The categories for the DMA Awards have been shaken up this year to reflect changes in the world of direct marketing. As the call for entry goes out this week, the DMA is asking the industry if it wants Fame or Shame.
Creatvie agency Story, winners of five Gold DMAs at last year's Awards, was given the task of inspiring agencies and clients to seek the fame of entering and winning a prestigious DMA Award. The Fame or Shame theme aims to tap into the industry's latent desire to be the best or suffer the embarrassment of not having anything good enough to put forward.
Dave Mullen, Creative Director at Story said, "Who can forget those students hungry to prove their worth? The lessons 'Fame' taught us are still valid; it takes hard work and dedication as well as talent to make it to the top; the competition will be tough and you're up against the best in the business; the judges are not easy to please, only the best win a DMA Award. In using the 'Fame' theme we have an iconic and immediate way to bring to mind all the hopes and fears of anyone intent on making it to the top."
Postcards will follow up the initial mailing, playing on the Fame theme using the words Blame or Lame to combat the two main excuses used by people for not entering awards. This will be backed up by a viral short film showing someone who just hasn't quite got what it takes to be the best.
Changes to the categories reflect the changing face of direct marketing in the past year. Extensive growth of marketing through new media has led the DMA to extend the digital award categories. Email and SMS, last year together within one category, have been separated indicating actual growth as seen in the recent DMA Census. Statistics show marketing expenditure in new media has grown by an estimated 29% in 2003 to the value of £678 million.
Other changes this year include the combining of IT and Telecommunications into one category, discontinuing the International category and the combining of TV and Radio into a single category.
Lin McCarthy, Chair of the DMA Awards Committee commented, "Our aim is to ensure these awards reflect the true state of the direct marketing industry. This year's Census and the predictions made in it clearly show that digital media continues to grow as part of the marketing mix while radio and TV spend, particularly in the case of radio direct response advertising is slowing."
World business leader Sir Martin Sorrell has been announced as Chair of Judges for the 24th annual DMA Awards. He will oversee the 200 strong judging panel and take part in the final decision on who wins the Grand Prix - selected from all of the category gold winners. Judging of the 31 categories and the Grand Prix will take place in October over a four day judging period. Each campaign is judged on strategy, creativity and results, making the DMA Awards one of the most rigorous industry honours to achieve.
For further information about The DMA Awards in association with Royal Mail please visit www.dmaawards.org.ukor contact:
Justine Storey & Veronique Attas
The Media Foundry
Tel : 0207 792 1942 / 020 7792 0185
Email : justinestorey@themediafoundry.comor veroniqueattas@themediafoundry.com
Liz Bastone
DMA PR Officer
Tel: 020 7291 3315
Email: liz@dma.org.uk
For information about how to enter the awards please contact:
Janet Attwater
Events Manager
Tel: 020 7291 3343
Email: janet@dma.org.uk
Editor's Notes
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.
13.66 billion was spent on direct marketing activity in 2003, making direct marketing one of the top ten industries in the UK. For further information please visit www.dma.org.uk. 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
