MRM McCann and m-united walked off with the top prize at last night’s DMA Awards, scooping both the grand prix and four golds for the Xbox Design Lab Originals: The Fanchise Model campaign for Microsoft.
The campaign, which encouraged Xbox fans to customise their own controllers and then profit from the sales if other gamers bought them, picked up the top award thanks to the “use of audience insight, a clever twist on personalisation and ultimately delivering great results for the business”.
MRM McCann and m-united were the most successful agencies on the night, winning golds for best creative solution, best digital performance, best launch campaign, and entertainment, publishing and gaming, as well as the grand prix.
They were closely followed by the trio of Ogilvy, Oliver and Proximity London with three golds and the Good Agency and Karmarama which both took home two golds.
The leading brand on the night was also Microsoft, which picked up five golds, with WaterAid taking home two golds. Beyond that, 23 other brands each took home a gold each.
In total, 20 different agencies and 25 brands each won at least one gold across the 33 categories, which the DMA claims highlights the breadth of the great work being done across the data and marketing industry.
This year’s awards were judged by over 300 senior marketers from agencies, brands and suppliers over four days.
DMA managing director Rachel Aldighieri said: “The Fanchise Model campaign was a brilliant solution to a genuine business problem. It combined smart use of data, creativity in both strategy and execution, and intelligent implementation that delivered fantastic results. They really turned the challenge for the business on its head, while putting the customer at the heart of their approach. By tapping into their audience’s entrepreneurial streak, the campaign engaged fans in an innovative, entertaining and ultimately profitable way.
“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, so every one of this year’s winners should be proud of their achievements. This year’s entries also highlight the strength and depth of our industry, that no matter the wider market conditions we continue to develop fantastic campaigns.”
For the full list of winners visit the DMA Awards 2018 website>
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