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Categories 2019

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The DMA Awards are the proving ground for work that works. There are 34 categories in total, split across five tracks; Industry Sectors, Channels, Campaigns, Data and Craft. You can enter as a client, agency, or technology provider.

This is the Awards program for you if your campaign has intelligent marketing at its heart.

If you have any questions, please contact our Awards Team who can answer your queries or arrange a time to talk you through the process, category selection and making the most of your DMA Awards Entry.

Industry Sectors

1. Automotive

What is it?

This category is for B2B or B2C work promoting automotive products or services.

What can you enter?

Work relevant to cars, commercial vehicles and motorcycles from manufacturers, retailers, leasing and rental agencies.

Entries may be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note: Insurance and financial campaigns with automotive components should be entered into the financial services category.

Get inspired: 2018 Silver Winner – Spark44 and Jaguar Land Rover

2. Travel and Leisure

What is it?

This category is for B2B or B2C work promoting travel services, leisure, and activity brands.

What can you enter?

Work relevant to transport, holidays, travel, accommodation, and leisure destinations, activities, pursuits, sports and fitness clubs.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Havas London and Britain’s Beer Alliance

3. Entertainment, Publishing, and Gaming

What is it?

This category is for B2B or B2C work promoting entertainment, publishing, and gaming brands.

What can you enter?

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – MRM//McCann, McCann London and Microsoft

4. Technology

What is it?

This category is for B2B or B2C work promoting technology brands, products and services.

What can you enter?

Work which covers technology hardware, devices, software, services, and platforms.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Ogilvy and IBM

5. Utilities and Telecommunications

What is it?

This category is for B2B or B2C work promoting utilities or telecommunication brands.

What can you enter?

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Karmarama and Plusnet

6. Retail and E-commerce

What is it?

This category is for B2B or B2C work promoting E-commerce and retail (including FMCG) brands selling both goods and services.

What can you enter?

Work for retailers in either e-commerce or bricks and mortar environments.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Propellernet and Evans Cycles

7. Financial Services

What is it?

This category is for B2B or B2C work promoting financial services or fintech.

What can you enter?

Work that promotes banking services; savings products; lending products; pensions; investments; financial advice; insurance or fintech solutions.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Direct Line

8. Public Sector

What is it?

This category is for B2B or B2C work promoting or raising awareness of public sector products and services.

What can you enter?

Work that promotes public sector products, services, initiatives, and causes.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new audiences
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • Participation levels, positive outcomes (e.g. behaviour change)
  • How the work supported the overall marketing objectives for the public body

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Ogilvy and PHE

9. Charity

What is it?

This category is for B2B or B2C work that seeks to raise funds for and/or awareness of charities.

What can you enter?

Work that seeks to raise funds for, awareness of, involvement in or affinity to a registered charitable organisation.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new supporters
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note:

If committed giving (i.e. regular donations such as standing orders or direct debits) is included in your evaluation of campaign performance or value, make this clear and show how you calculate the whole-life value of donations.

Get inspired: 2018 Gold Winner – GOOD Agency and WaterAid

10. Best B2B

What is it?

This category is for B2B work only.

What can you enter?

Work that targets business customers and/or prospects.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the work used customer insight in a new and interesting way
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note:

Work that has been submitted into any sector category can be submitted here too, as long as it is aimed at a B2B audience.

Get inspired: 2018 Gold Winner – The Armstrong Partnership and Bucher Emhart Glass

11. Best B2C

What is it?

This category is for B2C work only.

What can you enter?

Work that targets end consumers to buy or engage with brands, products and services.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • Whether the work targeted existing or new customers
  • How the work used customer insight in a new and interesting way
  • How the strategy informed the creative execution of the campaign
  • Results that show cost-effective leads and/or sales generated or tangible engagement with the product, service, or brand
  • How your work supported the overall marketing strategy

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note:

Work that has been submitted into any sector category can be submitted here too, as long as it is aimed at a B2C audience.

Get inspired: 2018 Gold Winner – Karmarama and Capita for the British Army

Channels

12. Best Use of Email

What is it?

This category is for the best use of an email or an email programme generating response or engagement across B2B or B2C work.

What can you enter?

Work consisting of a single email, a series of emails, an automated email programme, or email that is part of a multichannel campaign.

The entries could have been sent as part of a batch and blast campaign, segmented campaign, lifecycle campaigns, programmatic or trigger emails.

Your entry should show:

  • A clear strategy that sets out the campaign objectives; the target audience including why they were chosen; a rationale for why email was the best channel; any testing to be done; and the success criteria for the campaign
  • Campaign metrics such as ROI, conversions and email process metrics like opens and clicks – ideally compared to other channels or email campaigns; what data was used and the segment or personalisation tactics employed; creative and copy; optimisation and split testing; Q&A processes
  • Entries must include the ‘from’ name and the subject lines used for the campaign

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Armadillo and McDonald’s UK

13. Best Use of Search

What is it?

