DMA Awards unplugged: a practical workshop - Thursday 13 August
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DMA Awards unplugged: a practical workshop - Thursday 13 August
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DMA Awards unplugged: a practical workshop - Thursday 13 August
- 2. 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
- 3. Welcome Mark Runacus Partner, Karmarama and Chair of the DMA Awards Committee @DMA_UK #dmawards
- 4. Sponsors
- 5. About this workshop It’s interactive
- 6. The basics 11th September Early bird – Friday 7th August
- 8. The basics Work that ran until 31st July 2015
- 11. About
- 12. 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
- 13. 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
- 14. Insight • Developing the entry “Like holding up a mirror to your marketing strategy” • Identify areas for future improvement
- 15. Developing people • Developing the entry is a collaborative process Winning recognises the whole team. Identify and reward outstanding contributions from individuals
- 16. 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
- 17. 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
- 18. DMAs • Always been associated with effectiveness • Judged on strategy, creativity and results • Each year over 600 agency and client awards entries
- 19. The best clients, agencies, and businesses enter the DMAs to prove they can make a significant difference to the bottom line.
- 20. Judging
- 21. 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
- 22. 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
- 23. Get involved
- 24. Get involved• Enter some work • Consider or recommend sponsorship
- 25. 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
- 26. Good luck!
- 27. How best to present your creative Mike Cavers Executive Creative Director, DST @DMA_UK #dmawards
- 28. Creative
- 32. DO THE AWARD FILM BEFORE THE AWARD FILM
- 33. GIVE IT A NAME
- 36. YOU CAN SMELL IT A MILE OFF
- 37. GOOD LUCK
- 38. How best to present your strategy Caroline Kimber Data Strategy Director, Stack @DMA_UK #dmawards
- 39. Strategy
- 40. Ten top tips for a top notch entry
- 43. Avoid jargon 33
- 44. Share your insights (and how you got them) 44
- 46. Tell a story 66
- 47. Make the whole story flow 77
- 48. Write, re-write and re-write again (yep, you need to start now!) 88
- 50. Misuse of apostrophes and other such misdemeanors 1010
- 51. How best to present your results Gavin Wheeler CEO, WDMP @DMA_UK #dmawards
- 52. Results
- 53. The Importance of Results 1/3rd Varies by category – higher in data lower in creative
- 54. Often Hurried
- 56. Different ways to show results
- 57. Scoring • An entry can be marked down or ignored if the results are not presented correctly OR not at all
- 58. Confidentiality All judges have signed confidentiality agreements
- 59. Remember YOUR clients have signed-off the entry
- 60. 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
- 61. 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
- 62. 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”
- 63. Real numbers please • Use actual results where you can • Try to avoid ratios
- 64. Categories overview: Which to enter and why Mark Runacus Partner, Karmarama and Chair of the DMA Awards Committee @DMA_UK #dmawards
- 65. Which category ?
- 66. 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
- 67. Category selection • Industry sector awards • Channel and campaign awards • Craft awards
- 68. 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
- 69. 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
- 70. Craft awards Please 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
- 71. Questions?
- 72. Key dates Entries open: Now! Close of entries: 11 September Judging: 5 – 8 October Awards night: 1 December
- 73. Thank your for attending Please visit www.dmaawards.org.uk/ for more information @DMA_UK #dmawards
Notes de l'éditeur
- This workshop is designed to be interactive. We don’t intend to stand/sit here and lecture you. Come with your questions prepared. Don’t be afraid to talk about your own entries. The more you ask, the more you’ll get out of it. Who’s started? Who doesn’t know where to start? Who’s entered before? Who’s entering for the first time? Who doesn’t know what to enter? Who’s won a DMA award before? Who’s staying for the surgery later?
- The closing date is Friday 11th September. If you’re quick, you can enter at a discounted rate – Friday 7th August. Late entries are permitted – at the DMAs discretion, with an additional charge.
- Get client or other relevant sign-off.
- To be eligible most of the categories demand that the work ran between 1st August 2014 and 31st July 2015. Some categories – like loyalty – allow work and results across a two-year period.
- Make sure you don’t do anything on the entry form, web urls or supporting materials including films etc that could identify the entering agency.
- If you’re submitting physical samples of work, direct mail, press ads etc, make sure you have plenty of copies to support each entry. You should provide three physical copies of each sample, that is because categories are judged simultaneously. Digital copies etc – upload with each entry. Maximum of 50MB.
