Thursday 19 November 2015
12 November 2015 - DMASA honours South Africa’s most creative and inspiring 2015 Direct Marketing campaigns.
Recognised as one of South Africa’s most prestigious Direct Marketing awards, the Assegai Integrated Marketing Awards celebrates innovation, creativity and strategy within the direct marketing industry.
Launched in 1998, The DMASA (Direct Marketing Association of South Africa) recognised the need for a high-profile event that would not only honour excellent work, but would also provide the Direct Marketing Industry with networking opportunities and informative workshops. The name was chosen to symbolise the ability to aim and find your target successfully.
“Direct Marketing is a vibrant and innovative industry,” says David Dickens, head of DMASA. “Direct Marketing stretches far beyond coupons and mail shots. In fact, the challenges with the post office has pushed the creativity of the industry out of the box.”
However, quantity did not affect quality this year, as many of the judges ruled the results phenomenal:
“I would say that if we get our timing right and enter into the equivalent of the Assegai Awards in the USA (The Echo Awards), we would walk away with many awards.” noted Winnifred Knight, an Advisory Board Member of the Direct Marketing Association in India.
With the quality of work, a number of entries received honourable nods. However, the big winners of the evening included Gloo@Ogilvy with 9 gold, 6 silver, 4 bronze and 3 leader awards; Demographica walked away with 5 gold, 1 silver and 3 bronze awards.
In addition, Liquorice / Publicis Africa not only took home 7 awards, but also received a nod for the highest overall rating - The Nkosi Award.
Emily Shaw, Digital Strategist at Liquorice boasted: “We are surprised, but delighted at being awarded this honour. However, if it were not for brave clients we would not be in this position.”
Highlights included the much anticipated and highly competitive company awards with Gloo@Ogilvy receiving “Agency of the Year”, Standard Bank taking “Brand of the Year”, Elizabeth Lee Ming winning “Direct Marketer of the Year”, and Darryl Joubert from Intimate Data chosen for the “Hall of Fame” award.
This year, an additional award, “The Black Spear”, was also added for those entries that achieved more than 94%, with 4 different agencies receiving one each.
All entries were individually scored by an expert panel of judges and the final scores were audited by an independent auditor.
With the standards set, Decimal Agency has accepted the challenge to submit its work for next year’s Assegai Awards. An Assegai Award does not give honours for extravagant production values or enormous budgets. Rather, it recognises breakthrough strategy, creative brilliance and outstanding results in all Direct Marketing media, from mail and print to digital, from mobile to broadcast. It rewards effective, measured marketing.
These are the core-values with which Decimal Agency creates each of our winning campaigns for each of our clients. And while we don’t do it to earn prestigious awards (your success is award enough for us), recognition for hard work is always appreciated.
