blog

Guest blog: The airside challenge – Fiona Tindall, head of domestic retail, Blackjack Promotions

The space beyond airport customs and security checks is a foreign land for many brands and retailers, says Fiona Tindall, head of domestic retail, Blackjack Promotions For the world’s airports, retail revenues are becoming increasingly more important – according to the latest figures from research company GlobalData, the total spent by consumers in airport retailers […]

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Guest blog: Working with Maserati -Helena Sieroslawski, Strategic Operations Manager – iMP

  Three years ago we were approached by Tebays print and events agency to assist them in forming a nationwide team of premium brand ambassadors to support their partnership with Maserati. The brief was to create a team that would complement and maximise the impact of Maserati’s new range of cars on display at events […]

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Guest blog: How golf is providing a new brand experience, away from the Fairway – PVE

Provision Events (PVE), the sponsorship activation experts, provide innovative fanzone experiences at some of the biggest events in sport.  From the Open Golf and Ryder Cup, through Wimbledon, the Solheim Cup and the Olympics, PVE are the go to guys for engaging sport fans.  Recently however, a different type of activation has been taking PVE […]

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Guest Blog: LFW, how brands can take advantage – Emily Buckman, global strategic consultant, Urban Airship

Gone are the days when London Fashion Week (LFW) was for the elite. The proliferation of smart devices means consumers can now not only live stream all the runway shows while on the go but also gain backstage access to the event. Brands like Topshop are now taking consumers backstage with exclusive interviews and previews […]

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Guest blog: Brands and the power of entertainment – FRUKT

New research carried out by marketing agency FRUKT reveals the true power that brands can generate by effectively allying with entertainment. A survey of 1000 music, film & TV and gaming fans across the U.S.A. and U.K for the ‘Press Play: Brands and the Power of Entertainment’ report that shows 71% of the participants stated […]

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Guest blog: Putting the people in personalisation – Fiona Tindall, Blackjack Promotions

Pop-ups are proving to be the key to delivering hyper-personalised customer retail experiences, says Fiona Tindall, Head of Domestic Retail at Blackjack Promotions Personalisation is the latest weapon in the store wars, as the retail industry adapts to cater for the ‘experience economy’. Margin, for retailers and for the brands they sell, is being driven […]

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StreetPR invests 2% of turnover into quality control

On top of carrying out its usual checks on ongoing campaigns, StreetPR has made a public commitment to staff quality by announcing the launch of a new team dedicated to closely monitoring the behaviour and performance of its brand ambassadors. Representing the face of a brand and being its key point of direct consumer contact […]

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Guest Blog: Serving tennis fans to Wimbledon Village – Michael Hamilton-Brown, StreetPR

Surprisingly not all towns benefit economically from nearby major events, says StreetPR Client Manager Michael Hamilton-Brown, who suggests a great way adjacent locations can help maximise the attention of visiting crowds. Major sporting, music and cultural events have got so big and so corporate these days that pretty much every element is totally controlled. From […]

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Guest Blog: How female influencers are reversing the gender pay gap – Amelia Neate, Influencer Champions

Two weeks ago, the BBC, rather controversially, released the annual salaries for its TV and radio talent earning more than £150,000 per annum. And the country hasn’t stopped talking about it since. The report revealed a staggering difference between its highest paid male, Chris Evans who earns up to £2.2 million and its highest paid […]

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Guest Blog: How brands can use live activation to stand out in festival season – Natalie Wright, Initials

Glastonbury, Latitude, Reading and Leeds. Festivals have become household names. Nowhere is this truer than in the UK, where for a few blissful days, whether it’s a mud bath or bathed in glorious sunshine, revellers unite to share a unique experience that removes them from their day-to-day lives. Festival-goers become part of a tribe that […]

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Guest Blog – Creativity, personalisation and DMPs, The essentials of modern-day marketing – Anoma van Eeden, CMO, Relay42

Earlier this year, thousands of people were minding their own business on a London street when it was suddenly illuminated by a 200-metre-high hologram. The hologram itself took the form of The Rolling Stones’ iconic ‘tongue’ logo, and was part of a marketing campaign for the band’s new album, but the most impressive part was […]

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Guest Blog: Why robots won’t ever make good brand ambassadors- James Rix, Co-founder and CEO, Harrix Group

