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Press Release


DMA's go digital

DMA's go digital

Call for entries have opened for the Direct Marketing Awards (DMAs) in association with Royal Mail. The DMAs are the largest awards for the industry attracting around 1000 entries each year.

This year’s awards have been refreshed with a new positioning and thought-provoking advertising campaign developed in association with OgilvyOne.  According to OgilvyOne creative partner Charlie Wilson: ‘The central theme of the DMAs is that regardless of whether work is above the line, below the line, online or offline; if it is powerful enough to make people DO something it should be applauded and rewarded.’

The categories and criteria for the awards have also been updated to better incorporate digital campaigns. The 2008 awards see the introduction of six new digital categories covering online advertising, email, campaign websites, mobile marketing, eCRM, and new applications/use of new technology. The last category covers branded content, social networking and online widgets.
Heather Westgate, chair of the DMAs committee commented: “Direct marketing is a discipline that changes behaviours, and the repositioning of the DMA Awards acknowledges this. We operate in a dynamic environment and opportunities for our work to change behaviour are increasing, whether that’s through above or below the line, offline or online activity. By including these new categories, the DMAs are moving forward and reflecting the changes in our industry”.

Westgate continued, “The digital categories in particular recognise the evolution of direct techniques in an increasingly digital world. However, whilst the DMA’s have a new positioning, the essence of the Awards remains the same. Winners will still need to demonstrate clear strategy, inspirational creative and brilliant results. These three criteria remain core to the judging process and only the very best campaigns will make the cut.”

Agencies and brands have until 12 September to submit their entries, with further details available at Entries will be judged in October by a 200 strong panel with judging teams which include a copywriter, an art director, a data planner, a media buyer, a planner, a client and a sector specialist. Each campaign is judged on three key criteria: strategy, creativity and results.

The winners of the 2008 DMAs will be announced at the Awards Presentation Ball to be held at the Grosvenor House Hotel on 9 December 2008.

For further information, visit: or call Janet Attwater on tel 020 7291 3343.

The DMAs, in association with Royal Mail, have been running for over 25 years and are renowned in the industry for being of the highest standard. There are around 30 categories covering a range of sectors and channels, with new categories regularly introduced to keep pace with the industry as it evolves.  Entrants need to demonstrate excellence in three core areas – strategy, creativity and results – to satisfy the stringent judging procedures. Results are used to measure the effectiveness of a campaign against the control, demonstrating the power of the strategy and creative. They are held in the strictest confidence.  

The DMA is the largest trade association in the marketing communications sector, with over 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.

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