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MARKETING STRATEGY OF THE YEAR VICKY PALMER & LILLY COX


THE SHORTLIST


Dawn Burnett HQ


Kristina Hill & Beth McWilliams


HACHETTE CHILDRENS GROUP


Sarah Jeffcoate & Genevieve Barratt SIMON & SCHUSTER


Hannah Marshall FABER


Annie Moore, Rose Poole & Amelia Fairney VIKING


Sarah Shea,


Abbie Salter & Olivia French


THE BOROUGH PRESS


Celeste Ward-Best & Emily Moran LITTLE, BROWN


B


onnie Garmus’ Lessons in Chemistry was hard to avoid in bookshops in 2022. For that, much of the credit must


go to Transworld’s energetic, innovative and sustained marketing work, led by Vicky Palmer and Lilly Cox. Like many hyped hardback débuts acquired


after a big auction, Lessons in Chemistry could easily have underwhelmed. But it ended 2022 with 400,000 UK sales in all formats and 35 weeks in The Bookseller’s Original Fiction top 10, plus an armful of awards and “book of the year” picks. The marketing built an immersive world around central character Elizabeth Zott that brought the story exuberantly to life. In-house collaboration on design, p.o.s. and publicity was outstanding and there were great partnerships with retailers—especially Waterstones—on a range of special editions and merchandise, plus well-curated brand partners. Online engagement


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combined sharply targeted paid advertising, lively social media and broadcasts—like a brownie cook-along. The marketing team earned steady increases in budgets as they unleashed the full potential of the book. Judges thought the marketing was “brilliantly


original and eye-catching”, making Lessons in Chemistry “the book that consumers did not know they wanted to buy.” They also admired the way it rolled on relentlessly throughout the end of the year, with a final burst at Christmas that has teed up a blockbuster paperback for 2023. “Delivering a début author to this level of


success is testament to a creative, strategic and impassioned campaign across the full marketing mix,” they said. “They built a whole world around the book with a really creative use of assets and merch working harmoniously with each other. Everything came together brilliantly and the sales are unbelievable for a début.”


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