DMA set to revamp Royal Mail awards after holding review

The Direct Marketing Association is revamping its annual Royal Mail awards after a lengthy review process that was sparked off by a need to bring the awards up to date.

The Direct Marketing Association is revamping its annual Royal Mail

awards after a lengthy review process that was sparked off by a need to

bring the awards up to date.



The scheme has come under fire for its hugely cumbersome judging process

and for the heavy duplication of entries - both these areas have now

been streamlined. The scheme had also been left behind by emerging

technologies, new markets and new media, critics said.



Everyone canvassed, including key agency and client figures, agreed that

the IT sector should have its own category. In addition, a digital

category will be added to the strategic use of DM section.



Mike Barnes, the marketing director of the DMA, said: ’The research gave

us a clear steer. These awards are highly credible and represent the

very best in the business. However, the business is changing rapidly and

we need to develop.’



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