DMA Awards unplugged

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