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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


OVERVIEW Lockdowns, bookshop closures and the absence of events made it another tough  marketing teams. All planning and execution moved  quarter of 2021, and while real-world opportunities emerged as the year went on, it was still a challenge to connect with retailers and buyers. These eight strategies, for a combination of big established brands and new voices, overcame the disruption 


HEATHER MCDAID & LAURA JONES Edinburgh-based indie 404 Ink is shortlisted for the first time at the awards for its work on the Inklings series of short but punchy books. With a team of just two and minimal cash, a crowdfunding campaign kicked things off, followed by targeted press and author-led activity. The results have boosted 404 Ink’s own publishing brand as well as that of the series.


NIRIKSHA BHARADIA & JESS KIM Beautiful World, Where Are You by Sally Rooney was always going to be a big deal in bookselling, but Faber’s marketing strategy made it a cultural event. It overcame Covid and limited author involvement to establish Rooney as a literary brand, with cover reveals, pre-orders and early store openings part of the marketing mix.


TOM NOBLE The Seven Dials imprint’s campaign for And It Was Beautiful, Phil Hay’s account of Leeds United and manager Marcelo Bielsa, made a splash beyond its obvious market in Yorkshire. Led by Tom Noble— also shortlisted here last year— it used social media, super- markets, football websites, podcasts and fanzines to reach non-traditional book buyers, all on a modest budget.


ALEXIA THOMAIDIS & ZOE COXON Work on Open Water by Caleb Azumah Nelson, led by Alexia Thomaidis and Zoe Coxon, showed how great marketing can quickly position new voices as major literary talents. The campaign sought guid- ance from cultural confidence experts to help reach young Black men, and targeted booksellers and bloggers with proofs and a video trailer.


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HAYLEY MCMULLAN, RICHARD VLIETSTRA & SAM HABIB The Simon & Schuster trio helped make Dave Grohl’s The Storyteller one of the non-fiction books of the year. The marketing trick here was using audio rather than visu- als to connect with Grohl’s core fans, long before the book was tipped into the mainstream in the run-up to the crucial Christmas sales period.


NAOMI BERWIN The Amazing Edie Eckhart by Rosie Jones is the sole children’s book shortlisted for this award. Video marketing targeted digital platforms, influencers and schools, and proofs and p.o.s.- hit book- shops, laying the ground for follow-up titles. Critically, the book and strategy helped to diversify children’s books and create positive representations of disability.


SARAH SHEA & ABBIE SALTER HarperCollins’ marketing team has won this award in three of the past four years, and it beat expectations again with Abigail Dean’s début Girl A. Promotion started before Covid hit, and by publication the bold yellow “A” advertising had cut through the competitive thriller market. Sales were pushing half a million copies by the end of 2021.


JODIE LANCET-GRANT, JESS DUFFY, ANDY JOANNOU & ALEX ELLIS Marketing for Kate Allinson and Kay Featherstone’s first Pinch of Nom book won Pan Mac’s team this award in 2020. Now with a bigger budget, the collaboration on Comfort Food between Bluebird’s Lancet- Grant, Duffy, Joannou and Ellis, and Nom Comms, revived the brand and led to huge sales in its first month on shelves.


ROSIE JONESBOOK WAS BOOSTED BY


HACHETTE CHILDRENS MARKETING NOUS


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