This category is for best use of search optimisation or search marketing, across B2B or B2C work.

What can you enter?

Work based on SEO, SEM, or both (please specify in your entry).

Campaigns may also use search behaviour as the trigger for other data-driven activity.

Your entry should show:

All entries should show campaign search components; evaluation strategy; data strategy; targeting and profiling/ segmentation work

Suggestions to support organic search entry:

  • Optimising layout and build
  • Campaign elements with keywords/phrases used for search
  • Insights into consumers’ search behaviour and/or other insights

Suggestions to support PPC entry:

  • Creativity in bid management (generic and specific key wording)
  • How existing data was used to define your target market
  • Creativity in the way PPC works with organic optimisation efforts
  • Insights into consumers’ search behaviour and/or other insights
  • Showcase separate search effects from other channels (especially affiliates)

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Merkle I Periscopix and Twitter

14. Best Use of Social Media

What is it?

This category is for the best use of social media across B2B or B2C work.

What can you enter?

Work that uses social media channels to engage with audiences or influencers and promote peer-to-peer engagement.

It can be paid for or organic activity (please specify in your entry). Social can be the primary element of the campaign or part of a wider campaign if its impact can be proven in isolation.

Your entry should show:

  • How your work creates brand awareness; increases customer engagement; reaches new audiences; or increases customer value
  • The use of social media and other data sources to drive audience insight, target effectively, and measure performance
  • How well your social is integrated with broader, organisational marketing goals
  • Campaign results and KPIs showing brand-building, acquisition, or business growth
  • The unique use of social in your campaign

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Team Red: Ogilvy & Wavemaker and VOXI by Vodafone

15. Best Use of Unaddressed Print

What is it?

This category is for best use of unaddressed print media across B2B or B2C work.

What can you enter?

Work that uses unaddressed print media. This includes door drops delivered to residential households or businesses, inserts, point of sale, or off-the-page advertisements in newspapers or magazines.

Your entry should show:

  • Strategy
  • Targeting
  • Creative and rationale
  • Results achieved

How is it judged?

This category is judged equally on strategy, creativity, and results

Please note:

Contact Tara at JICMAIL to add that extra insight dimension to your submission, uncovering the ‘hidden insights’ that support your entry.

16. Best Use of Mail

What is it?

This category is for work in a single-addressed mailing or a mailing campaign across B2B or B2C work.

What can you enter?

Work that targets existing customers or prospects, including either addressed or partially addressed mail.

Your entry should show:

  • Strategy
  • Targeting
  • Use of data
  • Creative and rationale
  • Results achieved

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note:

Contact Tara at JICMAIL to add that extra insight dimension to your submission, uncovering the ‘hidden insights’ that support your entry.

Get inspired: 2018 Gold Winner – Proximity London and TV Licensing

17. Best Use of Out of Home

What is it?

This category is for B2B or B2C out of home (OOH) work that’s designed to generate a response. This can either be a single execution or part of a multichannel campaign.

What can you enter?

Either digital or static OOH. Work may include video; dynamic, real-time content; social media engagement; mobile geo-targeting; multi-screen messaging; syncing and touchscreen interactivity; augmented reality; mobile-to-screen; gesture recognition; and behavioural measurement.

Your entry should show:

  • The objectives – and how they were achieved in campaign targeting, creativity and results
  • The creative concept
  • Demonstration of the data strategy
  • Results that show how objectives were met

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Ogilvy, Wavemaker and British Airways

18. Best Use of Moving Image or Audio

What is it?

This category is for best use of audio and/or moving image in any medium to generate a response across B2B or B2C work.

What can you enter?

The work can be advertising or branded content in a paid for, social or owned environment.

Your entry should show:

  • Clear objectives and evidence of how these have been achieved in their targeting, creativity and results
  • A clear target listener or viewer
  • A strong call to action that compels you to want to act

Guidelines for supporting material for TV:

  • Including a description of the ad/branded content, campaign title, clock number and the date the commercial went on-air
  • Films must not exceed five minutes

Guidelines for supporting material for other moving image or video entries:

  • Include a description of the moving image and where it appeared. For example; social posts, digital outdoor, branded content, mobile ads, in-game feature
  • Films must not exceed five minutes

Guidelines for supporting material for audio:

  • Submit a script along with the audio file
  • Audio must not exceed five minutes

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – VCCPme and Domino’s Pizza

Campaigns

19. Best Integrated Campaign

What is it?

This category is for B2C or B2B campaigns using three or more media in any combination.

What can you enter?

Work that uses three or more media in the execution of the campaign.

