THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: INTRODUCTION - THE MARCH OF INTEGRATION

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.

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

Awards.



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