Blog

Thought Leader: A Challenge to the Industry Norms in Field Marketing Accreditation

by Julian Cordy, CEO of Field Sales Solutions In today’s dynamic marketplace, where consumer demands are ever evolving, the role of field marketing services has never been more crucial. As CEO of Field Sales Solutions, I am deeply committed to ensuring that brands receive the highest level of support to drive sales and enhance customer […]

Continue reading...

Photo Story: The Equinox Group helps the Arnold Sport’s Festival return with acclaim

It was welcome back to ‘I’ll be back’ as The Arnold Sports Festival UK returned, drawing 30,000 sports enthusiasts to the NEC. The event also debuted US brands Darc Sports and Young LA with activations built by Equinox. The Arnold Sports Festival UK made a triumphant return to the NEC Birmingham over the weekend of […]

Continue reading...

Photo Story: The Organic Pharmacy – event by Backlash

Located at Westfield London White City, the Skin Rescue Lab ran from 19th to the 21st April 2024to drive brand awareness and conversation around clinically proven, organic, and natural skincare. Ahead of this event, Claire Bories-Azeau, Managing Director, The Organic Pharmacy commented: “This year, as we launch our brand “refresh”, out-of-home activations are the perfect […]

Continue reading...

Insight: BE sector recruitment trends

Quarterly Event and Brand Experience Industry Recruitment Trends: January – March 2024 You Search & Select, the leading senior specialist in event and brand experience industry recruitment is pleased to share its newest quarterly report on recruitment trends for January to March 2024. Founder and Fitabilty® Recruiter, Robert Kenward, is uniquely placed to gather intel […]

Continue reading...

Interview: Andrew Orr at the helm at TRO, 1 year on

It’s been just over a year since FMBE joined in the welcome of Andrew Orr to the helm TRO after 17 years of rising through the ranks with an interview to mark the occasion. It was an interview included his stated wish to bring the agency to agency of the year status as the next […]

Continue reading...

Venue: Trafford Centre

Frank Wainwright toured Manchester’s Trafford Centre and caught up with FMBE industry expert, Bruce Gardner, brand experience manager, Pradera Lateral, for a tour that showed a renwed purpose and energy emerging under Pradera Lateral’s guidance. Spoiler Alert: The dark days of Covid and the failure of the previous management, intu Properties are long gone. Since […]

Continue reading...

Event Review: Seed – Cultivating Community

by Frank Wainwright. Cultivating Community was presented at Shoreditch Motel Studios on Wednesday 20th March at an event hosted by agency Seed. (News story for context https://fieldmarketing.com/news/seed-launches-cultivating-community/ ) As a 50+ yo white male, writing about youth communities is a potentially risky business. Some of these communities have risen up in reaction to the critical […]

Continue reading...

Thought Leader: The Specsavers Van

by Frank Wainwright. Photographs courtesy of SpaceandPeople Specsavers’s playful marketing continues with the van stuck on rising bollard stunt, delivered by Specsavers Creative with Grand Visual and brand experience events business Ann Squared, in the castle area of Edinburgh and then extended to Liverpool One this Easter weekend. This stunt really works – it plays […]

Continue reading...

Interview: Live – SkootEco axis of staffing best practice

FMBE’s Frank Wainwright talked to Live’s Leyton Ede about staffing and the agency’s environmental allegiance to SkootEco.   Presentation – Live’s carbon offset explained Doubling down on doing the right thing is a tenet of Leyton Ede’s brand experience event staffing business Live, an agency that emerged intact through the dark corridors of COVID having […]

Continue reading...

Thought Leader: My Runner Following

Above – Live Tracker Feed during theTunnel Ultra 200, last 20 miles. Photo – top – David Miller “Followers” are all very well and good, but when ‘engagement’ is what you want to understand then a closer analysis is needed. In fact ‘follower’ is a pretty bad word for someone who genuinely takes an interest. […]

Continue reading...