Everyone’s obsessed with robots right now – and most of them haven’t got anything good to say about them, except for a small number of researchers (if that’s quite the right word) who seem to be working on robot sex toys. Leaving sex aside for the moment, what’s really scary about robots, according to lots […]

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Guest Blog: Clintons explores father’s day through the ages

From besuited aloof figure ‘enthroned’ beside the fireplace to plumper, friendlier figure who serves as barbecue attendant, taxi driver, informal lender and butt of many jokes. Archive analysis of Father’s Day cards by Clintons, the national gift and card retailer, shows the extent to which dads’ roles have shifted in the modern home. Depictions of […]

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A night with the Italian Ambassador and Prosecco DOC

  Prosecco is big business. New figures revealed that last year, a third of all Prosecco produced was consumed in the UK and Prosecco’s popularity in France has increased by 75 per cent over the last year. Which is good news for Italians, as I found out at the Italian Embassy last week where I […]

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Guest Blog: Build & Burn Exhibition Stands: The Sustainability Myth- Alan Jenkins, Quadrant2Design

By Alan Jenkins, managing director of Quadrant2Design, exhibition stand design and build contractors, based in Poole, Dorset. How exhibiting companies unwittingly contribute to the shocking waste of resources involved in tradeshows and events by using ‘Build and Burn’ exhibition stand solutions. Visit any corporate website and you’ll read the usual platitudes about the organisations’ commitment […]

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Guest Blog: Inspiration through brand experience- Sam Moqbel, Mars Events

 Consumers are experiencing brand messages more than ever. And in more tactical, more technological and apparently more efficient ways than we ever have. As leaders shaping the landscape for new experiences, how can we ensure engagement and certify that our brand messages reach the people that we’re trying to talk to? Data can help with […]

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Guest Blog: 8 things we learned at Blitz|GES Connection

Blitz|GES hosted its annual Connection seminar and showcase at London’s Science Museum on Thursday 27 April. Over 250 corporate event managers and organisers made their way to the Blitz|GES Connection for the chance to network and engage with some of the latest technology trends in live events. Here are some of our top takeaways from […]

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Blog: Troxy hosts immersive Secret Cinema X experience

On Friday 14th April Troxy, London played host to Secret Cinema X Tell No One- an immersive preview of Chan-Wook’s ‘The Handmaiden.’ The event saw attendees, dressed to the nines in evening gowns and black tie, gathering in the streets of East London for an evening shrouded in mystery.  Guests weren’t told what film would […]

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Insight: Technology for Marketing, the IDM and Pure360- Marketing teams will need to change to keep up with technology

Technology for Marketing, the Institute of Direct and Digital Marketing (IDM) and Pure360 have released ‘The Marketing Team Structures Report 2017’. The new research reveals how marketers are resourcing and restructuring to cope with the technological challenges of the years ahead. According to the marketers surveyed, a third (33%) of marketing teams expect to become […]

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Marketing to the Advertisers – Who made an impact at Ad Week Europe

Advertising Week Europe is a four-day event head quartered at The Picture House in Piccadilly, London. It provides brands with a brilliant platform in which to connect with high calibre speakers and attendees. As well as speaking at the event and sharing their knowledge with delegates, brands such as Snap Inc, LinkedIn, Yahoo and Shutterstock […]

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Guest blog: Daniel Siden, CEO, Lightvert- What impact will virtual and augmented reality have on the OOH advertising industry?

The earliest recorded leasing of a billboard occurred in 1867, marking the start of the out-of-home advertising industry. Fast forward to the present day and traditional billboards are going digital, as growth in LED advertising displays outstrips the old fashioned paper kind. According to a report by PWC “87.5% of the revenue growth in the […]

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Guest Blog: Top tech on show at MWC 2017-Adam Jones, Freeman

Technology is now integral to the delivery of any successful brand experience, which makes Mobile World Congress the place to visit for education and inspiration around the latest developments, which we can then embrace to enhance the events we deliver for our clients. Here is a snapshot of what I uncovered during my visit to […]

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Guest Blog, Fanomena- Ambush Marketing: friend or foe?

