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DMA Awards unplugged - 30 July 2015
This document provides an agenda and overview for an event on best practices for presenting creative work, strategy, and results for the DMA Awards. The event will include presentations on how to effectively showcase creative work, strategy, and results. It will also cover which award categories to consider entering and provide an overview of the judging process. The goal is to help attendees develop strong award submissions that represent their best work in the most favorable light.
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DMA Awards unplugged - 30 July 2015
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- 2. 9.00am Registration andbreakfast 9.30am Welcome Mark Runacus, Partner, Karmarama and Chair of the DMA Awards Committee 9.45am How best to present your creative Nicky Bullard, Executive creative director, LIDA 10.00am How best to present your strategy Mark Runacus 10.15am How best to present your results Gavin Wheeler, CEO, WDMP 10.30am Category overview: Which to enter and why Mark Runacus 10.45am Q&A 11.00am Close Agenda
- 3. Welcome Mark Runacus Partner, Karmaramaand Chair of the DMA Awards Committee @DMA_UK #dmawards
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- 5. About this workshop It’sinteractive
- 6. The basics 11th September Early bird– Friday 7th August
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- 8. The basics Work thatran until 31st July 2015
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- 12. Why enter? • Winninga 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
- 13. Thought leadership• Category winnersare 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
- 14. Insight • Developing theentry “Like holding up a mirror to your marketing strategy” • Identify areas for future improvement
- 15. Developing people • Developing theentry is a collaborative process Winning recognises the whole team. Identify and reward outstanding contributions from individuals
- 16. Attracting talent• Ambitious youngmarketers 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
- 17. 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
- 18. DMAs • Always beenassociated with effectiveness • Judged on strategy, creativity and results • Each year over 600 agency and client awards entries
- 19. The best clients,agencies, and businesses enter the DMAs to prove they can make a significant difference to the bottom line.
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- 21. 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
- 22. The judging process • Openand robust discussion of shortlisted entries • Secret voting throughout • Any interested parties must abstain and not comment • Dedicated Grand Prix judging day
- 23.
- 24. Get involved• Enter somework • Consider or recommend sponsorship
- 25. Tips • Use theDMA help – See contact details • Make your submission interesting and enjoyable – The judges have a lot to read! – Tell a story with passion and conviction
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- 27. How best to presentyour creative Nicky Bullard Executive Creative Director, LIDA @DMA_UK #dmawards
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- 32. DO THE AWARD FILM BEFORETHE AWARD FILM
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- 36. YOU CAN SMELL IT AMILE OFF
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- 38. How best to presentyour strategy Mark Runacus @DMA_UK #dmawards
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- 40. Ten top tipsfor a top notch entry
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- 44. Share your insights (andhow you got them) 44
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- 47. Make the whole storyflow 77
- 48. Write, re-write and re-writeagain (yep, you need to start now!) 88
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- 50. Misuse of apostrophes and othersuch misdemeanors 1010
- 51. How best to presentyour results Gavin Wheeler CEO, WDMP @DMA_UK #dmawards
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- 53. The Importance ofResults 1/3rd Varies by category – higher in data lower in creative
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- 56. Different ways toshow results
- 57. Scoring • An entrycan be marked down or ignored if the results are not presented correctly OR not at all
- 58. Confidentiality All judges havesigned confidentiality agreements
- 59. Remember YOUR clients havesigned-off the entry
- 60. Be Clear • Inthe 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
- 61. Don’t make usguess • 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
- 62. Avoid “We achieved a 5% responserate 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”
- 63. Real numbers please •Use actual results where you can • Try to avoid ratios
- 64. Categories overview: Which to enterand why Mark Runacus @DMA_UK #dmawards
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- 66. If it’s worthentering . . . • 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
