Royal Mail has pulled the plug on its three-decade relationship with the DMA Awards, in a move that sees its main UK rival, TNT Post, become headline sponsor of the event.
The two-year sponsorship partnership means TNT Post branding will feature on all DMA Awards’ promotional material, including all direct mail and email marketing targeted at UK direct and digital agencies. It will also have a visual presence at the Awards ceremony in December.
TNT Post chief executive Nick Wells said: “The DMA has undergone a radical strategic shift in the past 12 months and linking TNT Post’s progressive brand – which represents a challenge to established postal and door-drop services in the UK – with its new brand and direction seemed like a natural fit.
“Becoming a headline sponsor of the DMA Awards is a logical step for us and gives us a chance to get involved on a whole new level.”
DMA Awards committee chair Mike Colling welcomed the new partnership. He said: “TNT Post has long supported the DMA Awards through encouraging its clients to enter their work, taking part in the judging process and being part of the events ceremony. We’re very pleased to forge a closer relationship, which will be integral to the continuing success of the direct marketing industry’s flagship awards programme.”
Direct marketers have until September 9 to enter their work in any one of 35 categories of the 2011 DMA Awards. This year’s winners will be announced at the annual awards ceremony, which will take place in the City of London’s Old Billingsgate.
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‘Pulled the plug’ or ‘thrown in the towel’? Either way, a sad state of affairs and shows a singular lack of ambition from what should be our leading postal player.