British Army and Karmarama take home DMA Grand Prix | DMA

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British Army and Karmarama take home DMA Grand Prix


Another year over, and oh - what a night.

Karmarama and the British Army shone the brightest taking home the Grand Prix, as this year’s DMA Awards winners were revealed at a gala evening at London’s Old Billingsgate.

Their ‘This is Belonging’ campaign won out, wowing our judges with its intelligent use of data, creative implementation and outstanding results.

Proximity London grabbed the largest haul with seven Gold Awards in their back pocket, followed by Engine, Karmarama and LIDA who each won three apiece on the night.

The leading brands were E.ON, the British Army, the RNLI and Scope with three Golds each, followed by Virgin Holidays, with two.

Rachel Aldighieri, MD of the DMA, said:

“Rigour sits at the heart of the DMA Awards, making them the toughest awards to win. Winning campaigns have to deliver a rock solid strategy, outstanding creative execution and achieve great results.

Winning a DMA Award means you’ve truly made a difference. However, there can only be one Grand Prix winner and Karmarama’s work with the British Army really highlighted how the smart use of data, creativity in both strategy and execution, and intelligent implementation delivers fantastic results.”

Nicky Bullard, Chair of the DMA Awards Committee, commented:

“It’s been a year of change for our industry, with agencies evolving and people moving. The result has been what feels like some unsettled work. In spite of this, it’s encouraging to see that the work across the board continues to be strong.

Every one of this year’s winners should be proud of their achievements, which highlight that whatever the market conditions, strategic talent, strong client leadership and creative consistency will always win out.”

This year’s Awards were judged by over 300 senior marketers from agencies, brands and suppliers over four days and the full list of Gold winning campaigns include:

1. Proximity London – 7 (for Bacardi in Best use of social media, The Economist in Entertainment, publishing & gaming, 3 for The RNLI in Best B2C, Best digital performance and Charity, 2 for Virgin Holidays in Best customer journey and Travel & leisure)

2. Engine – 3 (3 for E.ON in Best brand building campaign, Best use of experiential and Utilities & telecommunications)

= LIDA – 3 (for IKEA in Best design or art direction, O2 in Best loyalty or CRM programme and The Open University (OU) in Best writing)

= Scope (& agency partners) – 3 (in Best creative solution, Best launch campaign and Health & wellness)

= Karmarama – 3 (3 for The British Army in Best data strategy, Public sector & the Grand Prix)

6. DigitasLBi – 1 (for Lexus UK in Automotive)

= Elvis – 1 (for Mondelez – Cadbury in Best integrated campaign)

= ICLP – 1 (for Hackett in Retail)

= krow – 1 (for Fiat in Best use of mail)

= Medialab Group – 1 (for National Trust in Best customer acquisition campaign)

= OgilvyOne – 1 (for IBM in Best digital experience)

= OgilvyOne Business – 1 (for Dominic Walters in Best B2B)

= Posterscope – 1 (for VERY/Shop Direct in Best out of home)

= PSONA – 1 (for Co-op Funeralcare in Financial services)

= RAPP UK – 1 (for PayPal in Best use of the moving image or audio)

= Spark Foundry / Performics – 1 (for Royal London in Best use of search)

= TMW Unlimited – 1 (for Virgin Trains East Coast in Best use of email)

For the full list of 2017 DMA Awards winners visit:

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