- 67. Category selection • Industry sectorawards • Channel and campaign awards • Craft awards
- 68. Industry sectorsWhether it’s singleor multi-channel, we want to see how your campaign compares to the rest of your sector. We’ll be looking for break-through, original ideas, inspired strategy and outstanding results. •1. Automotive •2. Travel, leisure & entertainment •3. IT/Telecommunications •4. Retail •5. Financial Services •6. Healthcare •7. Public Sector •8. Charity •9. FMCG •10. The best business to business campaign •11. The best business to consumer campaign
- 69. We don’t justwant to see a fantastic creative execution, we want to understand how you got to it. And we want to see how your audience responded. •12. Best use of e-mail marketing •13. Best digital destination •14. Best use of mobile •15. Best use of search, natural and paid for •16. Best use of social media •17. Best digital performance •18. Best loyalty or CRM programme •19. Best use of press and inserts •20. Best use of door drops •21. Best use of direct mail •22. Best use of experiential •23. Best integrated campaign •24. Best launch campaign •25. Best use of programmatic Channel & Campaigns
- 70. Craft awards Please enterwork into the craft categories that have also been entered into other categories outside this section. •26. Best use of film and/or audio •27. Best writing •28. Best design or art direction •29. Best data strategy •30. Best brand building campaign •31. Best customer acquisition campaign •32. Best use of technology •33. Best creative solution or innovation •34. Best customer journey
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- 72. Key dates Entries open:Now! Close of entries: 11 September Judging: 5 – 8 October Awards night: 1 December
- 73. Thank your forattending Please visit www.dmaawards.org.uk/ for more information @DMA_UK #dmawards
Editor's Notes
- #6 This workshop is designed to be interactive. We don’t intend to stand/sit here and lecture you. Come with your questions prepared. Don’t be afraid to talk about your own entries. The more you ask, the more you’ll get out of it. Who’s started? Who doesn’t know where to start? Who’s entered before? Who’s entering for the first time? Who doesn’t know what to enter? Who’s won a DMA award before? Who’s staying for the surgery later?
- #7 The closing date is Friday 11th September. If you’re quick, you can enter at a discounted rate – Friday 7th August. Late entries are permitted – at the DMAs discretion, with an additional charge.
- #8 Get client or other relevant sign-off.
- #9 To be eligible most of the categories demand that the work ran between 1st August 2014 and 31st July 2015. Some categories – like loyalty – allow work and results across a two-year period.
- #10 Make sure you don’t do anything on the entry form, web urls or supporting materials including films etc that could identify the entering agency.
- #11 If you’re submitting physical samples of work, direct mail, press ads etc, make sure you have plenty of copies to support each entry. You should provide three physical copies of each sample, that is because categories are judged simultaneously. Digital copies etc – upload with each entry. Maximum of 50MB.
- #14 Obviously depends on that businesses’ priorities but entering and winning a DMA will help a brand: Reach senior decision makers with the added halo effect of being a thought leader, as the category winners are broadly publicised by the DMAs effective PR programme. It’s worth mentioning that if you’re lucky enough to win we’ll provide you with the assets you can use to amplify your success in your own relevant PR and sales channels. If you win – you’ve worked hard: shout about it. DMA Award Winners become marketing case histories, quoted by their peers and competitors, and are taught in schools and universities – it’s the marketing equivalent of winning an Olympic gold medal.
- #15 The rigour of the DMAs entry process is like holding up a mirror to your marketing strategy, your creativity and your campaign’s overall performance. Many award entrants have told me that even though they have campaign dashboards, it was preparing an award entry that gave them an opportunity to objectively review their marketing activity and identify areas for future improvement.
- #16 Entering an award will help a brand develop its marketing people. Creating an effective award entry should be collaborative process, and successful entries will of course provide recognition for the team. Nevertheless the awards entry process is also an opportunity to identify and then reward outstanding contributions from individuals within an organisation, and from a brand’s marketing partners, like their agencies. All of these boost morale, build strong, effective relationships, and contribute to personal development.
- #17 Winning an award can also help a brand recruit the best marketing talent. Ambitious marketers use awards as part of their research process when evaluating the best brands to work for. Overall, a business that enters awards has probably engendered a culture of excellence.
