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DMA Awards winners 2018

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The DMA Awards winners have been picked on, picked over and eventually picked out by the DMA judges. Your guide to the Golds, the Silvers, the Bronzes and, of course, the Grand Prix winner.

These were the strongest competitors.

Able to satisfy our judges' lust for work that truly embodied the three pillars of creativity, strategy and data-driven results.

Click the category name to see your DMA Awards winners:

Grand Prix

  • GRAND PRIX WINNER: Xbox Design Lab Originals: The Fanchise Model
  • Agency: MRM//McCann and m-united
  • Client: Microsoft

Industry sectors

Automotive

  • Silver: World's First Digital Car Top Trumps App
  • Agency: Spark44
  • Client: Jaguar Land Rover
  • Bronze: The Spirit of 59'
  • Agency: Keko London
  • Client: Triumph Motorcycles

Travel and leisure

  • Gold: Long Live The Local
  • Agency: Havas London
  • Client: Britain's Beer Alliance
  • Silver: 'Plugging people straight into Nashville'
  • Agency: Ogilvy and Wavemaker
  • Client: British Airways
  • Bronze: Virgin Holidays Return Home Journey
  • Agency: Proximity London
  • Client: Virgin Holidays

Entertainment, publishing and gaming

  • Gold: Xbox Design Lab Originals: The Fanchise Model
  • Agency: MRM//McCann and m-united
  • Client: Microsoft
  • Silver: A Season of Stories at Speed
  • Agency: Ogilvy
  • Client: FORMULA 1
  • Bronze: China's First Emperor and the Terracotta Warriors
  • Client: National Museums Liverpool

Technology

  • Gold: #Findtheadvantage
  • Agency: Ogilvy
  • Client: IBM
  • Silver: Innovating Easy
  • Agency: Really B2B
  • Client: NIIT Technologies
  • Bronze: NTT DATA - Guiding Greatness
  • Agency: bbp agency
  • Client: NTT DATA UK

Utilities and telecommunications

  • Gold: Joe's Helpdesk
  • Agency: Karmarama
  • Client: Plusnet
  • Silver: Smart Meters
  • Agency: Proximity London
  • Client: SSE
  • Bronze: No one does a 'plus one' like Virgin TV
  • Agency: RAPP UK
  • Client: Virgin Media

Retail

  • Gold: Evans Cycles - Return to Gold Hill
  • Agency: Propellernet
  • Client: Evans Cycles
  • Silver: Simply Be Perks
  • Agency: Cherry London and LOVE Creative
  • Client: Simply Be
  • Bronze: Virgin Holidays Peak
  • Agency: Proximity London
  • Client: Virgin Holidays

Financial services

  • Gold: Direct Line Personalised Videos
  • Client: Direct Line
  • Silver: Monkey Business - Fraud Fighter Tool
  • Agency: OLIVER
  • Client: Barclaycard
  • Bronze: Switch your situation, CASS
  • Agency: Engine, Partners Andrews Aldridge
  • Client: Bacs, Current Account Switch Service

Health and wellness

  • Gold: 50,000 Years Younger Together - how to galvanise a nation to make corporate Britain healthier
  • Agency: OLIVER
  • Client: AXA PPP healthcare
  • Silver: First Year "My Bupa" Email Journey
  • Entrant: Paragon Customer Communications
  • Client: Bupa
  • Bronze: Attractive to Cancer
  • Agency: Arthur London
  • Client: World Cancer Research Fund UK

Public sector

  • Gold: 'Someone Like You'
  • Agency: Ogilvy
  • Client: PHE
  • Silver: Always on, so always stay off
  • Agency: 23red and Fully Focused
  • Client: Network Rail
  • Bronze: This is Belonging
  • Agency: Karmarama
  • Client: Capita for the British Army

Charity

  • Gold: Untapped
  • Agency: GOOD Agency
  • Client: WaterAid
  • Silver: RNIB Christmas Campaign 2017
  • Agency: Campfire Marketing
  • Client: RNIB
  • Bronze: A World that's kinder to Animals
  • Agency: Arthur London
  • Client: RSPCA

Best B2B

  • Gold: End to End: Stronger Together
  • Agency: The Armstrong Partnership
  • Client: Bucher Emhart Glass
  • Silver: Premier Inn Business Booker
  • Agency: Havas helia
  • Client: Premier Inn
  • Bronze: Bringing Energy Resilience to life
  • Agency: Earnest
  • Client: Centrica Business Solutions

