FMBE Awards announces shortlist for 2021

FMBE Awards 2021 has announced its shortlist of finalists in this year’s competition.

The 2021 Awards show an industry in recovery with the entry period drawn from 2020-21 including several COVID lockdowns.

Nevertheless, says awards director Frank Wainwright, entry levels are bouncing back and the quality of entry is high across the board.

The entry cycle this year was left open longer than typical, largely to accommodate this summer’s return to action for brand experience events.

It’s a policy that has born fruit with several categories seeing shopper facing events entered that were toured and hosted later than July 21.

Awards Director, Frank Wainwright comments, “A glance through the shortlist shows that FMBE’s reputation for attracting the best brands supported by agencies of very high repute holds true to form. Exacting judging to this stage has ensured that we have a shortlist delivered with its usual rigour.”

As ever with FMBE some high quality entries have not quite made the shortlist. FMBE’s policy is to offer feedback for all entries that have not made this stage and entrants who register for feedback now will receive it after the awards result has been announced.

FMBE Awards Short List 2021

Up to seven finalists are shortlisted each year with the number dependent on the strength in depth in the category.

Category A: Sales Campaign

We kick off this year with a truly exceptional category with some fantastic work for our judges to witness.

Big Picture – Xiaomi

Blue Square – Samsung

Field Sales Solutions – Ocean Spray

Green Field Marketing – Dale Farm

REL Field Marketing – Alpro

Top Notch Sales – Cofresh/Eat Real

Category B: Retail Sales Experience

The category was a miss in terms of strength in depth but a hit in terms of finding three top grade finalists.

Blue Square – Samsung

Fizz Experience – Hotel Chocolat

Link Communication – Mighty Pea

Category C: Field Data

Four super finalists who have really harnessed data and insight for game changing dynamic results.

Field Sales Solutions – P&G

Logobrand – Campari

The Pulse Agency (Blue Square Group) – Samsung

Tactical Solutions – Quorn

Category D – Instore Marketing

With stunning campaigns carried out respectively in B&Q, pet stores, grocery retailers and Bestway Wholesale, our four finalists show the ability professional field teams have to make an impact with great store relationships and shopper connections.

Blue Square – Valspar

Powerforce – Purina

Tactical Solutions – Budweiser Brewing Group

Top Notch Sales – Bayer Pharmaceutical

Category E – Tactical Marketing

This category largely survived lockdown and as such our judges had a strong field of entries to assess and built a shortlist that saw some highly regarded campaigns narrowly miss out. 


Blue Square – Valspar

Field Sales Solutions – Ocean Spray

Fizz Experience – K’s Wors

Logobrand – Moët Hennessy 

REL Field Marketing – Alpro

REL Field Marketing – Mondelez

Tactical Solutions – Kelloggs


ENERGY – Dettol

Logobrand – Henkel

REL Field Marketing – Illva Saronno


Category F – Team of the Year

The category that never disappoints! An exceptional line up of finalists and all fully expecting to win.

Blue Square – Samsung

Elevate Field Marketing – Britvic

Field Sales Solutions – Ferrero

Powerforce – Molson Coors

REL Field Marketing – Weetabix

Tactical Solutions – Innocent

Brand Experience Awards

Category G – Sponsorship Activation

Unsurprisingly the category has been one of the ones most affected by lockdowns. Agencies and brands have had to be light on their feet, reactive and imaginative to activate experiences. Little surprise then to see two agencies with that reputation coming through with impactful work – last year’s category champions TRO vs last year’s BE Agency of the Year, Circle.

Circle and Plaster – Costa Coffee

TRO – Saudia

Category H – Roadshow/Shopping Centre

The close to deadline late flowering of summer roadshows has not held back a quality category that sees four exceptional roadshows being selected as finalists. These four stood out for welcome that event visitors have given to these highly effective campaigns.

Backlash – Tanologist

Hopper – Affinity Water


Promohire – Apetito

Category I – Immersive Event (Mass Consumer)

This category had a clear stand out entry that impressed in a number of ways. So, has The Producers and LEGO won gold, silver or bronze for their confident immersive event that went ahead successfully whilst other brands shelved budgets.

The Producers – LEGO

Category J – Immersive Event (Controlled Audience)

This quartet of finalists ensured that a category that always delivers a compelling set of winners will do so again.

2Heads – Playtech

Blue Square – Samsung

Logobrand – Jacobs Douwe Egbert


Category K – Integration/Amplification

These three campaigns were in a class of their own. They showed everyone what other media miss when they are deprived of face-to-face brand experiences.

