This year’s DMA Awards nominations have signalled a changing of the guard with OgilvyOne – which has led the shortlist for the past four years – being overtaken by M&C Saatchi’s direct marketing agency, Lida.
This year’s awards, which have seen a record number of entries, have been judged over the past fortnight, overseen by the chairman of the judges, Google UK managing director Eileen Naughton.
Lida leads the field with 21 campaigns on the shortlist, followed almost inevitably by OgilvyOne on 16, then comes Proximity with 14, Wunderman on ten and three agencies on nine – Rapp, TMW Unlimited and Leo Burnett. Other agencies of note include MRM Meteorite and MEC UK which both have eight finalists.
Mark Runacus, who is chair of the awards and a partner at Karmarama, said: “What we used to call direct marketing has now become a much broader category. This year I have seen many more so-called direct marketing campaigns which had the objective of building brands. Perhaps even as recently as five years ago such campaigns would have been in the minority.
“Brand owners realise that the customer experience is what really creates a modern brand, and data-driven communications are at the very heart of that customer experience,” he said.
The DMA Awards night will be held at the Old Billingsgate Market in central London in December 1. For a full list of the finalists visit the DMA Awards website >
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