Winner - Fran Owen, Mari Yamazaki and Alison Davies
Fran Owen, Mari Yamazaki and Alison Davies
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
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.
Lucie Cuthbertson-TwiggsInvisible Women (Chatto & Windus)
Jessica DuffyTin Can Cook (Bluebird)
Katherine MacphersonPeriod Power (Bloomsbury)
Fran Owen, Mari Yamazaki and Alison DaviesThe Testaments (Chatto & Windus)
Katarina Jovanovic, Liz Scott and Amy DobsonThe Places I've Cried in Public (Usborne)
Maura Wilding and Leanne OliverQueenie (Trapeze)