Ambush marketing is a special marketing practice. We’ll explain what hides behind the term. 1.Definition The term ambush marketing originates from the noun “ambush” or its verb “to ambush”, which means “to lure somebody into an ambush”. So, we’re actually speaking of a person who is waiting for his victims while he’s hiding somewhere. In my […]

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Guest Blog: Why you should take notice of OOH’s rising effectiveness – Oli Ford, Kinetic

Like many media practitioners I looked forward to hearing the updated findings of Binet & Field’s The Long and Short of It report towards the back end of 2016. I was encouraged (and relieved) to hear that broad reach is still crucial for effectiveness, with out-of-home (OOH) media playing an important part in achieving this. […]

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Buster’s Garden at John Lewis

Every year the anticipation builds to see what John Lewis will do for a Christmas advert – and this year for the first time the advert has come alive thanks to a virtual reality installation in its Oxford Street store. Much like the Coca-Cola truck tour, The John Lewis Christmas advert has become synonymous with […]

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Event Review: A Look Back at Supermalt at the Carnival

(first published in FMBE Magazine Autumn 2017) Following on from last summer’s “Got It” Notting Hill Carnival experiential activity, The Bank Agency, brought Supermalt to the carnival once again, with an immersive experience in the heart of the festivities. Promohire had wrapped and supplied a bespoke vintage Citroen H-Van. Promohire had modified the van to […]

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Guest Blog: Launchpad lessons from Event Tech Live 2016- Robin Carlisle

Event Tech Live kindly asked me to join an esteemed panel of judges to pick the winner of the Launchpad Pitch; a new area for 2016, championing start-up companies and providers of exciting new event technology. With 22 forward-thinking businesses all battling it out with just five minutes to present their pitch, I wanted to […]

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Guest Blog: How brands should have galvanised Brits on Bonfire Night- Stuart Galvin, smp

  As the final embers of Bonfire Night fade, marking the start of the run-up to Christmas, it’s clear that brands could make much more of this major occasion. While the Donald Trump effigies that perished across the UK helped ignite a more modern protest, Bonfire Night remains one of the most politically important annual […]

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Unboxing Day

A press release arrived today. It was about the YouTube phenomenon called unboxing. Don’t know about unboxing? This is product launching with mass appeal, involving video channel hosts who do nothing but get rich by taking tech and toys out of its packaging and looking surprised about it.   It is serious business. In 2014, […]

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Guest Blog: 5 ways your brand ambassadors could land you in hot water -James Rix, Founder, StreetPR

Face to face marketing is an incredibly powerful tool, and there has been an explosion in the number of campaigns using brand ambassadors, handing out samples, leaflets and coupons on the streets, at busy travel hubs, in shopping centres and at festivals and music and sporting events. Unfortunately, due to recent changes in the law, […]

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Review: Inside the immersive KitKatchocolatory

An invitation to the new KitKatChocolatory ahead of its official opening, isn’t one you turn down. WeAreFearless had worked closely with Nestlé to bring the KitKatChocolatory shop, which had already been in situ in Japan and Australia, to their European fans. Located in the bustling heart of Westfield Stratford’s ‘The Street’, you couldn’t miss the […]

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Guest Blog: Brands branch out for deeper customer experiences,-Susan Poole, Head of Planning, ZAK

It’s no news that tighter consumer purse strings have played an enormous role in consumer decision-making. But so too has trust. Trusted brands are leveraging trust in innovative ways. Some are expanding into new categories while others are tapping into the concept of offering ancillary goods and services alongside their standard fare. Using a trusted […]

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Guest Blog: The Life Span of a Pop-Up- Billy Smart, Mobile Technik

Pop-ups – a one off gamble or long term investment? Billy Smart, brand development manager of Mobile Technik explores the longevity and true value of a pop-up. The story of the pop-up began with the street-food market, with pop-ups presenting a more affordable option for traders and customers alike. In 2015, reports from EE predicted […]

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Event: Wolf Brand Experience and Appleton Estate

Wolf Brand Experience and Appleton Estate rum have been traveling the length and breadth of the country in a branded Appleton Estate Van to educate foodies and drinks connoisseurs about the rum and encouraging the public to look at rum differently. The activation included the bus complete with on-board bar and fully trained mixologists, a […]

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Guest Blog:choosing the right charity partner- Michelle Warner,Goose Live Events

