Category: News
Full list of 2019 Book Marketing Society Award Winners
January – March 2019
- Debut – The Familiars / Stephen Dumugn, Felice McKeown, Sahini Bibi (BonnierZaffre)
- Fiction – The Binding / Sarah Shea, Katy Blott (HarperFiction)
- Non-fiction – Pinch of Nom / Don Shanahan, Jodie Mullish, Andy Joannou (Bluebird)
- Children’s – The Valentines: Happy Girl Lucky / Alex Cowan, Beth Maher (HC Childrens)
- YA – King of Scars / Naomi Berwin, Natasha Whearity (Hachette Childrens)
- Guerrilla – How to Clean Your House / Janet Aspey, Hannah Sawyer (HQ)
April – June 2019
- Debut – Queenie / Cait Davies (Orion)
- Fiction – In a House of Lies / Tom Noble (Orion)
- Non-fiction – The Secret Barrister / Paul Martinovic (Pan Macmillan)
- Children’s – Malamander / Jill Kidson, Jo Humphries-Davies, Josh Alliston, James McParland (Walker)
- YA – A Good Girl’s Guide to Murder / Jasveen Bansal, Dannie Price (Egmont)
- Guerrilla – Lowborn / Sophie Painter (Vintage)
July – September 2019
- Debut – Our Stop / Hannah O’Brien, Ellie Pilcher (Avon)
- Fiction – The Testaments / Rosanna Boscawen, Chloe Healy, Sophie Painter (Vintage PRH)
- Non-fiction – Three Women / Hannah Paget (Bloomsbury)
- Children’s – Top Marks for Murder / Sonia Razvi (PRH Childrens)
- YA – The Deathless Girls / Naomi Berwin (Hachette Childrens)
- Guerrilla – In at the Deep End / Fleur Clarke (HarperFiction)
- Multi-title – Start Your Voyage / Fleur Clarke, Emma Pickard, Rachel Quin (HarperFiction)
October-December 2019
- The Starless Sea / Sophie Painter & Kate Neilan (Vintage PRH)Fiction
- Non-fiction – The Boy, The Mole, The Fox and The Horse / Rebecca Hibbert (Ebury PRH)
- Children’s – Earth Heroes / Hester Seddon & Julia Kathro (Nosy Crow)
- YA – It’s Not OK To Feel Blue (and other lies) / Alesha Bonser (PRH Children’s)
- Guerrilla – Find Me / Phoebe Williams (Faber & Faber)
- Multi-title – MerkyBooks Pop-Up Shop / Emma Wallace, Natalia Cacciatore, Lydia Weigel & Sharifah Grant (Cornerstone PRH)
4 key learnings from Three Women
Congratulations to Hannah Paget of Bloomsbury, who picked up a BMS Award for her outstanding work on the Three Women campaign. The judges said she “delivered a highly impactful and beautiful campaign for an unknown US author by building advocacy from both key influencers and booksellers.”
Here are the key learnings Hannah wanted to share about the campaign:
1. Important books are for everyone
While it is often crucial to have a target market in mind, with Three Women we wanted an approach that wouldn’t limit the potential audience. Mindful of the special high/low nature of the book, our aim was to position it as a ground-breaking piece of non-fiction but also a thrilling read. We deliberately kept the messaging around it as broad and open as possible. I carefully planned the first proof, keeping the design pared back and using that amazing Dave Eggers quote, to confidently assert that this was important book to be taken seriously. Settling on the cover image was also long process (our amazing designer Greg Heinimann tried over 100 covers!) as we wanted to make sure we were doing something original and universal that wouldn’t narrow the audience.
2. Booksellers are your friends and key champions
Getting retailers on side was crucial. We knew the author was a huge asset, so we brought her over to the UK four months before publication. Allowing booksellers to meet her, to hear her speak about the book and the eight years she spent researching it, led to a huge increase in booksellers reading and loving it. Through working closely with those key buyers and booksellers we were able to secure strong in-store support. Foyles in particular were incredible supporters. They chose it as their book of the month, had a special edition including gift with purchase, a sold out event before publication and multiple window displays. They’ve gone on to name it their Non-Fiction Book of the Year. Waterstones Gower Street were also amazing at hand selling and created the most beautiful window display!
