DMA UK Awards
Celebrating campaigns that show the best thinking, innovation and results in direct marketing
About the Awards
The DMA UK Awards use a rigorous judging process across strategy, creativity and results to encourage the evolution of one-to-one marketing and create benchmarks for excellence.
The most recent Awards were announced in January 2021 and all the winning case studies are available to read here on WARC.
Grand Prix 2020
BT Sport: Unscripted
Brand
BT Sport
BT Sport
Agency
Wunderman Thompson / Essence
Wunderman Thompson / Essence
BT Sport collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 sporting season using artificial intelligence.
Selected Gold winners
Scania: The Unbelievable Truth
Brand
Scania
Scania
Agency
ThinkBDW
ThinkBDW
Scania increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.
Klarna: Heartbeats 4 Sneakers
Brand
Klarna
Klarna
Agency
In-house
In-house
Klarna launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.
The Guardian: Hope is power
Brand
The Guardian
The Guardian
Agency
Uncommon / PHD Media
Uncommon / PHD Media
The Guardian launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.
O2: GO
Brand
O2
O2
Agency
The Marketing Store
The Marketing Store
O2 re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.
Further Gold winners
ROCKWOOL: The 7 Strengths of Stone – Test Series
Brand
ROCKWOOL
ROCKWOOL
Agency
The True Agency
The True Agency
PayPal: A little win for data-driven empathy
Brand
PayPal
PayPal
Agency
RAPP UK
RAPP UK
National Health Service England: We Are Nurses. We Are The NHS.
Brand
NHS England
NHS England
Agency
MullenLowe MediaHub / Mullen Lowe London
MullenLowe MediaHub / Mullen Lowe London
Sainsbury's: Collect For Christmas
Brand
Sainsbury's
Sainsbury's
Agency
Table19
Table19
Sainsbury's: Data Playback
Brand
Sainsbury's
Sainsbury's
Agency
Table19
Table19
Tommee Tippee: Nipplevision
Brand
Tommee Tippee
Tommee Tippee
Agency
MRM London
MRM London
BT: Flexible BT TV Launch - Cinema Activation
Brand
BT TV
BT TV
Agency
Recipe / Essence
Recipe / Essence
Médecins Sans Frontières UK: The COVID-19 Appeal
Brand
Médecins Sans Frontières
Médecins Sans Frontières
Agency
Crafted
Crafted
Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket
Brand
Sainsbury's
Sainsbury's
Agency
Hope & Glory / Gravity Road / DrumPHD
Hope & Glory / Gravity Road / DrumPHD
Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers
Brand
Toyota
Toyota
Agency
Jellyfish
Jellyfish
Titan Travel: Worldwide brochure – a personalised travel experience
Brand
Titan Travel
Titan Travel
Agency
iProspect / Accord Marketing
iProspect / Accord Marketing
Hyperoptic: Hyper-optimum bidding strategy – A global first
Brand
Hyperoptic
Hyperoptic
Agency
Merkle
Merkle
The Guardian Weekly: Berlin Takeover
Brand
The Guardian (newspaper)
The Guardian (newspaper)
Agency
OLIVER
OLIVER
Churchill Insurance: Little Chapters of Chill
Brand
Churchill Insurance
Churchill Insurance
Agency
Engine
Engine
ODEON: Digital Customer Experience
Brand
Odeon
Odeon
Agency
Ogilvy & Mather, Ogilvy
Ogilvy & Mather, Ogilvy
The Fragrance Foundation: Fragrance Lasts
Brand
The Fragrance Foundation
The Fragrance Foundation
Agency
M&C Saatchi
M&C Saatchi
World Animal Protection: Don't be fooled by a smile
Brand
World Animal Protection
World Animal Protection
Agency
Different Kettle
Different Kettle
Silver winners
Land Rover UK: Range Rover Sport – The ultimate performance campaign.
