You may submit entries executed in a single channel or multiple channels. You may only enter each submission once into the relevant Business sectors category. For example, you may enter an automotive campaign into the Automotive category, but not into the Business to Consumer category.
Your results should include average cost per response/sale/order and/or average order values. Where possible, put this in the context of known or projected lifetime customer values, and demonstrate how the campaign achieved incremental business over your targets or over normal trading conditions.
Please indicate clearly whether you were targeting customers or prospects, explain your consumer understanding and exactly how you selected your target audience. Make sure that you enclose two samples of any fulfilment material if appropriate. Where possible, explain how the work you are submitting helps to build the customer's relationship with the brand.
Given the flexible nature of digital channels, you can enter the same work into several categories if you think that it is appropriate. An example of this could be an innovative mobile marketing campaign that you could enter into both the Best use of mobile and the social media and viral categories.
You can enter work into the digital categories even if you have already entered it into other categories outside of digital. For example, an automotive CRM programme that contains a significant digital component could also be entered into the eCRM category.
As digital is highly measurable, please ensure you supply a high level of detail when you present results and measure objectives. Creativity in digital could mean an innovative use of the medium or simply excellence in craft. The judges will be well briefed to weigh up these differences before choosing winners.
Where relevant, judges will also be looking for measurable evidence of a highly effective user experience.
You can enter work into as many Other channels categories as you wish, even if it has already been entered into another category outside of this section. Please include details of your audience understanding and the targeting techniques you employed. Please also provide specific response information regarding enquiries, sales, ROI (if available) or an uplift created for other media.
Indicate your objectives and targeting clearly, and provide results that demonstrate the cost-effectiveness of the campaign in terms of sales and/or leads. Include data on conversion where relevant so the judges can evaluate the return on investment. Include details of any follow-up activity and conversion where appropriate.
You can enter work into the craft categories even if it has already been entered into other categories outside of this section.
Please note that not all craft categories are judged equally on results, strategy and creativity. For example the Best use of copy and Best use of design and art direction categories are judged primarily on creativity and strategy, while the data categories are judged primarily on strategy and results.
For the best brand-building, loyalty programme or customer acquisition categories you can submit up to 10 different samples representing your activity. These may be taken from activities within the last two years, but must include some work carried out between 1 August 2012 and 31 July 2013. You must indicate clearly if any of the original thinking or the creative direction was developed by another agency or source, and reference the other agency's (or agencies') contribution where this is the case.
The entry may be a business or consumer campaign, or even cover both consumer and trade communications. You may enter work that was published/broadcast in any combination of media. Demonstrate in detail how the entry has contributed to the company's overall marketing objectives.
Most of the special awards are an opportunity for you to enter an entire campaign which you believe demonstrates excellence in all aspects of its overall evaluation. You may have entered individual elements of your campaign in other categories, for example in the Business, Digital or Other channels categories.
To help the judges understand the breadth of your work you may wish to think of interesting ways to demonstrate the scope of your task. If you choose to use video to illustrate your activity please see the DMA Awards FAQs for guidance.