The winners were selected by over 10,000 consumers who were asked to look at every major mailing issued throughout the year from all industry sectors. Each year the consumer panel assesses a quarter of a million door drops and direct mail shots, focus groups are then used to establish the key elements producing a positive consumer response.

The mailings selected by the focus groups were then sent to Nielsen Media Research, to be categorised and rated according to set criteria, before the finalists of the 19 categories and the overall winner (the Grand Prix) are decided.

"DMA Managing Director, James Kelly, "Zurich's mail shot stood out from the other winning entries through its use of eye-catching creative, the clarity of information provided and the simplicity of the response mechanism. Understanding consumer attitudes is vital if we are to improve the perception of direct marketing and these Awards are an excellent vehicle for this."

Sean Larrangton-White, founder of the People's Choice Awards and of tank!, said: "In the 21st century we have to be aware that the only direct mail that is likely to work is the material which can cut through the competitive clutter, make its point clearly and quickly, and provide strong emotional reasons to buy."

The winners of the 19 categories, plus a separate award for e-marketing, were:

Motor: Nissan
Food & Drink: Diageo
Charity: British Heart Foundation
Household & Gardening: Spalding Bulb
Retail: Matalan
Utilities: Powergen (+Tesco)
Telecoms: BT
Holiday & Travel: Carnival Plc
Mail Order: Flying Flowers
Cosmetics: Yves Rocher
Health & Pharmaceutical: Nature's Range
Entertainment - Music / Books / Video: BCA Book Club
Credit Cards: Mint
Loans: Egg
General Insurance: Prudential [door drop)
Savings & Investments: Zurich
Life & Pensions: Norwich Union Life
Mortgages: One Account
General Banking: First Direct
e- marketing award: Norwich Union

For further information please contact:

Liz Bastone
DMA PR Manager
Tel: 020 7291 3315
Email: liz@dma.org.uk<

Sean Larrangton-White
Founder, tank!
Tel: 07074 732659
Email: Larrangton@aol.com