(This is a transcript of the awards presentation – script written, compiled and presented by Frank Wainwright, Awards Director)
These are the awards where we acknowledge who is in the room at FMBE Awards.
FMBE is a talent show. Through the years so many of our audience have chosen to collaborate – client judges joining agencies, agencies merging or adding new talent pools, teams coming together on projects…
The more we celebrate talent, the more value gets drawn into our industry.
(Gosia Kalicka, Pictures Experience with Emily Burrows, Plaster Creative Communications and Dawn Nottley, TCC)
This year we’ve added Rising Star to our Hall of Fame and Lifetime Achievement categories of talent recognition.
Its Rising Star, not Rising Start. The Rising Stars we celebrate are not all the same age or experience. They are more people who are going through a golden period in their careers, people who others love to work with.
Then Hall of Fame. They are the people who have extended that golden period to multiple years. They are successful and ever renergising.
(Rob Paul, LCI Productions in conversation with Mark Sullivan, gther)
And of course Lifetime Achievement – a rare accolade. We have only ever awarded a handful of these. They are industry leaders who are still harnessing their inner Rising Star after in depth immersive FMBE careers.
This event is my own doing. It doesn’t have a budget, it just allows me to celebrate the people in the industry to which I owe so much.
(Nigel Cruttenden, Movista)
And luckily for me I have friends who make it easier. Tom Helliwell, the owner of The Woodman, who stood in the wings waiting whilst other venues faffed around! I’m glad we’re here – its hard to beat a pub with a huge garden.
(Lily Wainwright with Kate Stevens)
About Live
And Kate and Shiv from Live. I’m not sure there’s a better event photographer than Shiv whilst having Kate and agency Live’s support means we have the most reliable person I know to fall back on for advice and connections. She epitomizes ‘Connected’ and Live as an agency provide staff who are resolute, dependable, personable and surpass expectations.
About WiseOS
We are also joined in the audience today by Stacy Cullen, from WiseOS, a business that might be known to you in the guise fo Staffwise or Retailwise, a business that helped us out at FMBE this year. A few words…
“Staffwise and Retailwise have always been solutions within a much bigger ecosystem. As their customers evolved, so did they. What started with workforce management expanded into retail execution, field marketing, data capture, reporting, analytics and operational intelligence. Today, all of that comes together under WiseOS — the operating system for modern workforce and field operations. One connected ecosystem. One central source of truth. One place to manage, execute and measure every aspect of an operation. Same team. Same mission. Just a clearer way of bringing it all together.”
That’s the ‘Hydration Break’ done, now for these awards…
THE RISING STAR AWARDS
Martin Rothwell, GottaBe!
(Jack Rogers, GottaBe!, collected the award for Martin Rothwell whose flight was delayed)
I wanted the first recipient of a Rising Star award to be from a business that we have seen grow up. GottaBe! Is the brain child of Tomasz Dyl and Tomasz has told us the agency has literally grown up following our coverage and forging his own vision. Tomasz launched the agency at the age of 17 reading FMBE avidly. Now he has his own Rising Star, taking the business forwards.
This Rising Star recipient is 28 and as Client Service Director he is building on the foundations of an agency built on best practice that frequently draws new brands and budgets into our industry.
Tomasz says: “His recent wins, including landmark partnerships with Fusion, Just Eat, and DKMS , are a testament to his strategic thinking, creativity and ability to connect brands with the right audiences in meaningful ways. Clients value him highly; he is trusted, well‑liked and recognised for delivering fresh, effective ideas that translate directly into results.”
GottaBe! enjoys a spectacular reputation for reaching out with brands to ethnic minorities. Tomasz adds:
“He champions the belief that diversity is not only the right thing to do, but also fundamental to creating better, more relevant brand experiences. His voice consistently pushes the industry forward, ensuring campaigns reflect the audiences they serve.
This Rising Star is listed in the Business Development (BD) 100.
Here are some other words of support that came in following this Rising Star’s nomination.
“His combination of boardroom contribution, personal development, client relationship building and commercial energy makes him a genuine rising star” – from GottaBe! board advisor Melanie Bryan OBE.
Mentor Danny Turnbull praised his “understated self confidence” and his impact on a “hugely successful financial year for the agency.”
From agency consultant Eloise Lesson-Smith, Olim Communicatons FMBE learnt that this Rising Star delivered skilled oversight of a campaign for Germany-based blood cancer charity DKMS, translating big picture goals into action steps.
And from colleague Michaela Fletcher, who Martin mentors, we learnt that he is commercial and creative bringing about “experiential solutions powered by passion and backed by knowledge.”
