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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 JODIE MULLISH, WILL UPCOTT, ANDY JOANNOU & ALEX ELLIS


THE SHORTLIST


WINNER Pinch of Nom BLUEBIRD


HIGHLY COMMENDED


Book Week Scotland 2019 SCOTTISH BOOK TRUST


First Blood BOOKOUTURE


The Binding THE BOROUGH PRESS


Me MACMILLAN


Penguin


Classics in Audio PENGUIN RANDOM HOUSE AUDIO


The Testaments CHATTO & WINDUS


The Flatshare QUERCUS


Happy Birthday  USBORNE


W


ith any bestseller, it can be difficult for publishers to portion the credit. Was it the result of brilliant publicity or retailer support? TV exposure or


celebrity endorsement? In the case of Pinch of Nom, there is little doubt that alongside the work of Editor of the Year Carole Tonkinson, it is the marketing strategy that has created a new cookery mega-brand. This was a superbly timed campaign that understood when, where and how to reach different audiences. It started six months out from publication with a promo to Nom’s digital communities that whipped up huge pre-orders, followed by a free e-book teaser that got 145,000 downloads at the start of 2019. Then the strategy spread its wings, using a blitz of bright advertising, social media ads and retail promotions to reach new buyers. With first-week sales of more than 200,000, the book became the fastest-selling non-fiction


7


title since Nielsen BookScan records began, and it took less than eight months to sell a million copies in print. There were big numbers for follow-up Nom titles, too. “Pinch of Nom was a success story that blew


the industry away. It was excellent from top to bottom and had an instinctive grasp of who should be targeted and at what point,” said the judges. “An utterly brilliant, all-encompassing campaign—and the results are off the chart.”


HIGHLY COMMENDED in this category is Scottish BookTrust, for its campaign to promote Book Week Scotland 2019. The eighth annual celebra- tion of reading and writing was by far the most visible yet, with more than 1,300 events, lively digital activity (including a free online festival) and engagement with supermarkets to draw new readers. Judges called it “a wide-ranging, very successful campaign on a modest budget.”


KAY FEATHERSTONE LEFT AND KATE ALLINSON


DELIVERED THE YEARS BESTSELLING BOOK


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