FMBE Magazine

FMBE Magazine is back and buzzing this Summer. The magazine’s appearances are based on subscriber demand these days. It is now off to print for our subscribers, but you can read the content and link back to much more using the version below, and also download the PDF to share.

if you missed the editorial cut on this one, keep the insights coming.

We also can’t do it without our advertisers so especial thanks to

Ascot Racecourse – page 19

Field Sales Solutions – Outside Back Cover

N2O – Inside Front Cover

ONWRD – page 11

Powerforce – page 9

REL Field Marketing – page 3

Teamhaven – page 5


The content is a mix of magazine specific features and our most popular website content, so that the first half of 2023 is now all in one place. Its been a labour of love with our small team travelling around the country for the interviews and the event reviews.

The main wish from across client subscribers was to snapshot as much of a who’s who and doing what across FMBE as possible.

Being back on the trail, getting exclusive and above all REAL content has been a blast. We have been to some extraordinary experiences and activations to see the best of you in action.

If you have helped us with this content, thank you!

1 Meet the Team – Logobrand

2 Meet the CEO – Jean-Dominique Castellani – Impact Field Marketing Group, Field Sales Solutions

2 Thought Leader – Retail  Recovery – Nick McGrath, MD, REL Field Marketing

4 Meet the Team – Clear Box Retail

6 Event Review – Superdrug Presents

7 Thought Leader – Retail Engagement  – Julia Collis, Head of Client Services, N2O

8 Experiential Space – Trends Report  (SpaceandPeople)

9 FMBE Awards update including reflections on 2022 from Bronwyn Andrew, MD, Powerforce

10 Driving Force – Vehicle supply and logistics with Mark Thompson, MD, ONWRD

10 Event Snapshot – isla lanches transform

10 Event Snapshot – Moxy’s Pink Picnic experience by Ignis

12 Event Review – The immersive AI experience Saint Jude, by Swamp Motel

13 Event Review – The Rituals of Sakura by Backlash

14 Event Review – Bang & Olufsen with Tom Sellers at Smallbone Luxury Pavilion by Undercurrent

14 De’Longhi Tour by TRO – our first TRO news since interviewing new MD Andrew Orr at the start of the year.

15  Event Review – London Marathon – edition exclusive. An event review from every possible angle. With thanks to Set Creative, Tata Consultancy Services, RPM, New Balance, TAG Heuer, Erdinger and Chippenham Harriers.

20 Case Study – Retail Engagement – Seen Studio – Nike, FootballVerse

21 Case Study – Retail Engagement – Seen Studio – Nike – Air Force 1

22 Case Study  – Sponsorship Activation – Imagination – Visa – Masters of Movement

22 Case Study – Pop Up Amplification – PrettyGreen – Not On The High Street – FML Shop

23 Brand Ambassadors and event staffing – Marlon Moore – Purity

23 Staffing – #Elevating People – Elevate – Carina Filek

24 Staffing – Meet the CEO  – Kru Live – SJ Benham

25 Pop Up Retail –  Beauty Pie – James Barnes – Backlash

25 Venue Trends – Lo: Live

26 Meet the MD – Tracy Sorgiovanni – We Are Collider

26 Meet the director – Julian Duncan – Big Picture

27 Sampling – Fulfil’s relationship with Link Communication

27 Retail Experience News – Sense launches Sense Retail

28 Hybrid – Hacks from Gther’s Webinar

28 Thought Leader – AI experiment – Gareth Routledge – Audience

29 The Rise of the B Corp FMBE Companies – Richmond and Towers, RPM, and Tactical Solutions – with an interview with Cathy Evans, MD, Tactical Solutions



About Field Marketing

Field Marketing is the single most important part of the sales and marketing mix.

There, we’ve said it.

When you have a brand in the market place it takes on a life of its own, a character that is defined by the way it is presented and by the way shoppers or consumers perceive it.

On the journey between manufacture and purchase there are a plethora of influences cushioning and buffeting your brand . There are your own influences – the product itself, its advertising, packaging and promotions. There are the same influences from competitors aiming to knock your product plans off course. Then there are the influences of retailers – stock agreements, shelf plans, display agreements. And there are exterior influences from an ever changing cast of consumers, shopping cultures, weather, technology trends, lifestyle choices and more.

Field Marketing allows you to take control of the way that your brand is presented by retailers and to understand the way that consumers engage with it. Typically Field Marketing measures activity at point of purchase, so the multiple influences on the living brand can be understood in terms of actual sales.

Field Marketing is highly accountable. You can accurately measure the value of your activity in the field.

Field marketing teams are the eyes and ears of brand owners.

Field Marketing uses people and data to bring brand owners vital insight and fully accountable ROI. is the international home of field marketing on the world wide web. Here you will find the best practitioners, illuminating case studies, latest technologies, award winning agencies, and the chance to chat through the opportunities that field marking can bring to your business.

About Live Brand Experience Marketing

Live Brand Experience Marketing is the most exciting and engaging marketing channel. It typically uses experiential techniques to engage and involve consumers directly at a live event/venue. The channel encompasses a wide range of consumer engagements and interactions, from sampling, to event marketing to sponsorship activation, to PR Stunts and interactive displays. It is alive, vibrant and offers marketers the opportunity to pour their most compelling creative ideas into brands, often amplifying that live engagement using social, digital or above the line media.

As defined on this website, Live Brand Experience Marketing is NOT Field Marketing, but it does share a strong affinity with Field Marketing in that

1. It typically deploys brand ambassadors into a real life environment

2. It often delivers highly accountable results for FMCG and consumer durable brands

3. It is often reliant on co-ordination with Field Marketers to help make sure that the live promotion translates to sales in stores

4. Brand owners often co-ordinate and budget their brand experience team with promotions at retail, using their FM team to report on store compliance/ retail execution

5. Like Field Marketing, Live Brand Experience can be logistically demanding and so require skilled agency support in terms of logistics as well as creativity and strategic brand ideas

6. In key European markets Field Marketing and Event Marketing can often be resourced through the same agency

7. In most global markets, Field Marketing and In-Store B2C sales demonstrations and aisle sampling would often be regarded as a Field Marketing capability

This website covers news, awards and general discussion on live brand experiences.

About Us’s news and views are sourced and compiled by Frank Wainwright and Francis Larkman.