Author: BMS

Four #BMSShoutOuts from our October meeting

#BMSShoutOut is a chance to celebrate great work from across the industry and inspire the campaigns we’re working on now. See the latest shoutouts we pulled together and presented at the October 2018 member meeting.

If you have something you want to show off or have seen someone else worth talking about, be sure to add in #BMSShoutOut on twitter/FB and Instagram.


Beastie Boys Book Rough-Trade Takeover weekend: Hannah Marshall at Faber did a great job with rough trade and it looked like they had loads and loads of fun.


In at the Deep End by Kate Davies: Congratulations to Fleur Clarke at HarperFiction for the super proofs for In at the Deep End.


Listening to the Animals by Noel Fitzpatrick: Well done to Amy Davies of Orion for super vet pandemonium in the Orion Lobby.


Work Like a Woman, Mary Portas: Vicky Palmer and Ella Horne at Transworld for influencer mailing proof, highlighter, flyer, drinks coaster, notepad and great copy.


Important news about #BMSShoutOuts 2018

Use the hashtag to share your team’s very best bits from across 2018. We will pick out some of the year’s highlights at our 5 December Christmas social. Whether it happened in January or June, reshare, post afresh or just add the hashtag to an old post and we will find it.


BMS best summer campaigns

The winning campaigns from the BMS seasonal awards (in association with Total Media) for the summer (May-August 2018) were announced at the BMS member meeting at HarperCollins’ offices on Wednesday 31 October 2018. The judges again had a hard time picking the winners especially in the Non-Fiction category, which ended up with two highly commended awards and two winners!

The Adult Fiction category saw the judges give Claire Brett and Jen Porter of HQ (HarperCollins) Highly Commended for their fully-committed, creative and engaging campaign for VOX by Christina Dalcher. The winning campaign went to Jennifer Breslin from Orion for The Craftsman by Sharon Bolton, which the judges thought was an exceedingly clever and fitting campaign that targeted retailers and the book trade effectively.
In the Guerrilla category (for campaigns spends of £2,500 or less) Highly Commended was given to Vicky Abbott from Headline for her campaign for Eat, Drink, Run by Bryony Gordon. This campaign included successful tie-ins and interesting audio clips, all resulting in a good return on investment. First place went to Fleur Clarke and Sofia Hericson at Hodder & Stoughton for their highly targeted campaign with strong partnerships and a commendable return on investment and sales for Legendary by Stephanie Garber.
Highly Commended was given to the Multi-title category was given to Rosanna Boscawen and Leena Normington from Vintage for their original campaign of promoting classic titles as ideal holiday reads for Vintage Summer. The winner was Madeleine Hall from Virago for the successful increase in social media engagement for Virago Modern Classics 40th Anniversary.
In the Children’s category, judges gave two campaigns Highly Commended: Oi Cat! by Kes Gray and Jim Field for the strong brand visuals for maximum impact for Fi Evans from Hachette Children’s and Alex Cowan and Beth Maher at HarperCollins who built on previous campaigns resulting in a better return on investment for Birthday Boy by David Baddiel. The outright winner was Sarah Lough, Faber & Faber, whose campaign successfully targeted teachers with engaging materials resulting in trade success for Secrets of a Sun King by Emma Carroll.
Judging the Non-Fiction category proved to be a considerable challenge and two campaigns were awarded Highly Commended as well as two being crowned joint overall winners. Highly Commended was given to Justine Gold at Simon & Schuster for using eye-catching visuals and partnerships for Spitfire by John Nichol, and Alexandra Cooper from Little, Brown for the inspired creation of endurances events for The World’s Fittest Book by Ross Edgley.
The joint winners for this category were Jamie Norman, Alan Trotter and Vicki Watson from Canongate for their campaign for a Room to Dream by David Lynch, which included live-streaming a ‘Lynchathon’ and  Jodie Mullish at Pan Macmillan for an ingenious campaign retargeting the brand author to a more contemporary audience for Real Food Kids Will Love by Annabel Karmel.

Congratulations to all our winners!

The BA launches Independent Booksellers’ Children’s Book of the Month

Submissions for Q1 2019 open on Monday 22 October

January 2019 will see the launch of the Independent Booksellers’ Children’s Book of the Month which will be chosen by a panel of independent booksellers, from a range of new children’s titles submitted by publishers.

It will give one new children’s book the opportunity of focused promotion in independent bookshops across the country each month, with the organiser’s stated goal to showcase independent bookshops’ power and unique expertise to drive sales of children’s books.

