Precision Marketing

Marketing Direct

Precision Marketing

dma awards

challenge

The key issue affecting media coverage of the DMA Awards was that most trade publications ran their own schemes ensuring intense competition for entries as well as making the topic of awards in general a political minefield

The campaign's core objective was to increase entries by making people realise how winning a DMA Award can change their lives and careers - for both clients and agencies

creative solution: "heroes"

The issues based campaign that we created enabled judges and senior management behind the DMA Awards to become industry spokespeople, not only on the awards themselves, but on the broad range of hotly debated topics being discussed in the media. By positioning them as market opinion formers, the DMA Awards themselves gained increased resonance

campaign results

Entry numbers rose by more than 20% on the previous year and media coverage was 25% up since the awards began

By injecting some personality into the awards and increasing recognition of them as the top gongs in the UK, getting a DMA became an emotional as well as professional status symbol

The resulting buzz from the PR campaign even saw journalists begging for places at tables for the event

public relations consultants

Precision Marketing

Marketing Direct

Precision Marketing

dma awards

challenge

creative solution: "heroes"

campaign results