Field Marketing and Brand Experience Awards announces shortlist for 2013
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The shortlist for the 2013 FM&BE awards has been announced today, revealing a stellar year for Field and Brand Experience agencies and the brands they represent.
The list sees some major reputations being put on the line, with nearly all of the most headline grabbing case studies from the past 12 months being put in front of the judges, alongside some highly intriguing activities for challenger brands and brands with smaller budgets.
“It is a list backed by exceptional results for the contenders which sends out a clear message to any brand. ‘Make FM&BE teams a clear part of your sales or marketing mix if you want to truly resonate with consumers and shoppers'”, comments awards director Frank Wainwright.
Following on from last year’s trend, a bigger mix of agencies have taken part in the Brand Experience categories than ever before whilst in Field Marketing most of the major players have thrown their hats into the ring.
Standards are inevitably up.
“The improving standard is best seen from the ‘worst’ entries”, comments Frank, “in that there are now no entries that are easily dismissed. They all show such cohesion with clear delivery against important and exacting brand objectives and campaign KPIs”.
“The only downside of this is that we will inevitably disappoint a number of entrants who have not made the shortlist – entrants who might legitimately expect to be considered award winning in another arena.”
The shortlist is below. Up to 7 entrants are listed per category.
Field Marketing Categories
A. Outsourced Sales Performance of the Year
CPM, Diageo: Route to Market and Convenience
CPM, Tassimo: Maximise the Costa range launch
Gekko, Samsung: Digital Appliance Promoters
NOP Global, BlackBerry: Front Liner Incentive Campaign
ODM, Sainsbury’s Bank: Cards In Store
Orchid, CCE: Field Sales – Innovation Brands
REL, Mondelez: Whole Campaign
B. Sales Demo or Sampling at Retail
Cosine, Sainsbury’s: Own Brand Sampling Programme
CPM, Tassimo: Retail Selling Easter 2013
Fizz Experience, Lindt & Sprungli: “Lindor World” Superdemo at Costco
Gekko, Epson: Epson Evangelists
Life Experience, Carrefour/Angry Birds: Retail Roadshow
Sense, Lake District Cheddar Cheese: Cheese Roadshow
White Label, Courvoisier: L’Atelier de Courvoisier
C. Field Insight Award
Deeset, Hobbycraft: New Stores Roll Out
Logobrand, Muller: Mullerlicious
Gekko, Apple iPhone: Apple ASM team
Orchid, Twentieth Century Fox Home Entertainment: Orchid@TCFHE
D. Instore Marketing
The Big Kick, Tesco Mobile: Will You Answer Me?
The Circle Agency, EA: Design You Own Lock In
Logobrand, Britvic: Formats Challenge
NOP Global BlackBerry: Lifestyle Store, Vietnam
Powerforce, Johnson & Johnson: Business Development Trial in Tesco
RMG, LG Home Entertainment: Smart TV Consumer experience
Twenty5Eight, Take Two Interactive: Bioshock Infinite
E. Tactical Marketing
Cosine, Britvic: SoBe V-Water Tesco Drive
CPM, Tassimo: Direct Selling June 2013
Logobrand, Britvic: Formats Challenge
ODM, Tesco Clubcard: Clubcard Exchange Self Service Kiosks
Promovere, NHS Bexley: Dentistry Campaign
REL, Cadbury: Easter 2013
REL, Mondelez: Hello Joy
F. Perfect Service Award
CPM, Stanley, Black and Decker and De Walt: Evolvement and Developing in New Channels
FieldSmart, Kodak: Creating the Right Image
Fizz Experience, H2O+: H2O+ in M&S “Discover Hydration”
