DMA Awards UnpluggedThursday 13th August 2015

@DMA_UK #dmawards

9.00am Registration and breakfast

9.30am Welcome

Mark Runacus, Partner, Karmarama and Chair of the DMA Awards Committee 

 

9.45am How best to present your creative 

Mike Cavers, Executive Creative Director, DST

10.00am How best to present your strategy

Caroline Kimber, Data Strategy Director, Stack

  

10.15am How best to present your results

Gavin Wheeler, CEO, WDMP

 

10.30am Category overview: Which to enter and why

Mark Runacus, Partner, Karmarama and Chair of the DMA Awards Committee

 

10.45am Q&A

 

11.00am Close

 

Agenda

WelcomeMark RunacusPartner, Karmarama and Chair of the DMA Awards Committee

@DMA_UK #dmawards

Sponsors

About this workshop

It’s interactive

The basics

11th September

Early bird – Friday 7th August

The basics

Sign-off

The basics

Work that ran until 31st July 2015

The basics

Anonymity

The basics

Samples

About

Why enter?• Winning a 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

Thought leadership• Category winners are 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

Insight• Developing the entry

“Like holding up a mirror to your marketing strategy”

• Identify areas for future improvement

Developing people• Developing the entry is a collaborative process Winning recognises the whole team.

Identify and reward outstanding contributions from individuals

Attracting talent• Ambitious young marketers 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

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

DMAs• Always been associated with

effectiveness

• Judged on strategy, creativity and results

• Each year over 600 agency and client awards entries

The best clients, agencies, and businesses enter the DMAs to prove they can

make a significant difference to the bottom line.

Judging

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

The judging process

• Open and robust discussion of shortlisted entries

• Secret voting throughout

• Any interested parties must abstain and not comment

• Dedicated Grand Prix judging day

Get involved

Get involved• Enter some work

• Consider or recommend sponsorship

Tips• Use the DMA help

– See contact details

• Make your submission interesting and enjoyable– The judges have a lot to read!– Tell a story with passion and conviction

Good luck!

How best to present your creativeMike CaversExecutive Creative Director, DST

@DMA_UK #dmawards

Creative

THE SWEET SMELL

OF SUCCESS

CLIENT

EXCITEMENT

DO THE

AWARD FILM

BEFORE THE

AWARD FILM

GIVE IT A NAME

WHAT’S YOUR

SOUNDBITE

THE INTERROGATORS

&

THE INSTINCTIVE

YOU CAN SMELL

IT A MILE OFF

GOOD LUCK

How best to present your strategyCaroline KimberData Strategy Director, Stack

@DMA_UK #dmawards

Strategy

Ten top tips for a top notch entry

Objectives, meet results

11

Assume no knowledge

22

Avoid jargon

33

Share your insights (and how

you got them)

44

Justify your decisions

CustomerCreativeChannel

55

Tell a story

66

Make the whole story flow

77

Write, re-write and re-write again

(yep, you need to start now!)

88

Make your summary sell

99

Misuse of apostrophes and

other such misdemeanors

1010

How best to present your resultsGavin WheelerCEO, WDMP

@DMA_UK #dmawards

Results

The Importance of Results

1/3rd

Varies by category – higher in data lower in creative

Often Hurried

Difficult to interpret

Different ways to show results

Scoring

• An entry can be marked down or ignored if the results are not presented correctly OR not at all

Confidentiality

All judges have signed confidentiality agreements

Remember YOUR clients have signed-off the entry

Be Clear• In the 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

Don’t make us guess

• 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

Avoid

“We achieved a 5%

response rate 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”

Real numbers please

• Use actual results where you can• Try to avoid ratios

Categories overview: Which to enter and whyMark RunacusPartner, Karmarama and Chair of the DMA Awards Committee

@DMA_UK #dmawards

Which category?

If it’s worth entering . . .

• 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

Category selection

• Industry sector awards

• Channel and campaign awards

• Craft awards

Industry sectorsWhether it’s single or 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

We don’t just want 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

Craft awardsPlease enter work 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

Questions?

Key datesEntries open: Now!Close of entries: 11 SeptemberJudging: 5 – 8 OctoberAwards night: 1 December

Thank your for attending Please visit www.dmaawards.org.uk/

for more information

@DMA_UK #dmawards