FMBE Awards annouces campaign and event category shortlist for 2025
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FMBE’s judges select between 3 and 7 finalists per category reflective of their perceived strength in depth in that category. The winning campaigns and events will be announced at Troxy on Thursday 29th January.
The shortlist for all main event, team and campaign categories is below. Agency of the year shortlist announcement for FM, BE and International Agency of the Year will be announced on Monday 24th November.
An amazing standard has been set in all categories at this year’s awards, the 21st year of FMBE. FMBE is the longest serving awards scheme for Field Marketing and for Brand Experience. The news this year was in Brand Experience with a resurgence of our Immersive category I and the Integration/Amplification category K – after we predicted this could happen in the Spring.
Back in April at BEst Connected we put out a call… immersive brand experiences had taken a bit of a knock back after Covid, with a comparatively small number of high quality events coming through to shine in recent years. This year, with many more brands eyeing festivals back in the Spring, we felt this year these categories might come back in force.
They have, with these categories being the highest scoring categories in terms of strength in depth in FMBE this year. The shortlist reflects that, with preliminary round judges wanting us to share the good news for BE as widely as possible with industry clients.
As usual with FMBE we allow the preliminary round judges to up to 4 categories into 2 – so that the shortlist can celebrate the most diverse range and highest scoring campaigns and events, making like for like comparisons easier. This year those categories are F (Team of the Year), I (Immersive Events (mass consumer)) , K (integration and Amplification) and V (Client Retention).
Sadly, a high standard across the board means that some very high quality campaigns have not made our shortlist and we stand ready to provide feedback to those on request. Feedback usually comes after the winners have been announced as it allows us to reference them in the process.
Frank Wainwright, awards director comments “As we head to our 21st party, we have such a show of industry strength and quality to celebrate. It was great to see how our BEst Connected event in the spring triggered such a big response. Many entrants also wanted to be a part of FMBE history, a history that is unrivalled. We’re going to celebrate that with our Past Present and Future themed awards event at Troxy on Thurs 29th January.”
“Congratulations to all of our finalists and heartfelt thanks to all of our entrants who once again have pushed standards, shown innovation and delivered on best practice.”
Category A: Sales Campaign of the Year
Field Sales Solutions – Ferrero
Foster – Hershey’s and Reese’s
PRL In Market Solutions – Pladis
Category B: Most Effective Retail Experience
ABM Experience Solutions – World of Whisky
Agile Retail – Fanatics
Blue Square – HP
Link Communication – Barilla
TCC – Netflix x O2 Priority
TCC – Samsung Galaxy Z Flip6 and Z Fold6
TCC – Samsung Galaxy S24 Ultra
Category C – Field Data Award
Gekko Group – Hisense (Opus AI)
Logobrand – JDE
SmartSpotter – KP Snacks
Category D – Most Effective Instore Campaign
ABM Experience Solutions – World of Whisky
CPM Ire – Smirnoff
Crossell – Kellanova
Field Sales Solutions – Mas+
TCC – Honor
TCC – Samsung Galaxy S24 Ultra
Top Notch Sales – Bayer Pharmaceutical
Category E1 – Most Effective Tactical Campaign (ROI)
CPM – Asahi
Green Field Marketing – Boost
Logobrand – JDE
N2O – Tesco
REL Field Marketing – Campari
REL Field Marketing – Weetabix
Category E2 – Most Effective Tactical Campaign (Service – Led)
ABM Experience Solutions – Gatwick Retail
Field Sales Solutions – Mas+
Highjam – Winnerz
Logobrand – Old El Paso
PRL In Market Solutions – Catrice
REL – Disaronno
Category F1 – Team of the Year (FMCG/Grocery Products)
CPM – Diageo
Field Sales Solutions – P&G
Powerforce – Pladis