I am so proud that the first Rising Star award I am presenting today goes to a star performer at a business that we have seen grow through hard work and ethics. This award goes to GottaBe’s client services director, Martin Rothwell.
Georgie Adams, Eventeem
Eventeem has quietly built its reputation since 2009 under the guidance of Ceri Gravelle. We’ve seen its brand ambassador staff in action repeatedly in that time with agencies such as The Team and Backlash noting staff effectiveness as part of successful pop-up events for retail and beauty brands. The 2025 awards were the first time we’d seen Eventeem show themselves for our staff performance award, winning bronze at first hit.
Our rising star recipient is one of this people who this award was designed for, a modest professional who could fly under the radar until you ask our FMBE family about her. Since the nomination we’ve received gracious comments of commendation from Eventeem competitors.
This star performer gives extra consistency on roadhows and exhibitions, for Weber Barbeques on tour or anchoring events at the NEC.
(Georgie Adams with Imogen Roberts, Eventeem)
Sara Cardoso – Marketing and Partnership Manager, FlixBus told us: “She has a unique ability to make everything feel seamless, as she brings clarity, strong communication, and a positive, can‑do attitude to every campaign. On top of that, she makes the process fun, balancing efficiency with a great sense of collaboration.”
Sara told us: “.I am always looking forward to sharing future projects and be able to get Eventeem (and our rising star) on board with us again.“
Another rising industry name, Rachael Gardiner, Brand Activation Manager, One Agency told us: She consistently goes above and beyond for us, ensuring our brand ambassadors are perfectly matched to each activation.”
That sentiment was echoed by Charlotte McGeever, The Team: “Georgie is a professional, understanding, calm individual who always does her best to find the best staff, with the right skillset.”
Eventeem and The Team are the quiet force making sure no new Lidl store opening falls flat. Its an incredible FMBE success story and at the beating heart of it is this wonderful Rising Star, Georgie Adams.
Laura Squelch, N2O
At a recent IPM industry event, The Experiential Expo, I found myself amongst a collective fanbase for our next Rising Star.
I was reminded by many how lucky I was to have her with us at BEst Connected just after a promotion and just ahead of maternity leave.
And we certainly are. The original nomination came at FMBE Awards by one of FMBE’s ever presents and most accomplished all-rounders, the effervescent head of client services, Julia Collis.
(Julia Collis at BEst Connected with Nigel Cruttenden, Movista)
She says: “‘Our candidate has been nominated as a Rising Star in recognition of her outstanding contribution to the GroceryAid events programme, particularly her splendid work on Morrisons Big Night Out and the Waitrose Garden Party in 2026. She stepped up with confidence and professionalism into the role of acting Senior Account Director during the maternity leave of her line manager, Emma Welch. Emma was a tough act to follow, having worked closely with the client since the account was won, but Laura quickly earned our clients’ trust through her calm leadership, strong client focus and ability to keep complex workstreams moving at pace. Throughout the campaigns, she demonstrated excellent team leadership, tenacity and problem-solving ability. She supported the team, managed challenges with maturity and ensured both events remained on track, ultimately helping to deliver two extremely successful, yet complex experiences that resulted in genuine client delight. At the time of nomination, neither event had yet taken place, making her impact even more impressive: she had already shown the capability, resilience and leadership qualities of a rising star. The subsequent success of both events further validated that recognition and cemented her promotion to Senior Account Director being confirmed’.
These industry events are of course vital for the reputation and standing of N2O. Feeback from Grocery Aid was second to none: “Laura’s leadership, attention to detail and calm, solutions-focused approach gave us complete confidence throughout the planning and delivery of these events. She understood what mattered to us as a client, brought the right people together and helped create experiences that exceeded expectations” — Belinda Mines, Senior Events Manager, Grocery Aid.
And so having made her mark during a colleague’s maternity leave its time to wish the very best to this Rising Star as she starts her next chapter from home. The BEst Connected Rising Star and NEW senior account director, Laura Squelch, N2O.
Léana Catty-Wolf, Raptor
Many of our Rising Stars have been integral to the agency they work with for many years. It’s a credit to our next one that she has made her impact since joining Raptor in 2024 hitting the ground running to deliver the Tinder Mansion Party, an immersive event for over 300 students in Nottingham.
Alongside the Tinder Mansion Party, Léana managed the delivery of the award-nominated Captain Morgan x Pepsi Max launch event, which was a huge success. With 3 live days, over 15 DJs, and 2,500 attendees, it was a complex operation with multiple suppliers, stakeholders and clients to manage.
