2011, at Marriott Grosvenor Square, with Alexander Armstrong and The Invisible Circus
This proved to be Cosine’s year, the agency’s now trademark upskilled brand ambassadors and strategic flex brought double gold for the BT team and agency of the year success. The agency also showed how its successes with Sainsburys’ gave it a very powerful base.
This was the year when Nintendo launched the Wii and the 3DS and the comprehensive high stakes responsibility for staffing that led to gold for Kreate. BD Network also scored a win with Nintendo. The campaign is still one of the best we have seen in terms of co-ordinated FM&BE activity.
Campaign of the year though was delivered by Ignite and Vodafone, as car parts for the new Mclaren Mercedes were hand-carried across Berlin and assembled before the public to launch the new F1 car.
We also saw a win for Beattie McGuiness Bungay and Yorkshire Tea for the exceptional filming of Tea van Little Urn’s trek across America, driven by staff.
PrettyGreen and Cadbury also gave us a hint of the quality being driven into UK experiential ahead of the London Olympics with an outstanding shopper tour.
A less obvious headline grabber saw Commnique triumph with the sales team for chewable wormer Novartis. Communique has merged into Strata these days but continues to deliver in areas such as pharma.
Team of the Year saw a win for infinite FMS and Tom Tom. The team ethic at infinite was by now an established fact at FMBE.
Logobrand and Retail Marketing Group also struck FM gold.
A win for The Baily Group with M&S was a first success for the new sister agency to REL, one that would become Powerforce.
Sportsvision – nowadays Vision 9 – won with a supremely impressive strategy for Relentless.
The BE agency of the Year was finally landed by The Circle Agency. Major tours with EA were supported by some breakthrough campaigns for less obviously experiential brands, Allianz and Symantec.
2012 – Marriott Grosvenor Square – with George Lamb and Ronnie Scott’s Jazz Orchestra
CPM struck gold with Babylicious in the sales category, showing an entrepreneurial streak that worked well with a battling entrepreneurial brand, delivering a new team who installed freezers for the product.
Fizz Experience announced their step up to win the sales demo category for Lanson in Costco. The team’s accountability has since become part of the core FMBE story, proving the value of sampling at wholesale.
The shopper connection award was picked up by Blackjack and World Duty Free, putting a gold standard marker down for what we nowadays call retail experience.
Logobrand won with McCain in Tactical Marketing – a category they have had many successes in since.
A pub team managed by Gareth Southgate won gold for agency Fasttrack who created the Pub World Cup.
Gold for Multiply and Highland Park showed the way forwards for immersive whisky tasting
Also in whisky, RPM’s sail in cinema for Talisker at Cowes failed to win gold in Integration/Amplfication after previously winning a unique FMBE Creative gold at a separate event in the Spring. The winner in category , Initials with Peugeot 208 won a split decision – a case of category miss for a Talisker campaign that is very well remembered by all who saw the case study.
Thefield, now TED Experience, won the stand or display gold for a very neat piece of instore theatre for Microsoft Xbox Kinect.
Kru Live picked up the staffing award, delivering 495 staff days of outdoor cinema with M&C Saatchi Sports and Entertainment and RBS/ Nat West. M&C Saatchi also picked up gold with Havana Club and silver in BE agency of the year.
Gold in BE Agency of the year went to Ignite (now Wasserman) who showcased Vodafone and created the champion Olympics campaign using the London Eye for EDF Energy. The Eye use was innovative back then!
REL won FM agency of the year – an unstoppable barrage of gold and silver successes for brands including Camelot, Motorola, Kraft, and Red Bull.
2013 – Marriott Grosvenor Square – with Patrick Kielty
CPM defended the sales category riding on the success of one of the product sensations of the year, coffee maker Tassimo.
Logobrand and Powerforce both shored up growing award winner reputations with gold wins in field marketing.
DRP Group won the sponsorship category with their simply outstanding delivery of Sainsbury’s Paralympic Games activation. This is still the benchmark campaign in the category.
A notable win for Brands2Life and Just Eat. At judging in 2011, Richard Murfitt, then head of brand for O2 revealed he would soon start work with the new online takeaway business and pledged to win an award with them, which he did by jet packing Mr Mozzarella in to the Corby bi-election for the Don’t Cook party.
iD Experiential won Immersive for a team that sold property at development East Village using experiential engagement.
The year saw the emergence of psLive a project agency lead by Michael Brown. The agency would become MKTG and steal the FMBE limelight through the next few years before slowly falling away after Michael’s departure. As well as New Agency the team struck gold with an audacious promotion for The Croods film using scouts and a logo build right by Stonehenge during the Spring solstice.
RMG team LG took Team of the Year. It is a relationship that still continues today. Silver in the same category for infinite and Sony Mobile showed more high level teamwork working in the telecoms sector as the agency had with great success with T-Mobile before. A silver in team for REL and Molson Coors was announced as a major arrival by our judges, and quite rightly so.
REL and TRO ran out as FM and BE agency of the year winners.
2014 – Troxy – with Warwick Davis and Shaun Williamson
Powerforce and British Gas lit up the sales category with gold.
Sampling was won by CPM and Asda, very much on of the great partnerships in all FMBE.
Big Picture and Canon took a stunning gold in Instore.
Cosine and Danone won in data with incredible problem solving under severe availability challenges for Nurtricia Early Life.
A roadshow for Assassin’s Creed took gold for The Field, now Ted Experience.
One of the best every FMBE winners came through when TRO took gold with Lucozade Sport and the World Cup coinciding campaign Conditions Zone that mimicked the Brazil football conditions in Canary Wharf.
Channel Assist picked up the new agency gold alongside a win for their work with Panansonic in our new business category.
Sense won gold with memorable workplace sampling for Glaceau Vitaminwater.
Team of the Year FMCG went to Field Sales Solutions and Ferrero, edging out Tactical Solutions and Heinz and REL and Mondelez.
The non-FMCG winning team was RMG and Nokia in a resurgent year for the brand,
A special creative campaign of the decade award saw AMV/BBDO and Walkers, beating RPM and Talisker. The Walkers campaign was a celebrity takeover of the village of Sandwich as the crisp brand promoted its meal deal positioning in supermarkets, creating long-term change at all grocery stores.
REL delivered the biggest ever FMBE stage takeover as they stormed to victory in agency of the year – for a third successive year.
The Circle Agency took BE Agency plaudits after delivering campaigns for O2 and Playstation.
2015 – Troxy – with Russell Kane and the dear departed Keith Chegwin.
Field Sales Solutions furthered their increasing presence on the winner stage with sales success with Ferrero.
Highjam scored a gold in sampling with Claudi and Fin.
FMI were in the vanguard of Irish winners, something we have seen on the up ever since. They won gold with Canon Ireland.
Contract People of Northern Ireland also won – in instore. The management of that agency would emerge as Green Field Marketing in more recent years.
REL and Mondelez won Team of the Year.
Blackjack collaborated with OMD and Talon delivering a successful singing campaign for Disney Channel.
Hope&Glory PR struck gold for Tru TV with a gallery of human tattoos.
Avantgarde won gold with Porsche, The Sound of Porche was a highly innovative pop up shop.
Wasserman won golds with Spotify and Qatar 2022, the later an extraordinary win in Operational Success that saw World Cup fanzones being tested with outdoor cooling systems. The agency would win BE AoY, a third time to the title for the team that had previously won as Ignite and Ignition.
Kru Live won an excellent staffing category with Keds.
Logobrand was named Field Marketing agency of the year, a year in which their Availability Management data and insight system seemed to steer a clear march on the industry norms.
