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.’