FMBE Awards announces 2017 shortlist

The Field Marketing and Brand Experience Awards has announced its shortlist for 2017. Awards Director, Frank Wainwright comments: “As usual the shortlist will create celebration and disappointment – we have far more that don’t make it through than do. My thanks go out to all entrants, who have proven once again that FMBEs are the ones that the best of the best truly want to win. To the celebrants, I can add my full congratulations. You have made it through a thorny and intense judging process and the exacting eyes of 70+ experts from our industry. To the entries not making it through, I can only say commiserations – you were up against some stellar brand  activity from the UK and globally. The shortlist is awash with prestigious brands and agencies, performing at the peak of their powers, and no decisions were made lightly. FMBEs are judged slowly – 2 categories per day – and I am sure that our finalists will represent so much that our industry can be proud of.”

For those that have made the shortlist, and for those who want to party and network with our industry’s elite,  we will look forward to seeing you at the Awards Ceremony at Troxy on 19th October. The awards page has booking forms. 

For those not making this shortlist, FMBE has a feedback service. Feedback requested from the organisers now is typically provided after the award’s night on October 19th so that comparisons with the winners can be relayed.

The Field Marketing Awards

Category A: Sales Campaign of the Year

Field Sales Solutions, innocent

FMI, Electric Ireland

McCurrach, Microsoft

Mash, Dyson


REL, Tetley (Independent Wholesale)

Warburtons (Toastie Pockets)


Category B: Sales demonstration or sampling

Gekko, Grundig

Mash, Lavazza

N2O, Felix

REL, Dell

REL, Panasonic

TRO, Lucozade


Category C: Field data award

Logobrand, Wrigley

McCurrach, Analytics, Kimberly-Clark

MKTG, Norwegian

Retail 7, Huawei

REL, Danone/RedBull

REL, Weetabix


Category D: Instore Marketing

Gekko, Toshiba

Logobrand, Wrigley

Logobrand, William Grant

McCurrach, Heineken

REL, Oreo

TRO, Vans

Visual Thinking, O2


Category E: Tactical Campaign

Field Sales Solutions, innocent

Gekko, Freeview

Logobrand, William Grant

Powerforce, AG Barr

Powerswitch, Harpic

REL, Tetley (Healthy January)

Top Notch, POWA


Category F: Team of the Year

Gekko, Acer

Kellogg (Field Sales Europe)

Molson Coors Brewing Company (Lease & Tenancy)

McCurrach, Unilever Ice Cream

Powerforce, Molson Coors


REL, Mondelez

REL, Weetabix


The Brand Experience Awards

Category G: Sponsorship Activation

Banana Kick, Satsuma Loans

FreemanXP, Vodafone

GMR, Lowe’s

Hope&Glory, HTC Vive

Initials, Pepsi Max

MKTG, Fitness First

MKTG, Wickes


Category H: Roadshow/Shopping Centre

Circle Agency, Orbis

CSM Live, Lidl

Haygarth, Clarins

iD, Co-op

MKTG, European Respiratory Council

TRO, Lucozade

Undercurrent, Samsung


Category I: Immersive brand event (mass consumer)

Circle Agency, Dorset Cereals

Hope&Glory, IKEA

MKTG, Gore-Tex

MKTG, Norwegian

N2O, Tesco

Produce UK, Powerpuff

TracyLocke, Ferrero Rocher


Category J1: Immersive Brand Event (Controlled – B2B/ B2E focus)

Circle Agency, Jordans

DRP, Nationwide

DRP, Triumph

McCurrach, Microsoft

MKTG, Dentsu Aegis Network

Momentum, Microsoft

Willow Park, Panasonic


Category J2 (Controlled – B2C/ Consumer Influence)

CSM Live, More Th>n

GMR, Vega

Momentum, Hoegaarden

Multiply, Highland Park

Urban Nerds Collective, Puma

Wasserman, Bombay Sapphire

Woof with Kaper PR, Maille


Category K: Integration/ Amplification

Circle Agency/ McCann Central, Vaillant

CSM Live, More Th>n

Hills Balfour/MDSG supported by Space&People, Las Vegas

Hope&Glory, Marie Curie

Ignis, Sheraton

Noise Agency, Ricola

TracyLocke, Ferrero Rocher


Category L: Interruptive Experience

Banana Kick, Leeds Clean Air

Circle Agency, Dorset Cereals

Hope&Glory, Marie Curie

Limited Space & Hammerson, ‘Passengers’ (Sony Pictures)