News Opinion: Pepsi takes over iconic global locations to unleash its new look

    Pepsi rolls out first visual identity change in 14 years across 120 countries worldwide. The brand steps into a dynamic new era with a new look and  exciting culture-first experiences across sports and music. The events for this have blended reality and digital to create content – FMBE’s Frank Wainwright has provided a thought commentary […]

Continue reading...

Sustainable Strategies for Boosting Staff Wellbeing at Retail Marketing and Retail Storey

written by Victoria Phillips – Commercial Sales and Marketing Director – RMG and Storey In field marketing, where every minute counts and every mile matters, prioritising sustainability isn’t just an eco-friendly choice—it’s a smart business move that can significantly enhance staff wellbeing. This article delves into our actionable strategies that not only reduce environmental impact […]

Continue reading...

HEL’s 28 and still thriving

Written by Helen Hanson, Founder and managing partner From its humble beginnings, yep my bedroom in Streatham back in 1996 HEL’s (nee Hel’s Angels) was conceived not only to meet industry benchmarks but to redefine them. As the sole female founder (joined 7 yrs later by my fabulous business partner Kim Levine) I embraced the […]

Continue reading...

Interview: Andy Buck’s new challenge at Acosta

Through the last couple of decades Andy Buck has become one of the best known faces of field marketing, field sales and brand communications, with a strong reputation for bringing energy, dynamism and innovation to this industry. Through 17 years at CPM he was most recently the Chief Development Officer there. Now he has been […]

Continue reading...

Interview: Karen Morris, Reg&Co, Forging a sponsorship alliance culture

The alliance between cultural and business innovation is often expressed metaphorically but rarely in bricks and mortar. My recent experience of Somerset House gave me the understanding that the building and its august heritage is used as a place to incubate and curate not just artistic talent but business innovators too. It is a place […]

Continue reading...

Thought Leader: Who Am I But A Consumer?

Written by Laine Redpath “We are constantly trying to look at the wider perspective of what we do within the events industry and the language we use as the orators of our clients brands. Engaging with consumers is an evolving aspect of the job and changes just as the technology we use changes and the […]

Continue reading...

Event Review: The Unbelieva-bar and the content it created

Photography by Colin Baldwin Costa’s pop-up in Brunswick Square called the Unbelieva-bar is promoting the brand’s new hot milkshakes.  The pop up has been created for Costa by The Circle Agency. The introduction of hot milkshakes has certainly got the fanbase chatting. Have we ever had to debate the difference between a hot chocolate and […]

Continue reading...

Interview: Farah Hindiyeh, MD, Invnt Dubai, after multiple activations at COP28

The continuing upsurge in prominent events in the Middle East is no longer a phenomenon, but rather the expected outcome after many years of reputation building. Breakthrough moments are fewer and further between, making the recent series of milestones for Invnt all the more impressive. Invnt, an agency which presents itself as [INVNT GROUP] THE […]

Continue reading...

Insight: Somerset House and the Tribe & Trusted survey

Somerset House styles itself as ‘The Home of Cultural Innovators”. It is an iceberg of a venue, a big bit you can see, and a huge network that isn’t so ‘on show’. The bit you can see is a London landmark, glittering with historical opulence. On the surface it looks quite exclusive. The bit you […]

Continue reading...

FMBE Awards: International (Overseas) Agency of the Year

This category saw a fascinating head-to-head for gold and silver, and we have chosen to share insight from two very dynamic agencies. GOLD WaveCrest In this category the international agencies present one in depth case study together with an overview of how and why the agency is going places. From the winner we saw a […]

Continue reading...

FMBE Awards 2023: Brand Experience Agency of the Year

GOLD TRO The FMBE Awards evening just got better and better for TRO. 2 out of the 3 campaign of the year awards went their way as did a bronze with De’Longhi in the competitive roadshow category. In De’Longhi, Unite Students and Anthropy, TRO had already shown how the versatility and reach of brand experience […]

Continue reading...

