Marketing campaigns for books by James Patterson, David O’Doherty and Chris Judge, and Helen Walsh were named as the winners of the Best Marketing Campaign of the Year Awards today (25th March).
The Book Marketing Society (BMS), which is now part of Nielsen Book, gave its annual awards at the end of Nielsen’s BookInsights Conference.
Best Adult Marketing Campaign was awarded to Cornerstone’s James Patterson is Missing, by Gina Luck, Rebecca Ikin, Alex Young and Chloe Healy.
Hannah Maloco and Gemma Rostill of Puffin Books won Best Children’s Marketing Campaign for Danger is Everywhere by David O’Doherty and Chris Judge.
Headline’s Vicky Palmer won Best Shoestring Marketing Campaign for The Lemon Grove by Helen Walsh.
The winners were picked from a shortlist of the winners of the three seasonal Best Marketing Campaign awards run by the BMS in 2014.
Campaigns must display outstanding innovation and creativity, the ability to reach and engage with the target audience and a good return on investment.
This year’s awards were judged by Alison Flood, freelance writer for the Guardian, the Observer and The Bookseller; Neill Denny, c.e.o. of Read Petite and former editor-in-chief of The Bookseller; Jonathan Nowell, president of Nielsen Book; and Alan Staton, head of marketing and communications at the Booksellers Association.
James Patterson is Missing, a campaign to market Patterson’s work to existing and potential fans, was described by the judges as a “very creative approach to a tough brief”.
The “innovative, effective campaign” to find who had “kidnapped” Patterson was “confidently handled”, said the panel.
The campaign for Danger is Everywhere was described as “well-thought out and executed”, as well “funny, clever, brilliantly branded”.
The judges praised Palmer’s campaign for The Lemon Grove, as the book had a “potentially difficult subject matter” and the campaign had to content with some negative reviews from the original, older, target audience. The judges said Palmer’s campaign turned a negative into a positive, and repositioned the book for a “younger, hipper crowd”.