The Circle Agency – Costa

ENERGY – The Athletic

The Producers – SMARTY

Category L – Intriguing Experiential

Three three stand out campaigns that impressed in a variety of ways.

Blue Square – Samsung

Hopper – Affinity Water

Sense – Tony’s Chocolonely

Category M – Influencers

This new category was well supported, saw a broad mix of case studies, and saw four campaigns making the grade for shortlist honours.

Backlash Creative – Space NK

Backlash Creative – Tanologist

The Circle Agency – Veetee

N2O – Cadbury

Category N, Brand Ambassador of the Year

As with last year, the category once again attracted exceptional high calibre brand ambassadors.

Kelly Allen, Government Information Campaign , Elevate Staffing

Michelle Finlay, Costco, Fizz Experience

Jane Malsbury, Duracell, Field Sales Solutions

Felicity Peel, Ferrero, Field Sales Solutions

Paul Snaith, P&G Gillette, Field Sales Solutions

James Spence, REL Field Marketing, Danone Waters/ Red Bull

Louise Stewart, Tata Consumer Products, Powerforce

Category O – Small Scale/ Local

As usual the category demonstrates many good reasons for clients to invest in FMBE agencies. The shortlist has an impressive mix of great value for money, successful trials, brand events, localised data and cost-effective COVID pivots.

Backlash Creative – Space NK

Backlash Creative – Tanologist

The Circle Agency – Costa

Field Sales Solutions – Fox’s Biscuits

REL Field Marketing – Dell

Category P, Product Launch/ Relaunch

There were some tough decisions for judges to make in finalising both FM and BE shortlists.

Field Marketing

Contact Field Marketing and Solutions – Just Eat

Field Sales Solutions – Duracell Optimum

Field Sales Solutions – Nutella Biscuits

Field Sales Solutions – Ocean Spray Sparkling Pink Cranberry 

Logobrand  – Ben’s Original

Powerforce – McVities VIBs

REL Field Marketing – Oreo Os

Brand Experience

2Heads – 10 x Geonomics

Blue Square – Hydrow

The Circle Agency – Veetee

Seen Displays – Nike X Joy Yamusangie

Category Q – Consumer

An intriguing head-to-head in these two finalists that both reach out to, and beyond, a consumer base that loves the brand.

The Circle Agency – Costa Coffee

REL Field Marketing – Alpro

Category R – Virtual/ Hybrid

Judges were challenged by our strict policy of no more than 7 on the shortlist as they felt this category showed real entrepreneurship amongst agencies and a mix of solutions and skills that will always be a part of our industry now, going forwards.

2Heads – Belden

Big Picture – Canon

Blue Square – Samsung

The Circle Agency – Coca Cola European Partnerships

Logobrand – Jacob Douwe Egberts

Philips (in-house)

Wasserman – All England Lawn Tennis Club


Category S – Stand/Display

A very competitive shortlist to get onto and the judges have brought forward 3 agile roadshow/event stands, a giant bathtub, a blockbuster grocery display and, by odd coincidence, 2 eye-catching store displays for luxury drinks brands.

Backlash Creative – Space NK

The Circle Agency – Costa

Custodian – Hennessey

Hopper – Affinity Water

REL Field Marketing – Weetabix

The Producers – LEGO

TRO – Krug

Category T – Operational Success

Our ‘Make it Happen’ award was always going to be appealing this year when several agencies have risen to meet challenging circumstances head-on. These finalists are the ones that could make a outsider stand and applaud the required combination of determination and great logistics.

Field Sales Solutions – Nutella

Fizz Experience – Costco Wholesale

Logobrand – Henkel

N2O – Tesco

REL Field Marketing – Brewdog

Category U – Professional Agency Management

A big category for obvious reasons this year when so much relied upon imaginative and resourceful management. The result of much deliberation has been a shortlist of agencies from right across the FMBE spectrum.

Big Picture

Blackjack Promotions

The Circle Agency

Elevate Staffing

Field Sales Solutions



Category V – Special Award, Event Day

A shortlist of one for a broad category because one stand out candidate showed us not just how to compete for attention for a busy celebration day – in this case Christmas – with the detailed results to back that up. One question remains – what colour off tinsel – gold, silver or bronze, should Logobrand and the Tassimo (Jacobs Douwe Egberts) team be planning for?

Logobrand – Tassimo

Category W – Campaign of the Year – shortlist will be announced on awards night

Category X – Field Marketing Agency of the Year

Big Picture

Blue Square Group

Field Sales Solutions



REL Field Marketing

Tactical Solutions

Category Y – Brand Experience Agency of the Year


Backlash Creative

Blue Square Group

The Circle Agency



The Producers


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