MA issues NZ Direct Marketing Awards entry call

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The Marketing Association has issued its official call for entries for the 2017 NZDM Awards, which recognise Direct Marketing, celebrating insight-driven marketing campaigns that connect with customers on an individual basis through a multitude of channels to generate outstanding results.

Competition to win one of the sought-after NZDM Awards trophies is expected to be high, with more than 260 entries received for the 2016 NZDM Awards.

Marketing Association ceo Tony Mitchell said: “this year’s theme recognises that successful direct marketing campaigns are like chemistry. To conjure up a powerful potion that accelerates your results, you need the right elements of data and strategy mixed in with a substance of creativity.

“If you believe your campaign has that special chemistry, then this is the time to have it recognised by your peers at the NZDM Awards 2017.

Online entries
This year to make the process easier to enter and for judges to judge, the entries will be received via a new online entry process.

“I would also like to welcome and thank new sponsors GrownUps, Energise, Fly Buys, Lab360, Loyalty NZ and Qrious, as without their support these awards would not be possible,” Mitchell said.

“Entries close on 13 October. An extended late entries deadline of 20 October is available (at an additional nominal fee).”

Gold, Silver and Bronze winners will be awarded across 38 categories in Industry, Channel, Nexus, Craft and Special Awards. Categories include FMCG, Financial Services, Mobile Marketing, Social Media & Viral, Excellence in Strategy, Best Loyalty Programme, Excellence in Art Direction, and Travel & Leisure.

Category descriptions, useful guidelines on what the judges expect to see in a well-crafted entry and information on how to enter are available at

Entries for the NZDM Awards close at 5pm on Friday 13 October. An extended late entries deadline of 5pm on Friday 20 October is available (at an additional nominal fee).

Judging will take place throughout November and December with finalists being announced before the end of November.

The NZ Direct Marketing Awards Night, held on Thursday 1 March 2018 at The Langham Auckland. Close to 600 marketers and creatives are expected to attend.

About the NZ Direct Marketing Awards
For over 30 years, the NZDM Awards have been recognising and celebrating the clients, agencies, consultancies and suppliers who have generated outstanding results from insight-driven marketing campaigns.


Automotive: Programmes or campaigns to generate dealer traffic, promote brand/model loyalty and/or market new or used vehicle sales or leasing, parts or accessories, and aspects like customer retention.

Communications/Utilities: Programmes or campaigns initiated by communications or utility companies, such as telecommunications companies, electric or gas power companies, internet and broadband service providers to generate sales, enquiries or support, increase/maintain share, or increase distribution for their products and services.

Financial Services: Programmes/campaigns to market banking, insurance, investments, loans, real estate, credit cards or other financial products or services.

FMCG: Programmes or campaigns funded by manufacturers to promote FMCG to consumers,

such as foodstuffs, tobacco, wine, spirits, pet foods, healthcare and confectionery.

Government/Public sector: Programmes or campaigns to market government and educational programmes, including education and health, state owned enterprises (excluding utilities who should be included in utilities).

Healthcare: For business or consumer campaigns that promote OTC products, healthcare or pharmaceutical products.

Not-for-Profit: Programmes or campaigns generated by a not-for-profit organisation, such as charitable foundations, cultural institutions, trade associations or political/advocacy groups. Includes fundraising, public health and safety, public service and social action educational programs. Excludes government marketing.

Retail: Programmes or campaigns created by retail establishments or non-retail direct-order enterprises to generate traffic, enquiries, sales or loyalty, or to enhance employee relations. Includes businesses such as department stores, specialty shops, equipment dealers, auto parts stores (but not auto dealerships), restaurants, health clubs/spas, catalogue and mail order companies. Includes online and TV shopping enterprises.

Travel & Leisure: Programmes or campaigns to generate enquiries, sales or traffic for marketers of travel and transportation services (e.g. airlines, hotels, car rental firms, mass transit systems, tourism boards), cultural attractions, sports/entertainment venues, leisure activities (e.g. gyms, water parks, theme parks, zoos) and entertainment media (e.g. magazines, newspapers, books, TV channels and programmes). Includes retail and online travel agencies and services. Sponsored by GrownUps

Technology: Programmes or campaigns to market computer hardware, software, accessories, electronic entertainment (gaming) or other technology.

Other: B2B For business campaigns or programmes not covered by the other categories.

Other: B2C For consumer campaigns or programmes not covered by the other categories


Email marketing: Best use of email campaigns or email to drive a response. Could be an individual email or a programme/multi touch campaign.

CRM multi-channel: Best use of multiple channels for CRM. Your campaign must be a mix of at least two channels.

Campaign website: Campaign based website which has proven to for example convert, data capture or in some other way drive a response.

