Autumn Masterclasses announced with a focus on Debut & Brand campaigns

POSTED ON: 25/09/17 TAGS: Branding Guerrilla marketing Masterclass debuts

by BMS

The BMS Masterclass series with Publisher and Consultant James Spackman is back with two events this autumn, offering members a chance to participate in expert discussion and more, with some of the best marketing brains in the industry.

October’s masterclass event focused on groundbreaking debut campaigns, showcasing marketers who have launched first-time writers with originality and flare. For the second session in November, the emphasis will be on ‘author brand’ marketing, featuring discussions with the people behind Jodi Picoult, Harry Potter, Alan Bennett and Joanna Trollope.

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

The sessions are a great opportunity to benefit from fresh insights and inspiration. Anyone part of a BMS member company is eligible to attend.

We keep the size of the masterclasses small so places are limited. Team packages are available.

Commenting on the Autumn themes James Spackman said: “Debut publications are growing in importance all the time. Creating a buzz from a standing start and bringing real momentum to publication, is one of the areas in which a marketing team can add real value for their company.

Meanwhile the challenges of maintaining and developing a lucrative author or series brand, or rescuing a failing one, are no less significant. Both of these masterclasses will get under the hood of exemplary campaigns which made a big business difference, and I can’t wait to hear more about them.”

Booking information:

Thurs 5 October 2017 – DEBUTS
Thurs 23 Nov 2017 – BRANDS

Sessions run from 9.30am-1pm and include a break for refreshments (entry from 9am)


  • Fleur Clarke, Senior Marketing Manager at Hodder & Stoughton, will discuss Jodi Picoult’s latest best-seller, Small Great Things, and the clever ways they’ve been able to keep the Picoult brand fresh
  • Ian Lamb, Head of Children’s Publicity at Bloomsbury, on the publisher’s reinvention of the megalithic Harry Potter series for its 20th anniversary
  • Niamh Murray, Marketing Director of Profile Books, on Alan Bennett’s Keeping On Keeping On, and Bennett’s continued success in the literary market
  • Sarah Arratoon, Head of Marketing Fiction at Pan Macmillan, and Emma Bravo, Pan’s Communications Director, will talk to James about the enormously successful marketing campaign for Joanna Trollope’s City of Friends

–> Booking for the Brands session is available here.

Plus our campaign ‘surgery’ session – bring your dilemmas and the panel will help!

The speakers at our Debuts event were:

  • Bethan Ferguson, Managing Director of Quercus, spoke about The Girl Before by J.P. Delaney, and the challenge of marketing crisp new thrillers in a competitive market.
  • Katie Hall, Head of Marketing at Faber, on the genius guerilla campaign for the release of the best-selling Grief is the Thing with Feathers by Max Porter.
  • Hannah Gamon, Fiction Marketing Director at HarperCollins, explained the thinking behind their brilliant campaign for The Trouble with Goats and Sheep by Joanna Cannon.

Nielsen Book offices, 5th floor
Endeavour House, 189 Shaftesbury Avenue
London WC2H 8TJ

£45 per class, or book x3 spots for £120


Places are limited and only available to BMS members (or colleagues working for a member company). For larger team bookings please contact


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