OgilvyOne heads up the shortlist for this year’s DMA Awards – for the second year in succession – with a record 24 nominations out of 38 awards, way out in front of the next highest with three agencies having five finalists.
Ogilvy, which is nominated for its work for BA, IBM, Drinkaware and Kern & Sohn, is followed by Balloondog, Kitcatt Nohr Digitas, and Indicia with five each.
Other agencies on the shortlist include DMA Awards stalwarts Lida, AIS London, Partners Andrews Aldridge and Proximity London.
Last year, Ogilvy went on to scoop five golds out of 11 nominations, with the grand prix being picked up by Indicia for very.co.uk.
However, there have already been concerns raised that during this year’s process there was a worrying decline in the quality of copywriting. This is not a only a portent for the two agencies – Ogilvy and Arc – shortlisted in that category, it also fans the flames of a wider debate over whether creative standards in the DM industry are in steep decline.
DMA Awards committee chair Mark Runacus said: “The awards are always a barometer of prevailing trends in direct marketing and this year’s crop of entries reveals interesting insights into the state of the industry.
“While there’s a lot to be proud of, there appears to be a worrying decline in the quality of copy in some of the entries we’ve seen. Perhaps this is because of digital’s focus on user-generated content, which by its nature is produced by amateurs. This may lower expectations of quality but as marketers we shouldn’t accept this.
“We must not allow the simplicity and clarity of the offer or message to be boiled down so much that there is no longer room for a unique tone or personality. If we do, we’re in danger of sacrificing engagement and empathy for functionality.”
The winners, and the overall grand prix winner, will be revealed at the DMA Awards Ball on December 4 at Old Billingsgate in the City of London. For further information and to view the finalists’ shortlist for the 2012 DMA Awards, which this year is co-sponsored by TNT Post and MMG, visit: http://www.dmaawards.org.uk/
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