Her ability to problem-solve under pressure, collaborate across teams, and maintain a clear vision resulted in an unforgettable experience that reached over 34.6m people on social media and in the press.
In 2025, this Rising Star’s role was to lead the delivery of Raptor’s largest ever sampling campaign on behalf of Pepsico, delivering a highly complex campaign that got 1 million samples into the hands of consumers at festivals and high-energy events nationwide. She managed the large sampling teams across 5 festivals, overseeing 12 event managers and brand ambassadors per festival, alongside the operations for the sound towers. She was a driving force in Raptor’s 10th anniversary celebrations.
Jasmin Bassi, Senior Account Executive at Raptor: Throughout the Rockstar campaign, I had the privilege of being managed by [this Rising Star] whose dedication, leadership and work ethic set the standard for everyone on the team. What stood out the most was how she made the impossible feel possible.”
“She embodies what great leadership looks like: inspiring, hardworking and dedicated to the success of both the campaign and the people behind it. I cannot think of anyone more deserving of this recognition!“
George Harding, Senior Account Director at Raptor: Whether it was production, social content, staffing, client services, budgeting, or even design support, she consistently stepped up wherever needed and delivered exceptional results. She really can do it all.
“Beyond her capabilities, she is a fantastic person to work with. She is quite literally the vibe of the office. Her energy makes her the engine of any team, and it’s clear to see the impact she has on everyone around her.”
Who wouldn’t want to be ‘the vibe’!
So some Best Connected applause then for the new ‘vibe of The Woodman’ and Raptor’s Rising Star, Leanna Catty-Wolf.
Vicky Whiteley, Elevate Global
This Rising Star’s reputation has sky-rocketed in the last 2 years. She consistently delivers meaningful commercial growth while building strong, trusted relationships across clients, agencies and internal teams.
Key Achievements: 2024-2026
Over the last two years, Vicky has contributed to clear improvements across new business growth, inbound conversion, and client development when compared with the previous two-year period. Her nomination attributes her contributrion to business win increates from £10.5m to £15.0m, representing a 43% increase.
Beppe Plances, Head of Live, Amplify told us “I love working with Vicky, she’s passionate about what she does and she goes above and beyond to understand her clients’ needs, and works hard to meet them.”
Joe Sheppard, Managing Director, UK & EU, Elevate Global nominated this Rising Star on camera at our FMBE Awards: “I fully support this nomination because, put simply, she cares deeply about her work. This passion translates into an incredible level of detail; whether she is dealing with clients or peers, her approach is always thorough and meticulous. I personally rely on her immensely and trust her judgment implicitly. Her relentless energy ensures no stone is left unturned, and her commitment to excellence shows in every stage of planning, execution, and communication. To me, she truly is one in a million.”
For our part FMBE Awards has been lucky to have her guiding hand sorting and guiding our awards hosts.
Here’s an individual who empitomises Rising Star and then some…Congratulations
Vicky Whiteley, Group Account Director, Elevate Global
Mike Pelosi, SpaceandPeople
An amused Nancy Cullen, chief executive and founder of SpaceandPeople told me the other day “I hate to tell you this Frank but he isn’t that young”.
Certainly, our next award recipient has some life experiences in the locker. He can boast of 20 years as a DJ and entertainer, performing every Saturday in Glasgow, and he has brought that love of live events to the FMBE sector for the past 4.
And what a four years he has had, a relentless cheerleader for FMBE campaigns on social media whilst facilitating the full range of events in his role as brand experience manager.
Craig Engall, LandSec: “He combines exceptional industry expertise with a genuinely approachable and client-focused attitude. He is always willing to go the extra mile, is commercially astute, reliable, responsive, and highly regarded by colleagues and clients alike.”
Chris Thomas, Raptor: “He is a true asset to the industry and it is no surprise to see him recognised as a Rising Star.”
Kate Stevens, Live Agency “Mike is an absolute legend and a real pleasure to work with. He is brilliant with people, calm under pressure and always brings such positive energy to everything he does. He has that rare ability to make people feel valued, listened to and confident, which is such an important quality in this industry.. His Rising Star recognition is so well deserved, and I have no doubt he will continue to go from strength to strength.“
Rachel Gardiner, One Agency Media: “He’s trustworthy, reliable, and consistently delivers within the timeframes we set. Nothing is ever too much trouble, and he approaches every request with a can‑do mindset.
