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FMBX News
Posted: Apr 12, 2011
IPM shortlist dominated by Brand Experience and Field Marketing campaigns
Brand Experience campaigns look set to dominate many categories of the Institute of Promotional Marketing’s (IPM) awards whilst several shortlisted entrants are also reliant on high quality retail execution using field marketing support.
Several face-to-face led campaigns feature across multiple categories – beyond just the brand experience category. Work features from agencies such as 3sixteen, AMP London, Ballistic, Bamboo, BD Network, BEcause, Chemistry, i2i, iD Experiential, Initials, Jack Morton Worldwide, JPMH, River Marketing, Sense, SMP and Wax Communications.
There are many proven winners in the agency/brand teams shortlisted including Chemistry with Plenty, iD with Fruit Shoots, JPMH with Compeed or SMP with Arm and Hammer, all of whom have enjoyed Field Marketing and Brand Experience Award success with the actual work now entered with the IPM or with previous campaigns in partnership with the same brand.
3sixteen’s launch of the Levi Roots’ Chilled Caribbean Meal Range, on behalf of Kerry Foods is amongst seven agencies listed in a competitive Brand Experience category. Carey Trevill, managing Partner of 3sixteen comments: “We work extremely hard to deliver real industry excellence and I am delighted to have been shortlisted.”
Other finalists have seen digital and social media led campaigns being immaculately followed up in the field with retail execution at POS. They have shown marketing support and kit delivery to multiple retailers. Campaigns such as Steam’s Who Wants to be a Football Millionaire? For Heineken, Space’s work for Heineken brand John Smiths, Savvy’s sponsorship programme for Asda, and OglivyAction’s work for 3M’s Scotch tape are all examples of work that has been translated into results by strong in-store merchandising and promotional compliance.
Steam’s work for Heineken leveraged the brand’s World Cup sponsorship and it was delivered as a promotional kit by the EC Group.
After last summer’s work, David Knight, account director at EC Group, commented: “We have worked very closely with Heineken UK and their agency Steam UK to ensure perfect presentation of each promotional kit at the point of delivery. Packaging design has been key in ensuring that the various phases of the promotion are clearly and logically presented to licensees. This is all about driving sales and the more we can do to help maximise correct implementation, the better for our client’s bottom line.”
The Field Marketing and Brand Experince Awards are now open to entry
iD Experiential in our Agency Directory
The IPM shortlist (external link)
