PARTNER
DESCRIPTION from publishing houses and freelance PR agencies to gather and share information on a regular basis.
PUBLICITY CAMPAIGN OF THE YEAR
OVERVIEW These six campaigns are already winners in their own right, having been recognised at annual awards. But they now go up against each other Featuring an all- female roster of publicists working on an all-female range of books, it is perhaps the most distinctive shortlist this award has ever seen, with few big-name authors and content that could have been hard to pitch. Beyond their impact on sales, these six campaigns made vital contributions to national conversations in 2019.
LUCIE CUTHBERTSON-TWIGGS Lucie Cuthbertson-Twiggs of Chatto & Windus at Penguin Random House makes the shortlist for her work on Invisible Women by Caroline Criado Perez (right). Cuthbertson-Twiggs took this award last year for transformative support of Imogen Hermes Gowar’s The Mermaid and Mrs Hancock, and this campaign took a similarly strategic approach. High-profile interviews, acres of news coverage and impactful events led to TCM sales of more than 80,000 copies by the end of 2019.
FRAN OWEN, MARI YAMAZAKI AND ALISON DAVIES This Chatto & Windus trio at Penguin Random House are shortlisted for their work on The Testaments by Margaret Atwood (right). This book was always going to be huge, but their campaign positioned the release perfectly and dealt calmly with huge media demands and embargoes. Memorable events included an immersive midnight launch, press confer- ence and National Theatre interview, and the book sold more than 100,000 copies in the first week alone.
KATHERINE MACPHERSON Katherine Macpherson of Bloomsbury is shortlisted for her campaign for Period Power by Maisie Hill (pictured, far left). On a small budget and amid strong competition, it used serial and interview coverage, podcasts, promotional videos, Instagram activity and a series of events to position Hill as a distinctive and credible voice on women’s health issues. Sustained public interest led to several reprints of the title, and the campaign leaves Bloomsbury with a major author brand to build on in future publications.
JESSICA DUFFY Jessica Duffy of Bluebird at Pan Macmillan makes the shortlist for her support of Tin Can Cook by Jack Monroe (right). In the crowded cookery market, Duffy’s publicity work found ways to stand Monroe apart from the competition and establish her as an authentic brand—and, as a result, achieved her best sales yet. The campaign showed careful author handling and, beyond the media coverage, emphasised Monroe’s campaigning messages by setting up partnerships with foodbanks across the country.
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KATARINA JOVANOVIC AND LIZ SCOTT Katarina Jovanovic of Usborne and freelance publicist Liz Scott are nominated for their work on The Places I’ve Cried in Public by Holly Bourne (above). The campaign started 12 months out from publication, targeting “gatekeepers” (parents, booksellers, teachers and librar- ians) as well as children, and incorporating charity partnerships, an edition for Waterstones and a spot on Radio 2’s “Book Club”. The campaign generated significant conversations about mental health.
MAURA WILDING AND LEANNE OLIVER Maura Wilding and Leanne Oliver of Trapeze at Hachette UK won the PPC’s Mo Siewcharran Award for best début campaign for their work on Queenie by Candice Carty-Williams (above). The work used strong visuals and distinctive messaging and drew on Carty-Williams’ experience in publishing to create a splash on publication, then sustained sales through the year. Sales surpassed expec- tations for a début, and the PPC judges called it “a singular, compelling campaign”.
LUCIE CUTHBERTSON-TWIGGS WON THIS NIBBIE LAST YEAR
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