Beyond his professional strengths, Mike has become a genuine friend. Our catch‑ups often drift into conversations about life, the industry, and everything in between — and those moments of connection make working with him even more enjoyable. He takes a real interest in the people he works with and brings deep knowledge, curiosity, and warmth to every conversation.“
The winner of this award can also lay claim to a daughter called Lily – a status firmly established as a sure sign of FMBE greatness, and has a CV that includes supporting Nigerian Police Radio in the company of the President.
This Rising Star award goes to:
Mike Pelosi, SpaceandPeople
Ben Burman, Zeal Creative
When this Rising Star arrived at his current agency two and a half years ago, the agency was primed and ready for a massive step forwards in terms of the brand experience channel.
At Zeal Creative the belief and ability in brand experience was already high, but now it was ready to develop a uniquely experiential driven proposition, Zeal X. This Rising Star has been central to that plan, one that would see Zeal rise from decorated creative promotional agency to multi-award winning experiential agency including a zero to hero dominant award win, taking BE agency of the Year at FMBE, first time of asking.
Such is the pace of brand experience marketing that this Rising Star might be said to have risen, but this occasion allows us to celebrate the rapid blooming of an experiential leader who has been pivotal to Zeal X delivering £4.5M in turnover year one, £7.5M in year 2.
After decade of experience at agencies Hey Human, Sense and Experience this true star of experiential has simply skyrocketed at Zeal. Under his leadership, experiential engagement across ZEAL’s client base increased from 23% to 82% in just eighteen months, repositioning live experience as a strategic growth driver rather than a tactical add-on.
(l-r Craig Engall, Landsec, Ben Burman, Zeal X, Sally MacLaren, Sway, Daniel Hennessey, Zeal Creative and Andrew Bodwick, SpaceandPeople)
Here’s a tribute from another of today’s award winners:
“I/Landsec have had the pleasure of working with him across a number of leading accounts over the last four years, and from our very first introductory meeting it was clear that he brought something different. His passion for the industry, depth of experience, and unique way of thinking immediately stood out.
What impresses me most is his relentless hunger for the job. His drive, curiosity, and determination are evident in everything he does, and that passion shines through in both his work and the relationships he builds. Ben consistently raises the standard for those around him and is thoroughly deserving of recognition for his contribution and impact.” Craig Engall, Commercial Lead, Landsec Spotlight.
“He brings exceptional creativity, energy and genuine passion for building brands to everything he does. What really sets him apart is his ability to consistently deliver outstanding experiential work whilst building strong, trusted partnerships. He combines big ideas with a can do attitude and infectious enthusiasm, making him both a brilliant agency partner and a driving force behind successful brand experiences. A very well deserved recognition for a great industry expert.” Laura Watson, Head of Marketing, Revlon Consumer UK
We think Zeal X will be a force to be reckoned with throughout FMBE’s next era. Our final Rising Star of the day is awarded to Ben Burman, Head of Experiential, Zeal X
Hall of Fame Awards
Annette Hedderman, PRL
PRL in Dublin is a very special company. Field Marketing in Ireland has to deliver across a rural population for any brand wanting national coverage making store relationships, human relationships crucial for success. PRL combines people and logistics to make that happen and have been seen at FMBE awards delivering European leading product launches and campaigns.
They also bring a very chilled and happy group to the awards each year.
And this year they did something special, a double gold award, taking Tactical and Operational Success for cosmetics brand in a campaign anchored by our Hall of Famer.
It was truly a landmark activity that made use of PRL’s exceptional logistical support and revamped the brand and category.
John Carey, Commercial Manager at Sales Cosmetics told us: “PRL’s team worked to tight schedules with 450 meters of POS across 430 locations, ensuring minimal disruption to retail operations in stores. Their attention to detail, reliability, and commitment to sustainability made them an invaluable partner on this project. We wouldn’t hesitate to work with PRL again.“
As a leader of this campaign our Hall of Famer has gone through the ranks from Field Sales Merchandiser to Senior Account manager, inspiring many including one who nominated her – junior account manager Leona Mullally who credits our winners ability to lead by example.
Here’s the bit in Leona’s nomination where we said yes, that’s an FMBE Hall of Fame candidate…
“As a junior member of the team, I have particularly appreciated Annette’s willingness to share her knowledge and experience. She takes the time to mentor and develop those around her, creating an environment where people feel confident to learn, grow, and take ownership of their responsibilities. Her approachable nature and genuine investment in her colleagues’ success make her not only an outstanding manager but also a respected role model.”
Of course we’re not just lauding one campaign here. Niall Benson, Account Director, PRL Sales told us the double gold campaign capped 25 years of industry, influence and excellence.
Darren Doyle, Tactical Field Supervisor, PRL Sales told us: “Her ability to develop people while delivering results has earned her the respect of colleagues, clients, and partners alike.”
