Tullo Marshall Warren is the next most nominated agency with seven, while Story UK, Creator Mail and Partners Andrews Aldridge all have six finalists for the awards, due to be held on December 8 at Old Billingsgate, City of London.
Overall, 46 companies are in contention for Gold in 34 awards categories, as well as being in line for the DMA Awards Grand Prix. The awards are judged on the three criteria of strategy, creativity and results.
Rory Sutherland, vice-chairman of Ogilvy Group UK and chairman of the 2010 DMA Awards panel of judges, commented: “The history of direct marketing differs from advertising in one crucial respect. People developed the principles of advertising to take advantage of media which had already been invented. In the case of direct marketing, things happened the other way about – the principles of direct marketing were established and understood long before most direct, addressable or ‘contextual’ media even existed.
“So, for me, judging these awards is not only a great honour – it’s also pleasantly gratifying. It’s a chance to see our faith in direct marketing vindicated by seeing an old idea find expression in so many new and ways.”
The complete shortlist is available at http://www.dmaawards.org.uk/content/Home.asp
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