Brand
Land Rover UK
Land Rover UK
Agency
Edit / Mindshare / Spark44
Edit / Mindshare / Spark44
Simple: #ChooseKindness
Brand
Simple
Simple
Agency
TMW Unlimited / Mindshare / Unilever
TMW Unlimited / Mindshare / Unilever
D&AD: Masterclassics
Brand
Design and Art Direction
Design and Art Direction
Agency
MRM London
MRM London
No More: Listening from home
Brand
MRM London
MRM London
Agency
MRM London
MRM London
Invesco: Times Change
Brand
INVESCO
INVESCO
Agency
M&C Saatchi
M&C Saatchi
Just Eat: Using AI to serve up the next meal
Brand
Just Eat
Just Eat
Agency
In-house
In-house
Mermaids: Re-educating Google
Brand
Mermaids
Mermaids
Agency
RAPP
RAPP
Harley-Davidson: Email Like We Ride
Brand
Harley-Davidson
Harley-Davidson
Agency
MullenLowe Open
MullenLowe Open
Sky Winback Team: Missed Parcel DM
Brand
Sky
Sky
Agency
In house
In house
Key: The Key to Your Better Retirement
Brand
Key Retirement Group
Key Retirement Group
Agency
WDMP / McCann Manchester
WDMP / McCann Manchester
Sennheiser: Sound Check
Brand
Sennheiser
Sennheiser
Agency
MullenLowe Open / MullenLowe MediaHub
MullenLowe Open / MullenLowe MediaHub
St Mungo's: 'Dog’s Life'/’It Started’
Brand
St Mungo's
St Mungo's
Agency
Parkhouse
Parkhouse
Formula 1: Keeping F1 fans tuned in with no racing
Brand
Formula One
Formula One
Agency
In-house
In-house
Virgin Money: Money on your mind
Brand
Virgin Money
Virgin Money
Agency
MFuse
MFuse
Viking: Staying Connected with Viking TV
Brand
Viking Cruises
Viking Cruises
Agency
In-house
In-house
BT x IGN: Overpowered broadband for gamers
Brand
BT
BT
Agency
Essence / AnalogFolk
Essence / AnalogFolk
Bronze winners
Mitsubishi Motors: Weatherproof Warriors – How a data driven campaign helped Mitsubishi weather the Q1 storms
Brand
Mitsubishi
Mitsubishi
Agency
Manning Gottlieb OMD / Golley Slater
Manning Gottlieb OMD / Golley Slater
Rexona: #MoveMoreAtHome
Brand
Rexona
Rexona
Agency
UStudio / OLIVER
UStudio / OLIVER
Macmillan Cancer Support: A vital piece in the cancer puzzle
Brand
Macmillan Cancer Support
Macmillan Cancer Support
Agency
MRM London
MRM London
Pets at Home: Very Important Pets Club
Brand
Pets at Home
Pets at Home
Agency
In-house
In-house
BrandZ: Graphic Novel
Brand
BrandZ
BrandZ
Agency
WPP
WPP
Ambitious about Autism: The world has turned upside down
Brand
Ambitious about Autism
Ambitious about Autism
Agency
Red Brick Road
Red Brick Road
Circumstance Distillery: Monker's Garkel – the world's first AI gin
Brand
Circumstance Distillery
Circumstance Distillery
Agency
Tiny Giant
Tiny Giant
NSPCC: Look, Say, Sing, Play – helping parents and babies bond.
Brand
NSPCC
NSPCC
Agency
In-house
In-house
Mondelez: Creme Egg EATertainment
Brand
Cadbury's Creme Egg
Cadbury's Creme Egg
Agency
Elvis Communications
Elvis Communications
ŠKODA UK: Climb for #ThisIsOurTime – Riding to close the gender gap in cycling
Brand
Skoda
Skoda
Agency
Ogilvy & Mather, London
Ogilvy & Mather, London
Network Rail: EIGHTEEN – The Graphic Novel
Brand
Network Rail
Network Rail
Agency
23Red
23Red
Sense: Sign School
Brand
Sense International
Sense International
Agency
Good Agency
Good Agency
Department for Environment, Food and Rural Affairs (DEFRA): Petfished
Brand
Department for Environment, Food and Rural Affairs (DEFRA)
Department for Environment, Food and Rural Affairs (DEFRA)
Agency
In-house
In-house
Liverpool FC scores international success
Brand
Liverpool F.C.
Liverpool F.C.
Agency
In-house
In-house
Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride
Brand
Level
Level
Agency
Wavemaker London / Ogilvy & Mather, London
Wavemaker London / Ogilvy & Mather, London
TalkTalk: Customer Value Statement
Brand
TalkTalk
TalkTalk
Agency
The&Partnership
The&Partnership