McCurrach Technology, Microsoft: Launch of Windows 8
Storeinsight, Starbucks: Verismo Coffee Machine Launch
Twentry5Eight, Parrot: Brand Development at Retail
Brand Experience Categories
G. Sponsorship Activation
DRP Group, Sainsbury’s: Paralympics Customer & Colleague Activation Programme
Ignition, Coca-Cola: Coca-Cola London 2012 Olympic Activation
Line Up, Coca-Cola: The Olympic Torch Relay 2012 – Coca-Cola City Celebrations
pd3, O2: Up and The O2
Synergy, BMW: England Rugby: The Ultimate Performance
Wasserman, EDF: Energy of the Nation
Wired Brands, DHL: Manchester United Sponsorship Activation
H. Shopping Cenrtre/ Roadshow
The Circle Agency, Maxinutrition: Maxitone, Thank You Protein
Gekko, Freeview: Control the Choir
i2i Marketing, Maoam: Mega Vend
Mobile Promotions, Iveco: Stralis Launch
Sense, Lake District Cheddar Cheese: Cheese Roadshow
SMP, Andrex Eco: Get Bamboozling
SMP, Andrex Washlets: Change What You Mean by Clean
I. Immersive Event (Mass Consumer)
BBH (creative) with Woof (event), British Airways: Great Gatwick Giveaway
iD Experiential, East Village: London’s Newest Neighbourhood
Jack Morton Worldwide, Lego: Secrets to Reveal
The Marketing Store, B: Beautiful Moments Tour
Miss Jones & Co, Campo Viejo: Campo Viejo presents “Streets of Spain”
Pretty Green, Cadbury: Cadbury House
TRO, Lucozade Energy: YES Festival Tour
J. Immersive Event (By Invitation)
BEcause, Yorkshire Tea: #TeaOnTheTrain
Carat Live, Philips: The Expression Sessions
Jack Morton Worldwide, Wella Color.id: The Deconstruction Project
Jar, Wines of Argentina: Cambalache: One Night in Argentina
RPM, BskyB: Sky Skills Studios
Sevens7, Electrolux: The Cube
Vision 9, Relentless: Professor Green Homecoming
K. Integration/Amplification
Ambient, Tesco: Tesco Gatwick Virtual Store
BMB Neon, Dairylea: Moo Promotion
Brands2Life, Just Eat: The Don’t Cook Party – The Battle for Corby
Carat Live, Philips: The Expression Sessions
Cherry London, Malibu: Malibutique
Synergy, BMW: Golden BMW
Wasserman, EDF: Energy of the Nation
L. Interruptive
The Big Kick,Tesco Mobile: Will You Answer Me?
Blackjack Promotions, Network Rail: Get Set for Summer
Brands2Life, Just Eat: The Don’t Cook Party – The Battle for Corby
Incredibull, Nokia: Project Blue Box
Slice, Kelloggs: Special K Tweet Shop
Slice, Windows 8: Fast and Fun Slide
SMP, Bavaria: Expect the Unexpected
M. Brand Conversation Award
BEcause, Yorkshire Tea: #TeaOnTheTrain
Life Experience, Nivea: Say Hello
Jack Morton Worldwide, Cotton Incorporated: 24-Hour Runway Show
Synergy, Powerade: #OnYourMarks
Miss Jones and Co, Campo Viejo: Campo Viejo presents “Streets of Spain”
Carat Live, Pokerstars: BSOP Taxi
FM&BE Categories
N. Brand Ambassador of the Year
Two gold awards will be presented in the Brand Ambassador category, 1 for each type of specialist
(brand experience, sampling and demonstrating)
Josh Connor, Tribe
Keith Duffel, Cosine, Sainsbury’s
Andrew Porter, iD Instore, Nespresso
Gemma Riley, Circle
Adam Slynn, Hel’s Angels
Danubia Sousa Whitelaw, Kru live
Alexander Woods, Fizz Experience, Costco
(field sales, merchandising and retail training)
Luc Funnell, infinite, Sony
Paula Woods, ODM, Sainsbury’s Bank
Stuart Harrison, REL, Molson Coors
James Sparham, RMG, LG
Ben Davies, RMG, Nokia
Gareth Cunliffe, Storeinsight
O. New Business Award (and New Agency of the Year)
(A longer shortlist in this category reflects the inclusion of 3 agencies that are also contending for new agency of the year)
