The DMA is targeting legislators, brand owners and agencies with a campaign to promote the benefits of direct marketing as part of a two-pronged attack which also builds the industry’s case against the new EU data laws.
The initiative, devised by 2011 grand prix winner Indicia, doubles as this year’s call for entries for the DMA Awards. It details the ROI generated from previous winning campaigns, and features email, direct mail, online video and print activity.
Carrying the strapline “the real deal”, it is designed to recognise the contribution the DM industry makes to the UK economy, from building a brand to saving lives through charity initiatives.
Indicia creative director Ian Bates said: “We wanted to create a striking and personal feel to the campaign, showing that it’s the people behind the initiatives that make a real difference to any campaign. By using personalised case studies across a wide range of channels, we hope to reach as many people as possible and encourage them to celebrate their exceptional work.”
The awards campaign is also being used in a wider context, to tie in with the DMA’s economic impact analysis report, being published next month. It will be incorporated into lobbying efforts against the impact of the new EU data protection laws.
DMA executive director Chris Combemale said: “With the rise of modern direct channels such as mobile, social and email, the industry has never been more important to the success of the UK economy, yet it faces unprecedented challenges from poorly-designed legislation.
“By highlighting the measurable success of the best work we will help legislators appreciate the contribution that our industry makes, while inspiring clients to invest in measurable, targeted campaigns that generate sales and create jobs.”
The winners of the 2012 DMA Awards will be announced at the Awards Presentation Ball to be held at Old Billingsgate in the City of London on December 4.
