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‘Real Difference’ campaign for 2012 DMA Awards launched

14 Jun 2012 12:13 BST Back
‘Real Difference’ campaign for 2012 DMA Awards launched
DMA News

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The UK’s direct marketers are being encouraged to demonstrate the ‘real difference’ they make to society and the economy as part of a new campaign launched today (14 June 2012) to promote the new-look 2012 DMA Awards.

The creative work has been developed by Indicia, whose ‘Work it baby’ campaign for secured them the Grand Prix at the 2011 DMA Awards. The integrated campaign will recognise and celebrate the real contribution that the direct marketing industry makes to the UK – from building a brand to saving lives through charity initiatives.

The Awards campaign’s strap line ‘the real deal’, which runs alongside statements about the impact made by the campaigns that won Gold in the 2011 DMA Awards, highlights difference made by the work of the winners to lives and businesses. For example, ‘Brad made music history’ describes how one winner’s radical social thinking engaged 10 million online users for Nissan GB.

The campaign is set to be delivered across multiple platforms, including online video, print, email marketing and direct mail.

Indicia’s creative for the campaign was unveiled at an event at which Red or Dead co-founder and creative guru Wayne Hemingway, who is chair of judges for the 2012 DMA Awards, spoke about the value and continued importance of creativity to businesses.

Commenting on the campaign Mark Runacus, chair of the DMA Awards Council, said:

“Indicia’s highly personalised campaign beautifully conveys the message that the UK creative industry is thriving and making a valued contribution to our economy. At the same time it recognises the individuals who make it possible.

“This year’s DMA Awards are again an opportunity for the UK’s direct marketers to demonstrate the real difference they make.”

Ian Bates, creative director for Indicia, added:

“We wanted to create a striking and personal feel to the campaign, showing that it’s the people behind the initiatives that make a real difference to any campaign. By using personalised case studies across a wide range of channels, we hope to reach as many people as possible and encourage them to celebrate their exceptional work”.

Agencies and brands have now and 7 September to submit their entries. Entries will be judged in October by 200 senior professionals with judging teams comprising copywriters, art directors, data planners, media buyers, planners, clients and sector specialists.

The winners of the 2012 DMA Awards will be announced at the Awards Presentation Ball to be held at Old Billingsgate in the City of London on 4 December.

For more information on the DMA Awards visit:

Tristan Garrick, DMA PR manager
Tel 020 7291 3315

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