(DEADLINE FOR ENTRIES 5pm Monday 14th September 2026)

22nd year! The famous FMBE Awards – the original and most sought-after awards in field sales, event marketing and live brand experience marketing presented since 2005.

Our winners set global best standards in
Field Marketing – Field Sales – Experiential Marketing – Retail and Online Retail Experiences – Retail Execution – Shopper Marketing – Brand Events Sponsorship and Brand Activation – In Person and Virtual Events – Retail, Sales, Product and Brand Training – Best practice Field and Event Marketing.

Brand New Categories + all categories have had a full update/rewrite for 2025.

What makes FMBE so special?

FMBE seeks to support the industry it celebrates by encouraging and generating new budget for the benefit of the best agencies and teams, helping clients to justify spend and reward best practice, creative solutions and returns on both investment and engagement.

FMBE Awards are judged not by the agencies but by marketing leading clients and consultants – industry budget holders and influencers. 2025’s judges were responsible for over £120M in FMBE industry annual spend bringing expertise and insight from some of the world’s leading brands and businesses.

Here – Jenni Hill, when she was head of sales for Molson Coors, explains how her judging helped inform her agency understanding and spend.

The chair of judges was named this year as Tim Fletcher, grocery field sales controller, Carlsberg-Britvic.

International (Overseas) Entries

We’re fully global. Through the years FMBE has seen success for agencies based in Belgium. Denmark, Ireland, Italy, France, Spain, Netherlands, Germany, Poland, Sweden, Romania, US, Indonesia, Philippines, Nigeria and Australia.

Please make sure that our judges are aware of any local or national challenges. There is also an International (Overseas) agency award.

Call to Enter

The FMBEs recognize sales and marketing through people and live online/offline interaction. Representing brands through people, events and digital interaction requires precision planning, and teams of expert brand communicators. Are you involved with the teams and the campaigns that have met the brand challenges and surpassed them?

The only place where the full breadth of ability is recognised is the FMBE Awards.

It is the leading award scheme and largest event in Europe for field and live brand experience marketing.
For the winners it will be an opportunity to be recognised, receiving the specially designed trophy that will provide that team with a focal point for their success. But entering and winning is just the beginning as the winning case studies will appear in FMBE
Magazine’s special awards dedicated coverage, delivering a reach into this industry that is unrivalled.

Entry Guidelines

DEADLINE FOR ENTRIES 5pm MONDAY 14th September 2026

Entrants should use the template that can be accessed via About The Awards on Fieldmarketing.com for their main
entry text.

A 1500-word limit should be adhered to. Judges will deduct 5 points (from a max. 100) per 250
words over this limit. Any further evidence should be supplied as supportive information.

For every entry, judges will be looking for hard commercial data, and supportive evidence for the claims that are made. You will need to demonstrate results concisely and precisely. All entries are advised to cover the following points:

• Understanding the business/brand issue
• Your Solution
• The business/brand result
• [unless an exception to this rule is noted in the category specific criteria]

A template for simple entry set out is available online (or from us by email). Follow the link to this template on the About the Awards and Award Entry page at fieldmarketing.com.

You must use this form for your main entry text.

Entries may submit up to 1500 words per category entered. Any entry or part of entry that is not for publication must be clearly marked as such on the entry paper and the request will be respected.

Judges will be bound to confidentiality in regard to all entries received.

All entries by agencies must be approved by a senior representative of the client. This approval should be evidenced by forwarding email correspondence.

Entries for this year’s awards must be for work that was started OR completed OR ongoing in
the period 01.01.25 – 14.09.26

This means that work that was finally evaluated after Christmas 2024 right through to workmbeing undertaken just before entry deadline can be entered BUT we discourage entries where your data is incomplete, and we rule out entries where the identical segment of a campaign has been entered in a previous edition of the awards. If in doubt, please contact us.

Category V, The Special Award, is an exception (See Category V for details).

The work may have been undertaken anywhere in the world. Please make judges aware of any local or national challenges.

The 1500 word entry and any supportive items should be emailed either direct or via online share, WeTransfer, Dropbox or similar.
Supportive documentation: As well as the entry paper you may transfer up to 3 supplementary items to us (using any file transfer service, such as We Transfer or Dropbox.)

