DMA Awards Unplugged

1. DMA Awards
Unplugged
Wednesday 13 August 2014

2. Welcome
Mark Runacus, Karmarama
and Chair of the DMA Awards Committee

3. 09.30am Registration
10.00am Welcome
Mark Runacus, Karmarama and Chair of the DMA Awards Committee
10.15am How best to present your creative
Cordell Burke, Creative managing partner, Balloon Dog
10.30am How best to present your strategy
Heather Westgate, Managing director, We Are Marketing UK
10.45am How best to present your results
Heather Westgate, Managing director, We Are Marketing UK
11.00am Categories overview: Which to enter and why
Mark Runacus, Karmarama, and Chair of the DMA Awards Committee
11.15 Questions
11.30 Closing comments
Mark Runacus, Karmarama and Chair of the DMA Awards Committee
Agenda

4. Sponsors

5. About this workshop
It’s interactive

6. The basics
12th September
Early-bird – Friday 1st August

7. The basics
Sign-off

8. The basics
Work that ran until 31st July 2014

9. The basics
Anonymity

10. The basics
Samples

11. About

12. Why enter?
• Winning a DMA has real value
– For the company. For the agency. For an
individual career.
• The DMAs are viewed by the marketing
community as one of the most
respected awards schemes
• More robust, more business-driven

13. Thought leadership
• Category winners are well-publicised
• DMA provides winners with assets for
promotion
• Winners become case histories in
business and education
– The marketing equivalent of winning a gold
medal
• If you win – shout about it

14. Insight
• Developing the entry
– “Like holding up a mirror to your marketing
strategy”
• Identify areas for future improvement

15. Developing people
• Developing the entry is a collaborative
process
– Winning recognises the whole team
– Also to identify and reward outstanding
contributions from individuals

16. Attracting talent
• Ambitious young marketers use the
DMA Awards as part of their research
process when deciding who they want
to work for
• A business that has entered – and won
– DMA awards has engendered a
culture of excellence

17. Is it worth it?
• Difficult to measure ROI, nevertheless .
• Proven direct correlation between
brand’s awards success and business
performance
• Effective organisations win DMA awards

18. DMAs
• Always been associated with
effectiveness
• Judged on strategy, creativity and
results
• Each year over 600 agency and
client awards entries

19. The best clients, agencies, and
businesses enter the DMAs to
prove they can make a
significant difference to the
bottom line.

20. Judging

21. The judging process
• Three days of evaluation
• Each category is judged by a jury
comprising industry experts, client,
creative, planner
• Silent evaluation to produce short list
• Confidentiality maintained relentlessly

22. The judging process
• Open and robust discussion of
shortlisted entries
• Secret voting throughout
• Any interested parties must abstain and
not comment
• Dedicated Grand Prix judging day

23. Get
involved

24. Get involved
• Enter some work
• Recommend someone or apply to
be a judge
• Consider or recommend
sponsorship

25. Tips
• Use the DMA help
–See contact details
• Make your submission interesting and
enjoyable
–The judges have a lot to read!
–Tell a story with passion and
conviction

26. Good luck!

27. How best to present
your creative
Cordell Burke, Creative managing
partner, Balloon Dog

28. CREATIVE

29. 3 areas to look at:
• Presentation Form
• Presentation Board
• Presentation Video