Mobile marketing: Best use of mobile technology as a key element in a business or consumer campaign for any product or service e.g. mobile website, app or service, location or proximity communication, messaging (including SMS, MMS, app-push or other mobile/app based messaging technology such as Whatsapp, mobile video, branded content or mobile TV ad execution, a campaign on or through any mobile platform or device.

Social media & viral: Best use of social media and/or viral to drive response.

Direct response (any media): Use of direct response methodology to drive a directly measured result, e.g. to specific URLs, phone numbers or other measurable activation media. Includes TV, online media, press, radio, paid search etc

Direct Mail B2B: Best direct mail activity to business.

Direct Mail B2C: Best direct mail activity to consumer.

Best Loyalty Programme: A series of communications to a maintained database, designed to develop and recognise a marketing relationship. Entries must clearly identify the enhanced status of the relationship and should preferably show the communication series over the last year or longer.

Grand Prix Award
The Grand Prix Award represents the very best on offer from this year’s Industry and Channel Gold Award recipients. A panel of industry experts will decide which campaign has risen to the top as the most exceptional example of individual brilliance in direct marketing campaigns.


Excellence in Art Direction: Art direction that with originality, creativity and relevance, brings to life an idea and enhances the message in any medium.

Excellence in Copywriting: The most compelling copy that tells a story in any medium, touches hearts, engenders trust, encourages action – any or all of these attributes will be assessed.

Excellence in Creative: Outstanding creative thinking, relevantly executed, with flawless art direction & copywriting. Work will be recognised for excellence in each of these disciplines, with the highest accolades for creative work that excels in all of these areas. Work should be relevant, unexpected and brave. Above all it should make you think: ‘I wish you’d done it’.

Excellence in Data Strategy: The best use of data to understand customer behaviour, thereby providing insight and targeting for successful communications to drive business performance. Sponsored by Qrious

Excellence in Strategy: The best example of strategic planning as applied to a response-driven campaign, utilising any channel or media.  This award recognises a strategy that has driven a significant impact on the company’s bottom line or in other forms of response. Sponsored by Energise

Innovative Use of Craft: Recognising ground-breaking innovation that demonstrates a new approach to a marketing campaign and delivers measurable results. Entries can cover any medium or combination of media.


CRM & Data Management: Acknowledging exceptional solutions for managing customer and/or prospect data and information, including methods of collection, storage, cleansing, authentication and integration. This could either be campaign-specific, a single-customer view enabling one-off or multiple campaigns, or increased business efficiency.

Customer & Market Insight: Excellent use of data-mining, statistical analysis or research techniques to gain significant customer insights that drive business value. Entrants need to demonstrate how the knowledge gained enabled the incremental impact of marketing to be measured and performance gaps to be diagnosed. Sponsored by Lab360

Innovation: Acknowledging new or bespoke ideas, technologies, products, services or processes that have positively affected the outcome of a marketing initiative. Sponsored by Loyalty NZ

Marketing Products & Services: Recognising commercially viable solutions, systems and/or processes that make marketing activities/programmes simpler or more effective, either for your own or a client company. Entrants should clearly outline how the implementation of the new product or service had a positive impact on marketing activities. Sponsored by Fly Buys

Media and/or Channel Utilisation: Recognising marketing success that can be directly attributed to the method of communication delivery. This includes innovative use of existing and/or emerging media, interactive engagement or the integration of media/channels.

Production & Fulfilment: Rewarding excellence in campaign production and fulfilment capability via any medium. This includes campaign elements such as personalisation, logistics, storage and delivery.

Strategic Vision: Recognising strategic vision that has positively contributed to the creation of the best possible environment for response-driven marketing to be successful. Sponsored by Loyalty NZ.

Nexus Supreme Award
The Nexus Supreme Award represents the very best on offer from this year’s Nexus Gold Award recipients. A panel of industry experts will decide which campaign has risen to the top as the most exceptional example of individual brilliance in the engine room of direct and interactive marketing.


The Keith Norris Award – Direct Marketing Organisation of the Year:

The DM Organisation of the Year Award celebrates organisations that have achieved success by using direct marketing techniques to drive ROI for the business, with an emphasis on achievements in the past 12 months.

Direct Marketer of the Year: The Direct Marketer of the Year award recognises individuals who have celebrated, advocated, or otherwise advanced the use of direct marketing within their organisation and/or wider industry, with an emphasis on achievements in the past 12 months.

Sponsored by Loyalty NZ

About the Marketing Association
The Marketing Association is a membership organisation that champions the practice of professional marketing and the role of marketers in building a better New Zealand.

We educate, inspire and advise our community of marketing and business professionals so that together they foster the evolution of successful, market-led New Zealand businesses making a positive contribution to the New Zealand economy.

The Marketing Association is supported by our Principal Business Partners: Qrious and Loyalty NZ.

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