Best B2C

  • Gold: This is Belonging
  • Agency: Karmarama
  • Client: Capita for the British Army
  • Silver: Playing cupid for the ideologically suited
  • Agency: OLIVER
  • Client: The Guardian
  • Bronze: Neilson Ski 2017/18
  • Agency: WDMP
  • Client: Neilson Active Holidays

Channels

Best use of email

  • Gold: McDonald's Monopoly Wiiiin!
  • Agency: Armadillo
  • Client: McDonald's UK
  • Silver: Virgin Holidays Peak
  • Agency: Proximity London
  • Client: Virgin Holidays
  • Bronze: SEAT Arona Launch
  • Agency: Proximity London and Merkle
  • Client: SEAT UK

Best use of mobile and connected devices

  • Gold: Defying the odds - Using mobile to build brand
  • Agency: Anything is Possible
  • Client: WiseDriving
  • Silver: #YayDelay
  • Agency: MullenLowe Group and The Romans
  • Client: Gordon's - Diageo
  • Bronze: The AJ Lynx Drop
  • Agency: TMW Unlimited
  • Client: Lynx

Best use of search

  • Gold: Making Paid Search real-time with the power of Tweets
  • Agency: Merkle | Periscopix
  • Client: Twitter
  • Silver: The London Digital Mental Wellbeing Service (Good Thinking)
  • Agency: Fresh Egg
  • Client: NHS
  • Bronze: Huawei P20 Pro: how we used Search to take a bite out of Apple
  • Agency: WM Select, Wavemaker
  • Client: Huawei

Best use of social media

  • Gold: VOXI: Endless Possibilities
  • Agency: Team Red: Ogilvy and Wavemaker
  • Client: VOXI by Vodafone
  • Silver: 'Someone Like You'
  • Agency: Ogilvy
  • Client: PHE
  • Bronze: #AutoTraderGoals: A disruptive World Cup campaign that captured the hearts and minds of the nation
  • Agency: AmazeRealise and Mynt
  • Client: Auto Trader

Best use of door drops

  • Silver: Launch of Cushelle Quilted
  • Entrant: Umbrella and The Letterbox Consultancy
  • Agency: Blue Chip Marketing
  • Client: Essity
  • Bronze: Mitigating loss of cold DM with a new channel for sustainable growth
  • Agency: Medialab
  • Client: Age UK

Best use of mail

  • Gold: TV Licensing - Pulse Will You Be In?
  • Agency: Proximity London
  • Client: TV Licensing
  • Silver: P&O What Next - Spontaneity DM
  • Agency: MRM//McCann
  • Client: P&O Ferries
  • Bronze: Chassis Cab
  • Agency: Proximity London
  • Client: Volkswagen Commercial Vehicles

Best use of experiential

  • Gold: Monkey Business - Fraud Fighter Tool
  • Agency: OLIVER
  • Client: Barclaycard
  • Silver: Ocean of the Future
  • Agency: Ogilvy
  • Client: Greenpeace
  • Bronze: Creme Egg Hunting Season - Creme Egg Camp
  • Agency: Elvis
  • Client: Mondelez

Best digital performance

  • Gold: Xbox Design Lab Originals: The Fanchise Model
  • Agency: MRM//McCann and m-united
  • Client: Microsoft
  • Silver: Jo Malone London Omnichannel Communications Programme
  • Agency: The Thread Team
  • Client: Jo Malone London
  • Bronze: #Findtheadvantage
  • Agency: Ogilvy
  • Client: IBM

Best out of home

  • Gold: It's Coming Home
  • Agency: Ogilvy and Wavemaker
  • Client: British Airways
  • Silver: EY Robot Experience, Frankfurt Airport
  • Agency: Ogilvy
  • Client: EY
  • Bronze: The Economist World Cup
  • Agency: Proximity London
  • Client: The Economist

Best use of the moving image or audio

  • Gold: Domino's New Years Day recovery channel
  • Agency: VCCPme
  • Client: Domino's Pizza
  • Silver: This is Belonging
  • Agency: Karmarama
  • Client: Capita for the British Army
  • Bronze: Now that's adulting
  • Agency: TMW Unlimited
  • Client: Kinder Bueno