Emma Bradshaw, Head of Campaigns at the Booksellers Association, said: “We launched the Children’s Book of the Season in Autumn 2017, and it’s proved so popular that we’re delighted to now be relaunching it as a monthly campaign. The Children’s Book of the Month creates a unique platform to celebrate children’s writers and illustrators. It also demonstrates the enormous impact that independent booksellers can make by working together to build readerships for the books they love.”

Submissions are open to books for children aged up to 11 years old across picture books, middle-grade fiction, non-fiction, and poetry, with the genre varying from month to month. Publishers will be invited to submit titles on a quarterly basis, with a maximum of six titles per quarter. Submissions must be published within the quarter – or ideally the month – of promotion, and sequels will not be considered. Full submission details can be found at

Submissions for the first quarter of 2019 close on Monday 5 November

Top #BMSShoutOuts from our August meeting

#BMSShoutOut is a chance to celebrate great work from across the industry and inspire the campaigns we’re working on now. See the latest shoutouts we pulled together and presented at the August 2018  member meeting.

If you have something you want to show off or have seen someone else worth talking about, be sure to add in #BMSShoutOut on twitter/FB and instagram.


    This stylish pre-order competition announcement from Faber’s Niri Bharadia as an Instagram Story of Sally Rooney’s limited edition screen print


Transworld wanted to show their equal appreciation of indies *and* Waterstones by providing different coloured ‘Bridge of Clay’ proofs — pink/rose gold for indies and cream/yellow-gold for Waterstones. Everybody wins, not to mention a joy to behold
A cracking high-impact design from Matt Clacher at Fourth Estate Books with this LU 12-sheet poster, which used a quote from Celeste Ng to position the ‘shock’ of book but also hint at the uplifting nature of the ending


This spectacular Christmas window display from Hodder Books at Foyles took over three hours to make (including painstaking attention to each individual snowflake). Well worth the time and energy spent, surrounded by #summer reads.



Inspiring #BMS ShoutOuts from June member meeting

#BMSShoutOut is a chance to celebrate great work from across the industry and inspire the campaigns we’re working on now. See the latest shoutouts we pulled together and presented at the June 2018  member meeting.

If you have something you want to show off or have seen someone else worth talking about, be sure to add in #BMSShoutOut on twitter/FB and instagram



The Familiars by Stacey Bartlett

  • Recycable proof packages
  • BonnierZaffre marketing

The Binding by Bridget Collins

  • Animations, proof incentive newsletter sign up, proof packages
  • HarperFiction

Recovery by Russell Brand

  • Hardback and paperback campaigns
  • Jodie Mullish, Bluebird

Russell Brand Recovery: Freedom From Our Addictions campaign across formats from Jodie Mullish at Bluebird.

The tube ads for hardback were great.

They are running phone box ads in East London for the paperback.

All the events have all been in non-trad venues like community centres and churches. Rather than theatres and bookshops which could be off-putting to some audiences.

Jan-April 2018 Campaign Award Winners

The best marketing campaigns for the period January-April 2018 were announced at the Book Marketing Society’s meeting held at the Faber & Faber offices on Wednesday 13 June. Covering the Spring reading period, judges had a hard time picking the winners especially in the Non-Fiction category, which saw a number of titles working to rise above the competition in a crowded space.


Adult Fiction

Judges gave a Highly Commended to two campaigns: The Lido by Libby Page saw Cait Davies and Sarah Benton from Orion employ ‘Lifeguards’ to increase the regional appeal of a very London-centric title and Sarah Shea and Emma Pickard at HarperFiction escalated the sales of a known author though a change in strategy with the campaign for Fern’s Britton’s Coming Home. The outright winner was Chloe Healy from Vintage with an all-encompassing and impressively detailed campaign resulting in impressive sales across all formats for The Mermaid and Mrs Hancock by Imogen Hermes Gowar.



For spends of £2,500 or less, this category saw a Highly Commended award go to Emma Petfield from John Murray Press for the campaign for How to Survive the End of the World (when it’s in your own head) by Aaron Gillies. This campaign cleverly used the authenticity of the author’s voice throughout the campaign. First place was given to the diligent and focused campaign from Natalia Cacciatore at Cornerstone for The Girl on the Dancing Horse by Charlotte DuJardin. This was a campaign that could easily have relied on the promotion of the title through the author’s channels instead they were creative in accessing and then leveraging partnership marketing.


Multi-title category

In the closely-fought Multi-title category the WOM4N campaign from Liv Marsden to celebrate the plentiful and talented female writers at 4th Estate was awarded a Highly Commended. The winning campaign, however, was from Rosanna Boscawen, Vintage with Vintage Minis which was a stylish execution of retail activation and brand partnerships.



