Spring Season BMS Award winners

POSTED ON: 09/06/16 TAGS: Adult fiction Children's fiction Guerrilla marketing Non-fiction

by BMS

The winners were announced at the Book Marketing Society’s meeting held at Penguin Random House’s Strand offices on 9th June for the Spring season, covering marketing campaigns run between January and April 2016.

At a time of year when publishers typically choose to launch debut novelists or New Year New You campaigns, the judges also noticed a number of food (mainly biscuits) and drink themed promotions.

Lean-in-15-Cover-NewIn the adult category, there were three Highly Commended campaigns. The first, from Fergus Edmondson of Pan Macmillan for So You’ve Been Publicly Shamed by Jon Ronson came complete with a hashtag-shaped public stocks set up in Shoreditch that successfully embodied the theme of the book; Louisa Macpherson, Julia Pidduck and Jackie Freshfield of W&N/Hachette’s campaign for Julian Fellowes’s Belgravia was praised by the judges for being ‘spot on for the target audience’ – complete with a recipe for pink gin – while September Withers of Transworld/PRH’s striking campaign for debut novel Disclaimer by Renee Knight achieved a Number 1 slot on the Sunday Times Best Seller list & hugely impressive sales.  The winning slot was taken, however, by Anna Bowen of Bluebird/Pan Macmillan for Lean in 15 by Joe Wicks.  A very long lead in and the release of masses of material up front – including beach work out in the summer and Christmas recipe via Amazon – built up an incredible audience.  The book hit the crest of a wave on which it has surfed successfully ever since.

91HlpFFr+NLIn the Children’s category there was a highly commended for Elisa Offord of Simon & Schuster with her ‘eating veggies is good for you’ campaign for Supertato: Veggies Assemble by Hendra & Linnet, while the winning slot was taken by her colleague Liz Binks, also of Simon & Schuster which harnessed the power of the 8-12 year old ‘Dorkette’ superfans to push Dork Diaries: Drama Queen to the top of the bestseller lists.

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In the hotly contested Shoestring category (campaigns under £5k) the judges eyes’ were caught by Merle Bennett of Simon & Schuster’s sensitive and well-targeted campaign for Girl Up by Laura Bates which won a Highly Commended, while the winners laurels were won by Orlando Mowbray of HarperCollins Publishers for his innovative campaign for Your Ultimate Body Transformation Plan by Nick Mitchell, which used the Shazam app VR to reveal additional content of instructional videos.

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