Curate By

Show All
X

Categories 2020

T-dma-awards_categories2020.png

The DMA Awards are the proving ground for work that works. There are 35 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 programme 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 providers.

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: 2019 Silver Winner – Edit, Spark44 and Jaguar Land Rover

2. Travel and Leisure

What is it?

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

What can you enter?

Work relevant to transport, holidays, travel, accommodation, and leisure destinations or activities.

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: 2019 Gold Winner – MRM and Crystal Cruises

3. Entertainment and Music

What is it?

This category is for B2B or B2C work promoting entertainment and music services.

What can you enter?

Work relevant to broadcasting, streaming services, live experiences, television, cinema, mobile or digital gaming, music 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 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.

4. Publishing

What is it?

This category is for B2B or B2C work promoting publishing brands.

What can you enter?

Work for publishing brands.

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.

5. Sports

What is it?

This category is for B2B or B2C work promoting the sports industry.

What can you enter?

Work relevant to activities, pursuits, fitness clubs, competitive and non-competitive sports.

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.

6. Utilities and Telecommunications

What is it?

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

What can you enter?

Work relevant to utility and telecommunication services, brands or products.

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: 2019 Gold Winner – Jaywing and Yorkshire Water

7. Retail and E-Commerce

What is it?

This category is for B2B or B2C work promoting Retail and E-Commerce (including FMCG) brands.

What can you enter?

Work for retailers in either e-commerce or bricks and mortar environments selling both goods 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 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: 2019 Gold Winner – Proximity London and IKEA UK

8. 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: 2019 Gold Winner – MRM and Direct Line

9. 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: 2019 Gold Winner – MullenLowe Open and Health Education England

10. 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: 2019 Gold Winner – Open Creates and Mind

11. Best B2B

What is it?

This category is for B2B in any sector.

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: 2019 Silver Winner – Ogilvy London and IBM

12. Best B2C

What is it?

This category is for B2C work in any sector.

What can you enter?

Work that targets end customers 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: 2019 Gold Winner – MullenLowe Open and Health Education England

Channels

13. Best Use of Email

What is it?

This category is for the best use of an email or an email program 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 emails could have been sent as part of a batch and blast campaign, segmented campaign, lifecycle campaigns, programmatic or trigger emails.

Your entry should show:

  • Clear strategy that sets out the campaign objectives; the target audience including why they were chosen; a rationale for why email was a pivotal channel; any testing done; and the success criteria for the campaign
  • Campaign metrics such as ROI, conversions and email process metrics like opens, clicks and unsubscribes – 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: 2019 Gold Winner – Ogilvy London and Formula 1

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 media is integrated with broader, organisational marketing goals
  • Campaign results and KPIs showing brand-building, acquisition, or business growth
  • The unique use of social media in your campaign

How is it judged?

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

Get inspired: 2019 Gold Winner – Proximity London and IKEA UK

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.

Get inspired: 2019 Gold Winner – MRM and Miscarriage Association

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:

If you have used JICMAIL to measure the effectiveness of your campaign, please include this information.

Get inspired: 2019 Gold Winner – Edit, Spark 44 and Jaguar Land Rover

17. Best Use of Out of Home

What is it?

This category is for B2B or B2C out of home (OOH) work that is 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: 2019 Gold Winner – TMW Unlimited and Westminster City Council

18. Best Use of Film, Video or Moving Image

What is it?

This category is for best use of film, video or moving image 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 viewer
  • A strong call to action that compels you to want to act

How is it judged?

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

19. Best Use of Voice or Audio

What is it?

This category is for best use of voice or audio 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
  • A strong call to action that compels you to want to act

How is it judged?

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

Campaigns

20. Best Integrated Campaign

What is it?

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

What can you enter?

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

Your entry should show:

  • Clear objectives and rationale (based on data and insights) for the media and channel strategy chosen
  • How the customer interacted across channels
  • Why the target audience(s) were used, backed up with insights
  • Strategic and creative synergy across all the activity
  • How the campaign increased the audience’s relationship with the brand
  • Show tangible metrics (engagement rates, CPA, ROI, etc) both for the individual media channels and for the overall campaign

How is it judged?

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

Get inspired: 2019 Gold Winner – ELVIS and Mondelez

21. 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 insight informed both the audience selections and the creative approach that shaped the campaign
  • The campaign activity in detail and how it supported the overall strategy
  • Show tangible metrics that clearly prove that the launch was a success and 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: 2019 Gold Winner – Proximity London and IKEA UK

22. Best Brand Building Campaign

What is it?

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

What can you enter?

Work that shows a programme of campaign activities and includes clear and measurable evidence that it positively changed attitudes towards and awareness of the brand.

Your entry should show:

  • The insights driving the brand building campaign
  • Why the audience(s) chosen were targeted
  • How the strategy informed the creative execution of the campaign
  • How the work contributed to the overall marketing objectives over the last two years
  • Show tangible metrics that increased brand awareness, shifted brand perception, and changed audience attitudes towards the brand

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: 2019 Gold Winner – Proximity London and IKEA UK

23. Best Customer Acquisition Campaign

What is it?

This category is for B2C or B2B acquisition campaigns.

What can you enter?

Work that shows how the campaign activity lead to growth of new customers to the brand and how these customers are increasing overall purchase behaviours.