Your entry should show:

  • A clear set of objectives and a rationale for the media and channel strategy
  • A description of the consumer interaction across channels
  • Insight around the target audience
  • Strategic and creative synergy across all the activity
  • How the campaign helped build the audience’s relationship with the brand
  • Response data for the individual media OR for the whole campaign

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – GOOD Agency and WaterAid

20. Best Launch Campaign

What is it?

This category is for a B2B or B2C campaign launching a new brand, product or service.

What can you enter?

Work that launches a new brand, product or service.

Your entry should show:

  • The insight driving the launch strategy
  • How the target audience and insight informed the creative approach and shaped the campaign
  • The activity at the heart of the overall strategy
  • Results that clearly show that the launch was successful and that the brand, product, or service, has been clearly established

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – MRM//McCann, McCann London and Microsoft

21. Best Brand Building Campaign

What is it?

This category is for B2C or B2B campaigns that develop brand awareness, perceptions and attitudes amongst prospects and/or customers over the long term.

What can you enter?

Work that shows a programme of activities and includes clear and measurable evidence that the campaign/campaigns changed attitudes to and awareness of the brand.

Your entry should show:

  • How the strategy informed the creative execution of the campaign
  • How the work contributed to the overall marketing objectives over the last two years

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note:

This category places more emphasis on long-term brand shifts rather than one-off response rates.

Get inspired: 2018 Gold Winner - Different Kettle and Children's Hospice Association Scotland

22. Best Customer Acquisition Campaign

What is it?

This category is for B2C or B2B customer acquisition campaigns.

What can you enter?

Work that shows a programme of activities evidencing purchase behaviour and processes.

Your entry should show:

  • Clear acquisition objectives and specific results information
  • Demonstrations of steps taken to capture enquiries or sales
  • How you’ve leveraged the advertiser’s data to understand the customer journey
  • How you’ve integrated strategy across all customer touchpoints/how your strategy was connected

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Silver Winner – Havas helia and Ella’s Kitchen

23. Best Customer Journey

What is it?

This category is for B2C or B2B work that takes the customer or prospect on an engaging journey.

What can you enter?

Insight-driven work specifically designed to deepen audience engagement. Journeys should include multiple touchpoints or channels to show how communications have guided the journey and decision process.

Your entry should show:

  • Insight into the key ‘moments of truth’ for the consumer
  • How the creative idea brings the entire journey to life using each touch point in the most engaging way
  • How the journey changes based on the participant’s engagement at each touchpoint
  • Where possible provide illustrations of the journey(s)

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – Proximity London and Virgin Holidays

24. Best Customer Retention Programme

What is it?

This category is for B2C or B2B customer retention programmes.

What can you enter?

Work that retains customers, increasing customer value and driving loyalty. The activity can be ongoing, or a one-off retention campaign.

Your entry should show:

  • How you used insight and data to drive retention activity; including feedback and learning loops to refine targeting and/or dynamic content
  • Understanding of the customers’ relationship with the category, the product and the brand (e.g. usage patterns, defection triggers, emotional and rational criteria etc.)
  • Segmentation used to improve messaging and performance
  • Clear retention objectives and specific results information
  • Evidence that the activity has increased retention

How is it judged?

This category is judged equally on strategy, creativity, and results.

Please note:

This category focuses on long-term programmes.

25. Best Digital Performance

What is it?

This category is for B2B or B2C campaigns showing the best use of digital activity.

What can you enter?

Work that is for a digital campaign designed to deliver positive and measurable ROI. Campaigns should be clearly measured and optimised.

Your entry should show:

  • Use of data and technology, where you can show effectiveness, improved performance, or other positive results
  • Strategic and creative integration of digital performance channels within an organisation or brand’s broader communication or advertising strategy
  • An inspired use of programmatic, landing pages, online display and content; creative integration of digital tech into the broader advertising and communication strategy
  • Imaginative use of data for planning, audience buying, activation or insight
  • How campaigns use data insight to tailor specific messages to individuals, at specific moments in time, and in specific contexts to engage a targeted audience
  • Evidence of how the campaign was measured and tracked – and how this information was used to enhance the performance of the overall campaign

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Gold Winner – MRM//McCann, McCann London and Microsoft

Data

26. Best Use of Data and Insight

What is it?

This category is for data insights and the application of data across B2B or B2C work.

What can you enter?

Work that drives or contributes significantly to a campaign or programme strategy and execution. The work can be for acquisition or retention activities.

Your entry should show:

  • How powerful data can be by demonstrating where insight from the data has driven or contributed significantly to campaign strategy and execution
  • Where data analysis has driven a greater understanding of customer behaviour
  • Where data analysis has delivered a deeper understanding of the drivers of profit or operational efficiency
  • Where appropriate, show the use of AI, machine learning, or behavioural data-driven triggers
  • How the insight or data has been applied to drive response and/or targeting and an increase in ROI

How is it judged?

This category will be scored 40% on strategy, 20% on creativity, and 40% on results.