MKTG, Norwegian

PrettyGreen, Pandora

Sense, Jacobs


Category M: Creative Campaign

FreemanXP, Vodafone

Initials, Walkers

JC Decaux, Fast & Furious 8

MKTG, Norwegian

Popcorn PR, Moonpig

Wasserman, Bombay Sapphire

Woof with Kaper PR, Maille


The FMBE Awards

Category N1: Brand Ambassador of the Year (Field Sales/ FMCG)

David Byrne, PRL, Pladis

Elsa Dodds, REL, Mondelez

Caroline Firkins, REL, Tetley

Jordan Halsman, Powerforce, Molson Coors

Emma Hanley, Field Sales Solutions, Ferrero

Sheila Laidlaw, REL, Tetley

Paul Scattergood, REL, Weetabix


Category N2: Brand Ambassador of the Year (Experiential/Sampling)

Andrew Donald, Real People, Multiple Brands

Jean Lowe, Fizz Experience, The Food Warehouse

Stefano Magaritelli, Love the People, Samsung

Maddie Pearce, Hel’s Angels, SSE


Category N3: Brand Ambassador of the Year (FMBE – Consumer Technology)

Val Cross, FMI, Nespresso

Eleanor Edwards, Retail Marketing Group, Panasonic

Johanna Knaapi, Retail Marketing Group, LG

Laura Landamore, Willow Park, Multiple Brands

Bruno Murari, REL, Nikon

Matthew Paul, McCurrach, Microsoft

Sarah Valenza, Gekko, Google


Category O: Small Scale/ Local

Circle Agency, Fuller’s

The Fresh Group, Co-op

GMR, Johnsonville

Independent Events, Road Respect

McCurrach, Magnum

MKTG, Braintree

MKTG, Cancer Research UK


Category P: Product Launch/Relaunch

Circle Agency, PlayStation

McCurrach, Andrex

MKTG, Toyota

REL, Oreo

REL, Tetley

REL, Weetabix

Warburtons, Toastie Pockets


Category Q: Shopper Influence

iMP, Wall’s Ready Baked

N2O, Felix

Powerswitch, Nestle

TRO, Ribena

Woof with Kaper PR, Maille


Category R: Interactive Brand Engagement

Haygarth, Clarins

Hope&Glory, HTC Vive

HPS Group, BMW Group

McCurrach, Microsoft

MKTG, Braintree

MKTG, Cancer Research UK

TRO, Vans


Category S1: Stand/Display Unit (Instore/Kiosk/ Indoor)

Custodian Consultancy, An Post

Custodian Consultancy, Pedigree

PRL, Diageo

Retail Marketing Group, Lenovo

Undercurrent, Samsung

The Yard Creative, Protein Haus


Category S2: Stand/Display Unit (Outdoor/ Shopping Centre)

Energy, Rolls Royce

MKTG, Gore-Tex

MKTG, Norwegian

Promohire and Jackanory, Cadbury

Sense, innocent

Wasserman, Sky

Whynot! Thinkpeople, Blu


Category T: Operational Success

Circle Agency, PlayStation

Field Sales Solutions, The Health Lottery

Fizz Experience, Costco

IQOS (Philip Morris), Concept Store

MKTG, Cancer Research UK

Momentum, Microsoft

Wasserman, Bombay Sapphire


Category U – Professional Agency Team

Fizz Experience, Costco

FMI, Electric Ireland

Gekko, Google

McCurrach, Unilever

PRL, Staff Capability Development Strategy

REL Field Marketing, Great Place to Work

Retail Marketing Group, LG


Category V: Special Award, Multibrand Event or Partnership

Frukt, Jagermeister

Grocery Gurus, Gastro Alfresco (Multibrand)

Grocery Gurus, A Better Breakfast (Multibrand)

McCurrach, Pepsico

Momentum, GSMA

Momentum, Microsoft

TRO, Lucozade


Category W: Field Marketing Agency of the Year

Field Sales Solutions





REL Field Marketing

Retail Marketing Group


Category X: Brand Experience Agency of the Year

Circle Agency

CSM Live






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