30. Presentation Form

31. Give your campaign a title

32. Herculean problem,
enlightened solution

33. Set the context, tell the story

34. More facts, less waffle

35. Any soundbites?

36. Presentation Board

37. Measure of Pleasure

39. Presentation Video

40. DMA Grand Prix Winner 2013: Monarch Airlines

41. The sweet smell of
success:

43. Thank you and good luck

44. How best to present
your strategy
Heather Westgate, Managing director,
We Are Marketing UK

45. Strategy

46. Ten top tips for a
top notch entry

47. Objectives, meet results
1

48. Assume no knowledge
2

49. Avoid jargon
3

50. Share your insights
(and how you got them)
4

51. Justify your decisions
Customer
Creative
Channel
5

52. Tell a story
6

53. Make the whole story
flow
7

54. Write, re-write and re-
write again
(yep, you need to start now!)
8

55. Make your summary
sell
9

56. Misuse of apostrophes
and other such
misdemeanors
10

57. How best to present
your results
Heather Westgate, Managing director,
We Are Marketing UK

58. Results

59. The Importance of Results
1/3rd
Varies by category – higher in data lower in creative

60. Often Hurried

61. Difficult to interpret

62. Different ways to show results

63. Scoring
• An entry can be
marked down or
ignored if the results
are not presented
correctly OR not at
all

64. Confidentiality
All judges have signed confidentiality
agreements

65. Remember YOUR clients
have signed-off the entry

66. Be Clear
• In the main body of the entry explain:
– How will you be measuring the campaign?
– What behaviour are you trying to change?
• ROI
• Value of sales
• Uplift against control
• Number of new registrations
• Cots/ response, cost/click
• Click through rate
• Retention rates
• Make sure your results section is consistent
with this

67. Don’t make us guess
• What is the
definition of
success?
– Target was to reduce
CPR of £1.16,
achieved £0.95
• Ideally we need to
benchmark against
previous activity

68. Avoid
“We achieved
a 5%
response rate
better than
last year”
“ This
campaign did
better than
expected”
“ We
doubled the
number of
enquiries”
“ Brand
awareness
improved”
“ The
campaign
achieved 10
million media
impressions”
“ We had
10,000
people like
our Facebook
page”

69. Real numbers please
• Use actual results
where you can
• Try to avoid ratios

70. Categories overview:
Which to enter and
why
Mark Runacus, Karmarama and Chair
of the DMA Awards Committee

71. Which
category?

72. If it’s worth entering . . .
• Is the piece or campaign exemplary?
• Will it make a great case study?
• If so, it’s almost certainly worth entering
in more than one category

73. Category selection
Sector
Channel(s)
Craft e.g.
Writing
Design
Strategy
Technology
Only one sector entry per piece
Multiple entries permitted
in relevant channels,
especially digital
Multiple entries permitted
in relevant crafts
Special e.g.:
Integration
Launch
Creative solution
Multiple entries permitted
where relevant

74. Business sectors
Only enter a piece or a campaign once in
this section
• 1 Automotive
– Car sales, retention, motoring services,
accessories. Automotive financial services
should be in finance category.
• 2 Travel, leisure & entertainment
– Business and consumer campaigns, e.g.
individual hotels, hotel chains, railways,
ferries, cruise lines and travel companies,
games, broadcasters and content
providers.

75. Categories
• 3 IT/Telecomms
– Hardware, software, IT training. NOT web sites.
Telecoms campaigns should promote the industry
itself e.g. fixed lines, mobiles, broadband. Sales or
leads.
• 4 Retail
– Online or offline shopping, catalogues
• 5 Financial Services
– Consumer or business to business, inc banking,
savings, loans, pensions, insurance

76. • 6 Pharmaceutical and healthcare
– For campaigns promoting OTC products,
healthcare or pharmaceutical products.
• 7 Public Sector
– Not For Profit public organisations
• 8 Charity
– For campaigns raising funds and support for
charities.
• 9 FMCG
– Direct marketing used to promote FMCG to
consumers
Categories

77. • 10 Business to business
– Only if not covered by any other category.
• 11 Business to consumer
– Only if not covered by any other category.
Categories

78. If you’ve already made a Sector entry, you can enter
again here, where relevant, multiple times
• 12 Best use of e-mail marketing
– A single e-mail, a campaign or programme. NOT
eCRM (separate category)
• 13 Best digital destination
– Excludes main brand and corporate websites, but
CAN include micro-sites linked to the main site.
Digital