FMBE Awards 2023: Field Marketing Agency of the Year

GOLD Tactical Solutions Whilst the B Corp recognition saw Tactical Solutions a clear winner for Professional Agency Management this year, it was evident that this was seen by the agency as a marker of sustained agency success. The agency has established itself as a major competitor in field sales, now adding a convincing story at […]

Continue reading...

FMBE Awards 2023: New Agency of the Year

Gold winner: Clear Box Retail When Clear Box Retail took silver in our Field Data category it was notable that the agency was using data in a new way and by doing so had enabled work with field teams in the UK and US, using ClearView. After closer investigation FMBE discovered that Clear Box had […]

Continue reading...

FMBE Awards 2023: Campaign of the Year

GOLD TRO – Unite Students (Immersive Events, Controlled Audience winner) SILVER Option1 – Orange (Operational Success winner) BRONZE TRO – Anthropy (B2B/B2E winner) You can read more about these campaigns in their individual win pages. The winner To see an immersive event roadshow win campaign of the year was great news for brand experience. It […]

Continue reading...

FMBE Awards 2023: Evolving Brand Relationship (Field Marketing)

GOLD REL Field Marketing – Weetabix The premise behind this special award category might have been written for Weetabix, the most consistently successful brand at FMBE since 2019 and they duly won with many reminders of their past achievements alongside the latest update for the past year – an update that had already proved strong […]

Continue reading...

FMBE Awards 2023: Professional Agency Management

GOLD Tactical Solutions Professional Agency Management is a category that effectively asks, what was that crucial management decision that you made and, once you were going for it, how did that decision then change the performance, process or trajectory of your agency. For Tactical Solutions that decision was to go for B Corp status, and […]

Continue reading...

FMBE Awards 2023: Operational Success of the Year

GOLD Option1 – Orange It only took a phone call from Orange Poland to its long term Field Marketing agency Option1.  That was enough to mobilise the team to set off immediately to set up refugee centres on the Ukrainian border as the first of 13 million Ukrainians fled the conflict with 8.2 milllion making […]

Continue reading...

FMBE Awards 2023: Most Effective Stand/ Display Unit

GOLD Circle – Costa The dopamine booth is an on trend, on budget and reusable asset for Costa that stood out at festivals this summer, both from its clear and compelling visuals and its simple but effective housing of an experience that added something extra to the festival experience. The booth was the centrepiece of […]

Continue reading...

FMBE Awards 2023: Creative Campaign of the Year

GOLD The Producers – Lego Lego City Missions are a product suite that allow kids to build with stories, not instructions. This campaign, called Mission to Mars was a surprise and delight activity that thrived off a creative brief for a creative product that generated a creative response. Our Creative category came up at exactly […]

Continue reading...

FMBE Awards 2023: B2B/B2E Event of the Year

GOLD TRO – Anthropy It was the launch of a brand, a concept and a movement. Anthropy’s stated purpose is to inspire a better Britain and in 2022 it launched with TRO in support, creating, curating, organising and moulding an event at the Eden Project that met the expectations of the boundless ambitions of the […]

Continue reading...

FMBE Awards 2023: Most Effective Product Launch/ Relaunch

GOLD PRL In-Market Solutions – Velo Nicotine pouch product Velo gained 25% market share in Ireland in just 10 weeks as PRL’s campaign headed into stores with a storm of speed and effectiveness in field sales and merchandising. Achieving 100% display compliance the team won the internal award from brand owner BAT, recognised in July […]

Continue reading...

FMBE Awards 2023: Most Effective Small Scale/ Local Campaign

GOLD Hopper – BBC Radio Merseyside When the Eurovision party made its generational visit to Liverpool the city claimed the event and made it theirs. Anticipating and contributing to the BBC Radio Merseyside did exactly what a radio station should and commissioned a roadshow. With a 5-week, 5 destination roadshow and a tour budget of […]

Continue reading...

FMBE Awards 2023: People Powered Award

GOLD Elevate Global – Cannes Lions Festival Elevate showed its recruitment process to be agile, versatile and inclusive when producing staff for not one or two but three of the major social media companies at Cannes Lions Festival, a supremely important event for the brands, Pinterest, Meta and Tik Tok. In so doing they combined […]

Continue reading...

