Canon scooped the prize for 'Best Customer Journey' at the DMA Awards 2021 last night, beating off strong competition from runner-ups McDonald's.
In a category judged by industry experts including MyCustomer's own Neil Davey, the Canon campaign - 'Fueling a virtuous circle of passion, proficiency and purchase propensity' - impressed judges through its combination of creativity and data, enabling customers to develop proficiency in photography and share the fruits of their hard work in a true journey-focused project.
In second place was McDonald's, with its 'Feel-Good Customer Journeys' campaign, designed to encourage adoption of the fast food giant's app through an integrated series of emails and ads.
Elsewhere, marketing agency RAPP also had an exceptional evening at the DMA Awards, taking home a total of six Gold Awards – the most successful agency at the ceremony this year hosted at London’s Old Billingsgate. The ‘Wine Cellar Feeling’ and ‘How our data-fuelled imagination made it a Christmas to remember’ campaigns both won multiple award categories for their creative execution, cohesive strategy and, ultimately, excellent results for the respective brands.
A breakdown of RAPP’s winning campaigns can be seen below:
Category / Campaign
- Best Brand Building Campaign Wine Cellar Feeling
- Best Thoughtful Marketing Campaign Twitter Street
- Utilities and Telecommunications Breaking the Great British Smile Drought
- Best Performance Marketing Activity How our data-fuelled imagination made it a Christmas…
- Best Customer Acquisition Campaign Wine Cellar Feeling
- Financial Services How our data-fuelled imagination made it a Christmas…
Rachel Aldighieri, MD of the DMA said: “Despite one of the most challenging years to date, the campaigns entered into the DMA Awards showcased the exceptional talent and resilience that our industry possesses. Agencies and brands across the UK continue to deliver impactful and engaging work that truly resonates with audiences. Winning a DMA Award means you’ve truly made a difference, so everyone involved should be proud of this achievement.”
The Grand Prix Winner is set to be announced on Wednesday 19 January 2022, with the following three campaigns all in the shortlist:`
Campaign / Agency / Brand
- #MakeItStop MBAstack Solace / Women's Aid
- The Unseen Stats Wunderman Thompson / UK BT Sport
- Long Live The Prince Engine and EA / The Kiyan Prince Foundation
Ogilvy UK also had a fantastic evening taking home five Gold Awards. This was closely followed by VCCP (4), and then MRM and M&C Saatchi taking three home each. The leading brands on the night were Mondelez, Relate, and The National receiving three Gold Awards each.
In total, 15 different agencies and 20 brands each took home at least one Gold across all the categories this year, highlighting the breadth of the great work being done across the data and marketing industry.
This year’s Awards were judged by 300 senior marketers from agencies, brands and suppliers over four days.
For the full list of DMA Awards 2021 winners visit: https://dma.org.uk/awards
