Category: News

The winners were announced at the Book Marketing Society’s meeting held at Simon & Schuster’s offices on 24 February for the all-important Christmas season (campaigns run between Sept-Dec 2014)

Children’s Campaign

The children’s field was particularly crowded, with another masterly campaign for Diary of a Wimpy Kid: The Long Haul by Jeff Kinney by the team at Penguin Random House Children’s Books up against HarperCollins’ all-out campaign for David Walliam’s Awful Auntie, and Bloomsbury’s stylish campaign for the Harry Potter reissues.  But the crown was taken by Hannah Maloco and Gemma Rostill of Puffin Books’ campaign for some new kids on the block, David O’Doherty and Chris Judge’s Danger is Everywhere.  The judges praised the wit and humour of the campaign, aiming particularly at reluctant readers with Basic Safety Tip videos on YouTube (Is your teacher a vampire?) and with bookshops treated to ‘Danger is Everywhere’ crime scene tape and a poster on ‘Avoiding Danger in Bookshops’.

Adult Campaign

In the Adult section, Sceptre’s Twitter short story campaign for David Mitchell’s The Bone Clocks caught the judges’ attention, as did the innovative digital memory-sharing project ‘Where were you then?’ that Pan Macmillan did for Ken Follett’s Edge of Eternity.  The winner, however, was a stand-out campaign by Fergus Edmondson, also at Pan Macmillan, for Chris Hadfield’s second book You Are Here, offering geeks everywhere the chance to get their burning science questions answered by their own personal rocket scientist.

Shoestring Campaign

In the hotly contested Shoestring category (campaigns under £5k) the judges eyes’ were caught by a quirky online campaign to reach a niche audience for Distilled from Octopus; another publisher-agnostic festival for the SciFi community by Sam Missingham at HarperCollins; and a well-crafted campaign by Sphere for Kate Bush superfans for a £120 book of early photographs taken by her brother – but the award went to an on-trend campaign for How to be Parisian: Wherever you are, with Merle Bennett at Penguin Random House making masterful use of the online blogging community and great brand partnerships to fantastic effect, with little cost.

The winners and runner-ups in full:

• Adult Winner:
  You are Here by Chris Hadfield – Fergus Edmondson at Pan Macmillan
• Children’s Winner:
  Danger is Everywhere by David O’Doherty and Chris Judge – Hannah Maloco and Gemma Rostill, Puffin Books
• Shoestring Winner: 
  How to Be Parisian: Wherever you are – Merle Bennett, Penguin Random House

• Adult Runner-Ups:   
  – Edge of Eternity by Ken Follett – Jodie Mullish, James Luscombe and Dan Brown, Pan Macmillan
  – The Bone Clocks by David Mitchell – Jessica Killingley and Bea Long, Sceptre/Hodder & Stoughton
• Children’s Runner-Up:
  – Diary of a Wimpy Kid: The Long Haul by Jeff Kinney – Julia Teece, Andrea Bowie, Vanessa Godden, Penguin Random House Children’s
• Shoestring Runner-Ups:
  – Cathy by John Carder Bush – Alexandra Cooper, Sphere/Little, Brown
  – Distilled by Joel Harrison & Neil Ridley – Karla Pett, Mitchell Beazley/Octopus

The marketing campaign for M.R. Carey’s debut dystopian novel was awarded the BMS Best Adult Marketing Campaign Award, at a packed meeting held in the London offices of Nielsen Book on Wednesday 29th october. The Girl with All the Gifts campaign, orchestrated by Felice Howden & Emily Rowland at Orbit, was picked from a record number of more than 40 campaigns submitted for the period May-August 2014, whilst the winner in the Children’s section was the UK tour partnership with Tatty Devine for Fangirl (Kat McKenna at Macmillan Children’s Books). The joint shoestring winners were the campaigns for The Lemon Grove by Vicky Palmer at Tinder Press/Headline and the Virtual Romance Festival from Sam Missingham, Kimberley Young and Charlotte Ledger at HarperCollins.

ADULT WINNER

The Girl With All The Gifts by M. R. Carey
Marketers:  Felice Howden and Emily Rowland, Orbit / Little, Brown

• Cover test helped identify most appropriate way to reach target audience (readers of commercial, emotional fiction)
• Identified supermarkets (Tescos) as key – but also provided assets for other retailers; book became Waterstones Book of Month
• Targeted premium entertainment websites, in line with the best media suggested by audience profiling
• Majored on lead character as way to engage audience most effectively – and used other authors to help spread the word
• Pay with a Tweet campaign gave people incentives to engage
• Extraordinary ROI for debut (and genre) novel