FMBE Awards 2023: Most Effective Use of Digital/Technology

GOLD Strata – Peugeot Strata’s second gold in as many years at FMBE, and this time it was with Peugeot. This was one of two campaigns that were in these finals that made successful use of London’s Outernet venue. Of the two, this campaign carried the day for its further use of technological engagement during […]

Continue reading...

FMBE Awards 2023: Most Effective Integration/ Amplification

GOLD The Producers – Not On The High Street Going into a campaign armed with the strength of the agency group behind them, The Producers created the live aspect of this campaign that centred around NOTHS’ pop up FML store. Agencies PrettyGreen and What They Said also played vital roles in what was a great […]

Continue reading...

FMBE Awards 2023: Most Immersive Event (Controlled Audience)

GOLD TRO – Unite Students The category saw some exceptional events for major brands. All of the finalists showed winner potential. In spite of the quality that it was up against the gold winner came through relatively unscathed as it garnered support from all quarters. This campaign impressed by taking a simple idea and using […]

Continue reading...

FMBE Awards 2023: Immersive Event (Mass Consumer)

GOLD The Trafford Centre – Pokémon To celebrate its 25th anniversary, The Pokémon Company International and leading retail and leisure destination, Trafford Centre, partnered to create and deliver a global-first event – “Pokémon: Art Through the Ages” – an interactive experience celebrating the artistic styles and culture of the iconic brand since 1997.  Pokémon was […]

Continue reading...

FMBE Awards 2023: Most Effective Roadshow or Shopping Centre Campaign

About the £25,000 SpaceandPeople and valued space provider Network Rail combined forces to surprise and delight the winner of this category with a £25,000 award to use space at Network Rail. The award, and cheque, was presented to Blue Square by SpaceandPeople’s head of brand, Andrew Bodwick.  GOLD Blue Square – Samsung This effectiveness category […]

Continue reading...

FMBE Awards 2023: Most Effective Sponsorship Activation

Frank Wainwright, FMBE Awards,  collected the award on behalf of Multiply and Loch Lomond Whisky, who could not attend GOLD Multiply – Loch Lomond Whisky The winner stood out in this category for delivering the clearest sponsorship strategy. The objectives for Loch Lomond setting out as an Open Golf sponsor had a very obvious connection […]

Continue reading...

FMBE Awards 2023: Team of the Year (Brand Experience/ Sampling)

Presented by: Frank’s Big TOE and ONWRD. Frank’s Big Tour Of England is an extraordinary running amd storytelling tour of England for Summer 2024. The Tour covers 2000 miles on foot supported by a van. The van will be supplied by flexible transport supplier to the FMBE sector, ONWRD. GOLD Hel’s – StoryTrails  Sometimes Team of the Year is […]

Continue reading...

FMBE Awards 2023: Team of the Year (Field Sales)

    Presented by: Frank’s Big TOE and ONWRD. Frank’s Big Tour Of England is an extraordinary running amd storytelling tour of England for Summer 2024. The Tour covers 2000 miles on foot supported by a van. The van will be supplied by flexible transport supplier to the FMBE sector, ONWRD. GOLD REL Field Marketing […]

Continue reading...

FMBE Awards 2023: Most Effective Tactical Campaign (Service-Led)

GOLD eXPD8 – Tesco Books Every Spare hand was required as eXPD8 prepared for launch day of the most hyped-up non-fiction book in publishing history. Spare by Prince Harry required 750 stores to be primed and ready for a heavily embargoed book launch, and equally ready for reassignment should any date change be necessary. The […]

Continue reading...

FMBE Awards 2023: Tactical Campaign (ROI)

GOLD REL Field Marketing – Mondelez The challenge of HFSS regulations seems to have acted as an effectiveness driver for many teams now working out how best to keep their brands front of mind. Staying best in class during the first HFSS Easter for a brand owner like Mondelez was business critical and saw the […]

Continue reading...

