Proximity London and UM London take DMA Grand Prix for The Economist

Proximity London and UM London took the DMA Awards Grand Prix last night for their 'Raising Eyebrows and Subscriptions' campaign for The Economist

Rachel Aldighieri, MD of the DMA said, “This year we raised the bar and the industry responded. Not only did we see an increased number of entries, but the judges saw a higher standard than ever.

“The Grand Prix winner by Proximity London and UM London for The Economist is a more than worthy winner. It demonstrates that using those core one-to-one techniques like great copywriting, married to brilliant new technology can achieve spectacular results,” she said.

The campaign gave The Economist new prospects, new revenue and a new profile for their target millennial audience.

It clearly impressed the judges - this same campaign won the most individual golds, picking up five further awards. Proximity London won a sixth gold for client Capital One.

Leo Burnett London won a total of six awards, equalling Proximity's gold tally: three for its work for the NSPCC and single awards each for Karma Nirvana, THE OUTNET and ghd.

Wunderman won three golds for its work for the CHECT (Childhood Eye Cancer Trust) charity.

Engine won three golds for its NHS Blood and Transplants work.

OgilvyOne won three awards, two for its work with Battersea Dogs & Cats Home, and a third for IBM.

LIDA won two golds, one for Land Rover, and a second for its work with Women for Women International in the FMCG category.

Gold Awards tally (click-through to the case study)

• Grand Prix – Proximity London and UM London for The Economist
• Proximity London– 6 in total, 5x for The Economist (Travel, leisure, entertainment), (Best B2C), (Best digital performance), (Programmatic), (Customer acquisition), 1x for Capital One (Financial Services)
• Leo Burnett –6 in total, 3x for NSPCC (Launch) (Film and/or audio) (Writing), 1x for Karma Nirvana (Design or art direction)1x for THE OUTNET (Retail), 1x for ghd (FMCG)
• Wunderman – 3x for Childhood Eye Cancer Trust (Healthcare), (Technology), (Creative solution)
• Engine – 3x for NHS Blood and Transplants (Public sector), (Social media), (Integrated)
• OgilvyOne – 3x in total, 1x for IBM (Mobile), 2x for Battersea Dogs & Cats Home (Press and inserts), (Experiential)
• LIDA – 2x in total, 1x for Land Rover (Automotive), 1x for Women for Women International (Direct mail)
• Table 19 – 1x for Internet matters (IT/telecoms)
• Ais London – 1x for Harrison’s Fund (Charity)
• Publicis Chemistry – 1x for Royal Mail MarketReach (B2B)
• RAPP – 1x for Virgin Media (Email marketing)
• Pablo London – 1x for Kinder Surprise (Best digital destination)
• MEC UK – 1x for Homeserve (Search, natural and paid-for)
• Story UK – 1x for Ardbeg (Loyalty or CRM)
• Tangible Cheltenham – 1x for Royal British Legion (Door drops)
• MRM Meteorite – 1x for Guardian News and Media (Data strategy)
• TMW – 1x for Virgin Trains (Brand building)
• WDMP – 1x for Wyevale Garden Centres (Customer journey)