The Field Marketing and Brand Experience Awards launched in 2005. They proved to be an immediate draw with 450 guests attending the first award’s ceremony. The event transcends Field Marketing. It has become one of the largest events in the calendar for the marketing industry in Europe and tickets for the awards evening have become very sought after. The event is hosted at the Marriott in Grosvenor Square, Mayfair, the best-rated venue in London for an event of this size. At the Marriott, catering is overseen by Gordon Ramsay. Entertainment at the event has included comedy from Perrier award winning stand-up Rich Hall and cabaret from Four Poofs and a Piano, presenters such as Brian Blessed, George Lamb and Alexander Armstrong have all been engaged. In 2009 and 2012 a highlight of the evening saw the full 17 players from Ronnie Scott’s Orchestra powering out their big band sound to a packed dancefloor.
The awards themselves recognise the pinnacle of all face to face marketing campaigns from merchandising through to live pr stunts. They are judged by industry clients. In 2012 these included key budget holders and campaign leaders from Heineken, LG, Starbucks, Wessanen, Boeng, Samsung, United Business Media and others. The award winner publication, which provides in depth analysis of the winners is heavily demanded by key industry clients who often use it when building lists of agencies to invite to pitch for new business.