FMBE Awards 2023: Field Marketing Agency of the Year
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GOLD Tactical Solutions
Whilst the B Corp recognition saw Tactical Solutions a clear winner for Professional Agency Management this year, it was evident that this was seen by the agency as a marker of sustained agency success. The agency has established itself as a major competitor in field sales, now adding a convincing story at convenience level to its established prominence in Co-op stores and its successful callage at Top 4 grocery retail.
Tactical has been knocking on the door of Agency of the Year success for a few years now with sustained support from some of the biggest manufacturers in grocery. The consistent performance of Tactical has been underpinned by investment in its every process by retail industry giant, agency owner Dee Set.
Dee Set’s involvement also allows Tactical Solutions access to greater logistical capacity than ever before with 180,000 sq. ft distribution centre, equipped with a 5,000-pallet storage capacity.
From a client perspective we have seen brands coming to Tactical for a number of different ways. The agency happily works alongside in house teams for Kellogg’s and Mars Wrigley.
A video testimonial from Mars Wrigley was especially compelling and showed how valued the team is. Claire Toyne, Agency and Strategy Field Sales Head, told our judges exactly how and why the brand rates Tactical as stand out ‘vs any other agency’ with strategic push back and data and insight leadership.
Tactical Solutions is building success on a financially stable platform with no single client being responsible for more than 15 per cent of agency profit.
Unilever is the latest brand to commit, with the manufacturer leading Tactical’s emergence as a major force at convenience. Unilever spend a year in trail with Tactical before the results and strategic advances enabled a longer-term commitment.
Tactical’s full time syndicated Instore team was shortlisted for Team of the Year this year and it is regarded as a real point of competitive difference between Tactical and other agencies, offering a cost-effective solution that has won over brands including innocent and Energizer. The syndicated team delivered an ROI of £11.51 in 2023, up from £9.51
The agency also proved its ability to impress our judges for pure sales, missing out on gold in our sales campaign category by a wafer after showcasing work with gift cards business InComm in Asda.
With the B Corp process interrogating the personnel, wellbeing and sustainability credentials of the agency it was clear that Tactical Solutions has its eye on a holistic approach to agency health, placing value on its staff, their happiness and a progressive work environment.
Judges noted that Tactical had led the way as Grocery Aid’s inaugural partner in the charity’s diversity initiative.
Equally Tactical’s partnership with OnHand has transformed ethos with all colleagues actively delivering sustainability and volunteering activities within their local communities.
SILVER CPM
CPM marked its return to the FMBE Awards with an outstanding win in field data that showed the agency at its authoritative best, not only overviewing the intelligent process which drives meaning from multiple data sources on behalf of client Suntory, but also showing its method with trial ahead of roll out.
That method, called Liquid Methodology also used CPM’s product *shopt, an app which engages with retailers and allows many face to face visits to be replaced with virtual and digital interventions.
The entry came with a compelling testimonial from Tym Rees – Suntory CPM Controller: “Over the years we have been working with CPM, we have seen numerous opportunities to reach our customers more effectively and the continuous service innovation has without doubt led to better activation outputs and improved ROI. The recent use of the Liquid Methodology used for our brand deployment in convenience is the best example of this yet. CPM really are a true extension to the Suntory Food and Beverage GB & I team”.
CPM’s Liquid Methodology is also core to the agency’s sustainability future. They told us: “We’re also trialling new liquid ways of working that aim to utilise a digital contact strategy with the convenience channel. The early trials demonstrated a 12% reduction in the miles we drove. When fully rolled out in 2023, it should reduce our CO2 emissions by as much as 300tn per year. It’s a huge step in the right direction.”
It will certainly be fascinating to see how this people business delivers on this – with the same robustness that we witnessed in the Field Data win.
SILVER REL Field Marketing
If one topic trended for FM award entries in 2023 it was HFSS regulations and how multiple brands rose to the challenge.
No one stated their case in this better than REL with long term client Mondelez, with particular focus on that most crucial season for Mondelez brands including Cadbury – Easter. Mondelez focussed on the highest return opportunities gaining a 26% increase in ROI and a +1 point increase in market share to 52.2%
Of course, the 2023 was also a memorable one for REL team Weetabix with Team of the Year and the Special Award both focussing in REL’s legendary team structuring abilities.
The agency has also seen a doubling of revenue from its relationship with client BrewDog as that partnership expands its responsibilities.
Judges also saw plenty of new client activity, paving the way from a year of strong financial success for the agency to likely sustained growth in the year ahead.
That growth is built on partnership with many new clients including retailers and brands with customer facing requirements.
REL told us that multiple clients are now using the agency for experiential work, and that this is on a steep growth curve: “Noteworthy clients including Diageo, O.P.I., Weetabix, Holland and Barrett, Poundland, Bytedance, Blu, Butler and Cartwright, Grenade, Dissorano, and Adidas exemplify the agency’s commitment to delivering impactful experiences. REL will quadruple revenue from experiential activity in 2023. This business is set to double again in 2024 with exciting contract extensions and gains with new clients.”
REL’s passion for people goes unabated and the submission stood out for its focus on becoming 31st in ranking for large businesses as a Great Place to Work for Women. Amongst other initiative REL has started to sponsor female leadership talent to attend a “Women in Leadership Course” at Oxford Said School, and the agency’s focus includes services such as Menopause Awareness Sessions and Consultations.
BRONZE eXPD8
This was eXPD8’s first win as an Agency of the Year contender. It was the first year eXPD8 had entered FMBE with multiple brands.
The entries proved eXPD8 to be a powerhouse logistically with a true make it happen spirit allied to established strong relationships with brands and retailers.
The win, in service-led tactical marketing was an easy one – testament to eXPD8’s industry leading capacity to activate across multiple stores on day one of a given promotion, creating multiple sales opportunities through efficiency and effectiveness.
BRONZE Powerforce
Last year’s agency of the year followed up this year with wins with clients Pladis and Castrol and further brand ambassador success drawn from last year’s team of the year, Haribo- Molson Coors.
Judges heard of many exciting developments at the agency, some of which were presented under confidentiality.
There is plenty to suggest that the agency is in a strong place consolidating on some outstanding work.
Powerforce is focussed on people and culture and states that this underpins long terms success with clients such as Pladis and Lenovo. A new team for Kenvue looks set to be one to look out for next year.