FMBE Awards 2023 – Instore Marketing

GOLD Meshh – Sky Sky launched physical retail shops across the UK for the first time in 2020, bringing Sky’s TV, mobile and broadband products to the high street, with the first store opening in Liverpool on the 26th October, a departure from traditional retail, offering a new social hub for shoppers. The brand’s partnership […]

Continue reading...

FMBE Awards 2023: Field Data Award

Sponsored by Bowimi: The award was presented to CPM/ Suntory by Dan Ghadimi from technlogy and data insight provider, Bowimi GOLD – CPM – Liquid – Suntory This outstanding entry and campaign of the year candidate was quite simply an excellent demonstration of the value of data and insight from multiple sources, in a process […]

Continue reading...

FMBE Awards 2023: Most Effective Retail Experience

Our second category (B) and it was a compelling one with plenty of variety GOLD – Link Communication – Kohinoor The gold winner went forwards to compete for Campaign of the Year after presenting a comprehensive justification of sampling and instore engagement, one that left no one in any doubt about the returns on investment […]

Continue reading...

FMBE Awards 2023: Sales Campaign of the Year

G2 Marketing take the stage to received the trophy from presenter Kerry Godliman Sales Campaign of the Year GOLD – G2 Marketing – Hisense One judge summarised this entry very astutely. “This campaign really demonstrates the value of supporting a relatively unknown brand instore with a well-trained and motivated sales team.” In this case study […]

Continue reading...

Photo Story: Pandora by Backlash

Some great photos now in courstesy of Backlash for this long pop-up on the South Bank. The pictures tell the story of what looks to have been an eye-catching, engaging and interactive brand experience.  Here’s the original news story, anticipating this event. [Backlash in our online directory]

Continue reading...

FMBE Awards 2023 – event wrap

We had one heck of a night, which is, as ever, thanks to the guests. Thank you to everyone for embracing the occasion. We’ll be setting up soon for next year, location in discussion, under wraps for now. Entry for next year will open soon too – to give anyone with peak Summer periods a […]

Continue reading...

Brand Ambassador: How Kru Live has supported me in between gigs

Kit Esuruoso is an award winning actor living in London. Kit has recently Won the Award for Best Actor playing in the nominated film ‘Akoni’ at the Australian Screen Industry and Network Awards. He recently finished Bonnie and Clyde at the Garrick Theatre in London and can be seen starring in the new thriller film […]

Continue reading...

Thought Leader: Tech-led fashion: what can event profs learn?

By Laura Chalcraft, Operations Director, Sledge We can gain a lot of inspiration from industries other than our own, especially those that champion creativity and push conventional boundaries, like many of us event professionals consistently strive to. One particular sector that has been leading the charge of late, is the world of fashion. In many […]

Continue reading...

Insight: You Search & Select’s quarterly report into event industy recruitment trends

In the fast-evolving events industry, the recruitment landscape continues to adapt and transform. As we look back on the third quarter of 2023, You Search & Select founder Robert Kenward provides valuable insights into the industry’s latest recruitment trends and looks ahead to forecast trends for the next quarter. Event and Experiential Industry Recruitment Trends […]

Continue reading...

Interview: A walk through The Park

FMBE’s Frank Wainwright spoke to Will Worsdell about his how he and his team have built brand experience agency The Park I’ve interviewed people before who grew up with parents as publicans and they seem to fall into two camps – the smaller camp is ‘people wary’, the larger, ‘people aware’. I asked Will Worsdell […]

Continue reading...

Thought leader: The important difference between greenwashing and transitioning for sponsor brands

Debate surrounding greenwashing through advertising is continuing as French energy company Total Energies comes under scrutiny as a sponsor of the Rugby World Cup. Sports sponsorship properties provide increasingly unique fanbase reach, especially through experiential activation. The demand to get access to these fanbases as a sponsor should be high. But sponsor supply is also […]

Continue reading...