CHILDREN’S WINNER

Fangirl by Rainbow Rowell
Marketer: Kat McKenna, Macmillan Children’s Books

• Partnered with Tatty Devine to produce a ‘fangirl’ necklace on sale June to September to tie in with July author tour
• Exclusive edition necklace produced as competition prize
• #fangirlselfie competition so fans would share news about the necklace and be further excited by the collaboration
• Raised awareness for the book beyond bookstores and hardcore fans to whole new audience
• On very small budget achieved 50% more sales than previous books
• Also raised interaction with and views of MyKindaBook platform

JOINT SHOESTRING WINNERSThe Lemon Grove by Helen Walsh

Marketer: Vicky Palmer, Tinder Press/Headline

• Great feedback from the trade and glowing lead review in Good Housekeeping but…
• … it failed the Good Housekeeping ‘Reader Recommendation’ test
• A definite marmite book polarizing audiences
• So, refocused target audience and got the discussion going via social media
• Promoted as the perfect summer read: ‘Temperatures are rising. But it’s not the weather causing it‘
• Plus incentivised promotion via Toni & Guy salons resulted in a huge increase in her previous sales

Campaign Title:  Virtual Romance Festival
Marketer:  Sam Missingham, Kimberley Young, Charlotte Ledger, HarperCollins

• Genuine first – publisher-agnostic Festival organised by a publisher!
• Clear set of objectives including direct engagement with audience and attracting authors: both fans & writers targeted
• Survey to find 100 top romance books of all times; Spotify list of the authors’ favourite romantic songs
• Competitions to win a year with an editor, a year’s worth of books, and join authors in a Hangout
• Strong branding and Festival poster mimicking eg Latitude
• Delivered on three online platforms – Twitter, Facebook and Google hangouts

A number of campaigns were also awarded as ‘Highly Commended’

ADULT

We Are All Completely Beside Ourselves by Karen Joy Fowler
Marketers: Flora Willis, Victoria Beddows, Diana Broccardo, Serpent’s Tail

• A small company really getting behind a book – and making it very big indeed
• Twitter campaign #page77 for people to share their experiences of reading the book and the twist
• Moved into paperback quickly to take full advantage of the Booker news
• Targeted outside London with flyposting in Brighton, Edinburgh, Manchester
• Collaborations with LoveReading and Mumsnet fired up support and generated more reviews

The Goldfinch Donna Tartt
Marketer: Stephen Dumughn, Little, Brown

• Strong messaging to target audience: ‘Read it this summer. Remember it forever’
• Taken out of the literary fiction ‘box’ with mass market campaign through Tescos and Blinkbox
• Tesco twitter account asked: ‘Where will you be reading The Goldfinch this summer?’
• Competition for private viewing of the Goldfinch in Amsterdam with ASOS
• Gelupo provided free ice-cream for publication day stunt
• Sales up over 30% on previous book

CHILDREN’S

A Puffin Book
Marketers: Andrea Bowie, Nicola Chapman, Natasha Collie,  Puffin Books

• 20 classic Puffins given beautiful new covers and Extra! Extra! Read All About it! pages at the end, including rare archive material, quizzes and unexpected tidbits
• Virtual timeline for nostalgic audience but also a useful resource for schools
• Teachers sent a ribbon wrapped gift
• National Trust ‘Name a Puffin’ vote
• Librarians, bloggers, bookstores sent postcards: ‘What’s your favourite? Tell us, take a photo and…tweet tweet @puffinbooks’
• International sales of all titles up +250%

SHOESTRING

The Gollancz Festival
Marketers: Jennifer McMenemy (Marketing), Sophie Calder (Publicity), Gollancz

• Persuaded participating authors to read their one-star reviews on camera – genius!
• Timed when sci-fi fans and authors in London – but delivered internationally too
• Very well organised, throughout the day virtual and real activities, starting with a tweet-up on what people had for breakfast…
• Sold out in three weeks with no paid-for media at all
• Partnered new authors with established names

Judges for this campaign round included: Jo Henry and Alastair Giles of the Book Marketing Society, Orna O’Brien of the London Book Fair, Sheila O’Reilly of the Dulwich Bookshop, Sara Mulryan of Nielsen BookScan and Liz Thomson of BookBrunch

In the swish refurbished Orion offices, the winners of the Best Marketing Campaign Awards for May-August 2013 were announced.

Adult winner:

Night Film, by Marisha Pessl
Marketers: Rebecca Ikin, Jamie Fewery, Vincent Kelleher and author Marisha Pessl (Random House)

This one took the concept of an “integrated campaign” to heart: it was clear that the marketing of this book had been thought through from the outset, with standout visuals and a huge range of digital assets. The team did not lose sight of this book’s core target audience: ‘urban enthusiasts’, as evidenced by realising their ambitious goal of delivering an ‘immersive’ marketing campaign. A ‘reality’ for the characters in the story was brought to life through creations generated outside of the book. This ranged from the use of the ‘found footage’ of the films created by the book’s central character, to the engagement of pro graphic designers creating posters for those films. The campaign carried an integrated aesthetic from the book trade launch onwards.