I’m delighted to applaud the first Irish recipient of a Hall of Fame BEst Connected Award.
It goes to:
Annette Hedderman, PRL
Craig Engall, Land Securities
When I first started doing FMBE Awards some shopping centre managers had a reputation for throwing obstacles at brand experience campaigns providing a long list of what you can’t do. I myself remember jumping through hoops to get use of my camera signed off. FMBE has been campaigning for brand experience marketing since 2003, that’s 5 years before the first Westfield opened.
Bluewater was always the most supportive centre for FMBE magazine and as we, as a nation, collectively loosened our ties after the 2012 Olympics more commercially savvy and interpersonal marketers entered the space.
One of the best of these was this Hall of Fame award recipient, first at Mall Solutions, then at Landsec. First Bluewater focused and now with a broad remit that includes the brand experience focused space Picadilly Lights the Venue, a venue where we were, just last week, being hosted by the IPM.
One of his Landsec colleagues, Lucy Thomas, told us: “He played an instrumental role in bringing Disney’s TRON: Ares premiere to life at Piccadilly Lights, delivering a truly first‑of‑its‑kind moment that combined red carpet spectacle, immersive experience and a city‑stopping stunt.”
When this award recipient heard about his pending accolade, he was properly surprised and delighted, having not clocked his colleagues endorsements.
Alongside colleagues, here are a few of the words we have received about him:
“His energy, flexibility and all-round excellence at client relationships means that his clients can trust what he promises. And, should anything not go to plan, he’s there to step up with first class support and solutions.
No AI was used in writing this – I actually mean it!” – James Brine, Account director, N2O
“His support, focus and professionalism has enabled the Lexus experiential programme to break records every year. So now as well as the Lexus programme I have been able to introduce a Toyota programme” – Scott Bassage, Head of Brand Partnerships, Lexus, Toyota.
That’s an endorsement we really love, a working relationship that has channelled new budget into the FMBE industry.
“I’m not sure where we’d be without his support on our weird and wonderful requests at all hours of the day. Time and again he’s helped us out of a bind, often at very short notice, and he always does it with a smile on his face.”, Ben Gardiner, Chief Client Officer, Grand Visual.
“He’s alright. Better after a coffee or a Guinness. Good hair. Impressive height. Occasionally makes some money. 7/10. 😝
Craig is at the heart of this industry, consistently helping brands bring experience to life, forever pushing boundaries, being super creative- all whilst having a commercial mindset. He is the nicest guy in the game and I know everyone loves working with him. He is a credit to his profession, his company and his colleagues. Craig, you are the best!” – Lil Couch, Landsec
Following this nomination there was quite an inundation of support from across the industry and I understand our award today goes alongside internal recognition at Landsec. For my part, as he has been an occasional FMBE Awards judge I have found him full of insight and enthusiasm, so it’s a personal pleasure too to see this Hall of Fame award go to:
Craig Engall, Landsec
Dawn Nottley, TCC
Sometimes a Hall of Fame nomination comes in for someone who has been a bit under the radar.
The next recipient is someone who is on the cusp of overseeing 20 years of delivering top bracket retail experiences for TCC after at one stage being part of the ISP award winning merchandising programme for Sony led by M&I Marketing.
When we spoke recently, she had just overseen the return of superstar Dermot O’Leary to help her agency launch the new flagship Virgin Media O2 experiential store at Westfield White City.
In her time at TCC, the agency has created and delivered numerous multi-sensory product and brand experiences, making each store they work in deliver a profound sales driven brand experience.
“I’ve had the absolute pleasure of working with HER and the TC team for over 10 years now. She’s more than an account director at an agency, we see her as an integral part of our team within O2 Retail. She takes the time to get to know me, my team, the projects that we work on, the way in which we all work as individuals and how we best come together as a team.
Few people in my 25 year career I would say are irreplaceable, but Dawn 100% is. She has an infectious enthusiasm for everything we do and the people we do it with and for. And it’s 100% genuine, and 100% Dawn.” Nicola Banks, Virgin Media O2
“Being recognised with a Hall of Fame Award reflects the extraordinary value Dawn has brought to our industry over many years. For those who know her – as a friend, leader, agency-partner or colleague – this recognition will come as no surprise. For all of us at TCC, it simply confirms what we have always known: Her contribution has been exceptional, her influence profound, and this honour thoroughly deserved.” Matt Rowland, creative director, TCC.
