Customer intelligence agency Indicia has designed the creative work for the Direct Marketing Association (DMA)’s integrated marketing campaign to promote its 2012 DMA Awards, which are being launched on 14th June.
As winners of the DMA Awards’ Grand Prix last year for its work on Very.co.uk’s ‘Work It Baby’ campaign, Indicia has been exclusively asked to devise the creative execution for this year’s awards.
Indicia has designed the creative work to recognise and celebrate the real contribution that the direct marketing industry makes to the UK, from building a brand to saving lives through charity initiatives.
The campaign strap line ‘the real deal’ complements the personal stories from last year’s DMA Awards, used to highlight the diversity, creativity and real impact that last year’s award winners have made. For example, ‘Brad made music history’ describes how one winner’s radical social thinking engaged 10 million online users for Nissan GB.
The campaign is set to be delivered across multiple platforms, including online video, print, email marketing and direct mail.
Indicia’s creative for the campaign is being unveiled at an event on Wednesday 13th June, at which Red or Dead co-founder and creative guru Wayne Hemingway, who is Chair of Judges for the 2012 DMA Awards, will speak about the value and continued importance of creativity.
Mark Runacus, Chair of DMA Awards Council, comments: “Indicia’s highly personalised campaign beautifully conveys the message that the UK creative industry is thriving and making a valued contribution to our economy. At the same time it recognises the individuals who make it possible.”
Ian Bates, Creative Director at Indicia, comments: “We wanted to create a striking and personal feel to the campaign, showing that it’s the people behind the initiatives that make a real difference to any campaign. By using personalised case studies across a wide range of channels, we hope to reach as many people as possible and encourage them to celebrate their exceptional work”.
Agencies and brands have now and 7 September to submit their entries. Entries will be judged in October by 200 senior professionals with judging teams comprising copywriters, art directors, data planners, media buyers, planners, clients and sector specialists.
The winners of the 2012 DMA Awards will be announced at the Awards Presentation Ball to be held at Old Billingsgate in the City of London on 4 December.