Thought leader: Why bold field teams are winning at grocery retail

Is it better for grocery brands to sell or save their way through the cost of living crisis? Here, David Louis, sales and marketing director, Field Sales Solutions, justifies the bolder approach. Response to the cost of living crisis is causing a fundamental divide in field marketing at grocery retail. Two broadly different camps have […]

Continue reading...

Event Review: Bristol Balloon Fiesta

[Words and Pictures: Frank Wainwright] This year I have rarely seen brand experience promotions having so much appeal, especially outside London where audiences do not expect to be entertained as a human right and do harbour complacency. The Haribo Ball Pit in Bluewater, Kent is already a major attraction, with many participants finding the 15 […]

Continue reading...

Event Review and Interview: Barcode Festival, GroceryAid and Sampling the Samplers

Words and Pictures: Frank Wainwright Frank Wainwright and Victoria Lloyd went to this summer’s Barcode Festival. Frank heard about the serious side of this wonderful event with GroceryAid’s Welfare Director Mandi Leonard, and was then challenged to sample the work of 30 different promotional teams in 3 hours between arrival and the main stage starting. […]

Continue reading...

Event Interview: Birmingham Mela – A trio of brands for GottaBe!

FMBE’s Frank Wainwright spoke to GottaBe’s Tomasz Dyl after his agency delivered a trio of activations at the festival As a celebration of Southeast Asia, Birmingham Mela’s musical and culinary celebration of the region and its influences is a joyful must on the calendar for many. This year’s headline sponsorship from Spotify marked the growing […]

Continue reading...

Thought Leader: How to build intrinsically social, shareable brand experiences 

In this blog, co-authored by Anton Jerges and Tracy Sorgiovanni, We Are Collider, the experiential pair look at shareable moments Brand experiences, when done right, should be emotional. What emotions do you want to instil in people to make them feel compelled to share something? What is it that makes an experience shareable? Behavioural science […]

Continue reading...

Event Review: London Marathon from every angle

Frank Wainwright went to London Marathon as a runner, friend supporter, event reviewer, environmental awareness protester, photographer and interviewer. It made possible a 360 degree view of the event and its sponsorship activation platform. Here’s the result. At the London Marathon and its Running Show there’s plenty to do and to see, many distractions and […]

Continue reading...

Thought Leader: Exciting concepts to inspire your exhibition design ideas

Eye-catching ideas for exhibition stand designs enable your brand to leave a lasting impression, boost visitor engagement and stand out from the ever-growing competition. Sean Adams, Director at Silverpoint Display, shares an insight into innovative exhibition stand concepts to help inspire designs and impress prospects on the trade show floor. Challenge Expectations What makes an […]

Continue reading...

Photo Review: Tatcha, Space NK, the Forest Awakening and the Room of Wa

Could Tatcha and Space NK, together with agency Backlash, really deliver meditation and shopping in the heart of Covent Garden? The event promised an immersive experience guided by a Japanese Zen monk followed by a Room of Wa (Harmony). The central experience was the meditation, delivered over headphones by Tatcha Well-Being brand ambassador Toryo Ito […]

Continue reading...

Photo Review: A flypast at The Pink Picnic with Moxy

Last weekend, FMBE paid a flying visit to see Moxy Hotels engage with the celebration at Salford Pride’s Pink Picnic. The promotion, a small footprint trailer offering competitions, glitterovers and instant print photos was a pleasing hit in the June sunshine. The experience was created by Ignis and was attached to a small but very […]

Continue reading...

Thought Leader: Is AI killing human authenticity from experiences?

This piece was first shared online by agency Audience for their own website. It is by production manager at Audience Gareth Routledge. We thought this was a really fascinating blog that you needed to know about, so we’ve shared it here with Gareth and Audience’s permission.  AI is a vast and ever-expanding topic, with chatbots […]

Continue reading...

Thought Leader: Seasonal sampling

At one point or another, we’ve all noticed new product ranges in store windows that perfectly fit the time of year. This isn’t a coincidence, however. It’s seasonal marketing in action, and it’s the perfect strategy for tapping into the power of seasonal trends to drum up excitement amongst target audiences. As you’d expect, timing […]

Continue reading...