Your entry should show:

  • The insights driving the need for acquisition of new customers
  • Why the prospect audience(s) were chosen
  • How the strategy informed the creative execution of the campaign
  • Steps taken to capture enquiries or sales
  • How you integrated the strategy across all customer touchpoints
  • Show tangible metrics to prove your efforts were successful (number of new customers acquired, CPAs by media channel used, engagement in campaign activities, ROI).

How is it judged?

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

Get inspired: 2019 Gold Winner – OLIVER and The Guardian

24. Best Customer Journey

What is it?

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

What can you enter?

Campaigns specifically designed to deepen audience engagement. Journeys need to include multiple touchpoints and channels showing how the communications have guided and connected the journey and decision process from start to finish.

Your entry should show:

  • The insights driving the need for your connected customer journey
  • Why the audience(s) were chosen
  • How the creative idea is woven through the journey bringing it to life and using each touch point in the most engaging way
  • How you integrated the strategy across all customer touchpoints
  • Show tangible metrics to prove the connected customer journey was successful. Increased engagement, brand uplift, sales, and ROI

How is it judged?

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

Get inspired: 2019 Gold Winner – MullenLowe Open and Health Education England

25. Best Customer Retention or Loyalty Programme

What is it?

This category is for B2C or B2B customer retention or loyalty programmes.

What can you enter?

Work that shows how you retained customers, increased customer value, and drove loyalty. The activity can be ongoing, or a one-off retention campaign.

Your entry should show:

  • The insights driving the need for a customer retention or loyalty programme – outlining clear retention objectives
  • Why the audience(s) were chosen, and the segmentation used to improve messaging and performance
  • Understanding of the customers’ relationship with the category, the product, and the brand (e.g. usage patterns, defection triggers, emotional and rational criteria etc.)
  • How you used insight and data to drive the retention activity; including feedback and learning loops to refine targeting and/or dynamic content over time
  • Evidence that the activity has increased retention
  • Show tangible metrics to prove the retention and/or loyalty programme was successful. Include evidence that the activity has increased retention/loyalty, increased engagement, and LTV

How is it judged?

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

Get inspired: 2019 Gold Winner – Merkle, Twipe and The Times

26. Best Performance Marketing Activity

What is it?

This category is for B2B or B2C campaigns showing the best use of performance marketing.

What can you enter?

Campaigns that delivered a positive and measurable ROI across all performance channels; Display, Social, Search (SEO/PPC), CRM, and website. Campaigns need to clearly show how they have been measured and optimised.

Your entry should show:

  • The insights driving the need for the performance activity
  • Why the target audience(s) were chosen and how you used data to tailor specific messages to individuals, at specific moments in time, and in specific contexts to engage each audience to act
  • How you integrated your messaging across all digital performance channels used
  • How data and technology drove effectiveness and improved performance for the business
  • Where relevant, show an inspiring use of programmatic buying, landing pages, online display, and content; creative integration of digital tech and use of dynamic creative
  • Innovative use of insight, data, audience buying, content creative, and activation
  • Show tangible metrics to prove the performance marketing campaign was successful - increased engagement and increase in sales, CPA, ROI. Include evidence of how the campaign was measured, tracked and how this information was used to optimise the performance of the overall campaign

How is it judged?

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

27. Best Thoughtful Marketing Campaign

What is it?

This category is for B2B or B2C marketing campaigns or initiatives that have demonstrated true compassion for their customers or society more broadly.

What can you enter?

Work that truly puts the customer first by recognising, understanding, and acting on an individual’s, business’ or society’s circumstances to go above and beyond normal service and be a force for good. This work could be in response to Covid-19, it could be other CSR and purpose led initiatives, it could be where a brand has partnered with a charity, or it could be an example of a brand prioritising ‘doing the right thing’ over driving a short term sales uplift.

Your entry should show:

  • Who the work was aimed at
  • How the work used customer insight
  • How the strategy informed the creative execution of the campaign
  • How your work supported individuals, businesses, or broader society
  • An idea that shows originality and appropriateness for the brand
  • Results to reassure the judges that the work was effective

How is it judged?

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

Data

28. 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.

Get inspired: 2019 Gold Winner – The&Partnership and TalkTalk

29. Best Data Storytelling

What is it?

This category is for the best use of data storytelling 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.

30. 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 could not 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.

Get inspired: 2019 Gold Winner – Merkle and Twitter

31. 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 would not otherwise be able to do
  • How you have designed and executed a solution that fits the needs of the business
  • How you have applied cutting edge data science techniques in a practical, commercial contex

How is it judged?

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

Get inspired: 2019 Gold Winner – Tiny Giant and Cheltenham Science Festival

Craft

32. 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: 2019 Gold Winner – Grey London and Which?

33. 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: 2019 Gold Winner – Proximity London and IKEA UK

34. 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
  • An outline of 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: 2019 Gold Winner – TMW Unlimited and Westminster City Council

35. Best UX

What is it?

This category is best user experience for either B2B or B2C work. Either across single or multiple digital touchpoints.

What can you enter?

Marketing activity that shows how UX has been used to deepen engagement and lead customers into action.

Touchpoints can be anything from online environments and mobile interfaces through to wearables, beacons, voice and facial recognition and physical spaces.

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.

Hear more from the DMA