We are thrilled to announce that Meshh CEO, Caroline McGuckian, has been invited to judge two categories in the Field Marketing and Brand Experience Awards 2023, the Most Immersive Event (mass consumer) category and the ​​Most Effective Roadshow or Shopping Centre Campaign.

Caroline commented, “Judging awards is not to be taken lightly, and I am honoured to have been invited to judge these very competitive categories. They are specific parts of the industry where many of our clients operate, so I was particularly interested in the innovation and creativity in this year’s entries.”

The Most Immersive Event (mass consumer) category requires entrants to show how live and integrated teams brought all relevant aspects of the brand to life for the participants who experience the live brand activity. Events entered in this category will have faced competition for consumer attention on the day or days of the event.

“The scope of work that can be entered into this category is wide, including brand experiences and sponsorship activations at festivals, family days out, holiday days and sports events. They can be large stands or entertainment at shopping centres, performances in public spaces, city centres or parks. But most important for me is the requirement to evidence how successful the activity was in meeting client expectations. Measurement is where I spend my working life, so it will be important to see how the entrants have backed up their creative submission with tangible evidence,” concluded Caroline.

Last year’s winners in this category were:

• GOLD Backlash – Beauty Pie
• SILVER The Circle Agency – Costa
• BRONZE Strata Creative – Polestar
• BRONZE We Are Collider – Waitrose

The ​​Most Effective Roadshow or Shopping Centre Campaign entrants had to show how their work has excelled under at least two of the following criteria: Quality brand representatives and training; quantity and quality of contacts made; targeting; brand awareness uplift; sampling or trial success; brand and customer feedback; extended brand reach; customer interaction and involvement; measurement of results; successful client relationship; shopper psychology; shopper engagement; customer analysis; creative use of space; best practice with venue owner; measures to cut environmental impact; coupon redemption; sales promotion participation; ROI, which is quite a challenge.

Last year’s winners in this category were:

• GOLD REL Field Marketing – Weetabix
• SILVER The Circle Agency – Costa
• BRONZE Gekko – Google
• BRONZE N2O – Tesco

For more information on the awards and to see the full Shortlist, check out the FMBE website - http://fieldmarketing.com/news/fmbe-awards-shortlist-2023-announced/