many of the leading agencies with uniform for experiential staff and promotional giveaways for campaigns. From a few tee shirts to projects requiring literally millions of products. We have enjoyed a great deal of success with the products we have supplied for large below the line campaigns, as well as producing our own products we are able to source globally. 2. What are the challenges of the FMBE sector?

Yes it does. For the larger projects, when time allows, we can switch production of all our UK stocked products and also offer completely bespoke solutions from our partner factories in the Far East. Our Ningbo office coordinates closely with the London office to ensure factories meet the exacting social and ethical standards, products meet all EU regulations and they obtain the most competitive rates. They also oversee sampling and production from start to finish and ensure quality control is carried out efficiently. 4. Can you help with campaigns that require a quick turn around? We can, many of our products can be supplied on express 48 hour turn arounds. 5. What are you looking forward to in 2017?

We are looking to extend our portfolio of agency clients. We To provide high quality merchandise are confident that we have with accurate branding and a honed our procedures and discreet service, on time! We processes to a point where we work with many customers in the are unparalleled in our customer background solving supply issues service, price and quality. We to leave them to concentrate on pride ourselves on ensuring keeping the client happy. all our customers are satisfied 3. Does your office in Ningbo help and that their campaigns are a FMBE agencies/brands? roaring success.


Visiting six locations throughout the UK, The Future of Play Tour featured a series of experiential PlayStation4 events offering gamers the opportunity to experience the immersive world of PlayStation VR. The Future of Play Tour headed to EGX at Birmingham’s NEC, followed by two pop up experiences in Buchanan Galleries in Glasgow and Meadowhall shopping centre in Sheffield. The tour has been designed to allow the maximum number of visitors to be able to trial – with 20 playable stations available for both pre-booked appointments and walk in trials.

Laduma, like most of the other demos in the event, focused on 3D virtual reality. Their demo was a virtual reality experience in the form of a music video, taking advantage of a 360° chair. The video was a compilation of juxtaposed visuals including up close action during sports games through to calming African

Tom Whitaker, group marketing manager at Sony Interactive Entertainment UK said: “PlayStation VR changes the way we play games and trying it is fundamental to understand that. We wanted to let as many people as possible experience The Future of Play Tour, to showcase what PlayStation has in store this year.”

Outside of the PlayStation VR

Review: The New Normal On the 3rd of November, I had the privilege of attending PromaxBDA’s ‘The New Normal’ conference event. The event showcased talks focusing on technology in the near future and what that means for brands and how they will connect with their audience, all of which were delivered from industry experts from brand giants including Amazon, Facebook, to smaller companies like Picasso Labs and Mimo Brands. Not only did the event boast insightful talks, but other brands, Samsung, Laduma, Universal and Google were all keen to showcase their latest endeavours with hands on demos.

area, gamers are also able to see the latest cutting-edge technology from Sony up close, with the PlayStation 4 Pro on display before its official launch on November 10th.

They also transformed the East London events space Kachette into an immersive venue where fans could experience a range of PlayStation VR titles.

Technofield FMBE’s tech reporter Will Murray went to PromaxBDA’s technology and marketing showcase conference held at Here East by the London Olympic Park

PlayStation’s nationwide tour

sunsets. The work Laduma had put into this video, much like the result was very impressive; the video was absent from obvious seams – where segments had been editing together to build a 360 video, and the shots must have been hard to accomplish – a solitary African elephant intimately walking passed the viewers face. Google’s demo also focused on virtual reality, but tackled the subject of how we can interact with a 3D virtual environment. They were showcasing their new Tilt Brush – a project in which you can harness the advantage of depth to paint in 3D around you. The user would be given two handheld controllers in addition to the headset, one of these controllers would be used as a paint brush whilst the other served as a menu to change parameters, select different tools etc. The last demo that particularly stood out to me was Universal’s demo which was extremely unique and demonstrated ‘hypnogogic’ effects. The demo used audio and a flashing white light to induce these effects. The result

was that of the user experiencing vivid patterns of colour that evolved over time with the music. The team there did not say if this is something Universal is looking at, or just a demo in order to gain attention at the event, but the rest of the booth had information about how Universal is working with music in their productions. These demos were inspiring; however, the main feature of the event was without a doubt the talks – with a very high profile line up of experts. There was something there for everyone. I found that ‘Data saves the video star’, delivered by Anastasia Leng Founder and CEO of New York business Picasso Labs, was deeply interesting (Leng is also a founder and CEO of designer marketplace The talk shed light onto advertising digitally and how user data is used to create more customer appeal in media. Leng talked of how companies analyse which media performs best to certain groups of people. The detail to which this is done was surprising e.g. how many faces in a picture, where each element is placed, and how different ads effect people at different times of day. The talk continued into using some examples from Netflix and their acclaimed series such as Orange is the New Black and House of Cards. Leng revealed how both shows had been tailor-made using data

