This year’s Direct Marketing Association (DMA) Awards are set to
become broader in scope following Royal Mail Media Markets renewal of
its sponsorship of the event.
The move means internet and door-to-door marketing and promotions could
be included in the awards for the first time, alongside traditional
direct mail.
The awards take place annually in November.
The decision follows Royal Mail’s review of its sponsorship of awards
and exhibitions to reflect market changes and the reorganisation of the
Post Office into specific units (Marketing, June 8).
Alan Whitt, head of direct marketing image and promotion at Royal Mail
Media Markets, said: ’The whole range of direct marketing could be
looked at. People keep trying to set up e-commerce, for example, as
competition to direct mail, but the two are complementary.’
The DMA will establish a board of trustees to oversee the direction of
the awards, ensuring future developments are appropriate. While the
Royal Mail remains lead sponsor, opportunities will be created for
sub-sponsorships for the first time. Royal Mail invests over pounds
500,000 a year on more than a dozen events, of which the DMA Awards is
the most significant.
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