The 1997 DMA Royal Mail Direct Marketing Awards continue to reflect
exciting trends in the direct marketing industry. A glance at the
winners reveals that DM expertise is spreading to above-the-line and
sales promotion agencies with increasing impact, while clients are also
developing high levels of in-house skills. New categories have been
introduced, recognising long-term strategic use of direct marketing to
build business through acquisition, retention, and loyalty programmes,
and the showcase of winners illustrates how creativity and strategy are
being harnessed to deliver both immediate and long-term results.
We give a sincere vote of thanks to the many judges who dedicated their
valuable time to the challenging process of finding the winners among a
record number of entries, and in particular to Judith Donovan for her
remarkable commitment to the integrity and democracy of the process.
This year’s Gold Award, for the most outstanding entry, has been awarded
to dp&a for their work on Goldbrand development - once again, the lines
which apparently divide the marketing disciplines are being blurred, and
we are delighted to see direct marketing strategy, creativity, and
results celebrated in dp&a’s integrated work for Goldbrand.
On behalf of the Direct Marketing Association, I acknowledge and thank
Royal Mail for their generous sponsorship of the Awards, and the way in
which they share and support our industry’s vision for growth and
excellence across all direct marketing activities.
The DMA Royal Mail Awards provide a unique showcase, illustrating the
very best in direct marketing, and we salute all the winners of the 1997