3. Helpful to determine creative clarity as soon as possible
In order to straddle a serious non-fiction treatment with a highly original and thrilling read, I wanted to ensure visuals around the campaign were pared back and not suggestive or leading. This was established early on and adhered to throughout. I also wanted the marketing materials to feel high-quality and tactile, so I chose a soft touch laminate finish for the postcards and the second proof, which influenced the decision for the finished book. An initial style guide for internal use and for international offices was also incredibly useful for keeping this consistent.
4. Have regular meetings with a core group to keep yourself on track
Working so closely as a team was incredibly important. I would meet regularly with Alexis, the editor, and Emma, the publicist, to go over every detail of the campaign. We drafted and redrafted the initial copy and closely thought through the positioning and messaging. We were all busy working on it separately, but meeting regularly kept our messaging and visuals aligned.
Announcing the Book Marketing Society Mentorship Scheme
We’re pleased to announce our first cross-publisher mentorship scheme for marketers.
About
Mentoring is a relationship, usually between a senior mentor and a more junior mentee, designed to provide a neutral and confidential space for discussion, to help with shaping careers and navigating areas of development.
The BMS scheme is designed to be reciprocal, with much of the steering coming from the senior partner, but advice on offer where appropriate from the junior partner. While some larger publishers run their own mentorship schemes, this is designed to be complementary – there is a benefit to cross-industry links and different ways of approaching challenges.
The aim of the scheme is to build networks and support best practice across publishers’ marketing teams.
There are 12 places available in the first year.
How
The mentorship is designed to last for 1 year and each pair commits to meeting at least 3 times over the year. The onus is on the mentee to request a meeting with the mentor checking in if necessary to move things on. We suggest you choose a neutral venue and meet for a coffee –this may need to fall outside work hours but we will leave it to each pair to arrange a suitable time. The suggested meeting duration is 60 to 90 minutes.
For those based outside of London, we recommend arranging meetings via Skype (or equivalent) or by phone.
When
Mentees should apply by 10th December 2019. Matches will be announced by mid-January 2020.
To apply as a mentee
NB Mentee applicants should have at least six months’ experience in an entry level marketing role
Email [email protected] by 10th December 2019. Please include in your email:
- Name
- Job title
- Experience to date
- Location
- What you would like to gain from a mentorship – please be as detailed as possible in order to help match you
- Any specific challenges you’d like to address
To volunteer as a mentor
NB Mentors should be of Marketing Manager (or equivalent) level, or above
Email [email protected] by 10th December 2019. Please include in your email:
- Name
- Job title
- Experience to date
- Areas of expertise
- Please let us know if you have mentored before
- Anything else you think it would be helpful for us to know
If you have any questions, please email [email protected]
The BMS Mentorship Team are:
- Niamh Murray, Marketing Director, Profile Books
- Matt Clacher, Marketing Director, Fourth Estate
- Celeste Ward-Best, Deputy Marketing Director, Little Brown
Winners of the July-September 2019 BMS 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.”
SPOTLIGHT AWARDS:
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!
What made the Lowborn campaign such a success?
Earlier this year, Sophie Painter of VINTAGE won the Best Guerrilla Marketing Award (April-June 2019) for her campaign for Kerry Hudson’s Lowdown. The judges said this was:
A stellar example of a campaign delivering on some clear objectives with a small budget and within a very short timeline. They not only conceived and delivered a campaign to support an important social justice campaign, but also made use of high profile partnerships with relevant charities to deliver a wide range of events and reach new audiences for this book.
But what did Sophie think the key elements of the campaign were? Here are her key takeaways:
- The best campaigns are created when the author, agent, editorial, sales, publicity and marketing all agree and work towards the same goals from the outset. This was a hugely collaborative campaign based on the plans we set out to author and agent nine months ahead of publication. It’s especially important to have built this trust early on when a book is so personal to and difficult for the author.
- In order to draw non-traditional book-buying audiences to events the key things to consider are the accessibility of the location, price and format.
- You don’t need a huge advertising budget if you can work with large charity partners in a meaningful way, but your activity has to be led by their campaigns.
- The personal recommendation of booksellers is central to this kind of narrative non-fiction in hardback, it can be time consuming to reach out to individual bookshops but their passion will sustain the sales once all of the publicity and marketing has run.
10 key learnings from the YA and Crossover Masterclass
Last month, James Spackman hosted the latest BMS Masterclass, focusing on YA and Crossover. With presentations from Naomi Berwin of Hachette Children’s Group, Roisin O’Shea of Hot Key and Piccadilly Press, Sanne Vliegenthart of Books & Quills and Kat McKenna of Macmillan Children’s Books, it was a fascinating insight into some of great YA and Corssover marketing campaigns.