All entries and entry notifications and correspondence should go to: victoria@fieldmarketing.com

Note: Photo files and pictures – you may include a file of photos and images without using up one of
your 3 allowed supplementary items.

Photos – especially jpegs – are encouraged. Photos in your file will be used to help judges and may also be used in our magazine coverage or at our awards events.

THERE IS NO LIMIT TO THE NUMBER OF PHOTOS YOU ARE ALLOWED TO THERE IS NO LIMIT TO THE NUMBER OF PHOTOS YOU ARE ALLOWED TO THERE IS NO LIMIT TO THE NUMBER OF PHOTOS YOU ARE ALLOWED TO SUBMIT.
Supplementary information/documentation may include up to three of the following.

1. Video of up to 7 mins duration (optimum length no longer than 3 mins)
2. Data and Insight sheet (up to 2x A4 including all tables and diagrams)
3. Testimonial or case study appendix – up to 800 words
4. Mood board or campaign summary as a PDF
5. PowerPoint or equivalent, up to 4 screens
6. Training manual
7. Summary of online buzz or PR cuttings
8. Other (by pre-agreement with the organisers)

Note – you may not need any supplementary information and not all entries lend themselves well to supplementary information. Visually striking campaigns are strongly advised to provide either video and/or a full picture file.
Judges are not obliged to cross-reference supplementary information – it is down to entrants to pique judge’s interest in the entry text sufficiently to make them want to cross-reference this.

The cost per category (plus appropriate VAT) entered is £375 or €440 or US$500 for all entries received by Monday 14th September 2026 *. Late entries will be by application only. Late entries and submitted at a fee of £590 per entry.

All award entries from agencies can also automatically qualify you for consideration for the agency of the year awards and for the campaign of the year award – see categories X, Y & Z
DEADLINE FOR ENTRIES Monday 14th September 2026

The Field Marketing Categories (A-F)

DEADLINE FOR ENTRIES 5pm Monday 14th September 2026

A: Sales Campaign of the Year

Entrants will show how any FMBE technique(s) has been used to drive sales of any product or service. Both long term strategic campaigns and short-term tactical campaigns may be entered.
Sales success in this category may be direct to consumers, households or businesses or indirectly by teams that dynamically influence sales results at retailers and/or online stores.
Face to face teams, online teams or omnichannel can be entered. Sales generated can be real world, ecommerce or both.
Judges will look for any intelligent thinking, process, investment, creativity or strategic innovation that has led to dynamic sales results, but above all they will look for evidence of how successful the drive for sales has been.
Entrants will need to have surpassed targets whilst maintaining/enhancing the reputation of the brand.

B: Most Effective Retail Experience (Accountable Sampling and Demonstrating)

This category covers all types of sampling, demonstrating and direct selling.
Likely to be at retail or in proximity to retail (such as entranceway or car park), or a pop-up to sell direct, entrants will show how one event or a series of events has led to accountable success for a brand or retailer. Events designed for training sales agents and/or retail staff are also relevant. Accountable sales events at exhibition, warehouse, wholesale or call centre/ office environment would also qualify. Samples delivered to homes or offices to drive sales locally or online via ecommerce can also be entered.

Shopping centre brand experience campaigns and brand experience roadshows should go for category H. If in doubt, please check with the organisers.

Relevant events may include: Sampling, product demonstration, pop-up retail, sales kiosk, experiential instore sales event, retail theatre, store opening event, retail training, sales agent training, online trainers connecting live with retail store staff or shoppers. Home/Door samples directly delivered or with mail order products and home deliveries also qualify for this category.

Entrants will show what the core KPI(s) was for the activity, why the KPI(s) target was challenging, how success was evaluated and what the result was, as well as noting any additional benefits to the brand or retailer. Any scale of activity or event can be entered. Use of budget can be considered as a KPI for small scale activities where budget has been constrained.

