FMBE Awards announces the 2025 winners to a packed house at vibrant Troxy

Sir Tony Robinson, famed for time travel as Blackadder’s Baldrick and the denizen of TV’s Time Team,  played host to a celebration of FMBE’s past, present and future at Troxy London as the Awards looked back on past champions, cheered the present winners and gained insight into future stars.

The event saw reverse birthday presents as the 16 most succesful agencies in FMBE’ s past were surprised with blue wall plaques at their tables during dinner to celebrate their pioneering achievements – ABM Experience Solutions, Blue Square, Circle Agency, CPM,  Field Sales Solutions, Fizz Experience, Gekko Group, Logobrand, N2O, PrettyGreen, Powerforce, PRL, RPM, Smollan, TRO and Wasserman.

There was also a surprise Brand Enagemant special award, and industry thank you for event facilitator, SpaceandPeople.

Tonight’s winners saw a mix of old guard and new champions taking the stage in a year when the newly rebranded team at Smollan and leading FM agency CPM took some big prizes. There was Agency of the Year and FMCG Team (with BrewDog) prizes for Smollan  in a year when Smollan landedseveral major new business wins including Unilever. Campaign of the Year was awarded to CPM and Asahi and the Group saw further success in Team -Non FMCG – for Cosine and TNT Sports.

Field Sales Solutions’ Jordan Nichols won the coveted Brand Ambassador of the Year trophy for his work with P&G and the agency also picked up sales campaign of the year award with Ferrero.  Fellow Marvesting Group agency Yes Sir! of Belgium won the Overseas International Agency gold.

In Brand Experience 8 agencies contested for Agency of the Year, and a newcomer to FMBE put down a significant marker as Zeal Creative won Agency of the Year, also winning other awards including the Shopping Centre/Roadshow category that comes with a £25,000 value space prize courtesy of Network Rail and facilitated by SpaceandPeople.

Other big winners saw double gold for 2Heads and their global LEGO campaign.

Awards director Frank Wainwright chose to present the Client Relationship special awards in his mid-dinner speech, awards that showed off a core principle of FMBE – ‘building on success’. The winners in these categories were CPM with Mars Wrigley and We Are Collider with Waitrose.

No Limits Street Band played to a packed dancefloor with very high standards set throught the categories.

Here’s the full result.

Category A: Sales Campaign of the Year

GOLD Field Sales Solutions – Ferrero

SILVER Foster – Hershey’s and Reese’s

SILVER PRL – Pladis

 

Category B: Most Effective Retail Experience

Sponsored by Nicholson

GOLD Agile Retail – Fanatics

SILVER Link Communication – Barilla

SILVER TCC – Netflix x O2 Priority

BRONZE Blue Square – HP

 

Category C – Field Data Award

GOLD Logobrand – JDE

SILVER Gekko Group – Opus AI

BRONZE SmartSpotter – KP Snacks

 

Category D – Most Effective Instore Campaign

Sponsored by Teamhaven

GOLD ABM Experience Solutions – Whisky Festival

SILVER CPM Ireland – Smirnoff

SILVER Crossell – Kellanova

BRONZE Field Sales Solutions – Mas+

BRONZE TCC – Samsung Galaxy S24 Ultra

 

Category E1 – Most Effective Tactical Campaign (ROI)

Sponsored by Retailwise

GOLD CPM – Asahi

SILVER Logobrand  – JDE

BRONZE N2O  – Tesco

 

Category E2 – Most Effective Tactical Campaign (Service – Led)

Sponsored by Retailwise

GOLD PRL – Catrice

SILVER Field Sales Solutions – Mas+

BRONZE Highjam – Winnrz

BRONZE Smollan – Disaronno

 

Category F1 – Team of the Year (FMCG)

Sponsored by Movista

GOLD Smollan – BrewDog

SILVER CPM – Diageo

SILVER Powerforce – Pladis

BRONZE Field Sales Solutions – P&G

BRONZE Smollan – Weetabix

 

Category F2 – Team of the Year (non FMCG)

Sponsored by Movista

GOLD Cosine – TNT Sports

SILVER G2 – Hisense

BRONZE Elevate Global – stichd

 

Brand Experience Categories

 

Category G – Most Effective Sponsorship Activation

GOLD Zeal Creative – Tena

SILVER Wasserman – BMW

BRONZE N2O – Superdrug

BRONZE N2O – Tesco

 

Category H – Most Effective Roadshow/Shopping Centre Campaign

Sponsored by SpaceandPeople and with a £25,000 value in space prize provided by Network Rail.

GOLD Zeal Creative – Cheez-it

SILVER Zeal Creative – Nuii

BRONZE N2O – Dr Pepper

BRONZE TRO – Liquid I.V.