As always, James hosted a round-table discussion after the presentations, allowing people to bring their marketing challenges to the wider group. Here are a few of the key things that came up on the day…
- Adult and Children’s publishers can have very different definitions of success. Week one chart position remains key for adult firms, whereas kids’ lists have tended to have to look more long term.
- Sometimes a strategically minded author can help a global campaign come together. Leigh Bordugo, for example, insists on coherence between her global publishers, which means assets are shared and there is more noise around key launches.
- The YA community is still thriving but with so many books being published, you can’t just rely on a core of influencers to make your launch talked about.
- There’s no substitute for meeting readers. Don’t assume you know what readers want from your authors of your list. How do you know if a jacketless hardback is the wrong choice? A stream of keen fans at YALC will tell you …
- In a time where getting commitment from retail chains is hard, YALC is a precious thing: hundreds of keen readers who buy multiple editons at full price and give you invaluable insight.
- YA authors’ passion for their books and their community is a huge asset – make sure you use it.
- Look outside the book community to see who’s excelling at communicating with users. The Netflix instagram is A1.
- Look and feel is a critical judgement for YA social channels. Colour, and a blend of high production and authentic/homemade does the trick.
- Don’t try to talk like a teenager if you aren’t actually one yourself.
- A YouTube channel can be a great way to reach the YA audience, but involves a huge commitment and breaking through takes a long time. Not for the faint of heart!
Our next BMS Masterclass will be on non-fiction marketing. You can find out more and book your tickets here.
Winners of the April-June 2019 Awards!
Congratulations to the winners of the April-June 2019 BMS Awards! The full list of winners are…
Best Debut Campaign:
- Highly Commended: The Flatshare by Beth O’LearyMarketers: Bethan Ferguson and Hannah Winter, Quercus, Hachette
The judges said: ‘An attention-grabbing and fun campaign that exhibited the team’s enthusiasm for the book. Clever stunt-marketing with ‘the bed’ was supported by a strong rollout with powerful influencer marketing and a well-targeted consumer strategy.’ - Winner: Queenie by Candice Carty-Williams
Marketer: Cait Davies, Orion, Hachette
The judges said: ‘A truly integrated campaign that created multiple opportunities to showcase not just the book, but also the author. Highly coordinated planning plus imaginative touchpoints meant that Queenie launched with an army of advocates.’
Best Guerrilla Campaign
- Highly Commended: My Lovely Wife by Samantha DowningMarketer: Beth Cockeram, Michael Joseph, Penguin Random House
The judges said: ‘This campaign is a best practice example of how to strategically support an ebook price promotion and take nothing for granted, through a strike team created bringing together editorial, sales and marketing which then enabled a killer bestseller to stay at the top of the bestseller charts.’ - Winner: Lowborn by Kerry Hudson
Marketer: Sophie Painter, Vintage, Penguin Random House
The judges said: ‘A stellar example of a campaign delivering on some clear objectives with a small budget and within a very short timeline. They not only conceived and delivered a campaign to support an important social justice campaign, but also made use of high profile partnerships with relevant charities to deliver a wide range of events and reach new audiences for this book.’
Best Adult Fiction Campaign
- Highly Commended: Hunting Evil by Chris CarterMarketer: Richard Vlietstra, Simon & Schuster
The judges said: ‘What made this campaign really stand out is the way it identified re-engaging fans as a key objective and deployed tactics to do so that feel logical, customer-centric and appropriate to the genre. Demonstrated evidence of strong audience insight, campaign planning, and incentives in play—and a canny and consistent use of storytelling in author-led and interactive social content.’ - Winner: In a House of Lies by Ian Rankin
Marketer: Tom Noble, Orion, Hachette
The judges said: ‘An exemplary, rigorous campaign and campaign report that really does the scale of budget in play here justice; a critical approach is visibly demonstrated from early planning to fine details during execution. Partnerships feel constructive and relevant, though still creative. And the result is to die for.’