C: Field Data Award

Entrants will show how data, AI or insight used by the field team or brand ambassador or collected from the field activity or event(s), or any other data source, has been of benefit to a brand, a retailer or a campaign, either in terms of results, knowledge or efficiency. Any type of data or campaign insight can be considered. Entrants may focus on field insight delivered to or received from activities including merchandising, sales, compliance, reporting, training, mystery shopping, demonstrating or sampling, experiential event, display installation.

It is possible to enter this category with a data or insight innovation that has benefitted multiple brands, retailers or campaigns. If unsure, check with the organisers.

D: Most Effective Instore Marketing

Entrants will show how an agency has helped the brand, the retailer or both to meet their key objectives using one or more of the following techniques:
retail training • mystery shopping • market research • merchandising • promotional
compliance • incremental displays • shopper marketing • shopper engagement • shopper
behaviour insight • in store theatre or performance • retail insight, data, analysis

The activity will have taken place in any retail store, or group of stores, dealerships or at a wholesaler, or
with success at retail a leading objective.
Where relevant to the success, entrants should show how store rapport, knowledge or insight has been of benefit.

E: Most Effective Tactical Campaign (ROI and Service-Led)

Entrants should show how a single piece of tactical work has driven quick success and impetus to a brand or group of brands at a crucial time. Small scale and large-scale activity can be entered. Relevant campaigns may be delivered using any type of field team: consumer facing, retail, sales, merchandising, mystery shopping, installation etc. Judges will seek 2 golds in this category, one for campaigns with a clear ROI or accountable results and one for delivery of and exceptional service or efficiency standard.

F: Team of the Year
Entrants will show high levels of investment into preparing the brand ambassadors and management team who deliver ‘in the field’ and the consequent successes in favour of the brand or manufacturer they represent. Judges will look for evidence of excellence in any two or more of the following criteria: improved team performance following a contract win; improved staff attendance following a contract win; sustained and ongoing staff commitment; management/staff relations; client/agency/ team relations; delivery of unique skills in the field; sales uplift; quality of contact; training measures and results; technology enabled teamwork;
good pay, remuneration, reward or motivation; advanced staff database; team communication/ flexibility.

Team of the Year is a detailed category, so entrants are allowed to add one extra appendix if required.

Brand Experience Categories (G-L)

DEADLINE FOR ENTRIES 5pm Friday 19 September 2024

G: Most Effective Sponsorship Activation
Entrants will show how they have successfully activated a brand’s sponsor status. Relevant activations can be real, hybrid or virtual. Entrants should show that the brand has connected memorably with the relevant fanbase. Entrants will either be responsible for the whole sponsorship together with the brand or show successful alignment with the other key agencies on the roster.

H: Most Effective Roadshow or Shopping Centre Campaign

Entrants should show how their work has excelled under at least two of the following criteria: Quality brand representatives and training; quantity and quality of contacts made; targeting; brand awareness uplift; sampling or trial success; brand and customer feedback; extended brand reach; customer interaction and involvement; measurement of results; successful client relationship; shopper psychology; shopper engagement; customer analysis; creative use of space; best practice with venue owner; measures to cut environmental impact; coupon redemption; sales promotion participation; ROI.

I: Most Immersive Event (mass consumer)
Entrants will show in depth engagement with event participants that shows how the time invested by by both the brand and event participants has been valued. Entries should relate the participant’s journey through the brand activity and assess the brand impact(s) made.

Events entered in this category will have faced the task of competing for consumer attention on the day or days of the event. Relevant brand events for this category may include:

Brand experiences and sponsorship activations at festivals, family days out, holiday days and sports events
Immersive stands or entertainment at shopping centres (held as a solus event or as part of a roadshow)
Performances in public spaces, city centres or parks, pop up experiential stores etc

Entrants should provide as much evidence as possible to show how successful the activity was in meeting client expectation.
Entrants may provide data from a single event, a single stage of a roadshow or from a multi-stage roadshow.

In person, virtual or hybrid events may be entered.

J: Most Immersive Event (controlled audience)

(Controlled audience events have the brand or business in control of attendance via invitation, targeted advertising, competition win, VIP selection, business guests, sales representatives, team events or employee events)

Entrants will show in depth engagement with event participants that shows how the time invested by by both the brand and event participants has been valued.. Entries should relate the participant’s journey through the brand activity and assess the brand impacts made.