Children’s winner

The Paper Dolls, Julia Donaldson with Rebecca Cobb
Marketer: Louise McKee (Macmillan Children’s)

The Guinness Book of Records attempt to create the world’s longest paper doll chain was a stroke of genius, and worked fantastically well in engaging people with the content – over 5000 email addresses were collected from those who submitted. It reflected the level of engagement across the campaign which was very strong – from the Save the Children partnership through to extensive blogger take-up, and strong targeting of mum websites and teachers.

Shoestring campaign winner:

1913, Florian Illies
Marketer: Flora Willis & Niamh Murray (Profile Books)

An imaginative campaign, executed in classy style, which explored the actions of historical figures the year before war broke. Great use of Twitter, creating a year’s worth of e-cards, one for each month in 1913, which in turn received strong support from Waterstones. All in all an impressive impact for tiny spend.

One campaign was also highly commended:

Adult:

Dead Man’s Time by Peter James

• Marketer: Jodie Mullish, with Naomi Bacon (Pan Macmillan)
  • Peter James’ campaigns are consistently strong but this was an especially tenacious effort
  • The local engagement with Brighton and the link with Peter’s stories was second to none, and extensive. Highlights included an experiential campaign using large vinyl stickers across a wide range of local businesses and shops, which in turn linked to the “Peter James’ Brighton” website
  • The campaign delivered another good example of Blippar in action, with significant engagement across the globe (more than 25,000 times in 3 months)

   

The winners were chosen from a list of more than 30 submissions from members of the Book Marketing Society. They were judged by BMS officials (Jo Henry and Alastair Giles, Executive Directors, and Jon Slack, Development Manager) together with Dominic Gettins of European ad agency Havas, Hugh Salmon of the marketing and communications agency The Salmon Agency and Brand Republic blogger, Simon Appleby of publishing web specialists Bookswarm, and Simon Scott, founder of Push Entertainment.

In the esteemed surroundings of Faber’s Bloomsbury offices, the winners of the Best Marketing Campaign Awards for January-April 2013 were announced.  The winners in the three categories – Adults, Children’s and Shoestring – were:

Adult winner:

Gone Girl, by Gillian Flynn
Marketers: Mark Rusher and Jo Dawson, Orion

This title came over from the US with a head of steam but, as many campaigns before it have proven, this doesn’t always translate into success. Gone Girl was an exception. It was Mumsnet’s Book of the Month and was instantly identifiable from it’s striking use of colours on a widespread poster campaign. The approach to the posters was unique in another way. Two quotes from the male and female protagonist’s were contrasted side-by-side to show the two points of view – reinforcing the tagline ‘there are two sides to every story’ – and offering appeal to both men and women. Became one of the genuinely ‘Book Everyone is Talking About’ titles of 2012.

Children’s winner

Geek Girl, by Holly Smale
Marketers: Nicola Way, Hannah Bourne, Abby Tayleure (HarperCollins’ Children’s)

From the aspirational strapline – “Celebrate Your Inner Geek!”, to the engaging Geek Girl cover shot competition (get your pic snapped on the cover) at the NEC Birmingham Clothes Show, this was a campaign with a lot of energy and plenty of visibility. It was promoted in Shout Magazine and on radio, and more than 1,500 photos were taken in their special photo booth (with glasses provided, of course). It was also the Number 1 debut in children’s books to date – a well deserved achievement for this first-time writer.

Shoestring campaign winner:

Knackered Mother’s Wine Club
Marketer: Alice Shortland, Bloomsbury

This book benefited from the genuine engagement of Waterstones booksellers, resulting in their voting it the Waterstones Book of the Year 2012; strong targeting of a foodie audience which managed to turn restaurant customers into book buyers; great competitions for the potential audience, and amazing sales and ROI.

Two campaigns were also highly commended:

Adult:

Fault in Our Stars by John Green

• Marketers: Gemma Green, supported by Nicola Chapman (Penguin)
  • Original and thoughtful use of copy in campaign materials, particularly dealing with the difficult subject of a 16-year old cancer patient. The campaign demonstrated a productive level of collaboration between the Marketing and PR team, with the tricky twin-audience targeting of  YA/adult cross-over market handled particularly well.
  • The creative was really effective and consistently imaginative – for instance drawing on hospital terminology in some of the banner adverts. The unique ‘Pass-it-on’ word of mouth campaign really worked and all told, the book is on target for half a million sales in 2013!