 

Category I – Most Immersive Event (Consumer Products)

GOLD 2Heads – LEGO

SILVER Wasserman – Lidl

SILVER N2O – Superdrug

BRONZE Landsec Spotlight with Backlash and Ocean Outdoor – L’Oreal

BRONZE The Story  – Don Papa

 

Category I – Immersive Event (non FMCG)

Sponsored by Spotlight for Landsec

GOLD Experience12 – Disney

SILVER TRO – MINI

BRONZE Hope&Glory and adam&eveDDB – CALM and ITV

 

Category J – Immersive Event (Controlled Audience)

Sponsored by Piccadilly Lights The Venue

GOLD N2O – Fanta

SILVER We Are Collider – Waitrose

BRONZE Hope&Glory – Pokémon

BRONZE Jackanory – Hyundai

 

 

Category K1  – Integration and Amplification (Shopper Location)

GOLD IMA – Adidas Climacool

SILVER Sway with Landsec and Aduro – IKD

BRONZE Hope&Glory and adam&eveDDB – CALM and ITV

BRONZE Zeal Creative – Cheez-It

 

Category K2 – Integration and Amplification (Festival & Pop-Up)

GOLD 2Heads – LEGO

SILVER Hope&Glory – Oxfam

BRONZE iMP – Life360

 

Category L – Most Effective Use of AI, Digital or Tech

Sponsored by Innovate Live

GOLD We Are Collider – King of Meat

SILVER Ocean Outdoor – Superman movie by Warner Bros

BRONZE Logobrand – JDE

 

Category M – People Powered Event

GOLD Kru Live – Heineken

SILVER N2O – Tesco

BRONZE Eventeem – Lidl

 

 

FM&BE Categories

 

Category N – Brand Ambassador of the Year

GOLD Jordan Nichols, Field Sales Solutions, P&G

SILVER Michael McCombe, Smollan, BrewDog

SILVER Patrick Mutombo, CPM, Samsung

BRONZE Marshall Hall, Powerforce, Motorola

 

Category O – Most Effective Small Scale/ Local Campaign

GOLD GottaBe! – Western Union

SILVER Hope&Glory – Oxfam

 

BRONZE Green Field Marketing – Boost Drinks

BRONZE Top Notch Sales – Navson

BRONZE TRO – Wise

BRONZE Union Collective – No3 London Gin

 

Category P – Product Launch/ Relaunch Award

GOLD N2O – Dr Pepper Cherry Crush

SILVER IMA – Adidas Climacool

SILVER Smollan – Weetabix Caramelised Minis

BRONZE PRL – IDL West Coast Cooler Sunburst

BRONZE Raptor – Captain Morgan x Pepsi Max

 

Category Q – B2B/ B2E Event of the Year

Sponsored by Troxy

GOLD Wasserman – BMW Group

SILVER Smollan – Henkel

BRONZE N2O  – Chupa Chups

 

Category R – Shopper Connection Award

Sponsored by Retailwise

GOLD Smollan – Captain Morgan

SILVER Zeal Creative – Tena

BRONZE Fizz Experience – Vahdam Teas

 

Category S – Most Effective Stand or Display Unit

GOLD N2O – Tesco

SILVER PLB Group – Sony InMotion

SILVER iMP – Life360

BRONZE Hiscox

 

Category T – Operational Success of the Year

Sponsored by Promologistics

GOLD PRL – Catrice

SILVER Field Sales Solutions – Ferrero

SILVER Raptor – Rockstar Energy Drink

BRONZE Highjam – The Observer

BRONZE N2O – Superdrug

BRONZE Smollan – Bart Ingredients

 

Category U – Professional Agency Management

GOLD Amplify Retail Execution

SILVER Green Field Marketing

BRONZE Logobrand – Carlsberg Britvic

 

Category V1 – Special Award, Client Retention

GOLD CPM – Mars Wrigley

SILVER Logobrand – Carlsberg Britvic

BRONZE Smollan – Mondelez

BRONZE GottaBe! – Norton

 

Category V2 – Special Award, Client Retention

GOLD We Are Collider – Waitrose

SILVER Zeal Creative – Nuii

BRONZE GottaBe! – Western Union

BRONZE TRO – MINI

 

 

Category W – Campaign of the Year

Sponsored by Elevate Global

GOLD CPM – Asahi

SILVER N2O – Fanta

BRONZE IMA – Adidas Climacool

BRONZE Agile Retail – Fanatics

 

X: Field Marketing Agency of the Year

Sponsored by SpaceandPeople

GOLD Smollan

SILVER CPM

BRONZE Field Sales Solutions

BRONZE Logobrand

 

Y: Brand Experience Agency of the Year

Sponsored by SpaceandPeople

GOLD Zeal Creative

SILVER Wasserman

BRONZE N2O

BRONZE TRO

 

Z: International  (Overseas) Agency of the Year

GOLD Yes Sir!

SILVER PRL

BRONZE CPM Ireland