1. CPM, GSK (2008, Client/Agency Relationship Award) ‘Relationship’ was a special award in many ways. It was a one off award that meant that some mega-teams could show off the whole of their history rather than just that of the proceeding year. It was an eye opening long and arduous session for the judges, with […]
2. TBWA/Chiat/Day, Gatorade We don’t get that many Cannes Grand Prix winners entered into FM&BE and even fewer that fail to win our award to sport alongside their Lion, but that was the fate that befell my second best ever FM&BE award entry. It was beaten by the greatest ever branded candid camera stunt in our […]
Queueing has become a cool pastime. How on earth did that happen? First in line for an iPad 2? Take a bow. Apple will create a guard of honour to applaud you into their Regent St store. You can have a brag about your passion to get the first one. You can say ‘I was […]
3. Out of the Blue, The Helen Bamber Foundation (2008, Innovative Campaign) Did you hear the one about shipping containers and the event that travelled from city to city? No, not the 2010-11 Smirnoff Nightlife Exchange, but instead a 2007 terrible tale of sweat, sickness and sex. In 2007 connected shipping containers appeared in Trafalgar […]
4 REL, Red Bull (2010, Brand/Store Relationship) Red Bull have celebrated their Team of the Year trio of wins and rightly so. They have set a new standard in team training and performance. This gold winner was perhaps more impressive again as it shows how all of that Red Bull team energy translates into a […]
5. Gigunda, Tide (2006, International) Tsunami devastation in Japan adds a further layer of relevance to my selection as the 5th best FMBE award entry ever. In the wake of Hurricane Katrina, how brave was P&G brand Tide to become part of the clean up operation, taking the risk of using P&G’s enormous power to […]
10. BEcause, Pampers (2005, Roadshow) A win at FMBE was the first award for a campaign that saw its most recent incarnation last year and has a huge track record of award success, peaking in 2006-7 when Sleep Like a Baby took over from this World of Babies tour. The agency and brand team defended […]
15. Infinite Group, Sony (2008, Retail Training/Mystery Shopping) The older it gets the better this entry looks. The mystery shops were commissioned by Sony for Sony Centres and showed a big upturn in results whilst nicely motivating staff. This entry came to us on video as a hidden camera live mystery shop, filmed especially with […]
Here is a piece of work from Leo Burnett, Italy called Bus. It was created last year. It has a number of experiential marketing experts raving about it. If you haven’t seen the video, watch it before reading why I think it is, well, a bit crap. https://www.youtube.com/watch?v=Ni8ukBwHRyI Well, now you’ve seen it, perhaps you’ll […]
30 LIME, Tesco Wines (2008, Retail Training) Q, How do you make wine samplers more effective? A. Teach them about wine. It seems so simple, but this obvious idea hadn’t been tried before. Until this point, Tecso had done without LIME’s staff and samplers in the wine category, in spite of their strong ongoing relationship […]
Underneath the cliched exterior of B&Q’s massive mob lies a major step in B2E2C co-ordinated marketing I’m saying good. There you go, blog over. OK, perhaps a little more to flesh this out. On 6th March Kingfisher DIY retailer B&Q had group dances, flash mob styleee across 330 of its branches in an employee meets […]
35 RT Marketing, Neff (2007, new agency) RT Marketing beat Cosine (see number 36) to the gold in this category, a result that probably surprised everyone in the room as RT’s successes, on a financial par with Cosine’s were much less well known. That in itself was a surprise as RT was a go-getting business, […]
40 iD Experiential, Lipton’s Iced Tea (2010, Sampling) Beating the dual challenge from M&S and Morrisons to win gold in sampling was a major coup. Sampling is a heck of a category these days bursting with creative and logistical solutions. Brtivic called this their best ever sampling activity and it was certainly hard to imagine […]
45 JPMH, Compeed (2009 Targeting) One of the most glittering ‘experiential’ award winners ever, with global success for the agency, but no gold with us. Did my judges get this one wrong by awarding silver to JPMH and Compeed.? Well, yes and no. The debate, was it a live brand experience at all or more […]
50 Hotcow, Thomson Fly (2008, Use of Low Budget) The agency may be surprised to see this in my Top 50 as they have delivered far more spectacular work – creatively – than this, but I thought that this activity showed how much a PR stunt can achive. This job, delivered in just 5 live […]
55 Headcount, Loyalty Management UK (2006, Retail Training) LMUK, operators of the Nectar programme approached Headcount to deliver 3 waves of marketing activity in 400 Sainsbury’s stores. This was a clear lesson in how training staff makes a difference to consumer behaviour leading to a 16 per cent increase in swipes. Control stores, where staff […]
60 Sense, British Airways (2006, Brand Theatre) However did Sense persuade BA into a cutting edge experiential idea – actors on the Heathrow Express talking in loud voices about how lucky they were to take advantage of checking in online, before breaking cover with the line ‘Have you clicked yet?’ and dishing out Z Cards. […]
70 Imagination, Sony Europe (2007, Brand Theatre) Imagination’s carefully constructed multi-brand press launch, that took over the centre of Rhodes and a big hotel, was certainly a sign of the times. It has been copied a lot. I’d say Imagination gets copied more than any other event agency, and this was a great example of […]
75 IMS, The Guardian (2006, Tactical) When the Guardian decided to change paper size it supported the move with a big advertising push, but the move was also cloaked in mystery. It was a crucial time for the newspaper and for newspapers in general as modern lifestyles put a scourge on circulation figures. IMS were […]
80 Reach, Energizer Wilkinson Sword (2007 Merchandising and Compliance) This was a tale of how the challenger brands to market leaders Duracell and Gillette compete effectively even though ATL advertising spend for the challenger trails a long way behind. Reach showed how a 32 strong team, armed with what was then state of the art […]
85 REL, Sainsbury’s (2006, Merchandising and Compliance) It was a major reveal, the culmination of work that had started in 2004 and which saw REL strongly bonded to the store in a relationship that has lasted and gained ground year on year since. The judges believed it would go forward. REL had been entrusted with […]