“TCC has evolved into a highly regarded agency with a ‘finger on the pulse’ of retail during her tenure. We’re very privileged to have her on our team. Her infectious enthusiasm for meaningful brand connections has left a lasting mark on the sector, making her a highly deserving candidate for the Hall of Fame.” Tim Leney, Long Suffering Managing Director, TCC
I’m delighted to hand this Hall of Fame award to:
Dawn Nottley, TCC
Leanne Nutter, ABM Experience Solutions
This Hall of Fame inductee was Head of Staffing at Blackjack Promotions back in 2002. Since then career promotions have been regular as she and Blackjack transitioned into ABM, finally letting go of the Blackjack brand last year to become ABM Experience Solutions. This is some career in Travel promotions. How often have you witnessed her teams in action in airports from cities including London Heathrow, Gatwick, Manchester and Edinburgh, especially at the Avolta /Duty Free stores?
Imagine if you will some 24 years of sip samples and scent promotions amongst which there have also been some complex retail experiences that have collectively rewritten the rulebook on retail experiences.
Here are some super-citations:Stephanie Da Silva, Moet Hennessey: “She has managed our Moët Hennessy account for many years, and her contribution has been nothing short of exceptional. She has consistently supported us in delivering our strategies, bringing our brand stories to life in retail spaces, and crucially curating and nurturing a strong team of ambassadors who embody our values every day. She is a true leader in this industry: positive, solutions‑focused, commercially astute, and deeply in tune to the realities and challenges of the travel retail environment. Her partnership has been instrumental to our success to date”
Richard Simkins, JCDecaux: “I’m delighted to support Leanne Nutter’s FMBE Hall of Fame nomination. Having worked with Leanne across a number of roles it’s clear that she brings an infectious positivity and creativity to everything she does, consistently delivering exceptional experiences for her partners, her people and passengers across the UK. Her resilience, entrepreneurialism and leadership throughout the challenges of Covid were remarkable, and she has always empowered and inspired those around her to achieve their best. She is thoroughly deserving of this recognition.”
Jason Miles, Avolta
“It’s of no surprise that Leanne has been recognised for this wonderful achievement, I always used to say to Leanne she was one of the best kept Secrets in Travel retail when I had the pleasure of working with her. She is a great leader, hard-working and more than anything is passionate about the industry, her Team and Business. I’m delighted she is getting the recognition she so thoroughly deserves, especially for all the loyalty and years she has given to the Industry and ABM. All of this while still playing the role of an inspirational full time working Mum and wife to a her beautiful family.”
Please welcome to the Hall of Fame for this FMBE Family,
Leanne Nutter, ABM Experience Solutions.
Andrew Orr, TRO
(Andrew Orr, TRO, pictured with Michael Wyrley-Birch, Strata)
In 2006 we announced the arrival of a new account manager at TRO when, back then TRO had scooped two golds at the 2005 FMBE Awards. The individual had joined from the Scottish agency Kommando…
Since then a story of promotions, Account Manager, Senior Account Manager, Account Director, Senior Account Director, Group Account Director, Client Services Director, Head of Growth, and then in 2023, Managing Director.
When he finally stepped into the MD shoes the ambition was loud and stated. He wanted to return TRO to the Agency of the Year status. He must have known what was coming. That year TRO presented FMBE with one of the strongest justifications of a free donut we have ever seen as the agency smashed our Campaign of the Year award with accommodation provider Unite Students. And we also saw the first edition of the wonderful eclectic extraordinary Eden Project event Anthropy. All the TRO didn’t miss a beat in its traditional heartland of automotive sector brand events.
And here is Lucy Knill, MD of Anthropy on our Hall of Famer: “He is one of those people in life who, once you have worked with them you don’t forget them. He brings his creativity, passion and energy to everything, always striving for the best result, refusing to be constrained by ‘we’ve always done it that way’ type attitudes. I have worked with him through and since the pandemic, a testing time for any leader. As well as being super enthusiastic and an uplifting leader, Andy wears his heart on his sleeve and leads with honesty. When times are tough, he gets it and brings compassion and support. Most recently, as a client of TRO I have found his willingness to understand, support and fulfil our organisation objections to be truly refreshing. I Love working with Andy and am pleased to support this award nomination.”
Whose citation could top Lucy’s. Well, Cameron Parsons, CEO (Retired), GMR Marketing led (until January this year) the Milwaukee headquartered experiential and sponsorship activation powerhouse. He told us:
“His rise through TRO has been inspiring, from a trusted client partner and problem solver to a strategic leader driving results for both challenger and established brands. He leads with authenticity, balancing hands-on involvement with the ability to guide big-picture strategy alongside global clients. As Managing Director, he seized the opportunity to transform TRO, where he has reinvigorated the agency’s brand and culture, delivered exceptional commercial growth, and elevated client satisfaction scores to industry-leading levels.”
