Receiving a record 24% increase in entries, An Post set the stage for one of the biggest marketing events of the year, the 2013 An Post Integrated Direct Marketing Awards. This year’s theme, ‘Magnetism Measured’, invited the finest home-grown talent to submit those sales and marketing campaigns that delivered strong results and return on investment for client companies.
Many new companies and agencies entered the Awards for the very first time, reflecting the consistent shift away from mass-advertising to more direct, personal and measurable marketing. According to Amárach Research, as Advertising spend continues to fall, spend on Direct Marketing continues to rise from 29% of marketing spend in February 2011 to 38% in February 2013.
Over 300 sales and marketing professionals attended the Gala Awards Night in Dublin’s Mansion House, with agencies and brands travelling from all around the country to attend. Cork-based agency Forza Direct Marketing, entered the awards for the first time and walked away with two Gold awards for their highly creative and effective campaign for Waterford thermoform provider, Tekpak.
This year the Awards Programme saw a number of new developments including new Craft & Loyalty categories to reflect the changing marketing landscape. Loyalty is a number one strategic priority for 55% of Irish marketing decision makers as they seek to retain and reward their valuable customers. The inaugural Loyalty Programme of the Year award was hotly contended, and won by Bord Gais Energy for their breakthrough Energy Rewards programme.
“Direct Marketing is widely regarded an essential communications tool for generating customer loyalty. There are many channels available to marketers to communicate with customers, so it’s good to see Addressed Direct Mail coming out on top when it comes to making consumers feel valued and more loyal towards a company”, says Amie Peters, Head of Direct Mail with An Post.
The coveted ‘Agency of the Year’ was awarded to Ignition – integrated ideas people, a small Dublin agency headed by David O’Sullivan, for their award-winning work with Musgraves-Supervalu, The Parnell Heritage Pub & Grill and a highly personalised new business campaign for the agency.
“The growth in entries reflected what we’re seeing on the ground in terms of companies and organisations returning to Direct Marketing. Irish business owners want to see a return on their marketing investment, and Direct Marketing provides this in spades” says Peters. “An Post is firmly committed to Direct Mail in Ireland, it’s an important part of our strategy. And, with the recent launch of Admailer.ie, small businesses can now access cost-effective direct marketing simply and easily with local marketing campaigns including data, design, print and postage, for less than the price of a stamp”.
Source: Amárach Consumer & Business Study 2013
• Agency of the Year: Ignition – integrated ideas people
• Best Integrated Campaign: DDFH&B Group for the National Lottery, Daily Million Launch
• Loyalty Programme of the Year: Bord Gais Energy
• Supplier of the Year: RR Donnelley
To view the full list of winning campaigns and winners from the night, go to www.anpostdmawards.com
Agency of the Year Nominee Videos
Ignition - integrated ideas people; Agency of the Year 2013
Target McConnells; Agency of the Year Nominee 2013
DDFH&B Group; Agency of the Year Nominee 2013
Acorn; Agency of the Year Nominee 2013