The DMA's Creative Council will be undertaking the first ever industry survey of Creatives by email next week, entitled 'The DMA needs your DNA - please give generously'.
The questionnaire, devised by the Council after consultation with the industry press, is designed to discover who is working in Creative departments, what Creatives are up to, what inspires them, who they admire, how they perceive DM and how they see its future. The Creative Council is expecting the results to challenge some commonly held perceptions.
Survey results will be collated by DP&A to give the DMA and the industry a better view of what is happening at this time of industry change. It will also help the Creative Council shape initiatives such as the Graeme Robertson Trust Awards (promoting direct marketing to students) and its Best Work Showcase, due to launch in 2001.
Creatives can fill in the survey on-line at the web site designed by DP&A Digital and hosted by e-mailcom Ltd - http://surveyuscreatives.dma.org.ukuntil 27th November 2000.
Those receiving the email on 20th November will be given a link to the address or have the option to print and post it to the DMA. And just in case having their say is not enough, the DMA is also entering completed questionnaires in to a prize draw to win one of ten free tickets to the DMA creative event of their choice in 2001.
Dan Douglass, Vice Chair of the Creative Council, Creative Director at DP&A Ltd and champion of the survey said, "This is the first time the DMA has targeted DM Creatives to discover more about their underlying views, opinions and trends. The DMA Creative Council exists to promote the cause of creativity in the industry - the feedback we receive will help us to represent the views of Creatives so that we can champion and challenge more effectively on their behalf."
Austin Brown, consultant for e-mailcom commented, "The email survey provides a fantastic opportunity for the DMA to communicate in a one-to-one fashion with Creatives. We hope that the interactivity and speed of this medium will appeal to them and encourage them to respond quickly so that the DMA and, in fact, the industry as a whole can benefit from their views."