Double-Award-Winning Innovation
CPM UK is setting a new standard for tactical ROI delivery with the introduction of their service Shared Resource. Launched in 2025, this new service provides the power of a dedicated team with the agility of a tactical solution and has recently picked up two GOLD FMBE awards in recognition for its outstanding performance for client Asahi. These included Gold for Most Effective Tactical Campaign (ROI) and Gold for Campaign of the Year – a specially selected judges choice award which recognises campaigns that “are taking FMBE to the next level, the ones that make us rethink what’s possible, or deliver a ‘they really did that?’ moment of excellence.” (FMBE, 2026).
Most Effective Tactical Campaign Win
CPM’s Shared Resource service was created to provide brands with a fast, agile and affordable way to grow distribution, influence retailers, and stay top of mind – without the long-term commitment. For Asahi, this service replaced a 6-head FTE team entirely for a 12-week tactical campaign, delivering the equivalent impact at a fraction of the cost. Combining Data Science, a call file of 4,000 segmented stores, digital reinforcement via *shopt and a live tracking PowerBi dashboard tracked daily activity and delivered contract-team-level service for rapid commercial impact.
The results floored the contemporary ways of delivering tactical. In just 10 weeks, the campaign matched the annual distribution gains, compressing a full year’s worth of performance into a single quarter. ROI exceeded 3:1 and achieved an availability uplift of +7 pp across four priority SKUs. CPM’s digital engagement app, *shopt, drove 2,000 retailer rewards post-visit, directly extending the distribution longevity.
“The shared service model has completely changed how we think about tactical field marketing, it gives us agility, transparency, and real-time decision making. This campaign proved that efficiency doesn’t mean compromise.” Joe Watts, National Account Controller for Cash & Carry Wholesale, Asahi UK
The future of Field Delivery is Here
In 2026, CPM’s Shared Resource service is evolving and creating more flexibility for brands, such as allowing concentrated support in as little as 500 stores. This targeted flexibility can be filtered by region or priority stores and can complement existing brand teams. The service is available for all types of brands and campaigns, from established to NPD, Seasonal and trial, as CPM continue to push boundaries and reach the next level of field delivery excellence in Convenience.
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