According to the industry body, this year’s nominations highlight the emerging trend for direct marketers to focus on engagement rather than response, which in turn is replacing more traditional brand-building activity.
OgilvyOne, which is shortlisted for campaigns for IBM, Public Health England and Beyond Dark, is followed by Lida (with 18 nominations for the likes of O2, Ikea Family and National Trust), Creator (on 13), and MRM Meteorite and Havas EHS (on 9 each).
Speaking at the launch of the shortlist, DMA Awards chair and Karmarama director Mark Runacus said: “These awards are always the bellwether of the industry. This year’s record-breaking mass of entries has signalled a clear trend of a shift in one-to-one strategy from a focus on direct response to direct engagement. It’s now time to redefine the meaning of direct marketing.
“This year we’ve seen the greatest ever diversity of entries, which reveals that marketers are now replacing traditional brand-building campaigns with pure direct engagement activity. This is an exciting time for one-to-one: the use of big data is now a standard, and new channels and new devices are driving exceptional innovation in targeting and creative execution. The 2013 Awards will be hotly contested by one of the strongest fields we have seen for many years.”
The 2013 DMA Awards finalists shortlist reveals a large field, with 51 companies in contention for the 37 awards categories, as well as the grand prix.
This year’s chair of the DMA Awards judges is British playwright, director and screen writer Stephen Poliakoff, who headed up more than 300 industry experts on the panel, from client companies, suppliers and agencies.
The winners will be revealed at the awards ball to be held at Old Billingsgate in the City of London on 3 December 3.
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