- Obviously depends on that businesses’ priorities but entering and winning a DMA will help a brand: Reach senior decision makers with the added halo effect of being a thought leader, as the category winners are broadly publicised by the DMAs effective PR programme. It’s worth mentioning that if you’re lucky enough to win we’ll provide you with the assets you can use to amplify your success in your own relevant PR and sales channels. If you win – you’ve worked hard: shout about it. DMA Award Winners become marketing case histories, quoted by their peers and competitors, and are taught in schools and universities – it’s the marketing equivalent of winning an Olympic gold medal.
- The rigour of the DMAs entry process is like holding up a mirror to your marketing strategy, your creativity and your campaign’s overall performance. Many award entrants have told me that even though they have campaign dashboards, it was preparing an award entry that gave them an opportunity to objectively review their marketing activity and identify areas for future improvement.
- Entering an award will help a brand develop its marketing people. Creating an effective award entry should be collaborative process, and successful entries will of course provide recognition for the team. Nevertheless the awards entry process is also an opportunity to identify and then reward outstanding contributions from individuals within an organisation, and from a brand’s marketing partners, like their agencies. All of these boost morale, build strong, effective relationships, and contribute to personal development.
- Winning an award can also help a brand recruit the best marketing talent. Ambitious marketers use awards as part of their research process when evaluating the best brands to work for. Overall, a business that enters awards has probably engendered a culture of excellence.
- It’s difficult to measure ROI from entering an award, but there is a direct correlation between a brand’s success in awards, and its business performance. It’s clear that effective organisations win awards, and as part of a virtuous circle, the award entry process can bring numerous benefits to in turn drive the effectiveness of that organisation.
- We always remind DMA entrants of the basics, check carefully all the dates and entry criteria. We provide entrants with a wealth of assistance, online and offline. We run “How to win” events, when you’ll get to meet and talk to previous winners and quiz the judges on what they’re looking for. We also remind entrants to make the written submission interesting and enjoyable. The judges will be reviewing a lot of entries, so ensure yours tells a fascinating story with passion and conviction.
- Don’t forget that winning a DMA is a big deal. The DMAs don’t celebrate individuals – if anything, because they reward excellent strategy, creativity AND results they reward the whole team. Nevertheless creative people do take their craft very seriously and so don’t underestimate how important it is for them as validation of their hard work.
- One of the reasons for this is that creative people aren’t always made aware of the commercial effectiveness of their work – they’re often at the end of the line. Preparing an awards entry is a real opportunity to stop and review the performance of a campaign. Creative people love knowing that their work has worked. That is an even greater accolade.
- And of course, if it’s a recognition of a team effort on the agency side, it is equally a recognition for the team effort on the client side. Don’t forget that clients have to approve every aspect of your entry form, so get them involved in your entry submission as soon as possible.
- As campaigns have become more integrated and complicated a film which explains the various elements of a campaign has become more important. And a filmic version of the customer journey should be relatively easy for anyone to create. Whether you’re a big agency with its own production department, or a small agency making a film on iMovie. And the film you make shouldn’t just be used for the awards. It’s a case study for the agency, and it’s an internal communications film within the client environment celebrating the work of the direct marketing team. Don’t forget the judging is done on an iPad so your film should be suitable for the tablet format. It shouldn’t be too long (there’s a time limit) and it shouldn’t be unnecessarily promotional (it could be disqualified if it’s deemed to be full of puffery), for example using a “catchy” theme song like “Simply the best” might be viewed by the judges as being inappropriate.
- Presenting your creative work includes the entry form itself. In fact you should consider the form part of your creative submission. You’ll hear many judges say your entry form should tell a story. In that vain, give your campaign a name. That makes it seem more real. Ensure that you have a plan for the crafting of your entry form. Some entrants start with a planner who maps out the entry narrative. This then goes to an analyst who will craft the results section. And finally a copywriter will polish it and complete the storytelling aspect of the entry. In fact often it’s appropriate to write the entry form in the tone – the voice, the personality - of the brand the campaign was for. Above all make your entry form memorable.
- Remember – judges will be reviewing up to 30 entries in just a few hours. Like a product USP ensure your entry form highlights one or more memorable achievements from the campaign. If you can find a creative way to wrap up the campaign’s innovation and performance, that would be great e.g. “the e-mail campaign that drove response from more pregnant women than ever before . . .”
