DMA Awards shortlist reveals email excelling but spells trouble for copy
|09 Nov 2012 10:05 GMT||Back|
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The publication of the 2012 DMA Awards finalists shortlist reveals a large field in contention for the most sought-after prizes in the direct marketing industry.
Taking strategy, creativity and results as the key judging criteria, this year’s judges have compiled an eclectic shortlist that pits large organisations against small, big-budget campaigns versus limited.
This year, 38 companies are in contention for grabbing Gold in 38 Awards categories, as well as being in line to seize the DMA Awards Grand Prix.
OgilvyOne UK leads the field with a massive 24 nominations for campaigns for BA, IBM, Drinkaware and Kern & Sohn.
Next are CreatorMail, Balloondog, Kitcatt Nohr Digitas and 2011 DMA Awards Grand Prix winner Indicia, with five nominations each.
Iconic Red or Dead founder and renowned British designer Wayne Hemingway MBE is this year’s chair of the DMA Awards judging panel. Hemingway oversaw the rigorous judging process, which involved more than 200 industry experts from client companies, suppliers and agencies.
This year saw a 40% rise in the number of entries in the Public sector & charities and Best use of email marketing categories, making them the 2012 Awards’ most popular categories. However, at the other end, the number of entries for Best use of copy dropped by two-thirds.
Mark Runacus, chair of the DMA Awards Committee, commented:
“The DMA Awards are always a barometer of prevailing trends in direct marketing and this year's crop of entries reveals interesting insights into the state of the industry. While there's a lot to be proud of, there appears to be a worrying decline in the quality of copy in some of the entries we've seen.
“Perhaps this is because of digital's focus on user-generated content, which by its nature is produced by amateurs. This may lower expectations of quality but as marketers we shouldn't accept this.”
The winners of the 2012 DMA Awards, which are co-sponsored by Mobile Marketing Group and TNT Post, will be announced at the Awards Presentation Ball to be held at Old Billingsgate in the City of London on 4 December.