Interview: Meeting Clear Box Retail

Clear Box Retail is a technology driven supplier of retail execution solutions. The leadership team have intriguing CVs and includes a mix a backgrounds including Acosta Europe/ Reach and Kraft Heinz.  Clear Box opened for business almost exactly when we were just getting used to the a new word, Covid, so the successful emergence of […]

Continue reading...

Thought Leader: Real life for brands at festivals

Andy Hinsliff, CMO, Ignis, shares some key thoughts and tips for brands ahead of a very busy summer of festivals for the agency Summer is here, which means only one thing… it’s festival season! With over 20 years and hundreds of festivals notched up to our name Chat GPT wouldn’t usually be our first port […]

Continue reading...

Interview: The people and their process at Logobrand

FMBE has recently been able to catch up with the Logobrand team, putting the questions to a quartet from their field marketing leadership team. Here’s the group interview that delves into the people, the process and the technology that gives the team its sense of uniqueness and purpose. Logobrand Team           […]

Continue reading...

Interview: Discovering #ElevatingPeople with Elevate’s Global COO, Carina Filek

#ElevatingPeople is a key tenet of best practice at Elevate. To find out what it means and why, FMBE’s Frank Wainwright put the question to Elevate’s Global COO, Carina Filek. What are the main challenges in terms of staff unity and staff-agency loyalty in promotional staffing? Promotional staffing faces several challenges when it comes to […]

Continue reading...

Case Studies: Retail Experiences at NikeTown London

Here are outlines of two projects from Seen Studio’s work with regular client Nike from last year, FootballVerse and Air Force 1 Dance. I was reminded of them recentlty when Seen Studios hosted a Webinar called Content With Purpose: Creating Meaningful Retail Experiences.  These two experiences, for two different audiences, embraced the retail venue making great […]

Continue reading...

Thought Leader: Are sustainable brand experiences possible in 2023?, Zaine Venter, MD, iD

Zaine Venter, managing director, iD assesses the sustainability challenges facing brand experiences and notes that good budget sense and good environmental practice can be successfully aligned.  Within the current financial climate – rising costs of living, inflation and an increase in the price of labour and raw materials – industries are facing difficult decisions when […]

Continue reading...

Thought Leader: The taste of face to face

by Nigel Clifton, head of creative, N2O Face-to-face does what online cannot. While online experiences and campaigns big up their brand with convoluted and hyperbolic fanfare, waxing lyrical about how groundbreaking their product is, face-to-face proves it. Think of virtual campaigns like online dating. Sure, you can make yourself look like the sexiest, “living your […]

Continue reading...

Thought Leader: Why invest in emerging talent? – Adam Wright, Event Concept

Adam Wright, Operations Director at Event Concept Legions of people regularly visit the theatre, concerts and other events, but rarely consider the jobs of those working behind the scenes. There are people who cover a vast range of roles – from event management to production, marketing and logistics – whose career paths are as obscure […]

Continue reading...

Interview: Sarah-Jane Benham, Kru Live

News that Kru Live had made Sarah-Jane Benham CEO to oversee international expansion for the business has been swiftly followed by further news of Kru’s expansion into Hong Kong. There’s clearly no time like the present for the CEO so we asked her about the past, present and future to get the full set. In […]

Continue reading...

Thought leader: Compliance pays in store

from Mark McKeown, owner, Impulse POP With the long bank holiday weekend behind us, it’s time to take stock of exactly how your selling space is being utilised, because as sure as Easter eggs are eggs, a busy shop floor typically looks and acts very differently to one described in even the most detailed store […]

Continue reading...

Insight: Creamfields Festival is named the UK’s most Instagrammable festival 

Creamfields is the UK’s most Instagrammable festival, with over 487,750 hashtags on Instagram  Glastonbury Festival is the second most popular festival for Instagram users  Boardmasters is the third most Instagrammable UK festival  According to new research, Creamfields is the most Instagrammable festival in the UK.  Experts at Boohoo dove into Instagram stats and analysed the […]

Continue reading...

