Proximity London and UM London walked off with the top prize at this year’s DMA Awards, landing both the grand prix and five golds for the ‘Raising Eyebrows and Subscriptions’ campaign for The Economist.
The campaign gave The Economist new prospects, new revenue and a new profile for their target millennial audience.
It clearly impressed the judges – this same campaign won the most individual golds, picking up five further awards. Proximity London – led by chief executive Mike Dodds (pictured) – won a sixth gold for client Capital One.
Leo Burnett London won a total of six awards, equalling Proximity’s gold tally: three for its work for the NSPCC and single awards each for Karma Nirvana, The Outnet and ghd.
Wunderman picked up three golds for its work for the CHECT (Childhood Eye Cancer Trust) charity, as did Engine for its NHS Blood & Transplants work.
OgilvyOne also landed three three golds, two for its work with Battersea Dogs & Cats Home, and a third for IBM.
LIDA – which had the highest number of shortlisted campaigns – won two golds, one for Land Rover, and a second for its work with Women for Women International in the FMCG category.
DMA managing director Rachel Aldighieri said: “This year we raised the bar and the industry responded. Not only did we see an increased number of entries, but they saw a higher standard than ever.
“The grand prix by Proximity London and UM London for The Economist is a more than worthy winner. It demonstrates that using those core one-to-one techniques like great copywriting, married to brilliant new technology can achieve spectacular results.”
A full list of last night’s awards winners is available on the DMA Awards website >
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