The Winners: IDM BPA Awards 2008

As the IDM celebrates its 21st anniversary, it is particularly gratifying to be able to report that digital responsive marketing seems to have come of age as well–at least, judging by the volume and the quality of the new media entries for this year’s BPA Awards.

2008 Award review »

Indeed, the 2008 Diamond Award winner is a classic example of the IDM’s three core disciplines – direct, digital and data-driven marketing – working together in harmony to deliver a stunningly good piece of work. At a glittering ceremony on 29 May, the winners were announced and their awards presented by comedian Paul Thorne.

From revitalising tired brands through launching completely new initiatives to communicating with difficult-to-reach groups, the winning entries demonstrate the power of connecting with the target audience.

Diamond winners »		Direct categories »
Data categories »		Digital categories »

Headline sponsor

The IDM would like to thank DQM Group for its generous support of the IDM Business Performance Awards 2008.

Facet sponsors

2008 IDM BPA Diamond winner

The direct marketing programme judged to have made the most outstanding strategic contribution to overall business success in 2008 is:

DIAMOND WINNER Client: Thomson Agency: WDMP Communications and CreatorMail Campaign: How a personalised customer direct marketing campaign changed the marketing culture of a forty year old company forever
SILVER WINNER Client: Virgin Media Agency: Rapier Campaign: The launch of Virgin Media
BRONZE WINNER Client: BT Business Agency: OgilvyOne Worldwide Campaign: BT Business Total Broadband: defection is no longer defacto
HIGHLY COMMENDED Client: RSPCA Agency: Mike Colling & Co and Whitewater Campaign: Home for Life

2008 Facet winners

The facets are awarded in recognition of excellence in a specific marketing discipline:

DIRECT – Acquisition

Winner: COI and DfES / CMW
Runner-up: RSPCA / Mike Colling & Co and Whitewater

DIRECT – Retention

Winner: Thomson / WDMP Communications
Runner-up: Evening Standard / HH&S Group

DIRECT – Creative

Winner: Royal Mail / Proximity London
Runner-up: Tourism Ireland / Mabox

DIRECT – Innovation

Winner: The Army / Tequila\London
Runner-up: Royal Mail / Proximity London

DATA – Targeting

Winner: Barnsley Primary Care Trust / Dr Foster Intelligence
(No Runner-up)

DATA – Customer Insight

Winner: Help the Aged / Tangible Data
Runner-up: LV= / Occam DM

DATA – Best Use of Data in B2B Marketing

Winner: Rapid Racking / Blue Sheep
(No Runner-up)

DIGITAL – Acquisition

Winner: Cushman & Wakefield / Concep Group
Runner-up: Alliance & Leicester / Greenlight

DIGITAL – Retention

Winner: Scottish Widows (in-house)
Runner-up: Barclays / Dare

DIGITAL – Creative

Winner: The Carphone Warehouse / CHI & Partners
Runner-up: The Army / Publicis Modem

DIGITAL – Branding

Winner: The Carphone Warehouse / CHI & Partners
Runner-up: Cadbury / CMW Interactive

Previous winners of the IDM BPA Diamond

2007	Client: BBC TV Licensing Agency: Proximity London Campaign: TV Licensing Students Campaign
2006	Client: AA Insurance Agency: Rapier Ltd Campaign: The AA Team - Here to get you a better deal
2005	Client: Gala Group Agency: Perspectiv Marketing and ISD Computer Services Campaign: Gala Impact
2004	Client: Automobile Association Agency: Rapier Ltd Campaign: Just AAsk
2003	Client: M&G Investments Agency: Harrison Troughton Wunderman Campaign: The Truth About Investing
2002	Client: Concern Agency: Tim Walker Creative and Targeting/Upward Brown Media Campaign: Integrated Direct Marketing To Build Donor Loyalty
2001	Client: Saab Great Britain Agency: Lowe Live Campaign: Saab v Letting Go (24-hour test drive)
2000	Client: NSPCC Agency: WWAV Rapp Collins Campaign: Direct donor marketing
1999	Client: Legal & General Agency: WWAV Rapp Collins Campaign: Launch of direct-sell PEPs
1998	Client: Goldbrand Development Agency: DP&A Campaign: Goldfish launch