Relevant activities include: • Brand owned tailor-made events • Events where consumers are invited by name or provided with special access areas • Experiential-led sales conferences and exhibitions (B2B and/or B2C) • Motivational/Educational events for employees, press or trade partners • Hospitality experiences • Brand Entertainment • Team building events • Brand
influencer training days (for retailers, call centres, dealerships, product advisors etc) • Business roadshows

Entrants should provide as much evidence as possible to show how successful the activity was in meeting client expectation.
In person, virtual or hybrid events may be entered.

K: Most Effective Integration/ Amplification

Entrants will show how the live activity was made to resonate for the brand by one or more of the following: Integrated marketing with other direct marketing or above the line marketing Filming/recording the activity for content, TV advertising, radio, press engagement or online usage. PR and online PR, Social media, Website content/ microsite/ online consumer journey Buzz, word of mouth, use of influencers or talent.

Entrants will need to evidence one or more of the following: brand result; brand reach; brand value; campaign result; market penetration; targeted reach; page impressions; total audience; ROI.

The judges have the discretion to seek two golds in this category – one to recognise the best
integrated campaign and the second to recognise the most amplified.

L: Most Effective Use of Technology in a Campaign or Event

Note: Technology that has been used to drive field data and insight for retail execution or
retail experience performance should enter C: Field Data

Entrants should show how the digital or tech team/support has helped to create an engaging
brand experience or experiential event.
Relevant technologies may be: AI•Virtual or Hybrid event platform •Event or campaign app
•VR/AR •Immersive Event tech •Camera/Image use •Filming, Mixing, Editing •Screens,
Projections •Other digital support.

A key aspect of the category is ‘effctiveness’. Judges are happy to see innovation where that drives effectiveness but effective use of long-established technology can also win this category.

FM&BE Categories (M-Z)

DEADLINE FOR ENTRIES 5pm Monday 14th September 2026

M:People Powered Campaign or Event

Note: This category is for any single FMBE campaign or event day and differs from category
Field Marketing category F: Team of the Year.

This category celebrates the campaign judged to use the people ‘resource’ to deliver the best
outcome for a brand, event, store or client. Entries should focus on who was selected, why,
and why they performed well. Entrants will show how a trained and ready FMBE team rose to
the occasion for a vital campaign or challenging event day.*

Relevant people might be:
brand ambassadors
sales force reps
app recruited field staff
event logistics crew
social influencers/ PR team
online agents
talent, celebrity, performance artists
other (please confirm for relevance with FMBE before entering)

Entrants will show how superb co-ordination and dynamic use of people power helped the brand, event, store or client to have a campaign or event day that surpassed expectations.

*Note – vital campaign or challenging event days can be small scale as well as large. The category awards the people power evidenced.

N:Brand Ambassador of the Year

Brand ambassadors are defined in this category as team members who spend nearly all of their time in direct face to face contact, rather than office-based. Category N requires agency head and client testimonials demonstrating why the individual concerned has proven themselves to be a true ambassador for the brand. Above all entrants must show that they are focussed on personal and team progression, embracing the training and development provided by the agency or brand. When necessary judges will seek two ‘Gold’ awards for this category, one field and one brand experience specialist.

Brand Ambassador entrants do not need to use the standard entry template but should aim to structure their entry in 1500 words as follows: 1. The challenges of the job 2. the work that has been undertaken, 3. the results/achievements.
Longer testimonials are best presented in appendices.

O:Most Effective Local or Small Scale Campaign

Entrants will show how a small scale campaign helped bring brand success using:

•Local/Regional marketing • Trial activities (prior to roll out) • Targeting of an ethnic group • Clever use of a small stand or roaming samplers • Highly targeted short run leafleting • Store launches/ instore promotional work • Use of a small festival or regional shopping centre • Low total budget (implies budget breakdown showing less than £100,000 spend) • Events created
for a small number of brand influencers or press • Single store (or small group/fascia) field marketing • Guerrilla • Small events amplified by social media/ word of mouth

You may enter a virtual/hybrid event in this category if is a low budget less than £100,000 solution.

