BMS announce new Award categories for 2016/17 campaign season

POSTED ON: 07/09/16 TAGS: Adult fiction Awards Children's fiction Guerrilla marketing Non-fiction

by BMS

The Book Marketing Society has announced new categories for its marketing campaign Awards programme, as the new 2016-17 Awards period gets underway.

The redefined categories will see a clearer split between Adult Fiction and Non-Fiction alongside Children’s, with the ‘shoestring’ category threshold of total campaign spend lowered to £2.5k, halving the previous budget threshold of £5k.

A new category has also been created for “multi-title” campaigns, where marketing activity is geared towards the promotion of backlist titles, or any other grouping of titles coordinated by a single campaign.

The categories now breakdown as follows:

  • Adult and Children’s shoestring (up to £2.5k)
  • Adult Fiction (above £2.5k)
  • Non-Fiction (above £2.5k)
  • Children’s (above £2.5k)
  • Multi-title campaign (ie backlist, series, or some other grouping of titles)

In addition, judges will be on the lookout throughout the coming year for marketers or marketing teams who could be considered for an ‘outstanding achievement’ award, which would be included as part of the Annual Award announcements in 2017.

Jo Henry, Executive Director of the BMS, said: “We’re keen to encourage a greater diversity of campaigns being submitted by publishers and retailers for these prestigious Awards, and to ensure that those that are submitted are being judged as fairly as possible.  These new categories will result in even more fantastic marketing campaigns to applaud and an even greater clarity in the judging process.”

Winners for the 2015/16 Annual Awards were announced at the Bookseller’s Marketing & Publicity conference in June and included Lean in 15 by Joe Wicks, run by Anna Bowen of Bluebird/Pan MacMillan, Vicky Photiou from Ladybird/PRH Children’s was honoured for her campaign for The Rabbit Who Wants to Fall Asleep by Carl-Johan Forssén Ehrlin, and Caroline Maddison and Justine Gold from HarperCollins were awarded the prize for the Shoestring award – for campaigns under £5,000 – for their work on Scrabble Week. Simon & Schuster Children’s won the award for Best Marketing Team 2015/16.

The Awards are part of the Book Marketing Society’s commitment to promoting excellence in book trade marketing.  The Seasonal Awards reward the best marketing campaigns every four months now in five categories, and the Annual Awards. The Awards are designed to acknowledge the work of marketing professionals within the book industry. The judges – independent marketing and book trade experts– are particularly looking for a professional approach in the following three areas:

  • Innovation and creativity
  • Ability to reach and engage the target audience
  • A good return on investment

Submissions are now open for the first ‘seasonal’ campaign period (May – August 2016). To enter your campaign please visit

To view information about previous winners visit

For further information or to learn more about membership to the BMS, please contact

Jon Slack on

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