Karmarama became one of the first agencies to win consecutive DMA Awards grand prix last night, with its work for the British Army bringing home the spoils for the Accenture-owned agency once again, following last year’s success with Unibet.
Although Proximity London took away the largest haul with seven golds, the ‘This is Belonging’ activity for the Army won the top prize thanks to its “intelligent use of data and creative implementation and outstanding results”. The activity also landed the agency three golds.
Engine also picked up three golds on the night, for E.On, as did Lida, which scooped awards for Open University, O2 and, ironically Ikea, a business it has recently lost.
In a further twist, Communisis-owned Psona – which has been closed down – won a gold from beyond the grave for a campaign for, of all brands, Co-op Funeralcare which used the strapline: “Leave them something they’ll appreciate.”
DMA managing director Rachel Aldighieri said: “Rigour sits at the heart of the DMA Awards, making them the toughest awards to win. Winning campaigns have to deliver a rock solid strategy, outstanding creative execution and achieve great results. Winning a DMA award means you’ve truly made a difference. However, there can only be one Grand Prix winner and Karmarama’s work with the British Army really highlighted how the smart use of data, creativity in both strategy and execution, and intelligent implementation delivers fantastic results.”
DMA Awards committee chair Nicky Bullard, who is also chair and chief creative officer at MRM Meteorite, added: “It’s been a year of change for our industry, with agencies evolving and people moving. The result has been what feels like some unsettled work. In spite of this, it’s encouraging to see that the work across the board continues to be strong. Every one of this year’s winners should be proud of their achievements, which highlight that whatever the market conditions, strategic talent, strong client leadership and creative consistency will always win out.”
For the full list of 2017 DMA Awards winners visit the DMA Awards website>
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