DMA Grand Prix win goes to the British Army and Karmarama | DMA

Filter By

Show All

Connect to


DMA Grand Prix win goes to the British Army and Karmarama

‘This is Belonging’ campaign for the British Army takes home the top prize at the DMA Awards 2017

Karmarama and the British Army take home the Grand Prix as all the winners of this year’s DMA Awards have been revealed during a gala evening at London’s Old Billingsgate. The ‘This is Belonging’ won the top prize thanks to its intelligent use of data and creative implementation and outstanding results.

Proximity London will be taking away the largest haul with 7 Gold Awards, followed by Engine, Karmarama and LIDA who each won 3 a piece on the night. The leading brands on the night were E.ON, the British Army, the RNLI and Scope with 3 Golds each, followed by Virgin Holidays which took 2. In total, 17 different agencies and 22 brands won Golds across the 33 categories this year, highlighting the breadth of great work being done across the industry.

Rachel Aldighieri, MD of the DMA, said: “Rigour sits at the heart of the DMA Awards, making them the toughest awards to win. Winning campaigns have to deliver a rock solid strategy, outstanding creative execution and achieve great results. Winning a DMA award means you’ve truly made a difference. However, there can only be one Grand Prix winner and Karmarama’s work with the British Army really highlighted how the smart use of data, creativity in both strategy and execution, and intelligent implementation delivers fantastic results.”

Nicky Bullard, Chair of the DMA Awards committee, commented: “It’s been a year of change for our industry, with agencies evolving and people moving. The result has been what feels like some unsettled work. In spite of this, it’s encouraging to see that the work across the board continues to be strong. Every one of this year’s winners should be proud of their achievements, which highlight that whatever the market conditions, strategic talent, strong client leadership and creative consistency will always win out.”

This year’s Awards were judged by over 300 senior marketers from agencies, brands and suppliers over 4 days and the full list of Gold winning campaigns include:

1. Proximity London – 7 (for Bacardi in Best use of social media, The Economist in Entertainment, publishing & gaming, 3 for The RNLI in Best B2C, Best digital performance and Charity, 2 for Virgin Holidays in Best customer journey and Travel & leisure)

2. Engine – 3 (3 for E.ON in Best brand building campaign, Best use of experiential and Utilities & telecommunications)

= LIDA – 3 (for IKEA in Best design or art direction, O2 in Best loyalty or CRM programme and The Open University (OU) in Best writing)

= Scope (& agency partners) – 3 (in Best creative solution, Best launch campaign and Health & wellness)

= Karmarama – 3 (3 for The British Army in Best data strategy, Public sector & the Grand Prix)

6. DigitasLBi – 1 (for Lexus UK in Automotive)

= Elvis – 1 (for Mondelez – Cadbury in Best integrated campaign)

= ICLP – 1 (for Hackett in Retail)

= krow – 1 (for Fiat in Best use of mail)

= Medialab Group – 1 (for National Trust in Best customer acquisition campaign)

= OgilvyOne – 1 (for IBM in Best digital experience)

= OgilvyOne Business – 1 (for Dominic Walters in Best B2B)

= Posterscope – 1 (for VERY/Shop Direct in Best out of home)

= PSONA – 1 (for Co-op Funeralcare in Financial services)

= RAPP UK – 1 (for PayPal in Best use of the moving image or audio)

= Spark Foundry / Performics – 1 (for Royal London in Best use of search)

= TMW Unlimited – 1 (for Virgin Trains East Coast in Best use of email)

For the full list of 2017 DMA Awards winners visit:

Hear more from the DMA