The Brand Ambassador’s Reception – guide to the LIVE finalists

The Brand Ambassador’s Reception

16th October, Oxo2, 6pm – 10pm, by Invitation Only

The Brand Ambassador’s Reception was an idea conceived by the FMBE team. It is a night out when we can introduce the leading industry clients and agencies in FMBE to the very best brand ambassadors in field sales, experiential promotion and tech demonstration and show these VIPs the brand result difference when your brand is entrusted to brand ambassadors who are highly trained, capable and dynamic.

On the night the event attendees will meet and put their questions to 3 out of a fantastic line up of 11 Brand Ambassadors through a speed dating system.

At the end of the evening they will vote for their favourite brand ambassador out of those that they met, leading to a Brand Ambassador Live champion.

They will also get to see 3 presentations from elite staff agencies and call a winner out of these 3 as well.

We have some fantastic finalists.

Here – for the benefit of the attendees and others – is a pen picture of the contenders.

Brand Ambassador Live Finalists

Field Sales: Elsa Dodds, Mondelez

Elsa is a sales hot shot for Mondelez, with a brief to help products from brands such as Oreo, Ritz and Cadbury succeed beyond expectation at grocery multiple stores. She heads sales figures, inspires colleagues, negotiates with stores and has won many accolades from her brand and agency.

Elsa can discuss subjects including:

How to create opportunity even during a seasonal peak

What a meadow is in a grocery store and why they are worth negotiating for

Why a brand ambassador would give up holiday time to see a store promotion succeed

How to ensure personal success can help other team members

Why a store manager would welcome her visit

Field Sales: Jordan Halsman, Molson Coors

Beer champion Jordan looks after core brands in the Molson Coors portfolio at convenience retail – Carling, Coors, Cobra, Doombar and Rekorderlig. He is an outstanding salesman who has a keen understanding of category management at retail

Jordan can discuss subjects including:

Why a visit from a Molson Coors rep can help a retailer manage the beer category and beyond more effectively

Why he embraces the title ‘King in the North’.

Why a field rep should fully embrace the brands’ core values

How data can be used to help NPD success

What the ’60 Second Shop Tool’ is

Field Sales: Emma Hanley, Ferrero 

Emma no longer works for agency Field Sales Solutions as, in a short space of time, this rising field sales star has been brought in by Ferrero to work for them directly. She has helped brands including Ferrero Rocher, Kinder and Thorntons to win new customers via the wholesale channel.

Emma can discuss subjects including:

The importance of impactful displays at wholesalers

Why she chose a career move to field sales

How she rapidly established herself as one of the very best

How her agency supports career progression

How her brand understood the value she brings to it

Field Sales: Paul Scattergood, Weetabix

Paul is credited with being an integral part of a team that has transformed Weetabix’s approach to field sales. He is an individual success and team player, wining accolades from agency, brand and colleagues.

Paul can discuss subjects including:

How the Weetabix team operation has transformed

Why a background in retail at Tesco has helped his success

What ‘Living Our Values’ means for his agency, REL

What ‘Feet on the Street’ means to Weetabix and why it adds to the team success

How a rep can win product listings at grocery

Experiential: Andrew Donald, Multiple Brands

Andrew is a seasoned experiential events professional who has gone through several layers of career progression by bringing together his skills in performing arts and management. He is a firm favourite for Molson Coors, leading the Coors Lite Ice Cave team, but has also worked on brands including Jacobs, Mars Food, Mars Petcare and Gallo wines in recent times.

Andrew can discuss subjects including:

How to energise a second year of a successful promotion

How to manage a team of 15 brand ambassadors

How to manage stock, logistics and rigging

How Molson Coors and he both benefit from direct contact and training

How live brand activity has made Andrew a vital contributor to Molson Coors at a business level

Experiential: Jean Lowe, The Food Warehouse

Jean has worked for agency Fizz for 13 years, concentrating on demos and sampling work, first at wholesaler Costco and now instore for The Food Warehouse by Iceland. She works part time in this capacity. Her sampling is magic – consistently delivering a much higher sales uplift than her colleagues.

