Transcript
DMA Awards UnpluggedWednesday 2 July 2014
09.30am Registration
10.00am Welcome
Mark Runacus, Karmarama and Chair of the DMA Awards Committee
10.15am Sessions
10.15am How best to present your creative
Nicky Bullard, Executive creative director, Lida
10.30am How best to present your strategy
Matt Conner, Managing partner, OgilvyOne
10.45am How best to present your results
Lucy Stafford, Managing director, adconnection
11.00am Categories overview: Which to enter and why
Mark Runacus, Karmarama, and Chair of the DMA Awards Committee
11.15 Q&A
11.30 End of workshop
Agenda
WelcomeMark Runacus, Karmaramaand Chair of the DMA Awards Committee
This morning
• The basics – Mark Runacus
• Creative – Nicky Bullard
• Strategy – Matt Conner
• Results – Lucy Stafford
• Categories – Mark Runacus
• Q&A
Sponsors
About this workshop
It’s interactive
The basics
12th September
Early-bird – Friday 1st August
The basics
Sign-off
The basics
Work that ran until 31st July 2014
The basics
Anonymity
The basics
Samples
About
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
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
Insight
• Developing the entry
– “Like holding up a mirror to your marketing
strategy”
• Identify areas for future improvement
Developing people
• Developing the entry is a collaborative
process
– Winning recognises the whole team
– Also to identify and reward outstanding
contributions from individuals
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
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
DMAs
• Always been associated with
effectiveness
• Judged on strategy, creativity and
results
• Each year over 600 agency and
client awards entries
The best clients, agencies, and
businesses enter the DMAs to
prove they can make a
significant difference to the
bottom line.
Judging
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
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
Get involved
Get involved
• Enter some work
• Recommend someone or apply to
be a judge
• Consider or recommend
sponsorship
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
Good luck!
How best to present your creative
Nicky Bullard, Executive creative director, Lida
CREATIVE
THE SWEET SMELL
OF SUCCESS
CLIENT
EXCITEMENT
DO THE
AWARD FILM
BEFORE THE
AWARD FILM
GIVE IT A NAME
WHAT’S YOUR
SOUNDBITE
THE INTERROGATORS
&
THE INSTINCTIVE
YOU CAN SMELL
IT A MILE OFF
GOOD LUCK
How best to present your strategy
Matt Conner, Managing Partner, OgilvyOne
Ten top tips for a
top notch entry
Objectives, meet
results
1
Assume no
knowledge
2
Avoid jargon
3
Share your
insights (and how
you got them)
4
Justify your
decisionsCustomer
Creative
Channel
5
Tell a story
6
Make the whole
story flow
7
Write, re-write and
re-write again
(yep, you need to start now!)
8
Make your
summary sell
9
Misuse of
apostrophes and
other such
misdemeanors
10
How best to present your results
Lucy Stafford, Managing Director, adconnection
Results
The Importance of Results
1/3rd
Varies by category – higher in data lower in creative
Often Hurried
Difficult to interpret
Different ways to show results
Scoring
• An entry can be
marked down or
ignored if the results
are not presented
correctly OR not at
all
Confidentiality
All judges have signed confidentiality
agreements
Remember YOUR clients
have signed-off the entry
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
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
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”
Real numbers please
• Use actual results
where you can
• Try to avoid ratios
Categories overview: Which to enter and why
Mark Runacus, Karmarama and Chair of the DMA Awards Committee
Which category?
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
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
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.
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
• 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
• 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
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
– 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
• 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
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.
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.
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
Craft awardsIf 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
• 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
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
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
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
Special awardsDesigned 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
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.
Special awards
• 37 Best loyalty programme or campaign
– Direct marketing to build on-going relationships,
build loyalty, and customer retention
Q&A
Key dates
Entries open Now!
Close of entries 12 September
Judging 14 to 16 October
Awards night 2 December
Thank your for attending
Please visit www.dmaawards.org.uk/
for more information
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