How To Win A Dma Award


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How to Win a Direct Marketing Award

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How To Win A Dma Award

  1. 1. How to win awards, bag the grand prix, ruin your new shoes and get promoted<br />Goldwag consultancy limited<br />Wanda Goldwag<br />
  2. 2. Presentation agenda<br />Who am I?<br />How to identify what to enter?<br />Choosing the category?<br />How to present the work?<br />Some invaluable tips<br />
  3. 3. Who am I?<br />DMA awards<br />Member of the awards committee<br />Client , agency and supplier experience<br />Chaired the awards twice<br />Real life<br />Smedvig Venture Capital<br />True North Human Capital<br />Challenge Consultancy<br />You at Work Holdings<br />Performing Right Society<br />Postcomm Commissioner<br />
  4. 4. What makes the DMA awards so special?<br />STRATEGY CREATIVITY RESULTS<br />
  5. 5. When should we start thinking about the DMA awards?<br />Keep awards in mind from the moment the work is briefed<br />It is EVERYONE’s responsibility to think about creating award winning work – not just creative’s. Some new categories this year are aimed at planners and media buyers<br />
  6. 6. How to win a DMA award<br /> Identify the work with an absolutely spot on strategy<br /> Where the creative and strategy are intertwined and the results were good and measurable<br />
  7. 7. Ask yourself<br />Is it distinctive?<br />Is it groundbreaking?<br />Is it industry leading?<br />
  8. 8. How to identify which work to enter?<br />Judges fall into two camps, creative focussed v results focussed - you must satisfy both<br />Remember A ‘great strategy’ with poor results and poor creative was not a great strategy<br />
  9. 9. How to select candidate work?<br />Your first filter is creative <br />Ask everyone in the agency to nominate the work (that they’ve worked on or seen) that has wowed them creatively <br />Including the receptionist<br />Then check that it has solid results to support it<br />If it’s great work the planner will be able to provide the solid strategic thinking behind it<br />
  10. 10. Remember<br />DMA’s shouldn’t be an exercise in post-rationalisation or fiction. The judges can spot it a mile off<br />So, there’s no power point masterpiece that the client agreed to. Just the work<br />Where did the idea behind the activity come from? A pub conversation for example? Something must have stimulated it? What was the nugget? What was the strategic imperative that ran through the work?<br />
  11. 11. 100’s of entries, so<br />Clarity<br />=<br />More time for the judges to understand your work<br />
  12. 12. Choosing the category<br />The expensive, time consuming approach<br />Throw everything at it and see what sticks<br />Entering every bit of work into every possible category<br />But do you want to write (and pay for) 100 entries?<br />
  13. 13. Choosing the category<br />A more considered approach<br />Pick your best work <br />Based on creative and results. Or at least just creative (can go into creative categories)<br />Be ruthless -mediocre work won’t shine through. <br />Be objective, just because the people who’ve worked on it thinks it’s great isn’t enough<br />Sometimes they don’t think it is, (maybe it’s been a painful job) but it might be and they’re not seeing it<br />
  14. 14. Tactics to consider.<br />Consider grouping work together<br />Investigate the opportunity to present longer term strategic thinking by showing the progress of a campaign<br />Avoid clashes within category<br />Except where two client’s work needs to go into the same category<br />
  15. 15. Which category?<br />1 category is judged at a time and most judges judge only 1 category<br />So consider entering your work into several categories, as long as they’re appropriate<br />
  16. 16. Dumb mistakes<br />Make sure it fits the criteria, read the rules<br />There will be at least one category that your work fits, make sure it’s in the right one (sounds obvious but it doesn’t always happen) <br />Read, re-read and re-read again the category criteria<br />And if you’re not sure, call Janet Attwater for advice<br />
  17. 17. Craft the entries<br />They take weeks (so if you haven’t started yet, get a move on!)<br />Not some half hearted last minute panic<br />If a planner writes them get a writer to sprinkle magic dust on them<br />Put together the entry so all the many elements make perfect sense<br />
  18. 18. How to present it in its best light<br />Don’t cut and paste<br />If you’re entering more than one category don’t replicate the entry across each<br />Think carefully about each category’s criteria and what you’re likely to be competing against<br />
  19. 19. Who to involve?<br />Get an objective view<br />Get people who aren’t familiar with the account to read your entry. <br />Do they understand it? <br />
  20. 20. How to “manage” the judges<br />Think about how to interest the judges<br />They may have 40 entries to read. How can you make them ‘sit up and listen’? <br />The introductory section (convince them about ‘what is wonderful about this work’) are your most important words. Try and cover your strategy, creative solution and results<br />Sustain their interest. Be clear and concise. Make sure there are no mistakes -if you can’t be bothered with your entry, why should a judge be? <br />
  21. 21. Improving your chances<br />Study the form book<br />Choose your categories wisely<br />Form completion is not an administrative task<br />Don’t skimp on the results<br />Avoid hyperbole, self-referentialism and bull***t<br />Above all, think about how the work is judged…and present it accordingly<br />
  22. 22. Thank you<br />