27. Best Creative Use of Data

What is it?

This category is for the creative use of data across B2B or B2C work.

What can you enter?

Work that uses narrative or visual techniques to bring complex data insights to life. The work can be for acquisition or retention activities.

Your entry should show:

  • Storytelling, where a compelling narrative has been crafted around data insights
  • Evidence of creative and intelligent use of data
  • How the insights have been applied to campaigns or programmes and the impact they have had

How is it judged?

This category is judged equally on strategy, creativity, and results.

28. Best Use of Marketing Automation

What is it?

This category is for marketing campaigns or programmes that demonstrate how automation has driven business value.

What can you enter?

Marketing campaigns and programmes that have used automation to speed up manual processes that allow people to be more creative and innovative – and/or directly improve the customer experience.

Your entry should show:

  • What business problem you helped to solve and the insight that led to this
  • How technology has been used
  • How automation of processes has driven business value
  • How it has enabled you to do something you couldn’t previously do
  • How this has improved the customer experience and/or driven personalisation at scale

How is it judged?

This category will be scored 40% on strategy, 20% on creativity and 40% on results.

29. Best Use of AI

What is it?

This category is for B2C or B2B campaigns or marketing programmes that feature AI and/or machine learning.

What can you enter?

Marketing activity that shows how AI and/or machine learning have been used to drive hyper-personalisation and/or the delivery of (near) real-time communications to provide tailored and optimal customer journeys.

Your entry should show:

  • How you have applied AI and/or machine learning to drive programmes of activity that you wouldn’t otherwise be able to do
  • How you have designed and executed a solution that fits the needs of the business
  • How you've applied cutting edge data science techniques in a practical, commercial context

How is it judged?

This category is judged equally on strategy, creativity, and results.

30. Best Privacy by Design

What is it?

This category is for work that was best able to meet a customer’s privacy expectations when developing a marketing programme, app or technology.

What can you enter?

Any marketing programme, app or marketing technology which you have launched.

Your entry should show:

  • How the rollout supported the overall marketing strategy for the brand
  • The objectives of the programme or technology and the success metrics of both immediate adoption and in achieving your long term objectives
  • How you communicated your ‘privacy by design’ to customers
  • The communications channels used

How is it judged?

This category is judged equally on strategy, creativity, and results.

Craft

31. Best Writing

What is it?

This category is for writing in a single execution or campaign in any medium across B2B or B2C work.

What can you enter?

Work that drives response. Any format or media where writing was crucial to the campaign.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • A description of the strategy, target audience and media strategy in a way that will help the judges assess the relevance of the writer’s approach
  • Results to reassure the judges that the work was effective

How is it judged?

This category is judged 20% on strategy, 60% on creativity, and 20% on results.

Get inspired: 2018 Gold Winner – Proximity London and The Economist

32. Best Design or Art Direction

What is it?

This category is for design and/or art direction in a single execution or campaign in any medium across B2B or B2C work.

What can you enter?

Work that drives response. Any format or media where design and/or art direction was crucial to the campaign.

Entries can be made up of either a single execution or a full campaign using either single or multiple channels.

Your entry should show:

  • A description of the strategy and target audience in a way that will help the judges assess the relevance of the Art Director’s approach
  • Results to reassure the judges that the work was effective

How is it judged?

This category is judged 20% on strategy, 60% on creativity, and 20% on results.

Get inspired: 2018 Gold Winner – Pulse Creative London, The Times and The Sunday Times

33. Best Creative Solution

What is it?

This category is for creative thinking in solving a particular marketing challenge for either B2B or B2C work.

What can you enter?

This category is for work displaying creative innovation that delivers action-orientated communications or experiences.

Your entry should show:

  • A strong idea that shows creative originality as well as appropriateness for the brand
  • Outline the strategy and target audience
  • Results to reassure the judges that the work was effective

How is it judged?

This category is judged 20% on strategy, 60% on creativity, and 20% on results.

Get inspired: 2018 Gold Winner – MRM//McCann, McCann London and Microsoft

34. Best Digital Experience

What is it?

This category is for B2B or B2C digital experiences which showcase interactions with a brand through technology, either across single or multiple digital touchpoints.

What can you enter?

Work that delivers action-orientated user experiences for the customer.

Digital touchpoints can be anything from the web and mobile devices through to wearables, beacons, and voice and facial recognition.

Your entry should show:

  • An idea that shows originality and appropriateness for the brand
  • The marriage of compelling copy, rich art direction, technical prowess and usability
  • An outline of the experience strategy and target audience
  • Customer journey mapping and how this played a part in creating a standout experience
  • Results to reassure the judges that the work was effective

How is it judged?

This category is judged equally on strategy, creativity, and results.

Get inspired: 2018 Silver Winner – RAPP UK and Virgin Media

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