DMAM AWARDS 2007: ‘IDEA IS KING’

A PRESENCE FELT, THE DIFFERENCE MADE

The annual DMAM Awards, celebrating the best Direct Marketers and Direct Marketing students in the business, saw a surge of talent in good digital work in the last business year. The summit event, i.e. Awards Night, headlined IDEA IS KING, was a rousing affair held at the Parkroyal Kuala Lumpur at the end of November.

To recognise and promote DM in Malaysia, the DMAM Awards are held annually, rewarding DM talent and the execution of campaigns. The 2007 contest received 226 entries, including four student entries, compared to 194 entries the previous year. 15 Advertising Agencies vied for the Awards, compared to 11 previously.

The theme, ‘Idea is King’, invited entries in 38 categories including Recruitment; Retention/Loyalty programmes in Business-to-Consumer and Business-to-Business sectors; Brand Building; Packaging; Direct Mailing campaigns for businesses and consumers; Best Response campaigns in print, digital and electronic media; Art Direction; Copywriting; as well as the Student Category. Notable sub-categories reflecting DM’s spectrum today included awards for Dimensional and Flat Mail; Best use of Digital Media in Web Relationship Marketing and Best Use of Integration using a minimum of three media or channels.

Increasingly, DM is pushing conventional advertising delivery systems to unlearn and re-learn the way to sophisticated targeting and fulfilment. But while emerging media is an exciting new frontier in DM, good old direct mail is proving that it is not about to roll over and die. More...