Agencies hunting gold at the DMA Awards will have to beat off MRM McCann London this year after the IPG-owned business emerged as the leader of the pack chasing industry honours, which will be revealed in not one, not two but three virtual events in December and January.
It is the first time MRM London has led the shortlist since 2016, although the agency missed out on the grand prix that year when Karmarama walked off with the top prize for its work with Unibet.
However, MRM London did scoop both the grand prix and four golds for its Xbox campaign in 2018.
This year’s shortlist includes work from 59 different agencies across the 35 categories, with 159 entries in line for either gold, silver or bronze; the grand prix is chosen from one of the gold winning campaigns.
As is tradition, more than 300 senior marketers from agencies, brands and specialists helped to judge the awards over a ten day period. However, in a break with style, this year’s mass debates were carried out virtually, due to Covid-19.
MRM London emerged with 15 entries across numerous categories, followed by Ogilvy UK – which led the shortlist last year with 23 finalists – and Rapp on 12 each.
Also on the shortlist are Klarna (in-house team) with ten, MullenLowe Group UK on eight, M&C Saatchi, Merkle, Oliver and U-Studio have six apiece, and TMW Unlimited and Wunderman Thompson have five each.
Unusually, last year’s grand prix winner hardly features; Elvis has just one campaign on the shortlist, for Cadbury’s Creme Egg EATertainment activity.
The top five most shortlisted brands at this year’s Awards include Klarna on ten, and No More with nine. They are followed by Formula One on seven, Virgin Media with six, and a three way tie between BT Sport, NHS England and The Guardian on five.
DMA managing director Rachel Aldighieri said: “The DMAs recognise work that has intelligent marketing at its heart – work that’s fused creativity and strategic thinking while delivering fantastic results.
“It’s really encouraging to see that the data and marketing industry has persevered and delivered on this with some remarkable campaigns during an extremely challenging period to support businesses large and small across the UK.”
The winners will be announced via three virtual events, dubbed The Winners’ Series, that will take place on November 25 and December 9. But those desperate to get their sticky mitts on the grand prix will have to wait until way into the new year, with the so-called “Grand Prix Reveal” not happening until January 21.
For the full DMA Awards 2020 shortlist visit the awards website>
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