Michelle Warner,Marketing Manager at Goose Live Events, shares with Field Marketing and Brand Experience Magazine the three steps to choosing the right charity partner. With so many worthy causes to choose from these days, it’s easy to take a scatter-gun approach to choosing a charity partner. But there is a danger that an absence of […]

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Taste of London- Top five brand activations

The good people at Switchedon Communications invited me back to Taste of London in Regent’s Park for the second year running to see what the country’s top foodie brands had to offer. A Taste of London Session is four hours and the plethora of foodie activations can mean getting around the event in this time […]

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Propercorn’s Institute of Flavour

The Institute of Flavour, an immersive collaborative experience with Propercorn and flavour-based experience design experts, Bompass and Par, lived up to expectation and didn’t disappoint. On a mission to find the next new flavour, Popcorn brand Propercorn, invited their loyal fans to help them create one, with the aim to demonstrate that delicious food doesn’t […]

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Guest blog: Activating Activation- Danielle Pinnington, MD at Shoppercentric

Danielle Pinnington, MD at Shoppercentric, explores grocery trends using findings from their latest research  Over the last 12 months the big four retailers have all signalled a desire to prioritise EDLP over Hi-Lo, which means promotional activity in-store is likely to fall back from the rather chaotic peak of the last few years. For shoppers this is […]

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Insight: Private label under pressure in UK supermarkets as discounters grow – according to new IRI report

Supermarkets continue to lose private label sales to the discounters, as their value share of private label fell in the UK, according to a new report – ‘Private Label in Western Economies’ – launched  by IRI, a provider of FMCG market intelligence and predictive, actionable insight. The report, which analyses private label sales trends and […]

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Insight: Robin Carlisle and Frank Wainwright -Data Collection and Event Sharing

Following last months FMBE symposium, Frank Wainwright, FMBE Awards Director and Robin Carlisle Managing Director of Mobile Promotions, discuss data collection and event sharing. Frank Wainwright B2B events are certainly on an experiential growth curve. Blue screens are gone. There is more and more emphasis on content sharing, networking, emotional connection and collective thought. The […]

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Insight: Spaceandpeople – Experiential roadshows are on the rise

Experiential marketing roadshows are on the rise, Q4 saw an increase in the number of bookings across all Spaceandpeople venues. Healthy living and health related products were particularly dominant this quarter. As bodybuilding and protein supplement experts USN demonstrated by taking their new ISOCO Coconut water across 5 venues in the UK with great success. […]

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Guest Blog: Pete Davis: Make participation your ultimate goal

Rather than just looking to reach their target audience, brands should aim to get them more deeply involved, says Pete Davis, managing director at  Get Me Media. If brands struggle with one thing in the audience engagement stakes, it’s getting people actively involved. They can develop highly creative and striking cross-channel ad campaigns, target consumers […]

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Insight: Study finds middle-aged shoppers are the most ethical

Ethical shoppers are more likely to be middle-aged, a new study has found. In a survey of supermarket consumers researchers found that young and old shoppers were less likely to purchase fairtrade and organic goods at supermarkets, with the findings going against the commonly held view that people become more ethical as they get older. […]

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Insight: research by Apadmi shows retailers need to invest in mobile to avoid the demise of the high street

Investing in mobile apps will bring customers back into retail stores, and help avoid the estimated loss of 900,000 jobs and thousands of stores in the next decade – according to the UK mobile app developer. The latest research by Apadmi, of 1,000 UK smartphone users, found that mobile apps can drive consumers back to […]

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Tim Lark blog: Internet Shopping

A guest column by Tim Lark, Service Innovation Group Diageo’s futures director has been in the press recently discussing the future of the brand and how technology is impacting on how we shop. He brings up the question of whether supermarkets will still exist in a decade. He didn’t know the answer – but does […]

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Sarah Abdelghani Blog: Why customer service is going experiential

Brand ambassadors are increasingly being used for more than just promotional work. Sarah Abdelghani, Account Manager at Blackjack explains how and why. Although you might not believe it, experiential activity is no longer only about running live promotions to drive sales or brand experiences to directly boost awareness and engagement among consumers. More and more, […]

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Harriet Cramer Blog: T’is the season to be immersive

