THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: THE JUDGING PROCESS

How do you win a DMA Royal Mail Direct Marketing Award?

How do you win a DMA Royal Mail Direct Marketing Award?



First, produce work with a powerful strategy, outstanding creativity,

and cost-effective results. Second, enter it. And third, impress the

seasoned judges who will evaluate it.



About 150 judges dedicate a total of over 1000 man-hours to select the

winning entries.



In 1997, 1031 submissions were received across the 31 categories, and

specialist judges from clients and agencies gathered for three days with

the challenging task of reaching agreement on which entries truly

represented the most outstanding work.



The large judging panel is supported by an utterly democratic system

designed to ensure that only the best work entered will win. The judges

are supervised by experienced judging group leaders. Judith Donovan, of

JDA, was recruited as chair of the DMA Royal Mail Awards judges for

1997, because we knew she would do whatever it took to uphold the

integrity and democracy of the process.



Judges are always surprised to discover a high level of consensus in

their scoring, even though as individuals they represent a variety of

interests and experience. On rare occasions, when a category is weak,

the scoring may not point to an obvious outcome. In such cases,

controlled debates and tie-breaks ensure that the best work entered

receives the accolade. The system factors out any of the judges’

self-declared interests, and guidance notes prepared for each category

by industry and sector experts provide additional direction.



The Awards have to reflect best practice if they are to be a meaningful

showcase for the industry. Every finalist is screened by the Advertising

Standards Authority, to ensure that standards are being upheld;

nominated winners have been withdrawn, on thankfully rare occasions,

when found to be in breach of the industry codes of practice.



In addition, a random audit is carried out to verify the information

submitted on selected entries. In other words, while the creativity of

the campaign may be important, creativity has no place in the

description of results. In any case, the judges are too experienced to

be blinded by smooth talk on the entry form.



You can see the outcome of this unique judging process in this

supplement - an impressive showcase which demonstrates the very best in

direct marketing.



There will always be those who are disappointed not to be among the

winners, and it is usual for them to question the judging process which

did not deliver their anticipated glory. But to dispute the outcomes is

an insult to those who dedicated so much of their time to participate in

the judging, and is recognised by all except the perpetrators as sour

grapes.



We’re proud to celebrate the 1997 DMA Royal Mail Award winners, who

deserve every success for their contribution to the growth and

excellence of the direct marketing industry.



JUDGES’ COMMENTS ...



Judith Donovan, JDA, 1997 Chair of Judges:



’There’s nothing that can go through and win that doesn’t have equal

credibility on its strategy, its creativity and its results - I’ve been

most impressed with the attention to detail of the judges. There are

incredibly exciting business stories coming out of these Awards, and

they make direct marketing not only respectable, but the business lever

moving into the 21st century’



Arthur Bell, Scotland Direct:



’I think there’s a fresh perspective brought by the entrants every year

- that’s the key thing. We’re here to seek freshness - are there new

ideas, are people being innovative, and are they getting the right

results?’



Lin McCarthy, Royal Sun Alliance:



’The mix of judges means that different people will view things from

different perspectives, but the reality is that the three criteria of

strategy, creativity and results need to be judged equally and scored

appropriately.’



Brian Aspin, Royal Mail:



’Everyone wants to come up with the right answer for the right reasons,

and be able to look the other judges in the eye and explain why they

think something is good.



No one wants to get that wrong - and getting the right mix of people

there contributes to that.’



Martin Sanders, Honda:



’The value of the Awards to the industry is making sure that the

standards are maintained, that there is consistency.’



Kate Mather, Sitel Corporation:



’The Awards enable the industry to see how it’s maturing, and they will

hopefully encourage clients to see how they could use direct marketing,

rather than just concentrating on advertising.’



John Whitehead, National Trust:



’I’m looking for something that shows extra thought in terms of the way

the segmentation or targeting is used, the way that the creativity

applies to the targeting, and also for a fairly detailed analysis of the

results - which unfortunately isn’t always there.’



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message