Winner: Ruth Waldram for The Girls (Chatto & Windus)
Summary: The Girls was undoubtedly one of the books of the summer; pretty impressive for a literary fiction hardback debut by an American author with very limited time in the UK. Ruth’s all-encompassing campaign left no stone unturned and The Girls was absolutely everywhere.
The planning for the campaign started 16 months ahead of publication, with clearly defined aims. Ruth managed the timing and budgets of Emma’s three visits including an inspired event with Salman Rushdie for Stylist Live. Ruth showed great ingenuity when turned down by target publications/broadcast media and achieved near blanket media coverage, which is very rare. Everyone knew about this book and the phenomenal sales reflect that.
Highly commended: Anna-Marie Fitzgerald for The Essex Serpent (Serpent’s Tail)
Summary: Anna-Marie worked very hard to make this second novel the biggest selling hardback in Serpent’s Tail history, working hard to secure a range of events and media coverage in a crowded market. The Essex Serpent could easily have been a cult hit, beloved only of booksellers, but the impressive TCM sales speak for themselves.
Highly commended: Becky McCarthy for Scandia (Michael O’Mara)
Summary: An impressive campaign from newcomer Becky who utilised Instagram to showcase Scandia beautifully.