Beaver Communcations, Adidas*
The Circle Agency, Maxinutrition
Logobrand, Muller
Mirror Marketing, Zyliss*
Orchid, CCE
Orchid, Twentieth Century Fox
psLive, Twentieth Century Fox*
REL, Mondelez
SMP, Andrex
TRO, Nissan
*Also competing for New Agency of the Year
P. Small Scale/ Low Budget
The Circle Agency, EA: The EA Experience Store
Cosine, Ricola Ricola: Sampling in Sainsbury’s
Cosine, Unilever: Unilever Compressed Demonstration Campaign in Sainsbury’s
The Liquid Way, Honeypot Children’s Charity: The Alternative Street Party
RMG, Boss Revolution: F2F Sales Ambassador Trial
SMP, Billy Boy: Bang On with Billy Boy
thefield, Just Dance: At London Zoo
Q. Product Launch of the Year
This heavily entered category has been split, as it normally is, into campaigns into FM/FMBE and pure Brand Experience launches
(Field Marketing and FM&BE campaigns)
Ann Savva Promotions, Telefonica O2: O2 Insurance Mobile Training Strategy
Powerforce, Zico Coconut Water: Launch for Coca-Cola New Ventures
REL, Carling Zest: Molson Coors/ Carling Zest Launch
REL, Red Bull Editions: Product Launch
RMG, Nokia Lumia 920/820: Windows Phone 8
Twenty5Eight, HTC One: Launch
(Brand Experience Campaigns)
Jack Morton Worldwide, Wella Color.id: The Deconstruction Project
Experience Worldwide, BlackBerry Z10: Experiential Campaign
SMP, Andrex Eco: Get Bamboozling
Incredibull, Nokia: Project Blue Box
TCC, Microsoft Windows Phone: Launch
R. Creative Sampling
The Circle Agency, Maxifuel: Fuel on Tour
Ignition, Coca Cola: Olympic Torch Relay
Multiply, The Macallan: Masterclass
RPM, Cadbury: Dairly Milk Taste Tour
TRO, Lucozade Energy: YES Festival Tour
TRO, Lucozade Revive: Office Sampling
TRO, Guinness: Guinness Class
S. Innovation in Action
Ambient, Tesco: Tesco Gatwick Virtual Store
Orchid, The Guardian: Field Agent Partnership
SMP, Andrex Washlets: Change What You Mean by Clean
Soho Events, Lincoln MKZ: Hello Again
TRO, Nissan: Goodwood Festival of Speed 2013
Wasserman, EDF: Energy of the Nation
Wasserman, Vodafone: Vodafone VIP at Festivals
T. Stand or Display Unit
The Big Kick, Tesco: Mobile Will You Answer Me?
Cake, EE: EE 4G Tour
The Circle Agency, Electronic Arts: EA Flight Case Pods
Jack Morton Worldwide, Toyota: Small Car Experiential Roadshow
Sense, Ryvita: Ryvita Kitchen
SMP, Andrex Eco: Get Bamboozling
TRO, Volvo: At Goodwood Festival of Speed 2013
U. Operational Success
Avantgarde, Google: Think Performance
The Circle Agency, Celebrity Cruises: At Taste of London
Incredibull, Nokia: Project Blue Box
Momentum Instore, McCormicks: Herbs and Spices Fixture Update
Powerforce, M&S: Food Glorious Food
psLive, The Croods (Twentieth Century Fox): The Croods Celebrate Spring Solstice
REL, Mondelez: Hello Joy
V. Team of the Year
CPM, Stanley, Black and Decker, De Walt: Evolvement and Developing in New Channels
Orchid, CCE: Field Sales – Innovation Brands
infinite, Sony: Sony Mobile Field Team
REL, News UK: News UK Team
REL, Molson Coors: Field Sales Team Launch and Success
REL, Red Bull: Journey 2013
RMG, LG Home Entertainment: Demonstration Team
W. Staff Performance of the Year
The Circle Agency, Manchester City FC: Man City Playmakers
Hel’s Angels, Mizuno: Mizuno Performance Centre
Kreate, Stella Artois: Connoisseurs Programme
Kru Live, Nivea: Dare to Dip
Ted, Rocksmith: Festival Tour
The Yes Agency, The Health Lottery: Bonus Ball Launch
The Shortlist for categories X, Y and Z will follow in 2 weeks