Jean can discuss subjects including

Why part time doesn’t equate to part-committed

How you can achieve daily sales uplift of 5000% in 5 days

Why sampling and store launches should be integral

Why ethnic diversity amongst shoppers should not be overlooked

Why simple tips like clear receptacles can avoid wastage

Experiential: Stefano Magaritelli, Samsung

Stefano is a passionate film producer and also experiential product trainer brand ambassador for Samsung’s mobile handsets.  He has previously worked promoting brands including Benenden Healthcare and TalkTalk. The Galaxy S8 and S8+ roadshow has led him to brand events internationally.

Stefano can discuss subjects including

Why contact centres are better trained experientially

How to engage with multiple channel partners for a brand (ie Sky, Tesco, Virgin, EE)

How being a face for the brand helps him to build training programmes for Samsung

Why it is an honour to travel for Samsung

Why he judged a drag queen contest in a contact centre in Manila

Experiential: Maddie Pearce, SSE

Maddie is operations manager at the SSE flagship venue SSE Arena, Wembley where her job is to blend customer service and brand engagement seamlessly with job that combines the front of house presence with back office management. She has been on the front line 112 times in 200 shows.

Maddie can discuss subjects including

Why the venue has a brand team of Energisers

How she has become a lynchpin at the venue

Why her team retention is high

Why the customer experience is especially important for SSE

Why visitor testimonials help validate SSE’s investment in the Energiser team

Tech Trainer/Demonstrator: Laura Landamore, Multiple Brands

Laura’s versatility as a scriptwriter, actress, show producer and lead brand ambassador means that she has been the recognisable face of many consumer technology and IT brands, big and small. These include SanDisk, Webroot, Panasonic and Roku.

Laura can discuss subjects including:

Training SanDisk teams in multiple European countries

Why she was inspired to create performance art training programmes

Transferring her live skills to QVC for SanDisk

How she absorbs training herself, including Institute of Leadership and Management

How her performance events lead to quantifiable results that brands love

Tech Trainer/Demonstrator: Bruno Murari, Nikon

Bruno has been able to translate his passion for photography and videography into sales using passion and knowledge. He has made 169 store calls, generating an average revenue of £3372.70 per call. He has received accolades from both agency and brand for his performance.

Bruno can discuss subjects including:

Why it isn’t always necessary to have previous sales or demonstration experience

The day he sold 36 units, generating over £19K in revenue

Why his own photos help him to communicate the product benefits

Why Nikon trusts him to present his work at conferences

How a brand ambassador can inspire ‘product champions’

Tech Trainer/Demonstrator: Matthew Paul, Microsoft

A highly regarded Active Seller, Matthew’s brand and agency persuaded him to pass his driving licence in order to facilitate a promotion to territory manager. He is a versatile performer entrusted with event presentation and brand representation to internal and external stakeholders and customers.

Why Microsoft value premium stores so highly

Why he is chosen to host Microsoft VIPs

How he influences ranging extensions in store

Why he devised his own monthly ‘flash report’.

Why he called in on Microsoft HQ during his Seattle holiday

Creative and Resourceful Staff Supplier of the Year contenders

The BA Reception evening will be interspersed with 3 stage presentations from the finalists of Creative and Resourceful Staff Supplier of the Year contenders.

These are the finalists


Coalition made the final with insight into the staff requirements of a pan-European theatrical brand tour for Bombay Sapphire and – in contrast – an extensive tour for regular client Sky, supporting a Sky Sports promotion nationwide.

Hel’s Angels

Hel’s Angels showed the complex blend of performance art and logistical challenge presented by staffing the long-run pop-up The Good Ship Benefit for Benefit Cosmetics. The agency also showed its methods for getting the right team together for educating discerning whiskey drinkers about Glenfiddich.

TRO Talent

TRO presented their case via the large scale and variety of their portfolio of work for Suntory brands Lucozade and Ribena. The agency also showed a second case study that focussed on Diageo beer brand Hop House 13  – a job that required an expert team of trained and immersed on trade brand influencers.

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