2016 FM & BE Awards 50

about the most watched shows, actors, type of script and scenes etc. and yielded predictable results. I also enjoyed ‘you can’t do that’ from Giles Thomas, Mimo Brands, which looked at innovation and how language is changing industry areas when it comes to ideas and technology. More talks were based on changes in advertising as social media grows to be even more central in our lives, and how close we are to seeing virtual reality become a commercial and common feature of daily lives, through education, tourism and movies. The New Normal closed with inspiration from Paralympian basketball player and TV presenter Ade Adepitan MBE, discussing his life and how to overcome his own and more broadly our collective and varied challenges. Editor’s Note I was also able to swing by The New Normal and in time to see Jenny Biggam, who heads media agency the7stars discussing the role of people in the tech-driven fight for attention and Ben Smith from Laduma who discussed VR and the way in which different members of his family react to it. Both presenters were focussed on the current impact of tech engagement and the new social norms, and it is a theme that FMBE will be covering regularly in 2017.

Event experiences with social media boost Treat your event guests with branded photos, videos or animated gifs. They boost your social marketing efforts with your branded content and tell your brand’s story.


• • 020 8740 7947 2016 FM & BE Awards 51

LinkUK set for London

services will come at no cost to users or taxpayers as they will be funded by revenues from advertising on the Links’ digital displays.

Londoners will benefit from the fastest free public Wi-Fi available, free phone calls and a range of other free digital services from next year, thanks to a new partnership between BT, Intersection, the urban innovation company behind LinkNYC, and Primesight.

As part of the agreement with BT, Primesight will also sell advertising on nearly 17,500 BT payphone kiosks across the UK.

TROi launches TRO has announced the launch of a specialist department, TROi; a global team dedicated to the discovery, development and implementation of innovative creative technology solutions. TROi aims to drive innovation and push experience marketing to a whole new frontier – bringing cutting-edge creative technologies to enrich its clients’ consumer experiences. The agency has been developing and implementing creative tech solutions for a number of years and the move to formalise TROi marks an important chapter for TRO.

A new service, called LinkUK from BT, will see sleek, ultramodern kiosks called Links rolled out to major high streets across the capital. Hundreds of users within range of a Link will be able to access free ultrafast Wi-Fi on the move, with speeds of up to 1Gbps – the fastest free public Wi-Fi service available. Other free premium services available from the Links will include UK landline and mobile phone calls, mobile device charging and access to maps, directions and local services. These

Charlotte Tilbury, with the work of NexusEngage, created Westfield’s first ever interactive retail installation to drive excitement and awareness of its new flagship store before it opened in Westfield’s, White City in October

Michael Wyrley-Birch, TRO COO EMEA, commented: “As a business, we are committed to spotting trends and emerging technologies that can support the experiences we create in live environments. Our ultimate objective is to get more people engaging with and sharing the experiences we create – and it’s exciting to see how creative technologies are helping us to achieve this.”

The campaign occupied a 127 square metre frontage of the new store location during the time the store fit is being carried out.

The launch of TROi is bolstered by the appointment of Emanuele Ceppelli, who joins TRO as Creative Technology Director EMEA.

NexusEngage’s instore installation

GPJ appoints Kabra Butler for Jack Morton Jack Morton Worldwide has appointed Christopher Butler as the new director of content studio. The appointment is effective immediately. Based in the agency’s London office, Christopher will be leading Jack Morton’s content marketing offering.

brand experience are natural partners; and as technology continues to surge ahead, particularly in the fields of AR and VR, the opportunities opening up in these fields are truly game-changing for brands.”

Christopher joins Jack Morton from Gyro, London, where he held the role of head of film and creative content. Christopher Butler, director of content studio, said: “Content marketing and

Christopher Butler

Global experience marketing agency George P. Johnson (GPJ) has appointed Mary Kabra in the newly created role of marketing director, UK. Kabra joins GPJ from OgilvyOne where she was head of marketing and New Business. Prior to which, Kabra had roles in account management and business development at Engine Group, Publicis and Kitcatt Nohr. Jason Megson, managing director, GPJ, UK said; “Mary will be responsible for bringing GPJ’s story to life across a multitude of

media during an exciting period of change and growth for the agency. Her inclusion in our lineup supports a re-tooling of the agency’s senior team, including the 2016 appointments of executive creative director, Neil Mason and Chief Strategy Officer, Jonathan McCallum.”

Mary Kabra

Andy Day joins Sense Sense London has hired Andy Day to lead the company’s expanding creative department. The Australian born, London-based Day brings 20 years’ experience to the role across a wide range of sectors and disciplines at both traditional and non-traditional agencies.

winning campaign for Samsung. Commenting on the new appointment Sally McLaren, Sense board director, said: “We’re excited to have Andy on board. He brings a depth of experience across both creative and design that strengthens our creative offer.”

Day joins from Cheil UK where he was a creative director and one of the creative team responsible for We Are David Bailey, the company’s Cannes gold Andy Day

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to all of the winners of the FMBE Awards 2016

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