A Highly Commended was given to Sonia Razvi from Penguin Random House Children’s for the solid and well thought-out campaign for A Spoonful of Murder by Robin Stevens. The winner was announced as Kat McKenna from Pan Macmillan for the impressive return on investment for the campaign for Children of Blood and Bone by Tomi Adeyemi. The different strands of the audience targeting and clever brand awareness made this a top choice.


Adult Non-Fiction

A thorough, energetic and creative campaign for BOSH! By Henry Firth and Ian Theasby gave Jess Htay, Jen Callahan-Packer and Joanna Rose from HQ a Highly Commended. The winner, however, was Orlando Mowbray from HarperCollins for the campaign for The Doctor’s Kitchen by Dr Rupy Aujla. This campaign took an unknown author and through clever positioning and messaging took him to the top of the iTunes podcast chart and increased his social media following by over 350% as well as achieving high sales in the tricky healthy eating market.

#BMSShoutOuts: the campaign work we loved from March and April 2018

#BMSShoutOut is a chance to celebrate great work from across the industry and inspire the campaigns we’re working on now. See the latest shoutouts we pulled together and presented at the March and April 2018 member meetings.

If you have something you want to show off or have seen someone else worth talking about, be sure to add in #BMSShoutOut on twitter/FB and instagram.


March 2018

Suicide Club by Rachel Heng

  • Sceptre marketing
  • Slipcase proof & pin badge Online influencer activity

Series of gifs and photography for social, and lots of Bookstagram activity already generated for this lead titles

How to be Famous by Caitlin Moran

  • Ebury marketing
  • Slipcase proof

Gorgeous slipcase proof and a Spotify playlist from the author



Exit West by Mohsin Hamid

  • Penguin General marketing
  • Interactive poster display, with Audible tagging

Penguin worked with Jack Arts to create an interactive poster installation on Commercial Street, London for Exit West. Using book jacket artwork, book extracts and cityscapes from locations in the book. Functioning doors open onto the posters. The campaign strapline read: “You sometimes need a way out. You always need a way in.” 

Six Tudor Queens by Alison Weir

  • Jo Liddiard, Headline marketing
  • Spillboard


Why I’m No Longer Talking To White People About Race by Reni Eddo-Lodge  Genista Tate-Alexander

  • Bloomsbury marketing
  • Interactive poster

The well-known Shoreditch High Street poster site featuring an extract from the book and the now widely-recognisable jacket approach, live for paperback release

April 2018

The Words Podcast by Dawn Burnett & Richard Vlietstra

  • Simon & Schuster
The Words Podcast launched in January from the Simon & Schuster team. Presented by journalist Rosie Goldsmith. 3 episodes so far
  • Benjamin Zephaniah, Rupi Kaur on poetry
  • And a detective constable, criminologist and crime scene journalist as guests for the crime fiction episode
  • Laura Bates on sexism

Described by one customer review on iTunes as ‘like something that would slot right in between women hour and you and yours.’

Perhaps the S&S team can come and talk in another session around their strategy behind the podcast, that would be great.


 Circe by Madeline Miller & Rachel Wilkie

  • Bloomsbury
  • Social assets, POS and windows

Congratulations to Rachel Wilkie and Bloomsbury marketing on their number 2 bestseller with  Circe. Highlighting their grecian photography social media asset design, POS and Foyles window here


The President is Missing by Bill Clinton and James Patterson

  • Cornerstone marketing
  • Oval Office at LBF

Huge shoutout to Cornerstone’s Marketing team for bringing the #PresidentisMissing Oval Office to life at London Book Fair to announce The President is Missing by James Patterson and Bill ClintonEnabling ultimate selfie moment on an epic scale, they painstakingly reconstructed the Oval Office and Rose Garden and manned it throughout the fair. A Trump look-alike, Gif machine, mini golf, badges and a recorded message from Bill Clinton on the desk phone, ensured the activity made the book the talk of the fair.

“Permission marketing” is alive and well, and nine other things we learned at the BMS Masterclass on (almost) zero budget marketing

March’s Masterclass on (almost) zero budget marketing was a wide-ranging, in-depth session — many thanks to our marketers who presented their campaigns and fielded questions:

  • Elke Desanghere (then of Penguin, now Digital Marketing Manager at HarperCollins) on the use of microsites and more during the campaign for Simon Lelic’s The House
  • Caitriona Horne (Senior Marketing Manager at Hodder) on the campaign for How Not to Kill Your Plants, and how her team tapped into the millennial mind-set
  • Tara Al Azzawi (Senior Marketing Manager at 4th Estate) on her team’s excellent political campaign for Dear Ijeawele

Below are a few of James Spackman‘s key takeaways from the session.