P:Product Launch or Relaunch Award

Entrants will show how FMBE techniques have been used to create a compelling brand or new variant launch or relaunch meeting success in two or more of the following criteria: Consumer or trade awareness of product; establishing new retail stockists; targeting key consumer groups; brand differentiation; brand value; brand insight; buzz generation; POS placement;
integration with other marketing channels; ROI.

Q:B2B/B2E/GTM Event of the Year

Entrants will show their most effective or impactful B2B, B2E or GTM (Go To Market) event, exhibition, conference, trade show, teambuilding, retail training, sales training event,. Relevant events will be either for the benefit of a single brand or business or for multiple business/brand stakeholders – so for instance a single stand at an exhibition or a whole multibrand exhibition can be entered.

Above all judges will need to be convinced of high levels of engagement with participants (including online if the event entered includes remote or online participants).

R: Shopper Connection Award

Entrants will show how any FMBE shopper-related activity or campaign has led directly or indiectly to success with shoppers. Entrants will show how use of any one or more FMBE technique has helped deliver that success. ‘Shoppers’ in this category can be online or real world or both.

Entrants will show how the FMBE technique or event(s) has created new or sustained existing purchase or purchase intent from a newly acquired or retained consumer group(s). Entrants to this category will show how their work has correctly identified, reached and delighted consumers or prospects for the brand. Entrants may also factor in upsell or crossell success with shoppers if that was a campaign highlight.

The FMBE technique you delivered may have influenced any stage in the consumer journey, from targeting to consideration to purchase but will always be able to justify the value of your part of the process in terms of success in the minds of ,or purchase habits of shoppers.

S:Most Effective Stand or Display Unit
Entrants will show how the creation or deployment of POS, POP, display unit, stand or roadshow vehicles has driven success in terms of at least one of the following: brand exposure; brand value; brand perception; creative match with the brand’s key strengths; marketing efficiency; sustainability, sales.

T:Operational Success of the Year
Entrants will show how an FM or BE agency or industry supplier (or a combination) has ‘made it happen’ when facing delivery, store or event challenges, running a smoothly operated campaign or process where others may have tried and failed by directly providing or sourcing expertise to help meet an exacting challenge. Examples of relevant client challenges may include: • Rapid reaction • Single day launch/ new openings • Efficient solutions for small or slashed budgets (budget disclosure essential) • Event takeovers • Storage and delivery of unusual items • Safe use of a difficult location • Co-ordination of large scale roadshow or sampling • Handling of a celebrity, performer or talent • Construction/build of a uniquely challenging stand or display • Cross-border transportation • Co-ordination of a large staff • Store installation and merchandising • Meeting stringent regulations (i.e. environment) set by the brand or venue • Maintaining pre-event secrecy • Crisis management

The operation is being judged here rather than the result, but entrants will need to prove the success of their activity.

U:Professional Agency Management Award

Professional Agency Management celebrates agency leadership, foresight and dynamic management. Entrants should show how any management initiative has created a next level platform for taking the agency forwards.

Examples might include
Integration of AI or Tech
Ecomonies of Scale through merger, acquistion or partnership
Strategic innovation
Certification
Collaboration with other agencies or suppliers
Staff wellbeing programmes
Investment in team leaders or recruitment
International expansion
Other – please ask

Entrants do not need to use the standard awards template when entering this category.
Please write under headings in 3 sections as follows: 1. The challenge, 2. The solution, 3. The
result for the agency.

NB – Entrants should focus on a specific initiative, challenge, investment or project and the difference it has brought about rather than entering the whole management process of the agency. If in any doubt, please ask.

V:Special Award: The Multibrand Award

(for syndicated field teams, multibrand experiential events and exhibitions, sponsored events and sponsorship properties, or brand group field or event strategies.)

This year’s special award celebrates the field teams, experiential multibrand events, exhibitions, festivals and conferences where multiple brands are invested in the outcome. Entries can cover FMBE activities on behalf of multiple brands from a mix of businesses or events and camapigns that promote multiple brands that belong to the same brand group.

