Publicity Campaign of the Year

Winner - Fran Owen, Mari Yamazaki and Alison Davies

Fran Owen, Mari Yamazaki and Alison Davies

The Testaments

Chatto & Windus

The Testaments was always going to sell in big numbers. But this campaign turned its publication into not just the literary event of the year, but a landmark cultural moment.

A strategic and holistic campaign started with a bang-on acquisition, and drip-fed news, content and visuals to the trade and readers throughout 2019. The release in September secured enormous coverage, but PRH ensured all the print, broadcast and TV material was varied and tailored to the many different target markets for The Testaments. First-week sales topped 100,000, and further publicity gave sales a long tail that made it the bestselling hardback fiction title of the year by a distance.

The campaign from Owen, Yamazaki and Davies—two job-shares and temporary part-time support—was prepared in minute detail and dealt calmly with the challenges of co-ordinating PR teams around the world and, just before publishing, a broken embargo. The trio made the most of Atwood’s limited time with spectacular events including a Waterstones midnight launch and National Theatre interview.

“A masterclass in strategic thinking, media liaison and crisis management, with goldstandard author care,” said the judges. “It brought together every skill that publicists need, under the significant pressure of handling one of the biggest books of the decade.” 

Highly Commended - Lucie Cuthbertson-Twiggs

Lucie Cuthbertson-Twiggs

Invisible Women

Chatto & Windus

Highly Commended in this category is Lucie Cuthbertson-Twiggs of Chatto & Windus for her work on Invisible Women by Caroline Criado Perez. The winner here last year, she excelled again with a campaign that hooked the book into big national conversations about women and secured major-league media coverage. “A brilliantly executed campaign," said the judges.

The Shortlist

  • Lucie Cuthbertson-Twiggs
    Invisible Women (Chatto & Windus)
    Lucie Cuthbertson-Twiggs of Chatto & Windus at PRH makes the shortlist for her work on Invisible Women by Caroline Criado Perez. High-profile interviews, acres of news coverage and impactful events led to TCM sales of more than 80,000 copies.
  • Jessica Duffy
    Tin Can Cook (Bluebird)
    Duffy makes the shortlist for her support of Tin Can Cook by Jack Monroe. In the crowded cookery market, Duffy’s publicity work found ways to stand Monroe apart from the competition and establish her as an authentic brand - resulting in her best sales yet
  • Katherine Macpherson
    Period Power (Bloomsbury)
    Katherine Macpherson is shortlisted for her campaign for Period Power by Maisie Hill. On a small budget and amid strong competition, it used serial and interview coverage, podcasts, and a series of events to position Hill as a distinct voice.
  • Fran Owen, Mari Yamazaki and Alison Davies
    The Testaments (Chatto & Windus)
    This Chatto & Windus trio are shortlisted for their work on The Testaments by Margaret Atwood. This book was always going to be huge, but their campaign positioned the release perfectly and dealt calmly with huge media demands and embargoes.
  • Katarina Jovanovic, Liz Scott and Amy Dobson
    The Places I've Cried in Public (Usborne)
    Usborne's Katarina Jovanovic, freelance publicist Liz Scott and freelance brand manager Amy Dobson are nominated for their work on The Places I’ve Cried in Public by Holly Bourne. The campaign generated significant conversations about mental health.
  • Maura Wilding and Leanne Oliver
    Queenie (Trapeze)
    Maura Wilding and Leanne Oliver won the PPC’s Mo Siewcharran Award for best début campaign for their work on Queenie by Candice Carty-Williams. Sales surpassed expectations for a début, and the PPC judges called it “a singular, compelling campaign”.