The FMBE Awards 2022 – winner page editorials index, judges, thank yous

A look back and thank you – with category-by-category links – from FMBE’s publishing and awards director, Frank Wainwright

What a year! I’ve just finished editing through the bitesize category overviews and these will link from this page (and this page from the results page) so that they are always easy to find and look back upon.

For our winners, I hope these pages will be somewhere you can return to. These achievements are landmark occasions in a career and in the progress of your agency or brand and with FMBE you can be sure you have reached that status with fair consideration via a panel of judges who are beyond the reach of many. The makeup of our judging panel is a personal labour of love, created through my editorial connections, with every one of them bringing top level client experience or direct category relevant expertise. There are no current agency personnel of the list, and never have been, because when I started these awards, I hated seeing winners rightly or wrongly being undermined by having an insider on the panel.

I have sometimes played a long game to recruit new judges. James Williams, first time judging this year, is a good example. James has been a leader of Coca-Cola’s Olympic sponsorship programme for many years and was Head of Brand Experience at Coca-Cola as far back as 2006. In 2012 he was director of the Olympic Torch Relay. He finally bowed out after being general manager and vice president of the Tokyo 2020 event held in 2021. James has wanted to play a part in our panel for many years but unsurprisingly enough our summer judging schedule conflicts with the Olympic Games! When he stepped down, I saw the opportunity, and so did he. It was great to have him on board. James joined our panel of industry leaders whose collective experience is immense.

My category write ups are intended to give you a snapshot of the key talking points at judging. I have edited through these with a raging fever this week, so I’m hoping they all read correctly!

Here are links to the category-by-category write ups as follows:

Sales Campaign of the Year/ Most Effective Retail Experience/ Field Data Award/ Most Effective Instore Marketing/ Most Effective Tactical Campaign (ROI)/ Most Effective Tactical Campaign (Service Led)/ Team of the Year/ Most Effective Sponsorship Activation/ Most Effective Roadshow/ Shopping Centre Campaign/ Most Immersive Event (Mass Consumer)/ Most Immersive Event (Invited Guests)/ Most Effective Integration/Amplification/ Most Effective Shareable Brand Experience/ Most Effective Use of Influencers/ Brand Ambassador (FM), Brand Ambassador (BE), Most Effective Small Scale/ Local Campaign/ Most Effective Product Launch/Relaunch/ Most Effective Targeting/ Most Successful Virtual/Hybrid Event/ Most Effective Stand or Display Unit/ Operational Success of the Year/ Professional Agency Management Award/ Special Award: Sustainable Client Relationship/ Campaign of the Year/ Field Marketing Agency of the Year/ New Agency of the Year/ Brand Experience Agency of the Year

Many special thanks to these sponsors and suppliers:


Elevate Staffing

Location Live


Blooming Fabulous Flowers

Pictures Experience

Ambanja Film


The 2022 Judges

Of course, this write up is also a chance to finally name most of the judges who put in the shifts and gave us such credible results. What an amazing panel, thank you all.

Caroline Abingdon, brand-shopper consultant, Matt Blake, Pladis, Andrew Bodwick, SpaceandPeople, Hans Daems, Hitachi, Craig Engall, Land Securities, Tim Fletcher, Britvic, Andrew Ford, Fulfil Nutrition, Liz Forte, Highbourne Group, Matthew Goddard, Organix, Tom Hylands, Halma, David Jones, CACI, Louise Kehoe, Hammerson, Caroline McGuckian, Meshh, Jen Murray, Event Producer, Richard Murfitt, The Brand Alchemist, Steve Oakes, Sharp, Vandu Patel, Grace Foods, Mike Price, Retail Execution Management, James Williams, Global Executive


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