Winners of the July-September 2019 BMS Awards

POSTED ON: 21/11/19 TAGS:

by katie

Book Marketing Society Awards

And the winners of last night’s BMS Awards are…

Best Multi-Title Campaign

  • Highly Commended: The Year of Tracy Chevalier

Marketer: Abbie Salter, HarperCollins

“It was a challenge to reignite the passion of a classic title, re-engage existing audiences and create new ones. This campaign was carefully planned and connected the dots between the titles, loyal audiences and the engagement of new!”

  • Winner: Start Your Voyage

Marketers: Fleur Clarke, Emma Pickard & Rachel Quin, HarperCollins

“This was a well thought-out campaign, bringing traditional branding into the 21st Century to excited existing audiences and incite new one. Through the design of a great suite of assets, and making use of a number of list authors in the UK at the same time, the publisher was able to give this list the brand reboot it deserved with a distinct look and feel.”

Best Guerilla Campaign

  • Highly Commended: The Carer by Deborah

Marketer: Victoria Abbot, Headline (Hachette)

“An imaginative approach to casting the net wide to find the audience for Deborah’s book, demonstrating a real sense of understanding a brand.”

  • Winner: In at the Deep End by Kate Davies

Marketer: Fleur Clarke, Harper Collins

“A fantastic example of trusting your instincts to build on a strong campaign message. Strategic planning lead to a raft of opportunities that gave the paperback the exposure it needed and it really paid off.”

Best Children’s Campaign

  • Highly Commended: Plastic Sucks by Dougie Poynter

Marketer: Kat McKenna, Macmillan Children’s Books

“Leveraging a great publishing proposition, the team harnessed Dougie Poynter’s social media presence with the use of strategic content, devising creative partnerships with WWF, Kidzania, Sea Life London, Sky Ocean Rescue, Summer in the City and devising a school outreach programme and a nationwide event to inspire a new generation of environmental ambassadors.”

  • Winner: Top Marks for Murder by Robyn Stevens

Marketer: Sonia Razvi, Puffin Books

“It’s not easy to run a recruitment campaign for 8th book in a series, but the Top Marks for Murder marketer devised fantastic initiatives for renewed bookseller engagement, leveraging the existing fanbase on Twitter and Popjam, and devising creative partnerships across Sblended Milkshake shops, Trampoline Parks, Coffee Shops and school engagement to reach a new audience.”

Best Young Adult Campaign

  • Highly Commended: Crossfire by Malorie Blackman

Marketer: Michael Bedo, Penguin Random House Children’s

“Great core creative idea running throughout the #DearMalorie campaign, supported with presence at Glastonbury and good use of influencers, social advertising and animated trailer.”

  • Winner: The Deathless Girls by Kiran Millwood Hargrave

Marketer: Naomi Berwin, Hachette Children’s Group

“A solid campaign which leveraged owned channels and third-party activities, including a mini-brochure in Illumicrate boxes, influencers outreach, presence at YALC, and an animated mini-trailer to target the perfect audience.”

Best Debut Campaign

  • Highly Commended: My Sister the Serial Killer by Oyinkan Braithwaite

Marketers: Jamie Forrest and Sophie Walker, Atlantic Books

“Oh the beauty of this campaign! Stunning creative, brilliant copy and a tenacity with the paperback which drove sales and made this book unmissable.”

  • Winner: Our Stop by Laura Jane William

Marketers: Hannah O’Brien and Ellie Pilcher, Avon (HarperCollins)

“A sharp, focussed campaign with rigorous audience testing and an unwavering brand proposition, this team outperformed its own objectives, smashing sales targets and shifting industry perceptions.”

Best Adult Non-Fiction Campaign

  • Highly Commended: Gotta Get Theroux This by Louis Theroux

Marketers: Sarah Arratoon, Andy Joannou, Sarah Patel and Connie Roff, PanMacmillan

“We loved how this cheeky and fun campaign captured the spirit of Louis while being underpinned by a smart media strategy.”

  • Winner: Three Women by Lisa Taddeo

Marketer: Hannah Paget, Bloomsbury

“They delivered a highly impactful and beautiful campaign for an unknown US author by building advocacy from both key influencers and booksellers.”

Best Adult Fiction Campaign

  • Highly Commended: The Chain by Adrian McKinty

Marketer: Tom Noble, Orion

“With a limited budget, this campaign demonstrated enormous integrity and passion. Its consistent, bold branding brilliantly tied in with the book’s sinister premise.”

  • Winner: The Testaments by Margaret Atwood

Marketers: Rosanna Boscawen, Chloe Healy and Sophie Painter, Vintage

“For the book event of the decade, the team at VINTAGE were by no means complacent, and created a dovetailed, innovative and highly impactful campaign which made the most of every opportunity.”


Audience development

  • One Minute Later by Susan Lewis

Marketers: Fleur Clarke and Rachel Quin, HarperCollins

“With thorough, in-depth analysis, the team developed an insight-driven, creative campaign which engaged new, relevant audiences for an author three decades into her career.”

Innovation spotlight

  • Over the Top by Jonathan Van Ness

Marketer: Amy Fulwood, Simon & Schuster

“Really impressive audience targeting tailored to multiple platforms, the most ambitious being the animated Smart TV ads served to Queer Eye watchers, streamers and – surprisingly – video gamers.”

Creativity spotlight

  • The Holiday by T.M. Logan

Marketer: Felice McKeown, Zaffre / Bonnier Books UK

“This campaign was as compelling as a movie trailer. Clever use of language and cohesive branding gave it a life of its own as a fitting prelude to the book.”

Congratulations to all the winners and thank you to everyone who submitted their campaign. Look out for the next round of award entreis coming in the new year!

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