FMBE judges choose between 1 and 7 entries to shortlist dependent on the strength in depth seen in that category.
Cat A: Sales Campaign of the Year
CPM – Lucozade Alert
eXPD8 – MOTH
eXPD8 – Meiyume Retail Solutions
G2 Marketing – Hisense
Instore – Wow Hydrate Water
Powerforce – Pladis
Tactical Solutions – InComm
Verdict: Some very strong entries and an array of positive comments from the judges. This one was quite the panel splitter with four of the finalists being favourited by at least one judge.
Cat B: Retail Experience
Blue Square – Pure Electric
Energy – Louis Vuitton
G2 Marketing – Hisense
Instore – Glanbia
Link Communication – Kohinoor
Multiply – Listerine
The Producers – Lego
Verdict: An amazing array of quality approaches to the challenge of creating engagement at retail.
Cat C: Field Data Award
Clear Box Retail – ClearView – Multiple Brands
CPM – Liquid – Suntory
Elevate Global – Pokémon
FMI – Heineken
REL Field Marketing/ JDH Solutions – Hasbro
SmartSpotter/ JDH Solutions – Distill Ventures
Tactical Solutions – Reapp – Lindt
Verdict: Innovation in FMBE is strong. In a category which used to be dominated by similar solutions, nowadays there are a variety of new ideas and solutions.
Cat D: Instore Marketing
G2 Marketing – Hisense
Instore – IG Design
Meshh – Sky
PRL In-Market Solutions – Lucozade Sport
Verdict: Great to see such strong alliances making success stories in store.
Cat E – Most Effective Tactical Campaign
(ROI)
REL Field Marketing – Mondelez
REL Field Marketing – Weetabix
Tactical Solutions – Mars Wrigley
(Service Led)
eXPD8 – Tesco Books
REL Field Marketing – Mondelez
Verdict: Very strong finalists, with close contests for gold and silver in both parts of the category.
Cat F – Team of the Year
Field Sales
Elevate Field Marketing – Britvic
Instore – Glanbia
PRL In-Market Solutions – Irish Distillers
REL Field Marketing – Adidas
REL Field Marketing – Honor
REL Field Marketing – Weetabix
Tactical Solutions – In Store Sales Team
Brand Experience/ Sampling
Elevate Global – Waitrose
Fizz Experience – Costco
Hel’s – StoryTrails
Verdict: Team of the Year is back with a vengeance. There was strength in depth in FM and three of the best ever applications from Brand Experience teams.
Brand Experience Categories
Cat G – Most Effective Sponsorship Activation
Circle – Costa
Multiply – Loch Lomond Whisky
Wasserman – Mini
We Are Collider – Red Bull
Verdict: Following a tight first round of judging, the second phase saw a rare case of cohesion and clarity as a clear winner was unanimously found.
Cat H – Roadshow/Shopping Centre
Blue Square – Samsung
Circle – Costa
Dentsu – Nivea Sun
Freemans Event Partners – Coca-Cola
Hopper – BBC Radio Merseyside
The Producers – Lego
TRO – De’Longhi
Verdict: A true panel splitter with a number of potential winners in a high calibre category.
Cat I – Immersive Event (Mass Consumer)
Fusion – Nissan Formula E Racing
N2O – Coca-Cola
Sense – Haribo
Strata – Peugeot
Trafford Centre – Pokémon
Verdict: The highest scoring category this year, in what was a very welcome return for immersive events across the industry. A proper showcase of brand immersion.
Cat J – Immersive Event (Controlled Audience)
Circle – CCEP
Experience 12 – Star Trek, Paramount+
N2O – Superdrug
Jackanory – Hyundai
Purity – Hiscox
TRO – Unite Students
We Are Collider – Waitrose
Verdict: A hard category to judge with some bold creative solutions and some highly polished agency-brand relationships.
Cat K: Integration/ Amplification
Fusion – Nissan Formula E Racing
Hopper and Clarion Communications – Aldi
Hopper & Smarts Agency – World of Jumanji at Chessington World of Adventures
The Producers – notonthehighstreet.com
Verdict: A mix of budgets gave judges plenty to think about in four very well presented entries.
Cat L – Digital/ Technology
Blue Square – Samsung
Circle – Costa
Experience 12 – Star Trek, Paramount+
Strata – Peugeot
We Are Collider – Red Bull
Verdict: A great year for the category, very good quality but with a clear winner emerging.