It’s the most wonderful time of year for anyone in the experiential and retail industries. Christmas brings a flurry of fresh new campaigns, all striving to be the most talked about. For a lot of people, it doesn’t really feel like Christmas until they see the giant Coca-Cola truck on their television screens or their […]

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Neil Hooper Blog: Experiential Marketing Predictions:

As we kick off 2016, Circle Agency’s board creative director, Neil Hooper, outlines his experiential marketing predictions for the year ahead. 1. Don’t just use social, behave socially. As brands look at digital as the holy grail of communication reach, we should not forget the facelessness of digital. Brands need to consider their response platforms, […]

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Experiential Vs Exposure: Effective Brand Marketing with Live Events

A blog by Sean Doyle, Head of Creative Services at Concerto Live  In this digital age, where virtual communications reign, it’s increasingly common to feel oddly disconnected. People crave real engagement and this is a feeling clever brands and their marketing teams are tuning in to. Success is no longer measured by who can shout […]

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Promotional Careers

Not traditionally viewed as a typical career choice, promotional staffing is varied, exciting, fun and rewarding. Dominique Packham, staffing director at brand experience agency Sense, looks at how attitudes to the work are changing, it’s rise in importance to brands and the many benefits it brings. In today’s highly competitive consumer environment, with many brands […]

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POOL 1: The Brand Experience Awards Creative Campaign of the Decade

The Brand Experience Awards Creative Campaign of the Decade Sponsored by Avantgarde Pool 1 This is online Pool 1 of the 2014 Brand Experience Creative Campaign of the Decade award, an award which culminates in a LIVE final in front of 4 judges and an audience online via Google Hangouts on October 21st 2014. How […]

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Ambassador, rep, advocate or simply staff?

Callum Stanley and Adam Wakeford, Gottabe! discuss how definitions can effect the workplace All over the world, marketing brands are naming their promotional staff differently. Agencies are using ‘Brand Ambassador’, ‘Reps’ and ‘Brand Advocate’, to name just a few, as an alternative to the more generic ‘Promo Staff’. Why is this? What benefits does this […]

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Shopping, leisure and sponsorship

Jens Tangen, head of sales, intu Properties brings together the mindset approach to marketing and sponsorship opprotunities at shopping centres Mindset marketing is an important consideration, and the ability for live and experiential marketing to connect with people when they are in the right mood to be approached is unparalleled by any other media. For […]

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New brands and new locations

Discussion in FMBE magazine’s July (Summer) issue saw SpaceandPeople’s Q2 report picking up on some new brands taking on brand experience marketing. Whilst one of the new brand’s Barny, is a member of the giant Mondelez stable, the arrival of Bonne Maman to the experiential table, on its shopping centre tour with The Circle Agency […]

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Experiential conversion to sale

Camilla Felstead, client services director, GMR Marketing, discusses the shift to purchase Countless research studies show that real world brand experiences, offering consumers the opportunity to get their hands on a product and try-before-they-buy, can shift purchase consideration by up to 85%. As boardroom sales targets become more aggressive there is pressure on experiential activity […]

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True influence – SpaceandPeople Report

SpaceandPeople’s Q1 Data and Insight report (FM Spring issue) gave us quite a bit of insight into the current focus on targeted influencing. Carefully targeted brand experiences are increasingly being used to influence early adopters and specific fan bases. In the column various activities were mentioned that have used St Pancras International on different event […]

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How experiential will become a new form of market research

Will Northover, Client Services Manager, Blackjack Promotions argues that customer data collection should be easy when using brand experiences Everyone loves a freebie. It doesn’t matter how old you are, how wealthy you are. Whatever your job title, if there’s a freebie up for grabs then you’re automatically interested. For this reason, I’m baffled why […]

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On Venues: Designer Destinations

London’s latest shopping experience arrived on 24 October when the 350,000 sq ft London Designer Outlet opens in Wembley. This is the first designer outlet within the M25 and a sign of the growing success of this style of shopping experience. There are 50 designer outlets in the UK and 49% of the UK population […]

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Interview with Michael Brown, psLIVE

In this interview, Frank Wainwright put questions to Michael Brown, managing director, PS Live about his outlookfollowing the formal emergence of PS Live earlier this year. A shorter version of this interview appeared in Field Marketing magazine, Summer issue 2013 How has PS Live set out to bring together skills and concepts from PR, OOH, […]