- It’s also worth keeping in mind how people judge the work. I think they fall into two camps – the Interrogators and The Instinctive. A jury comprises a balanced group of industry experts including clients, planners, and creatives. The planners are typically the Interrogators – scrutinising the strategy, the targeting and the results. So for them make sure you provide enough evidence that your work really is great. As a creative I’m more Instinctive. I look at the work and immediately get a feel for it. If it has generated impressive results, then I’m hooked. So, you have to wow me with your work. You have to help me understand what you’ve done, quickly, and easily. So remember your audience when you’re presenting your work, and that you have these two types to communicate with.
- No matter which type of judge you’re preparing work for, most judges will agree that a winning entry is easy to spot a mile off. Judges will say “I wish I’d done that”. So some of the tips you should remember. If your campaign does include offline elements, make sure you include them and present them in the best light possible. Judges will probably find having physical things to touch and feel during the judging process quite differentiating. Remember – all the judging is done on iPads. That’s an important consideration for creative work you’re submitting digitally – ensure that you format it so that it can be easily read and experienced on a tablet.
- I’d wish you luck, but if you follow all of our advice and you’ve got a great campaign you won’t need it. You will have made your own luck.
- I’m going to give you some pointers on dealing with the strategy element of paper submission, and this is an element that flows all the way through the paper, from summary to creative to results. It’s the statement which all elements will be judged by. And from a narrative point of view, it’s probably the most important part of your entry, Every one of these tips seems obvious in isolation, so apologies if it feels like a primary school lesson but you’d be amazed by how many entries fall foul of getting these basics right, not doing the campaign justice and not catching the judges eyes.
- The first point deals with one of the biggest mistakes we see, it’s imperative that when setting out the objectives of your work you think about how you’ll be able to prove that you’ve achieved them. It’s the check back that the judges will do when assessing the entry yet all too often it feels like objectives and results are written in isolation. You’re asked in the first section to outline the brief in 50 words or less. If you can, play back the objectives in the results section, showing how you have been successful, but make sure you emphasise the objectives you can most effectively prove success in
- All you judges are experts but they won’t necessarily know your clients business or sector as well as you do. Make sure that you explain your thinking fully from scratch, taking care not to short cut the thinking by leaving gaps.
- This extends further, try not to pack your entry full of jargon or buzzwords. They often appear to gloss over the real story and can also be a little cringe worthy. Give yourself the buzzword bingo test when reviewing your draft and remember that plain English is a much easier read
- Any campaign which is based on insight is going to be more effective. Make sure the judges know the insights that are driving your strategy and where they come from. These will be interrogated so don’t assume that simply adding the phrase ‘consumer research told us’ will be sufficient. Think about the broader consumer, market and business context. Because we do this stuff everyday we often forget how much effort goes into planning and executing a campaign, spell it out.
- Make sure you able to give to give strong rationale as to why you did the things you did to meet the objectives. Why was it the best way to target your customers, why was the creative strategy or proposition the most compelling and how did you get to the channel mix you proposed.
- These next two points are closely linked. You need to make the entry as easy to read and understand as possible. And it’s the strategy that holds it all together allowing you to tell a story in the natural structure – start, middle and end
- But you mustn’t let the structure of the form to break the flow, you need to be able to keep the story flowing between the sections, allowing them to feel like a continuation rather than a gear change. We often see entries where it feels like the sections of the form have been written by different people. Make one person responsible for crafting end to end.
- 8 Don’t under-estimate how much a well written entry makes in the success on awards night. You’ll be lucky to hit that on the first draft or the night before the final submission deadline, review it, share it with people who don’t know the detail and write it again. Yes, it takes a long time, but you have time if you start now.
- Now we’re almost at the end, which is an important point to make when it comes to writing your summary, too many people write these first, just because that’s where it sits on the entry form. Make sure your summary highlights what I’m going to discover in the full entry, make me intrigued to read the detail and don’t just cut and paste. It’s human nature that judges will find it difficult not to have already made up their minds on whether it’s going to be a good entry after reading the summary. Make sure yours sells the story they’re about to read.
- So I’ll finish up on what’s potentially the most patronising point of all, but please do take care to proof read the entry well. Of course you’ll not miss out on the Grand prix because of a mix up in you their’s but judges will get tripped up on simple errors, again it’s human nature and if they getting caught up in typo’s they’re not concentrating fully on your brilliant campaign.