BMS summer 2017 awards announced

POSTED ON: 07/11/17 TAGS: Awards Fiction Guerilla Marketing Non-fiction

by BMS

The best marketing campaigns for the period April-August 2017 were announced at the Book Marketing Society’s meeting held at Random House’s offices on 1st November. The Awards covered the summer reading period and there was particularly fierce competition in the Adult Fiction category, with much experimentation around ebooks used as price-promoted marketing tools for both hardbacks and paperbacks.

Adult Fiction

In the Adult Fiction category the judges gave a Highly Commended to three campaigns: Candice Carty-Williams and Chloe Healy of Vintage’s stylish, movie-like campaign for The Girls by Emma Cline; Sarah Arratoon of Pan Macmillan’s well targeted campaign for Miss You by Kate Eberlen and Stephenie Naulls of Ebury’s campaign for The One by John Marrs, veering between SF and romance.  The winners, however, were Sarah Shea and Hannah O’Brien of HarperCollins for their elegant 18-month long campaign for Eleanor Oliphant is Completely Fine by Gail Honeyman which achieved excellent sales for a hardback debut novel.



There were two Highly Commended campaigns in the Guerrilla category (for spends of £2,500 or less): Fergus Edmundson of Cornerstone commissioned seven animations to explain the complex economic theory behind each chapter of Doughnut Economics by Kate Raworth, while Elke Desanghere of PRH created an effective ‘virtual circle of marketing’ with the campaign for The House by Simon Lelic.  The winners in this category were Caitriona Horne and Kate Sinclair of Hodder & Stoughton for their savvy, clever and very cost effective campaign for How Not to Kill Your Plants by Nik Southern, harnessing social media and Habitat to reach the target audiences.

Adult Non-fiction

In the Adult Non-fiction category, an evocative and personalised campaign for Ben Macintyre’s SAS Rogue Heroes by Rose Poole of Viking, and an issue-based campaign for Robert Webb’s How Not to Be a Boy by Vicki Watson and Jenny Fry of Canongate, both gained a Highly Commended, while Ingrid Matts and Julie Woon of Penguin Press gained the winner’s laurels for their bold and provocative campaign – inspired by the film Kill Bill – for Naomi Klein’s No Is Not Enough.



In the Children’s category, a Highly Commended went to the mega-campaign from Grace Whooley and Tram-Anh Doan at Bloomsbury celebrating the 20th anniversary of Harry Potter and the Philosopher’s Stone, with a genuinely moving video based on fan feedback achieving over 9m views worldwide.  The winner, however, was Natasha Collie of Puffin for her high-energy and well-targeted campaign for Tom Fletcher and Greg Abbott’s There’s a Monster in Your Book, including toddler-height bookshop displays and chewable bookmarks.



Highly Commended in the Multi-title Category were Caroline Maddison, Sarah Thrift, Bronagh McDermott and Donna MacKay for their all-encompassing and emotive campaign for Start a Story, a new approach to summer reading.  There was a tie in this category in the winners slot, with Rosanna Boscawen and Helen Flood’s immersive and highly successful campaign for Margaret Atwood’s The Handmaid’s Tale and Hag-Seed chosen jointly with Sarah Benton of Orion’s RebusFest, a celebration of 30 years of the iconic detective through a fabulously curated weekend of books, music, films, whisky tastings, walking tours and much, much more.


Entries open for our next round of Awards on Tuesday 2 January, for campaigns between Sept-Dec 2017. Click here for more information.

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