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The great indoors

In the Spring issue of Field Marketing magazine an interesting piece on preparing for an all-weather Summer appeared. It is true that Shopping Centres can be a nice support for outdoor campaigns offering space allied to weather certainty – and proximity to retail. Here is a ‘reprint’ of that thought piece, courtesy of Brandspace. The […]

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Non-food diversity

Annette Lacey, managing director, Service Innovation Group Grocery multiples are set to capitalise on the new opportunities offered by a networked society. The advent of social media, android devices and 3G internet access has rapidly changed consumer behaviour, diversifying the high street into a real and virtual phenomenon. According to figures published by retail analysts […]

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Room to take advantage of brand affinity and sales

Frank Wainwright asseses the data that has shown some shopping centre trend insight in the magazine this issue In our last issue of Field Marketing, the latest data and insight update provided by Spaceandpeople showed Food and Drink (22%) and Automotive (20%) accounts for 42% of all brand experience activity in the locations that they […]

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Accreditation skills

A guest contribution from Steve Radford, CEO, Fieldstar With the launch of the Asda programme the UK now has 2 accreditation programmes for third-party merchandisers working within grocery multiple retailers (the other being operated by Sainsbury’s). But are they fit for purpose? Well I suppose that depends on what you believe their purpose is. From […]

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Researching Samsung – Brandspace

When Brandspace came to me with insight revelations about a recent brand campaign the last brand I expected it to be about was Samsung, currently the fastest growing brand – in terms of recognition – globally. Samsung’s Olympic product activations have been a locked casket to the media so far, so to hear that Brandspace […]

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Supplying added value – SpaceandPeople

As Spring becomes official the number of brand experience campaigns about the place begins to step up. In line with that I expect to see a number of Brand Experience supply busineses show how they are stepping up their game in terms of how they support the industry. Last week’s news about the launch of […]

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Guest Blog: Preparation is All

A guest blog from Leah Bradbury, head of recruitment, Kru Live It has been a busy year of recruitment in 2012 due to the demand from the Games and following this there has been a large, natural ‘drop-off’ since from personnel leaving the field of temporary work as well as a new influx from a […]

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Guest blog: 10 steps to quality staffing

Purity’s talent manager, Emma Burden reveals her preferred route to successful brand ambassador performance 1. Be crystal clear – Have a vision for how you would like your campaign to look, sound & feel. Incorporate your brand values; Brand Ambassadors are a key source of brand communication & engagement so it’s extremely important that your […]

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Guest Blog: Technology Trends for Experiential

Tom McInerney, director of Etherlive, provides an insight into these trends There are several technology trends revolutionising experiential marketing and I am eager, from the perspective of a leading technology company, to get to the root of how marketers can harness this technology to increase their brand engagement. We have noted an overall 60% increase […]

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The Brand Experience Awards Creative Award LIVE Pool 5

The Brand Experience Awards Creative Award LIVE Pool 5 This is online Pool 5 of the 2012 Brand Experience LIVE award, an award which culminates in a LIVE final in front of 4 judges at the IOEX exhibition 8th March. How this competition works Just 4 finalists will emerge to be chosen from 5 ‘pools’ […]

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BE: Creative Award POOL 4

The Brand Experience Awards Creative Award LIVE Pool 4 This is online Pool 4 of the 2012 Brand Experience LIVE award, an award which culminates in a LIVE final in front of 4 judges at the IOEX exhibition 8th March. How this competition works Just 4 finalists will emerge to be chosen from 5 ‘pools’ […]

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BE: Creative Award POOL 3

The Brand Experience Awards Creative Award LIVE Pool 3 This is online Pool 3 of the 2012 Brand Experience LIVE award, an award which culminates in a LIVE final in front of 4 judges at the IOEX exhibition 8th March. How this competition works Just 4 finalists will emerge to be chosen from 5 ‘pools’ […]

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BE: Creative Award POOL 2

The Brand Experience Awards Creative Award LIVE Pool 2 This is online Pool 2 of the 2012 Brand Experience LIVE award, an award which culminates in a LIVE final in front of 4 judges at the IOEX exhibition 8th March. How this competition works Just 4 finalists will emerge to be chosen from 5 ‘pools’ […]

