DMA Awards unplugged
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DMA Awards unplugged DMA Awards unplugged Presentation Transcript

  • DMA Awards Unplugged Wednesday 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
  • Welcome Mark Runacus, Karmarama and 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 decisions Customer 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 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
  • • 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 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
  • 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