It would be hard to find higher praise… but I will add a little of my own. TRO is a business that really understands the FMBE best practice mission. Attending a TRO devised brand event is never a let down. Our Hall of Fame recipient is always passionate and always creating opportunuity…
Congratulations to the heartbeat of TRO, Andrew Orr.
Andrew Leaver, Brand Partnership Group
(Nigel Atherton, Blue Square, Natasha Rose, BPG and Andrew Leaver, BPG)
Brand Partnership Group, comprising Blue Square, Kru Live, Ryse and Cyphr is the largest independent FMBE-focused business.
Its leader came into FMBE through a very balanced CV featuring leader roles at Coca-Cola, Unilever and Samsung. He can certainly claim to know a bit about brands!
But there’s so much more…
When I ran my 2000 mile Tour of England in 2024 there were a handful of people in FMBE who I knew I could count on, to support my youth charity financially, to create an event day on the tour and who would understand my passion and energy. Our Hall of Famer has developed BPG Academy to create a training and learning focus through the businesses and he is a supporter of charity Caudwell Youth, sharing my belief that if you create opportunities for young people you invest in a better future. I was going to write some words about that myself, but I haven’t needed to as Neil MacDonald, Channel Director, HP did so with his testimonial.
“His impact extends well beyond the boardroom. He has stood alongside me in several gruelling charity challenges over the years, climbing Snowdon, cycling across Scotland, and sailing around the Isle of Wight. He is never afraid to challenge himself or others, whether in business or on the side of a mountain. His commitment to giving back is entirely genuine, and I have immense admiration for his willingness to push boundaries for a good cause, including jumping out of a plane to raise vital charity funds. That takes courage, conviction, and heart qualities that define his entire approach to life.
Ultimately, what I value most about him is his character, his advice, his network, his unwavering support, and his ability to stay calm under pressure have benefitted me both personally and professionally. He is a leader who listens, brings people together, and always acts with uncompromising integrity. Trust cannot be claimed, it must be earned, and Andrew has earned mine completely.”
I’m delighted to be able to present this Hall of Fame award to Andrew Leaver, Co-Founder and CEO, Brand Partnership Group.
Louise Marcon, BAT Industries
One advantage of starting these BEst Connected Awards is that I always read the email from the awards director, me, encouraging me to nominate a Hall of Fame recipient.
And as I have pretty impeccable judgment, my chosen nominee this year is top rank, one of FMBE’s go to judges and an astute client side operator who has caused a revolution for her brands both in shopping centres and at retail.
I first met this dynamic individual when we were both called to judge the shopping centre awards, now called the REVOs. I realised pretty quickly that though I considered myself a genius I was a little lagging in terms of uptake vs my judging counterpart. I made a mental note to ask her to be a judge at FMBE and that was a very wise move.
Our Hall of Famer’s love for pop ups and pop up retail was born through commercialization stints at MacArthur Glen and Jones Lang Lasalle and a brief consultancy at Mall Solutions where I think she narrowly missed overlapping with another of today’s award recipients Craig Engall, back in 2014.
At BAT she has overseen a period of immense success for brands at retail, a landscape that has transformed under her guidance with Vuse, Velo and glo showing significant growth.
That was her working life until a month or two ago, where she has turned entrepreneur to launch her own pet brand, SafePawz.
(Louise Marcon pictured with Sarah Copley, Amplify Retail Execution)
Ollie Lishman (Head of Channel & Customer Deployment – Line Manager, BAT) said: “She has a fantastic ability to create a focused, supportive environment where people feel clear on priorities and motivated to deliver. She combines exceptional project management skills with a genuine sense of ownership, ensuring complex business critical programmes, remain on track whilst maintaining a strong team culture.”
Andy Wright, Sales Director from agency PLB: “She approaches everything with passion, resilience and unwavering commitment to make a difference.”
FMBE has been immensely lucky to be able to call upon the expertise of one very supportive and dynamic judge who always provides detail, feedback and insight. She’s a wonderful addition to our Hall of Fame – Louise Marcon.
LOUISE MARCON’S “What FMBE Means”
One of the things I’ve always respected about FMBE is the integrity of its judging process. Having been involved with the awards over a number of years, I know that winners aren’t chosen based on reputation, budget, or who has the biggest name in the industry. Entries are judged on clear evidence, measurable results, innovation, and the impact they’ve delivered.
