The Baillie Gifford Prize for Non-fiction 2025
Baillie Gifford Prize for Non-fiction
Four's work with the Baillie Gifford Prize for Non-Fiction over many years has built its standing and impact into one of the world's most influential awards for literary non-fiction
Our work encompasses prize administration, sponsor relations, issues and crisis management, public relations, brand and creative services, content creation, retailer engagement, marketing and event management
The 2025 campaign resulted in more than 420 pieces of coverage for winner the winner announcement, 200 pieces for shortlist and 29 pieces for longlist. Highlight winner news / interviews includes BBC Radio 4 Front Row Programme, BBC World Service News Hour, The Times, Guardian, Telegraph and The Financial Times.
Our video content achieved 4 million impressions and 3.3 million views, with year‑on‑year performance rising sharply: impressions up 500%, reach up 380% and video views up 200%
Sales of the winning book – How to End a Story by Helen Garner – increased almost 1,300% in the UK in the week after the winning announcement, with prize channels contributing over 4,000 direct sales referrals to the publisher's website
