SPONSOR
DESCRIPTION
Nielsen studies consumers in 47 European markets, and across more than 100 countries around the world, to give the most complete view of buying trends and media habits.
MARKETING STRATEGY OF THE YEAR MATT CLACHER, LINDSAY TERRELL & OLIVIA MARSDEN
THE SHORTLIST
Amelia Fairney & Rose Poole PENGUIN GENERAL
Amy Fulwood SIMON & SCHUSTER
Kate Neilan VINTAGE
Tom Noble & Lucy Cameron ORION
Joanna Olney & Stevie Hopwood USBORNE
Joanna Rose, Janet Aspey & Jen Callahan-Packer HQ
Alice Shortland, Vicki Watson & Alan Trotter CANONGATE
Jessie Sullivan HEAD OF ZEUS
Georgia Taylor & Ellie Hudson PENGUIN GENERAL
05 W
aterstones’ James Daunt described the release of Hilary Mantel’s The Mirror and the Light as “the literary event of our bookselling careers”. In one
way, such anticipation made the book’s success inevitable—but it also piled enormous pressure on Fourth Estate to deliver a publication that fitted the occasion. The marketing team of Matt Clacher, Lindsay
Terrell and Olivia Marsden did so by making the release not just a literary event, but a cultural landmark for the UK. It started well over a year out from release, and took cues from major-league entertainment marketing in acti- vations such as a billboard teaser in Leicester Square and a projection of the cover onto the Tower of London on the eve of publication. Retail activity included backlist promotions,
a new “reader’s guide” to Mantel, a blizzard of point-of sale material and a Waterstones gift
card to get people buying the book as a Christmas present. Not even the lockdown, and closure of bookshops just after release, could stop the marketing juggernaut, as Fourth Estate doubled down on social media, online ads, influencer targeting and many more digital elements of the strategy. The result? More than 50,000 pre-orders,
well over a quarter of a million UK hardback sales across the year, and over half a million in all of Fourth Estate’s markets. The Mirror and the Light was still in the top 10 six months after release, and the previous two books in Mantel’s trilogy added nearly 200,000 further units to the tally. “It was a note-perfect campaign… stylish,
focused and a masterclass in marketing,” said the award’s judges. “It turned publication into an event that other publishers will be trying to emulate for years, and kept the sales momentum going brilliantly despite the pandemic.”
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