REL Field Marketing – Brewdog
REL Field Marketing – Weetabix
Category F2 – Team of the Year (non FMCG)
Cosine – TNT Sports
Elevate Global – Stichd (F1 Merchandise Retail)
G2 – Hisense
Highjam – Winnerz
REL Field Marketing – Adidas
Brand Experience Categories
Category G – Most Effective Sponsorship Activation
N2O – Superdrug
N2O – Tesco
RPM – Sky
Wasserman – BMW
Zeal Creative – Tena
Category H – Most Effective Roadshow/Shopping Centre Campaign
iD – Lipton
iMP – The Tofoo Co
N2O – Dr Pepper
N2O – Simple
TRO – LiquidIV
Zeal Creative – Cheez-it
Zeal Creative – Nuii
Category I – Immersive Event (Promoting Retail Products)
2Heads – Lego
Grand Visual and Future Stores – Pepsi
N2O – Superdrug
Ocean Outdoor – L’Oreal
The Story – Don Papa
Wasserman – Lidl
Zeal Creative – Starbucks
Category I – Immersive Event (All other sectors)
2Heads – Netflix
Experience 12 – Disney
Hope & Glory and adam&eve DDB – CALM and ITV
Hope & Glory – Oxfam
Sage Communications and Events – Royal Enfield
TRO – Mini
Category J – Immersive Event (Controlled Audience)
2Heads – Disney
Blue Square – Samsung
Gekko – Google
Hope & Glory – Pokémon
Jackanory – Hyundai
N2O – Fanta
We Are Collider – Waitrose
Category K1 – Integration and Amplification (Shopping Centre or Shopper Location)
Hope & Glory and adam&eve DDB – CALM and ITV
IMA – Adidas (Climacool)
IMA – Beauty Pie
Ocean Outdoor – L’Oreal
Sway with Landsec and Aduro – IKD
TCC – Virgin Media O2
Zeal Creative – Cheez-It
Category K2 – Integration and Amplification (Festival, Fan and Pop-Up Locations)
2Heads – Disney
2Heads – Lego
Experience 12 – Ebay
Hope & Glory – Oxfam
iMP – Life 360
Sway and John Doe – HelloFresh
We Are Collider – Dune
Category L – Most Effective Use of AI, Digital or Tech
2Heads – ABB
Logobrand – JDE
Ocean Outdoor – Warner Bros, Superman
We Are Collider – King of Meat
Category M – People Powered Event
Eventeem – Lidl
Kru Live – Heineken
N2O – Tesco
FM&BE Categories
Category N – Brand Ambassador of the Year
Jordan Nichols, Field Sales Solutions, P&G
Marshall Hall, Powerforce, Motorola
Michael McCombe, REL Field Marketing, Brewdog
Michael Speedie, Crossell, Proximo
Patrick Mutombo, CPM, Samsung
Scarlett Windle, Experience Staff, Various Brands
Zane Smit, Crossell, Bird’s Eye
Category O – Most Effective Small Scale/ Local Campaign
GottaBe! – Western Union
Green Field Marketing – Boost Drinks
Hope & Glory – Oxfam
Top Notch Sales – Navson
TRO – Wise
Union Collective – No3 London Gin
Category P – Product Launch/ Relaunch Award
Crossell – Cheez-It
IMA – Adidas Climacool
N2O – Dr Pepper Cherry Crush
PRL In Market Solutions – IDL West Coast Cooler Sunburst
Raptor – Captain Morgan x Pepsi Max
REL Field Marketing – Weetabix Caramelised Minis
Zeal Creative – Cheez – It
Category Q – B2B/ B2E Event of the Year
N2O – Chupa Chups
REL Field Marketing – Henkel
Wasserman – BMW Group
Category R – Shopper Connection Award
Creatisan – Tingly Teds
Fizz Experience – Vahdam Teas
IMA – Adidas x Oasis Band With 3 Stripes
N2O – Tesco
REL Field Marketing – Captain Morgan
Zeal Creative – Tena
Category S – Most Effective Stand or Display Unit
Field Sales Solutions – Mas+
Hiscox – (in house)
iMP – Life 360
N2O – Tesco
PLB Group – Sony InMotion
Zeal Creative – Kit Kat
Category T – Operational Success of the Year
Field Sales Solutions – Ferrero
Highjam – The Observer
N2O – Superdrug
PRL In-Market Solutions – Catrice
Raptor – Rockstar
REL Field Marketing – Bart Ingredients
SmartSpotter – PPL PRS
Category U – Professional Agency Management
Amplify Retail Execution
Green Field Marketing
Logobrand – Carlsberg Britvic
Category V1 – Special Award, Client Retention, FM
Contact Field Marketing – Just Eat
CPM – Mars Wrigley
GottaBe! – Norton
Green Field Marketing – KP Snacks
Logobrand – Carlsberg Britvic
REL Field Marketing – Mondelez
Category V2 – Special Award, Client Retention, BE
GottaBe! – Western Union
TCC – Virgin Media O2
TRO – MINI
We Are Collider – Waitrose
Zeal Creative – Nuii
The agency of the year shortlist announcement for FM, BE and International Agency of the Year will be announced on Monday 24th November.
