ONE-MINUTE BRIEFS: Direct Response's Smart Awards to get a commercial spin

The Direct Response Smart Awards, the premier awards for suppliers

in direct marketing, is getting a makeover.

Next year's competition is being restructured to emphasise the business

effectiveness, rather than just the attractiveness, of the work that DM

suppliers undertake.

The awards will keep their case study nature but submissions will now

have to be accompanied, where possible, by evidence of the commercial

success of projects.

Another key change will be a new Supplier of the Year award, replacing

the Grand Prix. "The supplier is the focus of these awards and we need a

prize that emphasises this," said Noelle McElhatton, editor of Direct


The number of categories have been enlarged to take account of the

diversity of the supply side. The changes are summed up in a new

strapline, Smart Awards: Rewarding Supplier Excellence. Contact for an entry form.