Interview: Julian Duncan, director, Big Picture’s vision

FMBE noticed quite a bit of versatility coming along the grapevine from agency Big Picture. So, we posed some catch up questions to agency director Julian Duncan.    1. How has life progressed at Big Picture since Covid? Whilst the pandemic brought many challenges, it also brought more opportunities to grow our services across virtual […]

Continue reading...

Report Review: What I learnt from the Lo:down

Lo:down 2.0 is published, year two of a brand experience report that looks set to be a key one for trend tracing industry marketers and venue owners. FMBE’s Frank Wainwright took a look: So, what does the report – covering the UK’s first full post-pandemic year, reveal? For the detail, don’t rely on me. This […]

Continue reading...

Case Study: Visa Masters of Movement – a sponsorship activation created by Imagination

Visa asked Imagination to build a brand experience to activate its  FIFA World Cup sponsorship that would help the brand to be understood more broadly to be more than just a credit card. Here’s how Visa Masters of Movement addressed that. Visa Masters of Movement The Visa network enables the seamless movement of money across […]

Continue reading...

A word with: Rachel Lewandowska about Avantgarde London’s “rebellious streak”

On March 14th, when Rachel Lewandowska was announced as the new Head of Avantgarde London she stated: “The phenomenal brand experiences we’re creating and delivering globally demonstrate how the industry has bounced back with force. In London, we are hugely influenced by the cultural and creative richness we’re surrounded by. I suppose it gives us […]

Continue reading...

Interview: Making the most of a pop-up retail experience

FMBE put the questions to one of our 2022 agency winners, James Barnes, founder and business director, Backlash 1. What sorts of brand have you helped make an impact at a pop-up event? We have worked on pop-ups for Beauty Pie, Charlotte Tilbury, NEOM Organics, Nespresso, Space NK, Three Mobile and most recently Rituals. D2C […]

Continue reading...

Case Study: Noonah’s Personalize helps Adobe Express build student awareness

Through October 2022 Adobe targeted Gen Z creative students to promote Adobe Express with an interactive tour supported by Noonah’s technology. The nationwide #AdobeToteTour saw 12 dates at 12 universities ranging from Bournemouth on the South coast to Teeside in the North East. #AdobeToteTour used Noonah’s Personalize tech, which allowed students to trial Adobe Express […]

Continue reading...

Interview: Tracy Sorgiovanni discusses her career and new responsibilities at We Are Collider

When news of Tracy Sorgiovanni’s promotion to MD at growing agency We Are Collider reached us, we saw an opportunity to catch up with a leading light in our industry whose career has often been associated with dynamic and imaginative brand experiences. Tracy is also keen to inspire and support equal opportunities in the events […]

Continue reading...

Thought leader: What has 5 years of sampling achieved for Fulfil?

by Joel Kaufman, Managing Director, LINK – Effective Brand Experience From launching into the UK five years ago, Fulfil Nutrition has grown to be the fastest selling healthy snack bar, selling over 200 million units and achieving acquistion by confectionary giants Ferrero. Throughout this time, Fulfil has been using sampling to achieve its rapid growth. […]

Continue reading...

Thought Leader: The roads to automotive event success

With spring coming  (honest!) and summer events on the agenda, Sarah Yeats, managing director, Sledge looks at the event options for the automotive sector. As we approach the official start of spring in the UK, many auto marketers will be turning their attention to key upcoming events, as well as general brand awareness raising activity […]

Continue reading...

Event Review: Superdrug Presents at The Truman Brewery

I really enjoy the opportunities that I get to attend and review brand experience events. With my nibbled nails, seemingly everlasting tub of value skin moisturiser, hasty occasional hairbrush and outdoor living weather-worn wrinkles I’m not the most obvious candidate for a health and beauty show. Nevertheless, I do advocate wellness and wellbeing, I am […]

Continue reading...