Best Adult Non-Fiction Campaign
- Highly Commended: How to Fail by Elizabeth DayMarketer: Liv Marsden, 4th Estate, HarperCollins
The judges said: ‘How to Fail sets the standard for marketing a podcast spin-off. From the audio-first approach to the smart social targeting, the campaign displays a keen understanding of the audience and achieved impressive ROI. It was also deftly executed, harnessing the power of advocates including Bookstagrammers, big name influencers and HarperCollins employees.’ - Winner: The Secret Barrister
Marketer: Paul Martinovic, Pan Macmillan
The judges said: ‘It’s not easy to follow an impressive hardback campaign with something innovative and incredibly successful. What we loved about the Secret Barrister is that it took a relentlessly creative approach, stayed true to the mischievous tone of the book and achieved extraordinary sales.’
Young Adult Fiction Campaign
- Highly Commended: Isles of Storm and Sorrow: Viper by Bex HoganMarketers: Natasha Whearity and Naomi Berwin, Hachette Children’s Group, Hachette
The judges said: ‘This team’s understanding of its audience was impeccable. With that knowledge at the centre of their work they crafted a dynamic, smart campaign with stunning visuals and outstanding results.’ - Winner: A Good Girl’s Guide to Murder by Holly Jackson
Marketers: Jasveen Bansal & Dannie Price, Electric Monkey, Egmont Publishing
The judges said: ‘This team developed a brilliant core creative concept and used it to drive truly impressive pre-awareness and sales. This, partnered with methodical planning and strategic positioning, broke an unknown debut author onto the scene in exemplary fashion.’
Children’s Campaign
- Highly Commended: Starfell: Willow Moss and the Lost Day by Dominique ValenteMarketers: Alex Cowan and Beth Maher, HarperCollins Children’s Books, HarperCollins
The judges said: ‘The campaign managed to generate fantastic buzz at retail and among influencers, with a great proof tour and 51 bookstores visited in one day. It showed innovation with a mobile-first approach, creativity with the Magical Witch’s kit competition, and a targeted advertising strategy across YouTube, cinemas, shopping malls, schools and online communities like PopJam and Toppsta.’ - Winner: Malamander by Thomas Taylor
Marketers: Jill Kidson, Jo Humphries-Davies, Josh Alliston, James McParland, Walker Books
The judges said: ‘A wonderfully orchestrated campaign which brought the world of Eerie-on-Sea to life, with a brilliantly executed bookseller outreach, an excellently promoted, cinematic trailer, an Eerie-on-Sea Enquirer newspaper created in-house, an interactive map for the website, creative partnerships and POS.’
The judges also awarded some BMS Spotlight Awards in some of the key judging areas. The winners of these were:
Audience Development:
How to Be Right by James O’Brien – For precision use of audience insight for careful audience targeting
Marketers: Caroline Butler, Ebury, Penguin Random House
The judges said: ‘The dirty words Cambridge Analytica were mentioned in relation to this campaign. However the Ebury marketing team used incisive data-driven strategy to do the right thing. They skillfully built a new audience for O’Brien with insight-driven, targeted messages across multiple channels. This is what the future of marketing looks like.’
Innovation:
Tin Can Cook by Jack Monroe – For innovative thinking into how to combine a crowdfunding campaign to support social objectives of book campaign)
Marketers: Jodie Mullish, Jess Duffy, Andy Joannou, Will Upton and Alex Ellis, Bluebird Books, Pan Macmillan
The judges said: ‘A crowdfunding platform isn’t the usual channel for promoting a bestselling cookery book. This is proof that a marketing campaign can break all the rules, shift units and do genuine good in the world. By building on the core message of the book, Bluebird have created something inspirational.’
Creativity:
Convenience Store Woman by Sayaka Murata – For creative thinking in using striking assets, developing a unique vending machine for the book and innovative fish bunting!
Marketers: Simon Heafield, Granta
The judges said: “The POS in this campaign created a brand identity for the book that made it stand out. Fun, kitsch, quirky, it brought themes of the book forward effortlessly to connect to a wider audience than the original edition.”
The BMS Awards are now open!
The January-March 2020 BMS Awards are now open for entry. Submit your campaign here!
Winners of the January-March 2019 BMS Awards
Campaigns from HarperCollins, BonnierZaffre, BlueBird (PanMacmillan) and Hachette Children’s have been announced as winners of the January-March 2019 awards at the quarterly BMS Members’ Meeting, held 22nd May at the Havas KX Creative Agency.
The full list of award winners are:
Best Debut Campaign
HIGHLY COMMENDED: The Silent Patient
“a meticulous, strategic campaign which wasted no resource and smashed its objectives”.