Entrants are likely to be agencies OR sponsorship/venue/platform owners, choosing AT LEAST two brands to illustrate their success. Entrants will show how their campaign or event has surpassed the results expectations on behalf of two or more brands.

The campaign or event in question is likely to have promoted all brands participating on the same day or days. Whilst an entry is likely to come from the same qualifying period as all other categories (01.01.25 – 14.09.26) in this Special Award category you may go back as far as 01.01.23 for your entry.

Examples to help illustrate the type of campaign or event we would like to see entered:

• Syndicated teams of merchandisers or field salespeople representing 2 or more brands
• Field teams representing and held accountable for brands belonging to the same manufacturer across different categories instore
• Events and roadshows where more than one brand is invested in the outcome
• Exhibitions where 2 or more of the lead exhibitors’ results are form the entry.
• Sponsored events where the top tier sponsors results form the entry
• Go to market B2B events where multiple brand stratetgies are formed
• Other – if unsure please ask

The word count in this category is increased to 2000 words.

Judges will look at the option of 2 golds in this category – one for field syndication and the other for events.

W: International Campaign and International (Overseas) Agency of the Year

The stabdard entry fee applies for this category. However, your entry fee for this category covers this category and ONE other (so effectively a two for one)

This is a 2 stage process. Entrants enter a campaign first. The entry should meet the criteria of any one category from A-T and specify which one it is going for. Judges will assess these campaigns or events form a shortlist. The shortlisted agencies will then be asked to answer 5 questions about the agency to help themn to name the International Agency of the Year.

So here’s 2 step entry process for this category:

1. Send in your best agency/brand case study. You can use the strandard template for this. Specify which category it is going in for (from category A to category T). If you wish to enter it for multiple categpries that is fine, Separate entry fees apply for all bar the first category entyered.

2. Await the shortlist. The shortlisted entries will be asked to anwer 5 questions about the agency

Entrants in this one will show a campaign where UK agencies are not making a major contribution.

X:Judge’s Choice Award – Campaign of the Year
This is a discretionary award, there’s no fee or separate entry fee for it. It seeks out themcampaigns that are taking FMBE to the next level, the ones that make us rethink what’s possible, or deliver a ‘they really did that?’ moment of excellence. This campaign of the year shortlist will be chosen from some of the main category award gold and silver winners plus up to 3 wildcards. The wildcards will be the campaigns that didn’t meet the category criteria sufficiently to win but were recognised by judges as game changers or headline makers.

Y:Field Marketing Agency of the Year
Z:Brand Experience Agency of the Year
Incorporating awards for Small/Medium/New Agency of the Year

There is no additional fee for this category. The leading agency of the year for both will be decided by a maximum of seven shortlisted agencies answering to questions from our panel of judges. Agencies can be shortlisted if they received commendation or better from the judges in more than one relevant category and for more than one brand.

The post-shortlist process:
Agencies that make shortlist will receive 5 questions covering finances, clients, people and
innovation to go to an expanded judging panel.
Agencies will be asked to be available for one hour on a set date (date tbc) to answer any
specific questions from the judging panel relating to their answers to the five questions.
FM Agency of the Year and BE Agency of the Year are open to agencies of all sizes. The leading
Small/Medium/New Agency of the Year will be presented in addition if judges recommend
this. Small/Medium agencies will be those that turnover less than £15 million. New agencies will be those that started trading after 1st January 2023.

Entry Checklist
Email your entry and any links to download to victoria@fieldmarketing.com
DEADLINE FOR ENTRIES 5pm Monday 14th September 2026
Entries are typically 1500 words (Cat V is an exception)
Agency entries will need sign off permission from the client, by email to
victoria@fieldmarketing.com
Entry per category is £375+VAT (£450 incl)
Payments can be arranged by credit card or invoice via victoria@fieldmarketing.com.
Entries should use the official word template – available from the awards page at
fieldmarketing.com
Up to 3 supplementary items may be included with your entry – the main entry paper must
inspire the judge’s to assess these
Please send photos with your entry – these do not count as one of your three supplementary
items. These should be separate jpegs or png files NOT montages

Category questions – frank@frankpublishing.com. Billings/payments and entry confirmation – victoria@fieldmarketing.com