Masterclass series with James Spackman continues with children’s and teens focus in April

POSTED ON: 19/12/16 TAGS: Children's fiction Masterclass World Book Day YA fiction

by BMS

The BMS Masterclass series with publisher and consultant James Spackman continued this Spring as he interviewed the marketers behind three original and very different children’s campaigns, each hand-picked for their various approaches to children’s and YA marketing.

As ever, the sessions were an in-depth look at what made them successful, the key learnings from each as well as useful takeaways that can be applied to other campaigns.

BMS Masterclasses – which will return in Autumn 2017 – are a great opportunity to gain fresh insights and inspiration. Anyone who is part of a BMS member company is able to attend.

Information about our Masterclasses in October and November is available here.

The speakers and campaigns were:

  • Kirsten Grant, Director of World Book Day, talked us through the marketing campaign for the stunningly successful 20th anniversary WBD
  • Andrea Bowie, PRH Marketing Officer, on Tom Fletcher’s ‘The Christmasaurus’ and the challenges and opportunities of working with pop star authors and crumpets
  • Jenny Fry, Communications Director of Canongate, on their campaign for ‘The Girl Who Saved Christmas’ by Matt Haig, which deftly addressed retailers, parents and teachers

Before the session, James Spackman commented: “Following a superb Masterclass in January on backlist campaigns – insights from which I have been quoting ever since – I’m delighted we’re turning our attention to children’s publishing. These three campaigns were all outstanding and demonstrate the scope and quality of children’s book marketing in the UK. We have much to learn from them.”

Spackman rounded up nine key takeaways from the masterclass on marketing adult titles as well as from the session on backlist marketing.


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