Meet the DMA Awards category chairs: Sharon Whale, Best use of mail

Category: Best use of mail

Category chair: Sharon Whale, CEO UK, Oliver

“I will be looking for good old fashioned doorstep drama – what will make someone stop and open it.”

Tell us who you are, what you do and who you do it for

I am head of the UK group for Inside Ideas Group consisting of Oliver, DARE, Adjust your Set and Aylesworth Fleming.

Oliver have pioneered a new agency model of putting agencies inside clients worlds, built bespoke for client needs. They are faster, more effective and better producing work for clients as diverse as Starbucks, BMW and the AA.

What will you be looking for from the work in your category?

In the best of use of mail category I will be looking for good old fashioned doorstep drama – what will make someone stop and open it.

After all it is an expensive and disruptive media these days so the possibilities are endless but the results need to be stellar to justify its use.

I’ll also be looking for amazing use of data personalisation and targeting; an emotional connection; smart use of behavioural nudges; and of course outstanding results.

What are your predictions for the 2017 DMA Awards?

I hope we’ll see a breakthrough year for the connected customer experience in awards terms – and we can also hope to see a broader set of agencies entering and winning.