Award goes to: Amy Davies, Orion
WINNER: The Familiars
The judges said this campaign “delivered on its objectives in spades, overcoming both market and industry hurdles to create an unmissable title. The approach was targeted, creative and relentless – it took nothing for granted and took no prisoners.”
Award goes to: Stephen Dumughn, Felice McKeown and Sahina Bibi, BonnierZaffre
*
Adult Fiction Campaign:
HIGHLY COMMENDED: Lanny
“This campaign turned all its challenges into opportunities in true jujitsu fashion, resulting in one of the year’s most talked about titles.”
Award goes to: Katie Hall, Faber
WINNER: The Binding
“This campaign had it all – long-lead strategising, immaculate targeting, innovation and engagement. It placed the book as physical object at the core of everything it did, and this confidence – plus an absolutely colossal amount of hard work – paid off in its stellar sales.”
Award goes to: Sarah Shea and Katy Blott, HarperFiction
*
Adult Non-Fiction Campaign:
HIGHLY COMMENDED: Marvel Fearless and Fantastic
In a crowded marketplace, this team used an arsenal of channels, forged new partnerships and thought way outside the box to cut through the noise.”
Award goes to: Jamie Elby, DK
WINNER: Pinch of Nom
“This was a dynamic, creative and highly professional campaign that has set a new standard for converting Online engagement into physical sales. From the clever early release of information to Pinch of Nom’s fanbase, driving unprecedented early pre-orders, to the sustained multichannel push that has resulted in record breaking sales, this has been a marketing masterclass.”
Award goes to: Don Shanahan, Jodie Mullish and Andy Jouannou, BlueBird (PanMacmillan)
*
Young Adult Campaign:
HIGHLY COMMENDED: A Curse So Dark and Lonely
“Clever use of subscription box Fairyloot and a strategy that led to an amazing first week in sales.”
Award goes to: Emily Moran, Bloomsbury
WINNER: King of Scars
“An impeccable executed six month campaign which combined clear audience targeting and creativity, from retail activation to Waterstones pre-orders. The campaign had well thought out branded partnership with subscription boxes Ilumicrate which generated a strong ROI across sales and engagement.
Award goes to: Naomi Berwin and Natasha Whearity, Hachette Children’s
*
Children’s Campaign
HIGHLY COMMENDED: A Pinch of Magic
“Very clear targeting and school outreach, with a stand out partnership with the Reading Agency, Skype call with the Author and use of Authorfy. Innovative approach to partnerships and technology.”
Award goes to: Olivia Horrox, Simon and Schuster
WINNER: The Valentines: Happy Girl Lucky
“Excellent audience understanding and cohesive messaging throughout, with great brand partnerships, VOD and social activation. In addition, this campaign achieved wider social engagement creating a strong platform for the series.”
Award goes to: Alex Cowan and Beth Maher, HarperCollins Children’s Books
*
Guerrilla Campaign
HIGHLY COMMENDED: Chasing the Sun
“A tenacious campaign yielding phenomenal results, with strong retail partnership and a clear creative message throughout, on a very small budget.”
Award goes to: Flora Willis, Profile Books
WINNER: How to Clean Your House
“A multi-platform campaign leveraging a strong existing platform with creative brand partnerships and social activation.”
Award goes to: Janet Aspey and Hannah Sawyer, HQ
*
For the first time, the BMS also awarded some Spotlight Awards in some of the key judging areas. The winners of these were:
- Audience Development: Double Crossed, for its close targeting and growth of a hard-to-reach demographic – Stephanie Naulls, Ebury Publishing
- Innovation: The Hunting Party, for its innovative and agile approach to reinvention which snowballed into a mass success – Abbie Salter, HarperCollins
- Creativity: The Dirty Dishes, for hyper-creative use of resource, partnerships and content – Don Shanahan, Jodie Mullish and Jess Duffy, Bluebird (PanMacmillan)
A NEW LOOK FOR THE BMS
Welcome to the Book Marketing Society. We’re delighted to unveil the new branding for the society.
We’re grateful to Graphic Designer Amy Lines who has reimagined the logo and introduced a fresh new colour palette.
The Bookseller today reveals the branding to the wider trade beyond our membership.
Over the course of the year ahead we’ll be working more closely with The Bookseller to showcase the great campaign work coming out of the publishing industry’s marketing departments – whether from publishers, retailers or book charities and other organisations.
You can read an interview with the new Co-Chairs discussing the new look BMS here.
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