Events & AwardsDirect marketers favouring engagement over response, reveals DMA Awards shortlist

Direct marketers favouring engagement over response, reveals DMA Awards shortlist

The publication of the 2013 DMA Awards finalists shortlist this week highlights the emerging trend for direct marketers to focus on engagement rather than response, which in turn is replacing more traditional brand-building activity, according to the chair of the DMA Awards committee.

The publication of the 2013 DMA Awards finalists shortlist this week highlights the emerging trend for direct marketers to focus on engagement rather than response, which in turn is replacing more traditional brand-building activity, according to the chair of the DMA Awards committee.

Speaking at the launch of the shortlist was Mark Runacus, director at Karmarama and head of the DMA Awards, who commented: “The DMA Awards are always the bellwether of the industry. This year’s record-breaking mass of entries has signalled a clear trend of a shift in one-to-one strategy from a focus on direct response to direct engagement. It’s now time to redefine the meaning of direct marketing.

“This year we’ve seen the greatest ever diversity of entries, which reveals that marketers are now replacing traditional brand-building campaigns with pure direct engagement activity. This is an exciting time for one-to-one: the use of Big Data is now a standard, and new channels and new devices are driving exceptional innovation in targeting and creative execution. The 2013 Awards will be hotly contested by one of the strongest fields we have seen for many years.”

The 2013 DMA Awards finalists shortlist reveals a large field in contention for the most sought-after prizes in the direct marketing industry. This year, 51 companies are in contention for grabbing Gold in 37 Awards categories, as well as being in line to seize the DMA Awards Grand Prix.

2012 DMA Awards Grand Prix winner OgilvyOne London leads the field with 22 nominations for campaigns for IBM, Public Health England and Beyond Dark. Close behind is LIDA with 18 nominations.

Other highly-nominated agencies include:

  • Creator with 13 nominations
  • MRM Meteorite with 9 nominations
  • Havas EHS with 9 nominations

Acclaimed British playwright, director and screen writer, Stephen Poliakoff, is this year’s chair of the DMA Awards judging panel. Poliakoff oversaw the rigorous judging process, which involved more than 300 industry experts from client companies, suppliers and agencies.

Winners of the 2013 DMA Awards will be announced at the Awards ball to be held at Old Billingsgate in the City of London on 3 December, which will be hosted by comedian Jimmy Carr.

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