Remember last year’s glitzy FBA Brand Builder Gala and Awards Evening? Darren Campbell marketed it as the “Ballon d’Or” for Amazon FBA businesses—a red-carpet celebration of innovation, branding, and revenue success. It was pitched as the ultimate event for recognising entrepreneurial achievements.
But fast forward to today, and cracks in that shiny facade are starting to show. Recent revelations about FBA Brand Builder’s troubling practices have cast a shadow over the awards. Even Love Ballymena, a local news outlet that once praised the 2024 event, has quietly scrubbed its coverage following explosive reports from the Belfast Telegraph. These investigations as well as our own have highlighted shady financial advice, questionable trademark filings, and suspect marketing tactics within Darren’s company.
As the 2025 FBABB Awards loom on the horizon, it’s time to peel back the curtain and ask: what’s the real story behind these awards?
A Closer Look at the 2024 Winners
Last year’s FBABB Awards featured eight categories, supposedly showcasing the top talent in the community. But what’s happened since then tells a different story:
- FBA Brand Builder of the Year
- Winners: Ryan Stewart & Ryan Tweed (@fastambition)
- Status: Works on Darren’s team.
- Young Brand Builder of the Year
- Winner: Josh McKee (@outtrek_)
- Status: Works on Darren’s team.
- Female Brand Builder of the Year
- Winner: Nicole Crawford (@mightyequipped)
- Status: Works on Darren’s team.
- Male Brand Builder of the Year
- Winner: Jasin Magill (@izzysports_)
- Status: Still in business. Results are unclear.
- Partnership of the Year
- Winners: Ricky Faloon & JJ McAuley (Fired Up)
- Status: Still in business. Results are unclear.
- Best Newcomer Brand of the Year
- Winners: Tim Mouncey & Chris Stevenson (@zuleus_)
- Status: Tim now works for Darren.
- Most Resilient Brand Builder
- Winner: Justine McMullan (@mysensory__)
- Status: Still in business. Results are unclear.
- Highest Revenue of the Year
- Winner: @jord.amz (@hydrosrecovery)
- Status: Works on Darren’s team.
While these winners were showcased as evidence of FBABB’s success, the reality tells a different story: many either end up working for Darren, barely breaking even, or watching their businesses fail altogether. Darren often boasts about having a world-class team of successful brand owners, but if they’re truly thriving, why do they need financial support from him? Shouldn’t they be busy running their own companies?
Awards for Team Members – A Blatant Red Flag
In any credible awards event, one golden rule stands firm: the organisers don’t hand out trophies to their own team. Yet, last year, Darren Campbell did just that—giving five of eight awards to individuals now working under his banner.
This move raises obvious questions. If FBABB genuinely has hundreds of successful clients, why were so many awards given to insiders? Are these awards genuine recognition of entrepreneurial excellence, or are they props to inflate Darren’s marketing narrative?
It’s not just a bad look for the awards—it’s a warning sign for the entire program.
Love Ballymena Quietly Distances Itself
One of the most telling developments is the quiet disappearance of Love Ballymena’s glowing article about last year’s FBABB Awards. The local outlet had previously championed the event, but their coverage vanished in the wake of mounting scrutiny.
This move likely isn’t a coincidence. The Belfast Telegraph’s investigative reports have exposed FBABB’s murky financial advice, review manipulation, and questionable business practices. Combined with growing public discussions about Darren Campbell’s tactics, it’s no wonder Love Ballymena chose to back away.
The removal of their article sends a clear message: even former supporters are questioning the legitimacy of Darren’s program. As more media outlets distance themselves, FBABB’s credibility continues to crumble.
Darren Campbell’s Marketing Spin
The FBABB Awards are billed as an exclusive, high-profile event. This year, the 2025 Awards boast “Ireland’s Biggest Brand Awards” at the Titanic Belfast venue—designed to dazzle prospective clients and reinforce the program’s prestige. But beneath the glitzy exterior lies a troubling reality:
- No Transparent Criteria: How are winners chosen? What metrics are used? Nobody knows.
- No Third-Party Validation: Unlike legitimate awards, FBABB’s winners are selected entirely in-house, with no independent oversight.
- Pure Marketing Ploy: Framing the awards as a celebration of success boosts FBABB’s visibility and lures new clients—many of whom may not be aware of the program’s deeper issues.
While Darren’s team continues to promote the awards as proof of their clients’ achievements, the lack of transparency makes it clear: this isn’t about celebrating excellence—it’s about crafting a narrative to sell more enrolments.
A Community Struggling, Not Thriving
Darren Campbell’s marketing paints a picture of FBABB as a launchpad for thriving businesses and life-changing success stories. But dig deeper, and the reality tells a much bleaker story.
The struggles of last year’s award winners highlight the program’s systemic flaws:
- Failing Businesses: Several winners have abandoned their ventures entirely.
- Slim Profit Margins: Some winners barely scrape by, despite Darren’s claims of creating multimillion-dollar brands.
- Hidden Costs: Many clients have fallen into debt due to unexpected expenses beyond the £6,500 program fee.
These examples mirror broader client experiences. Poor mentorship, unclear guidance, and overwhelming financial strain are all too common. When the supposed “best” of the program are struggling to stay afloat, it raises serious questions about what’s happening to everyone else.
Transparency is Long Overdue
The FBABB Awards claim to spotlight the “finest brands shaping the future of business,” but the lack of transparency surrounding the process makes this hard to believe. With the 2025 Awards just around the corner, Darren Campbell owes his community some answers:
- Who Decides the Winners? Are achievements validated by independent judges or arbitrarily chosen by FBABB?
- Why So Many Insiders? If FBABB has hundreds of successful clients, why are so many awards handed to staff members?
- What’s the Real Purpose? Beyond FBABB’s own marketing, what tangible benefits do these awards offer to clients?
If Darren wants the awards to carry real weight, these questions need clear, honest answers. Anything less only adds to the growing doubts surrounding his program.
A Message to the FBABB Community
The FBABB Awards may aim to dazzle, but glitzy events and hollow trophies don’t mask the struggles clients are facing. As we continue investigating, we want to hear directly from you:
- Did you attend last year’s awards?
- Were you nominated or know someone who was?
- Have your experiences with FBABB lived up to the promises, or fallen short?
You can share your story anonymously on our Guestbook page, or join discussions in our private community. Every voice matters in uncovering the truth behind the marketing.
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