Campaigns

Best integrated campaign

  • Gold: Untapped
  • Agency: GOOD Agency
  • Client: WaterAid
  • Silver: Ella's Kitchen Weaning Programme
  • Agency: Havas helia
  • Client: Ella's Kitchen
  • Bronze: This is Belonging
  • Agency: Karmarama
  • Client: Capita for the British Army

Best launch campaign

  • Gold: Xbox Design Lab Originals: The Fanchise Model
  • Agency: MRM//McCann and m-united
  • Client: Microsoft
  • Silver: Money Pools
  • Agency: RAPP UK
  • Client: PayPal
  • Bronze: VOXI: Endless Possibilities
  • Agency: Team Red: Ogilvy and Wavemaker
  • Client: VOXI by Vodafone

Best brand building campaign

  • Gold: The joy of CHAS
  • Agency: Different Kettle
  • Client: Children's Hospice Association Scotland
  • Silver: Ella's Kitchen Weaning Programme
  • Agency: Havas helia
  • Client: Ella's Kitchen
  • Bronze: #BetterQuestions
  • Agency: Ogilvy
  • Client: EY

Best customer acquisition campaign

  • Silver: Ella's Kitchen Weaning Programme
  • Agency: Havas helia
  • Client:Ella's Kitchen
  • Bronze: Virgin Holidays Customer Journey
  • Agency: Proximity London
  • Client: Virgin Holidays

Best customer journey

  • Gold: Virgin Holidays Customer Journey
  • Agency: Proximity London
  • Client: Virgin Holidays
  • Silver: No one does a 'plus one' like Virgin TV
  • Agency: RAPP UK
  • Client: Virgin Media
  • Bronze: Whodunnit?
  • Agency: GOOD Agency
  • Client: Macmillan

Best loyalty or CRM programme

  • Gold: Sun Savers
  • Client: The Sun
  • Silver: Simply Be Perks
  • Agency: Cherry London and LOVE Creative
  • Client: Simply Be
  • Bronze: Virgin Holidays Customer Journey
  • Agency: Proximity London
  • Client: Virgin Holidays

Craft

Best writing

  • Gold: The Economist World Cup
  • Agency: Proximity London
  • Client: The Economist
  • Silver: P&O What Next - Spontaneity DM
  • Agency: MRM//McCann
  • Client: P&O Ferries
  • Bronze: Just for you, E.ON
  • Agency: Engine, Partners Andrews Aldridge
  • Client: E.ON

Best design or art direction

  • Gold: Another Busy Year
  • Agency: Pulse Creative London
  • Client: The Times and The Sunday Times
  • Silver: It's Coming Home
  • Agency: Ogilvy and Wavemaker
  • Client: British Airways
  • Bronze: Bacardi William Lawson's Illusions
  • Agency: Proximity London
  • Client: Bacardi Rebel Brands

Best data strategy

  • Silver: #YayDelay
  • Agency: MullenLowe Group and The Romans
  • Client: Gordon's - Diageo
  • Bronze: A data-based strategy to shape a user-centric customer journey
  • Agency: numberly
  • Client: Lacoste

Best digital experience

  • Silver: No one does a 'plus one' like Virgin TV
  • Agency: RAPP UK
  • Client: Virgin Media
  • Bronze: The AJ Lynx Drop
  • Agency: TMW Unlimited
  • Client: Lynx

Best creative solution

  • Xbox Design Lab Originals: The Fanchise Model
  • Agency: MRM//McCann and m-united
  • Client: Microsoft
  • Silver: 'Someone Like You'
  • Agency: Ogilvy
  • Client: PHE
  • Bronze: Monkey Business - Fraud Fighter Tool
  • Agency: OLIVER
  • Client: Barclaycard

Special

Best GDPR communication

  • Gold: The Guardian GDPR - Leave or Remain?
  • Agency: OLIVER
  • Client: The Guardian
  • Silver: Say YES for Children: Unicef's marketing permissions campaign
  • Agency: Open Creates and 2CV
  • Client: Unicef UK
  • Bronze: Goodbye Boring, Hello to Exciting Communications from Suzuki
  • Agency: Emerald Thinking
  • Client: Suzuki UK

DMA Breakthrough Award

  • Gold: Your secret is safe with us
  • Joy Mooney
  • School: Edinburgh Collage
  • Silver: Buddy the Black Box
  • Natasha Ryan
  • School: Edinburgh Collage
  • Silver: Two audiences
  • Blanca Jimenez
  • School: Edinburgh Collage
Hear more from the DMA

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