DMA asks 'should we rebrand as the Digital Marketing Association?'LONDON - The Direct Marketing Association is asking marketers whether it should be renamed the Digital Marketing Association, in a campaign designed to raise awareness of the 2009 DMA Awards.
Over the next five weeks the campaign will be posing the questions "is it worth entering for an award at a time of recession?" and "is integration a dirty word?".
It will encourage clients and agencies to think hard about direct marketing and challenge "commonly-held notions" and "received wisdom".
The debate will be hosted on a dedicated Twitter page and in real-time on the DMA website.
The initiative has been designed to provoke debate about the issues facing the direct marketing industry and the increasingly blurred lines separating traditional direct marketing and digital marketing.
In line with the growing emphasis of digital in the marketing mix, this year's awards will include two new categories -- best use of social media or viral and best use of search (natural and paid-for).
Wanda Goldwag, a member of the DMA Awards' committee, said: "The DMA Awards reflect the vitality of the direct marketing industry.
"The diverse range of categories, including the seven specialist digital channels, celebrates every important industry sector and sub-sector and gives winners a platform on which they can enjoy the acclaim of their peers."
The 2009 DMA Awards are again sponsored by Royal Mail.
Agencies and client marketers have until September 11 to submit their entries, which will be judged in October.
Winners will be announced at an awards ceremony on December 9, held at Old Billingsgate in the City of London.
Marketing Direct July 2009