Children’s:

The Chocolate Box Girls (series) by Cathy Cassidy                                             

• Marketers: Julia Teece (Puffin)
  

• • Extensive consumer research was carried out among target audience in advance, to see what they wanted to see from author. As a result, launched the Cathy Cassidy TV channel (CCTV) which quickly saw 119k views of her video blogs, with a new one released each week. Judges were also impressed that a strong ROI was delivered within a very tight budget, with sales up 18% year on year

The winners were chosen from a list of more than 30 submissions from members of the Book Marketing Society. They were judged by BMS officials (Jo Henry and Alastair Giles, Executive Directors, and Jon Slack, Development Manager) together with Dominic Gettins of European ad agency Havas and Hugh Salmon of the marketing and communications agency The Salmon Agency and Brand Republic blogger.

The BMS is delighted to announce the winners for the second Annual Marketing Campaign of the Year Awards, for campaigns conducted in 2012. The bestselling children’s title Diary of a Wimpy Kid: The Third Wheel was declared the overall winner, with the Best Marketing Campaign of 2012 and also Best Brand Management. The announcement was made today (July 9th) at The Bookseller’s Marketing and Publicity Conference at the Southbank Centre, with five other category winners also revealed.

This year’s Annual Award shortlists were drawn from the winners of the 2012 Seasonal Awards, along with additional submissions by members, plus two categories which recognised excellence in copywriting and design. Each campaign was required to display outstanding innovation and creativity, the ability to reach and engage with the target audience and a good return on investment.

The categories in contention were:

• Best Blurb
• Best Package
• Best Debut Campaign
• Best Brand Management
• Best Shoestring Campaign
• Best Marketing Campaign 2012

Jo Henry commented:  “Our winners were real stand out campaigns in their categories so congratulations to them all. The overall winner in Wimpy Kid displayed real skill, professionalism, focus and audience connection with fantastic growth for the brand.”

The judges were a mix of leading marketing and advertising professionals from across industries, who brought a variety of skills and experience and a collective passion for books to the selection process:

• Dominic Gettins, Head of Writing at Havaas Worldwide, the fifth-largest global agency network
• John Bond, co-founder of whitefox, a new publishing services network acting for publishers, agents, writers and brands and former m.d. of Press Books at HarperCollins
• Miriam Robinson, Head of Marketing at Foyles, UK National Bookseller of the Year 2013 & 2012
• Nicholas Clee, joint Editor of BookBrunch, the publishing trade’s daily online news magazine
• Sam Missingham, Head of Events & Marketing, The Bookseller, FutureBook & We Love This Book
• Jo Henry, Executive Director and joint-founder of the BMS, and Global Director of Bowker Market Research, the leading provider of business intelligence for the book industry
• Alastair Giles, joint-founder of the BMS and MD of Agile Marketing, an independent agency working to attach sponsors and media partners to specially created book promotions
• Jon Slack, Development Manager for the BMS, also involved in a number of literary and industry events across the trade

Without any further ado…

Winners

The winner for Best Brand Management:

• Diary of a Wimpy Kid: The Third Wheel, Jeff Kinney (Puffin)

The winner for Best Debut Campaign:

• Fifty Shades of Grey, E L James (Arrow/Random House)

The winner for Best Shoestring:

• POLPO, Russell Norman (Bloomsbury)

The winner for Best Package:

• POLPO, Russell Norman (Bloomsbury)

The winner for Best Blurb (decided by public vote):

• Is It Just Me?, Miranda Hart (Hodder)

The winner for Best Marketing Campaign 2012:

• Diary of a Wimpy Kid: The Third Wheel, Jeff Kinney (Puffin)

The shortlists

 Best Brand Management 

• Diary of a Wimpy Kid: The Third Wheel, Jeff Kinney (Puffin)
• Me Before You, Jojo Moyes (Penguin)
• The Hobbit, J R R Tolkien (HarperCollins)
• Ratburger, David Walliams (HarperCollins)

Best Debut Campaign

• Fifty Shades of Grey, E L James (Arrow/Random House)
• Charlotte Street, Danny Wallace (Ebury/Random House)

Best Shoestring Campaign

• Unknown Pleasures, Peter Hook (Simon & Schuster)
• POLPO, Russell Norman (Bloomsbury)
• BFI Film Classics, Various (Palgrave Macmillan)

Best Design Package  

• The Teleportation Accident, Ned Beauman (Hodder & Stoughton)
• Tired of London, Tired of Life, Tom Jones (Ebury/Random House)
• POLPO, Russell Norman (Bloomsbury)
• Jerusalem, Yotam Ottolenghi (Ebury/Random House)

Best Blurb (decided by public vote)

• The Teleportation Accident, Ned Beauman (Hodder & Stoughton)
• Bleak Expectations, Mark Evans (Constable & Robinson)
• Is It Just Me?, Miranda Hart (Hodder)