The DM Industry last night celebrated the best work of the year at the prestigious DMA Awards in association with Royal Mail ceremony at London’s Grosvenor House Hotel.
From superb classic direct marketing campaigns to the innovative use of new media, this year’s winners emphasised the effectiveness of strategically planned direct marketing campaigns and the outstanding quality of work produced by the industry. This was highlighted by the winners of the Grand Prix Award, Publicis Dialog who’s innovative DRTV ad for The Depaul Trust took direct marketing to a new level with its clever use of interactive media as a response tool.
Publicis Dialog successfully created the first ever truly interactive TV ad for The Depaul Trust, a charity helping young homeless people. Throughout the ad viewers made choices for a teenager struggling on a downward spiral into homelessness without ever seeming to leave the broadcast stream. Donations could be made by simply pressing another button and the sum was then added to the viewer’s bill in the same way as they would purchase a pay-per-view movie.
“The view of all the Grand Prix judges was that while there was an incredibly strong body of work entered into the DMA Awards this year, we were looking for work with a cutting edge that opens up new avenues for direct marketing. The feeling was that Publicis Dialog’s interactive DRTV ad for the Depaul Trust does just that,” commented Adam Crozier Chair of Judges and Chief Executive of Royal Mail. “Chairing the Grand Prix judging this year allowed me to witness the tremendous strength and depth of ideas being generated by direct marketers. It was so very reassuring to see that the recession has failed to dent the quality of direct marketing output, leaving it stronger than ever and ready to expand its boundaries.”
32 Gold Awards were presented this year, with Harrison Troughton Wunderman and Story winning a staggering 5 Gold Awards each. Harrison Troughton Wunderman won two Golds for both Xerox and M&G Investments and one for IBM Global Services and Story won all five for Glenmorangie Plc. Craik Jones Watson Mitchell Voelkel also scooped 3 Golds for Land Rover UK Ltd, Orange and Lever Fabergé.
The book of the night for The DMA Awards in association with Royal Mail will be posted on The Awards website at www.dmarm-awards.com today along with case studies and photographs of the winning campaigns.
The DMA would like to thank Royal Mail as the major sponsor of the Awards and The International Direct Marketing Fair for sponsoring the Awards for a third year running. Category sponsorship was also received from Clarity Blue, DMAAR, Fluent Telemarketing, Highbury Direct Media, HP Digital Publishing Solutions and The REaD Group.
For further information about The DMA Awards in association with Royal Mail and to view the Grand Prix and Finalist case studies please visit www.dmarm-awards.com or contact:
Liz Bastone
DMA PR Officer
Tel: 020 7291 3315
Email: liz@dma.org.uk
About the Direct Marketing Association (UK) Ltd (DMA)
The DMA UK is the largest trade association in the marketing communications sector, with almost 900 corporate members. The DMA’s mission is to maximise value for members, whilst maintaining and enhancing consumer trust and confidence in the direct marketing industry.
To assist, the DMA administers a portfolio of Preference Services that allow consumers to register their contact details, free of charge, should they choose to reduce the amount of direct marketing approaches they receive via mail, telephone, fax and email.
DMA members benefit from added protection, intelligence and growth, which together we call the Power of Association. Within these three areas, DMA member services include government lobbying, free legal advice, training & development, representation on DMA Councils, networking opportunities, regular updates of current dm issues/legislation, research, use of the DMA logo, promotion of member companies and discounts on a range of dm products/services.
Over £11.85 billion was spent on direct marketing activity in 2002, resulting in over £60 billion worth of sales. This makes direct marketing one of the top ten industries in the UK. For further information please visit www.dmarm-awards.com.
For details on the benefits of becoming a DMA member please call 020 7291 3388 to speak to the membership team, email membership@dma.org.uk, or visit www.dmamembership.org.uk