79. – 14 Best use of mobile
• Best use of mobile devices and/or mobile
portals in a direct marketing campaign. E.g.
mobile application, proximity-based campaign,
mobile video, mobile TV ad.
Digital

80. • 15 Best use of search, natural and paid
– Search optimisation and search marketing to
generate direct response. Organic search could
include optimisation, link-building, content seeding
(terms, phrases). Illegitimate or unethical search
practices will be inadmissible. PPC entries could
include creative bid management, creative
integration with organic search
Digital

81. Digital
• 16 Best use of social media for brand building
– Excludes offline word of mouth
– Obviously include brand metrics
• 17 Best use of social media for customer
acquisition
– Excludes offline word of mouth
– Include ROI metrics
• 18 Best digital performance
– Best use of digital technologies from both a
creative and strategic perspective. B2B or B2C.

82. Responsive communications
If you’ve already made a Sector entry, you can enter
again here
• 19 Best multi-channel CRM programme
– Best ongoing communications programme.
• 20 Best use of film and/or audio
– Consumer or business. Primarily for response, or
part of a wider campaign?
• 21 Best print advertising including inserts
– Selling off the page, generating enquiries via print
ads, loose or bound inserts, wraps, mailing
inserts.

83. Channels
• 22 Best use of door drops
– Best unaddressed direct marketing campaign
delivered to residential households, Newshare,
Solus, Royal Mail.
• 23 Best use of direct mail
– Campaigns of any volume posted to a UK
address.
– A single mailing or a campaign

84. Craft awards
If you’ve already made a Sector and Channel
entry, where relevant you can enter again here
multiple times
• 24 Best writing in any medium
– Excellence in copywriting for direct
marketing
– 60% creativity 20% strategy 20% results
• 25 Best design or art direction
– Excellence in design and art direction for
direct marketing, judged primarily on
creativity
– 60% creativity 20% strategy 20% results

85. • 26 Best data strategy
– Best use of data, analytics, targeting, proving the
value of a direct marketing campaign, judged
primarily on strategy and results
– 40% results 40% strategy
• 27 Best use of data in a multi-channel
environment
– Data has driven a campaign in an integrated way
– Multiple digital or online and offline channels
– 40% results 40% strategy
Craft awards

86. Craft awards
• 28 Best media-led campaign
– For business and consumer campaigns where
media has been the key element of driving the
overall, strategy
– 40% strategy 40% results
• 29 Best brand building campaign
– Best use of direct marketing to build brand
awareness, perceptions and attitudes amongst
prospects and customers in the long term

87. Craft awards
• 30 Best customer acquisition campaign
– An outstanding acquisition campaign, using direct
marketing
• 31 Best use of technology
– Business or consumer, products or services,
overall should demonstrate excellence in the use
of any new technology – offline or online –
delivering a direct marketing message

88. Craft awards
• 32 Best customer journey
– In a direct marketing campaign
– Insights into key moments of truth for the
consumer, how the campaign exploited them
– How the entire journey brings to life the creative
idea
– Examples of online and offline touchpoints

89. Special awards
Designed to award whole campaigns, you may enter
work from other categories here again
• 33 Best use of experiential
– In a direct marketing campaign, at POS or in the
field.
• 34 Best integrated campaign
– A direct marketing campaign using more than one
medium (any combination of TV, press, radio,
mail, digital)
• 35 Best launch campaign
– Direct marketing played a pivotal role in the launch
strategy of a new product

90. Special awards
• 36 Best creative solution or innovation
– Excellence in creative thinking to solve a particular
challenge in a direct marketing campaign, judged
on the strength of the creative idea or innovation,
with results to support.

91. Special awards
• 37 Best loyalty programme or campaign
– Direct marketing to build on-going relationships,
build loyalty, and customer retention

92. Questions

93. Key dates
Entries open Now!
Close of entries 12 September
Judging 14 to 16 October
Awards night 2 December

94. Thank your for attending
Please visit www.dmaawards.org.uk/
for more information