What FMBE does particularly well is promote best practice across the industry. The awards showcase the very best examples of field marketing, brand experience, and customer engagement, giving businesses the opportunity to learn from each other and continually raise standards.
The judging process encourages organisations to think critically about what good looks like, how success is measured, and how campaigns can deliver genuine value. That’s why the recognition means so much—it’s earned through robust evaluation by experienced industry professionals.
Having entered and judged industry awards throughout my career, I know how important credibility is. What stands out about FMBE is its commitment to recognising genuine achievement. The judging process focuses on evidence, innovation, and measurable outcomes, which helps ensure the awards truly represent best practice.
FMBE doesn’t just celebrate success—it helps define what excellence looks like for our industry. By sharing outstanding examples of field marketing and customer engagement, it creates an environment where we can all learn, improve, and continue raising standards. That’s why being recognised by FMBE is something people genuinely value.
I’d like to thank Frank and the FMBE team for their continued commitment to championing excellence and helping drive standards forward across our industry.
Lifetime Achievement Award – Pepe Parra, gther
And now for a very rare moment in FMBE history. Across 22 years of FMBE we have presented 8 Lifetime Achievement Awards.
This is the ninth.
The idea first came about when, after 42 (the meaning of life!) years one of FMBE’s most garlanded agencies 2Heads was sold to US giant Spiro. That was at the end of 2025, with 2Heads already looking strong on the FMBE shortlist.
It proved to be the strongest ever year for 2Heads, a global birthday event for LEGO at its parks around the world proving to be a multi-category winner.
What a sign off!
After this it looked like we might lose the 2Heads chair from FMBE circles but he found the motivation to stay on and pursue further success at gther, the innovative events sector tech platform that he launched in 2023.
Its exciting news for gther, that now has his full focus.
Unsurprisingly we’re not short of supportive citations:
Dan Hall | Business Development Director | Spiro (ex 2Heads): “It’s been rare in my experience to find an agency leader that sets vision without the need for fluff, fakery or jargon. His honest, straight-talking style cut through the noise and built a culture within 2Heads that people loved, making it very hard for clients and the team to find better. And when they tried they very often came back.
To sum it up, a top bloke who absolutely deserves his place in the industry hall of fame.
Good luck with your next chapter mate.”
Ryan Simpson | Senior Creative Director | Spiro (ex 2Heads): “He is a true visionary, with a remarkable ability to anticipate change and spot opportunities long before others in the industry. His passion, ambition, and forward-thinking approach have been instrumental in driving both the agency’s success and the success of its clients.
Throughout the years, I have always admired his ability to combine strategic thinking with genuine leadership, inspiring those around him to achieve their best. It has been a privilege to work alongside him and witness his continued impact on our industry.”
Chris Thornton | Operations Director | Spiro (ex 2Heads) “The projects we delivered together created memories and experiences that will stay with me forever, but perhaps his greatest legacy is the lasting influence he has had on the people around him. His work ethic, determination and commitment to doing things properly continue to influence me to this day.
He is a true asset to our industry, an exceptional leader and friend, a thoroughly deserving recipient of this Lifetime Achievement Award.”
“For the final word we can turn to a particularly strongly influenced individual. For context this citation comes from the current Cannes following the launch of a brand new US agency that will continue to work with Disney, a client of the US office of 2Heads…
I am thrilled that my Dad is being recognized for his achievements over the past 40 years. He is one of the smartest and hardest working people I know, and I’m so proud of what he has achieved. He is an innovator, has inspired me in so many ways and shown me how to thrive in the event industry. My Dad actually gave me the opportunity to be part of what he built over 20 years ago and I am forever grateful as I continue on my journey! I hope after 40 years I will get the same recognition for what he has achieved. I want to continue his legacy.
Love you Dad and thank you for everything!
Steve Parra | CEO | 2Influence
Lets just say we’re really looking forward to seeing 2Influence taking part in future FMBEs. We really are a family…
And with that in mind, I’ve decided not to present this award after all….
Instead, to present this award please welcome Sara Lilly and Hana Robinson from gther
[At the event we then enjoyed a few special mentions and emotive announcements before Sara and Hana announced:
“The FMBE Lifetime Achievement Award goes to…Pepe Parra” (The award itself was given to Carla Parra to present)
(Pepe Parra took the mic for a few emotional words, sharing the credit for his achievement and celebrating the FMBE industry)
(After the last award and a glass of celebratory fizz, FMBE’s very own Sam Robbins showed us her alter ego as a singer and performer delivering an acoustic set with partner Dave Annis as Bats for Butterflies)
