LIDA leads DMA Awards nominations

LIDA leads the DMA Awards shortlist with 21 nominations in the most successful awards ever, with a record-breaking number of entries

The frontrunners are:

• LIDA, with 21
• OgilvyOne UK with 16
• Proximity with 14
• Wunderman with 10
• Rapp with 9
• TMW Unlimited with 9
• Leo Burnett with 9
• MRM Meteorite with 8
• MEC UK with 8

See the full list here.

According to chair of the awards and partner at Karmarama, Mark Runacus, "What we used to call direct marketing has now become a much broader category. This year I have seen many more so-called direct marketing campaigns which had the objective of building brands. Perhaps even as recently as five years ago such campaigns would have been in the minority.

"Brand owners realise that the customer experience is what really creates a modern brand, and data-driven communications are at the very heart of that customer experience," he said.

Watch Liz Rutgersson, head of progarammatic display at Periscopix talk about the new programmatic category:

Watch more videos, on the judging committee and a word from dotmailer here.

The DMA Awards night will be held at the Old Billingsgate Market in central London in December 1.