Cat M – People Powered
Elevate Global – Cannes Lions Festival
Fizz Experience – Costco
N2O – Superdrug
Verdict: These 3 submissions all hit the brief with great logistics driving the people powered success stories.
FM&BE Categories
Cat N: Brand Ambassador of the Year
Consumer Sampling/Demonstrating/ Exp/ Digital
Danielle Watts – REL Field Marketing – Adidas
Hanad Abtidoon – Blue Square – Samsung
Hugh McMahon – REL Field Marketing – Panasonic
James Hazell – REL Field Marketing – Honor
Marlon Moore – Purity – Various
Parinjay Maisuria – Fizz Experience – Costco
Verdict: A very close battle for gold and silver emerged in this one.
Field Sales & B2B Events
Adam Golightly – REL Field Marketing – Weetabix
Amber Connolly – Elevate Field Marketing – London Essence
Lewis Harrision, Powerforce, Haribo & Molson Coors
Michelle Edis – Elevate Field Marketing – London Essence
Seb Garner – Green Field Marketing – Royal Canin
Shirley McKillop – REL Field Marketing – Mondelez
Steve Parry – Instore – Glanbia
Verdict: Still being judged as it was one of the closest categories of all, as it has been for a few years. All won praise from the judges. The winner is still being decided from five front runners.
Cat O: Small Scale/ Local
Blue Square – EEBT
Energy – Currys
GottaBe! – Dorset Tea
Hopper – BBC Radio Merseyside
Hopper & Smarts Agency – World of Jumanji at Chessington World of Adventures
Verdict: Some deft, creative, imaginative and resourceful finalists.
Cat P: Product Launch/ Relaunch
Blue Square – Samsung
Green Field Marketing – KP Snacks
PRL In-Market Solutions – Velo
The Producers – notonthehighstreet.com
Verdict: The category didn’t see its usual strength in depth but the finalists revealed much of the full range of abilities that FMBE agencies provide and a very good gold and silver emerged.
Cat Q: B2B/B2E
Blue Square – HP
Brand Brewery – DHL Express
Circle – CCEP
Settimo Piano – Acinque
TRO – Anthropy
Verdict: This new category saw some teambuilding events adding to an exciting mix that proved to be a buzz to judge.
Cat R – Creative
As there was one stand out FM and one stand out BE entry in the category our judges decided to leave a shortlist of two to be debated for gold, silver or bronze award status.
REL Field Marketing – Weetabix
The Producers – Lego
Verdict: Two stand out campaigns for two brands that really know about engagement.
Cat S – Stand/ Display Unit
Circle – Costa
Custodian – Valeo
Hopper & Clarion Communications – Aldi
N2O – Tesco
Verdict: Four very different stand/displays meant we saw a number of different takes on effectiveness.
Cat T – Operational Success
Circle – Costa
eXPD8 – InComm
eXPD8 – Tesco
Option One – Orange
Powerforce – Pladis
SmartSpotter – PPL PRS
Willow Park – Cisco
Verdict: The category was a real eye opener for our judges with many enjoying these great ‘make it happen’ campaigns. This was a challenging shortlist to get on to and a close call to find a winner.
Cat U -Professional Agency Management
Powerforce – Castrol
Verdict: Impressive stuff, with a mix of broad and specific solutions to mull over.
Cat V – Special Award: Evolving Brand Relationship
Brand Experience
Circle – Costa
Fizz Experience – Costco
Meshh – Sky
Field Marketing
Cosine – BT Sport/ TNT Sports
Green Field Marketing – Boost Drinks
REL Field Marketing – Weetabix
Tactical Solutions – Mars Wrigley Confectionery
Willow Park – Cisco
Verdict: These are all proven winning relationships, so unsurprisingly an immensely impressive array of finalists in a special category that celebrates the value of positive cycles.
Cat W – Campaign of the Year
Finalists are announced live on awards night.
Cat X: Field Marketing Agency of the Year
CPM
Instore
PRL In-Market Solutions
Cat Y: Brand Experience Agency of the Year
Blue Square
We Are Collider
Cat Z – International (Overseas) Agency of the Year
FMI
WaveCrest
Verdict: Two great finalists in a category that we hope will build from its start this year.