FT & Goldman Sachs

The Financial Times and Goldman Sachs Business Book of the Year Award, now well-established as the most prestigious and one of the best-endowed prizes of its kind, was launched in 2005 to recognise the ‘most compelling and enjoyable’ business book.

Midas has handled publicity for the Award since its inception, ensuring maximum coverage for the Award at each stage of the campaign, and liaising particularly closely with the publishing industry to establish the Award maintain a ‘buzz’ in both the business and literary communities.

Midas, along with US associate company Goldberg McDuffie, brought an experienced team with a strong track-record of organising similar awards to help advise on all aspects of the Award.

This included an business breakfast event to launch the 2009 Award, targeting key business book publishers and business media; full briefing of book chains to ensure retail support for the Award, including a sticker, poster and shelf-talker campaign; announcing the shortlist in September; publisher liaison and communication with short-listed authors, and managing the Gala event in London.

The Gala dinner to announce the winner was attended by a broad spectrum of the publishing community and business media, and involvement of CNBC Television ensured further coverage of the event.

Results: Midas ensured that the Award achieved international coverage and made a real impact. The Award was covered in The Sunday Times, the Times, Daily Telegraph, The Daily Mail, New York Times, Wall Street Journal, The Economist, CEO Magazine, Money Week and of course award winner Liaquat Ahamed also conducted a series of television and radio interviews including CNBC, Bloomberg Television, BBC World Television’s World Business Report, Radio 4’s The Today Programme, Radio 5 Live’s Wake Up To Money and BBC World Service’s World Update. The Award also featured strongly in the publishing trade press, including Publisher’s Lunch, The Bookseller, Book Brunch, Book2Book, and Publishers Weekly, throughout the campaign, as well as wide online coverage, including Bloomberg, World Business News, Yahoo, American Banker Business Week and MoneyScience.