We have worked with the Baillie Gifford Prize for Non-Fiction since its inception, and in 2023 we celebrated the Prize’s 25th anniversary by holding a standalone Winner of Winners prize. We used the prize cycle to create news moments to spotlight the prize’s backlist alongside sourcing relevant partners with audiences that love books, but may not consume much non-fiction to amplify messaging. Alongside this, we created shareable rich media for owned channels including a mini documentary. 

Waterstones book displays of the entire prize backlist drove a 185% increase in sales the week following the shortlist announcement, and alongside this we negotiated a 6 week package with BBC Radio 4 Front Row – who usually only cover fiction. In total we secured 1,261 pieces of coverage around the world and achieved a digital reach of more than 200k on owned channels.

“Efficient, collaborative and creative, the team at Four are impeccable partners.”

Toby Mundy, prize director