- #18 It’s difficult to measure ROI from entering an award, but there is a direct correlation between a brand’s success in awards, and its business performance. It’s clear that effective organisations win awards, and as part of a virtuous circle, the award entry process can bring numerous benefits to in turn drive the effectiveness of that organisation.
- #26 We always remind DMA entrants of the basics, check carefully all the dates and entry criteria. We provide entrants with a wealth of assistance, online and offline. We run “How to win” events, when you’ll get to meet and talk to previous winners and quiz the judges on what they’re looking for. We also remind entrants to make the written submission interesting and enjoyable. The judges will be reviewing a lot of entries, so ensure yours tells a fascinating story with passion and conviction.
- #41 I’m going to give you some pointers on dealing with the strategy element of paper submission, and this is an element that flows all the way through the paper, from summary to creative to results. It’s the statement which all elements will be judged by. And from a narrative point of view, it’s probably the most important part of your entry, Every one of these tips seems obvious in isolation, so apologies if it feels like a primary school lesson but you’d be amazed by how many entries fall foul of getting these basics right, not doing the campaign justice and not catching the judges eyes.
- #42 The first point deals with one of the biggest mistakes we see, it’s imperative that when setting out the objectives of your work you think about how you’ll be able to prove that you’ve achieved them. It’s the check back that the judges will do when assessing the entry yet all too often it feels like objectives and results are written in isolation. You’re asked in the first section to outline the brief in 50 words or less. If you can, play back the objectives in the results section, showing how you have been successful, but make sure you emphasise the objectives you can most effectively prove success in
- #43 All you judges are experts but they won’t necessarily know your clients business or sector as well as you do. Make sure that you explain your thinking fully from scratch, taking care not to short cut the thinking by leaving gaps.
- #44 This extends further, try not to pack your entry full of jargon or buzzwords. They often appear to gloss over the real story and can also be a little cringe worthy. Give yourself the buzzword bingo test when reviewing your draft and remember that plain English is a much easier read
- #45 Any campaign which is based on insight is going to be more effective. Make sure the judges know the insights that are driving your strategy and where they come from. These will be interrogated so don’t assume that simply adding the phrase ‘consumer research told us’ will be sufficient. Think about the broader consumer, market and business context. Because we do this stuff everyday we often forget how much effort goes into planning and executing a campaign, spell it out.
- #46 Make sure you able to give to give strong rationale as to why you did the things you did to meet the objectives. Why was it the best way to target your customers, why was the creative strategy or proposition the most compelling and how did you get to the channel mix you proposed.
- #47 These next two points are closely linked. You need to make the entry as easy to read and understand as possible. And it’s the strategy that holds it all together allowing you to tell a story in the natural structure – start, middle and end
- #48 But you mustn’t let the structure of the form to break the flow, you need to be able to keep the story flowing between the sections, allowing them to feel like a continuation rather than a gear change. We often see entries where it feels like the sections of the form have been written by different people. Make one person responsible for crafting end to end.
- #49 8 Don’t under-estimate how much a well written entry makes in the success on awards night. You’ll be lucky to hit that on the first draft or the night before the final submission deadline, review it, share it with people who don’t know the detail and write it again. Yes, it takes a long time, but you have time if you start now.
- #50 Now we’re almost at the end, which is an important point to make when it comes to writing your summary, too many people write these first, just because that’s where it sits on the entry form. Make sure your summary highlights what I’m going to discover in the full entry, make me intrigued to read the detail and don’t just cut and paste. It’s human nature that judges will find it difficult not to have already made up their minds on whether it’s going to be a good entry after reading the summary. Make sure yours sells the story they’re about to read.
- #51 So I’ll finish up on what’s potentially the most patronising point of all, but please do take care to proof read the entry well. Of course you’ll not miss out on the Grand prix because of a mix up in you their’s but judges will get tripped up on simple errors, again it’s human nature and if they getting caught up in typo’s they’re not concentrating fully on your brilliant campaign.