A product can be marketed on the back of a political campaign, if the product and the messages are right. Tara Al Azzawi’s campaign for Dear Ijeawele was explicitly tied to International Women’s Day in a way which was effective and appropriate.

… but get it wrong at your peril. Brewdog got into all sorts of bother with their pink beer.

An “unproduced” feel to social media assets – such as the handmade quote cards for the Dear Ijeawele Twitter photos – emphasises authenticity and commitment.

BMS Awards: Autumn winners announced

The best marketing campaigns for the period September-December 2017 were announced at the Book Marketing Society’s meeting held at Hachette’s offices on 26th March.

There was particularly strong competition in both the Adult Fiction and Guerrillla (for campaigns costing less than £2,500) categories, with the judges choosing two Highly Commended in the first of these, Adult Fiction:  firstly, Fleur Clarke’s well-targeted campaign at Hodder for Stephen and Owen King’s Sleeping Beauties. In addition, Hattie Adam- Smith, Rebecca Ikin, Amber Bennett-Ford of Cornerstone’s (Penguin Random House) stunning in-house campaign for Uncommon Type, a debut short story collection by Tom Hanks. The winner, however, was Sarah Arratoon of Pan Macmillan for her out-of-the-box, intertextual campaign for A Column of Fire by Ken Follett, which used ‘Pigeonhole’ to launch a unique, pre-publication serialisation of the book, and included chapter samples within video game boxes, through an offline partnership with Daedalic.

Highly commended in the Guerrilla campaign category was Victoria Abbott of Headline for her work on A Year of Wonder by Clemency Burton-Hill, creating innovative playlists and bespoke video messages on Apple Music to reach a diverse audience. Heather Keane and Naomi Berwin of Hodder & Stoughton were also highly commended for the creative and far- reaching social media campaign associated with The World Cup of Everything by Richard Osman. But the outstanding winner in this category was the fantastically successful campaign run – on a tiny budget, in an incredibly quick turn-around period- by Flora Willis of Profile Books for Mary Beard’s Women and Power.

In this season’s huge and rich Adult Non-fiction category, Justine Gold’s campaign at Simon & Schuster UK for The Sun and Her Flowers by Rupi Kaur, John Grindrod’s campaign for Rosamund Young’s The Secret Life of Crows (Faber and Faber) and Jodie Mullish of Bluebird’s (Pan Macmillan) socially conscious campaign surrounding Russell Brand’s Recovery all received honourable mentions at the awards. A stylish campaign for Nigel Slater’s The Christmas Chronicles, led by Tara Al Azzawi of 4TH Estate Books (Harper Collins) gained a Highly Commended, while Paul Martinovic of Picador (Pan Mac) won the winner’s laurels for his carefully targeted digital marketing campaign for Adam Kay’s This is Going to Hurt.

Within the multi-title campaign category, Niriksha Bharadia’s campaign surrounding Agatha Christie (Faber & Faber) received an honourable mention, whilst Helen Flood and William Smith’s campaign for Yuval Noah Harari’s Sapiens (Vintage, Penguin Random House) was Highly Commended. The winner within this category was Penguin Random House  Children’s Andrea Bowie, Sonia Razvi, Kitty Chivers and Roz Hutchinson, for their creative campaign involving a free online show for schools, Puffin Virtually Live: the Illustrators Takeover.

Highly Commended in the Children’s Category was Elisa Offord of Simon and Schuster’s campaign for Supertato: The Evil Pea Rules! by Sue Hendra and Paul Linnet, including a highly successful social media campaign and animated trailer. Emily Finn and Caroline Fleming of Egmont Publishing won the Children’s category for their fun instore campaign at HMV for Where’s the Wookie 2 from Lucasfilm.

The judges for the Autumn campaigns were: Julia Kingsford, Dominic Gettins, Keira O’Brien, Sarah Mulryan, James Spackman, Sam Missingham and joint BMS founders; Jo Henry & Alastair Giles.

Submissions for the next Award season — for campaigns between January and March — open on Tuesday 1 May. More info is available here.

Absent authors can be a marketer’s best friend, and 17 other things we learned at the Brands Masterclass

November 2017 saw our final Breakfast Masterclass of the year with James Spackman. It was another stimulating session with four fascinating talks examining brand authors across the spectrum, including two bold re-positioning campaigns. Thank you to all the presenting marketers for their sharing.


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