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BE: Creative Award POOL 1

The Brand Experience Awards Creative Award LIVE Pool 1 This is online Pool 1 of the 2012 Brand Experience LIVE award, an award which culminates in a LIVE final in front of 4 judges at the IOEX exhibition 8th March. How this competition works Just 4 finalists will emerge to be chosen from 5 ‘pools’ […]

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Experiential Answers: Part 2 of the series

Brand X magazine reader questions answered by Sally Durcan, MD, Hotcow 1. Is Opportunity To See a meaningful statistic? In my opinion, no. The value for experiential is that you can provide very insightful and robust measurement responses for the client. Opportunity to See is basically the footfall numbers and this relies on foolproof statistics […]

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Three ways lie ahead

A guest column from Martine Eveille, board account director, Lime and Arc UK Looking ahead through this year  is impossible without taking a view on the Olympic Games. Those few weeks under the sporting spotlight are going to be the focus of much activity for multiple brands. But inevitably some will end up wasting their […]

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Festival Awards: Brand Sponsorship Session

The Festival Awards Conference: Pedal to the Metal deabte This is video footage from November’s debate on Sports and Music sponsorship held at HMV Music. The panel, introduced by me are: Karen Earl, chairman, Synergy Andy Westlake, CEO, Fast Track (both representing major sports sponsorship and brand partnerships) Gareth Cooper, festival owner/promoter (including Snowbombing, Beach […]

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Giving Retail an Edge

A guest column from Richard Dutton, new business director, Lime and Arc UK Physical retailers who are coming up against exclusively online competitors can take some solace from our research that shows that shopping on the high street is still preferred to online for most UK shoppers. Specifically the study reveals that over half of […]

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The time and space for brand experience

A guest column from Martine Eveille, borad account director, Arc UK I attended a talk by an inspiring speaker – Howard Saunders, founder of Echochamber  – which led me to think about just how much involvement is needed from a consumer when interacting with a brand experience?  In a world where brand engagement is ever […]

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The FMBE Awards 2011 – Gold and Silver winner’s commentary

Here is my overdue awards commentary – with apologies for its late emergence – after a glitch I had to do  rewite! It is a quick insight into who won gold and silver awards and why. The full analysis will be in our print edition award’s special in November. The Field Marketing Awards Merchandising and […]

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Audience Award 2011: The Contenders

We are really excited to announce the final eight contenders in the 2011 FMBE Audience Award, sponsored by Avantgarde. VOTING: IF YOU ARE LOGGED IN THERE WILL BE A POLL ON THIS PAGE SO THAT YOU CAN VOTE FOR YOUR FAVOURITE CAMPAIGN. ANYONE MAY VOTE THOUGH FOR UP TO 4 FAVOURITE CAMPAIGNS. VOTING IS WEIGHTED […]

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The Shopping Experience

A guest column from Diana Cawley, managing director, Lime revealing insight from Lime’s 6000 shopper survey The multichannel shopping phenomenon has empowered today’s consumers  more than ever before. The shopping journey no longer simply ends, or begins in-store, with 90% of today’s consumers using one or more channel on their path to purchase. Consumers increasingly […]

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Snappy marketing for a false society

At just one event – the Champion’s League Festival of Football in Hyde Park  – I counted 12 ‘opportunities’ to pose for a photo and – typically – to have it uploaded to the Internet. The most popular photos at the event, judging by queue length, were standing with the trophy itself, closely followed by […]

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Postcard From Telford

The day before yesterday, I visited Telford. Of course I had a reason Nobody trips lightly into Telford. There are no passing minstrels writing songs. The place is rigid with function, road, rail, bridge, walkway, glass, tarmac, cycle paths, concrete. Britain’s very own Alexanderplatz, minus the historical relevance. A suitably soulless shopping centre squats left […]

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Feature Blog – 4D Projection Mapping for Bentley

Projection mapping isn’t all about huge displays onto the facades of buildings… Projection mapping can be used in an engaging and memorable setting. Creative production agency Drive made a real impact in the auto industry with 4D projection-mapping making for a ‘radically different’ car launch experience in Bentley showrooms across Britain. Drive took to the […]

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The FMBE awards – my personal top 100, number 1

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 […]

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The FMBE awards – my personal top100, number 2

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 […]

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