DMA UK Awards

Celebrating campaigns that show the best thinking, innovation and results in direct marketing.

Browse latest case studies

About the Awards

The DMA UK Awards use a rigorous judging process across strategy, creativity and results to encourage the evolution of one-to-one marketing and create benchmarks for excellence.

The most recent Awards were announced in December 2019 and all the winning case studies are available to read here on WARC.

Find out more about the DMA UK

Data & Marketing Association

Grand Prix


Mondelez: Hunt the white creme egg

Brand Cadbury's Creme Egg
Agency Elvis Communications

Mondelez increased sales of its Creme Egg in its third year of the Creme Egg Hunting Season campaign by creating a sense of urgency for consumers in the UK.

Unilever, Heinz, Google, Honda and Benefit hid Creme Eggs in their advertising, which, once found, was unwrapped to instantly discover whether a rare White Creme Egg had been won.

The campaign resulted in 15.7 million completed video views, a 32% view-through rate on skippable YouTube ads, and an increase of brand sales for 2019 by 9.9%.

Selected Gold winners

The Times

The Times: James - Your digital butler

Brand The Times
Agency Merkle

The Times increased engagement with its digital readers in the UK by launching an AI-driven butler called James to deliver tailored content.


Mind: Pause for Mind

Brand Mind
Agency Open Creates

Mind encouraged more donations across the UK by launching Pause, a subscription box service that provides recipients with a monthly moment of me-time.


IKEA UK: The £0 Lagom Collection

Brand IKEA
Agency Proximity London

IKEA highlighted its commitment to be a leading sustainable brand by launching the £0 Lagom Collection in the UK, which encouraged people to upgrade old items.


NHS Blood and Transplant: The dynamic blood appointment

Brand NHS Blood and Transplant
Agency Clear Channel

NHS Blood and Transplant increased donor regestrations across the UK by creating targeted out of home ads that showed data from local donor centres.


The Guardian: The Joy of Print

Brand The Guardian

The Guardian increased its print subscriptions in the UK by creating a series of out of home posters and tube panels that made a nod to digital detoxing.

Further Gold winners

Cheltenham Science Festival: AIDA – AI Science Festival Curator

Brand Cheltenham Science Festival
Agency Tiny Giant

Westminster City Council: Armistice Day

Brand Westminster City Council
Agency TMW Unlimited

IBM: Can AI help a grassroots football club raise their game?

Brand IBM
Agency Ogilvy & Mather, Ogilvy

Miscarriage Association: Cards of Acknowledgement

Brand Miscarriage Association
Agency McCann London

Department for Education: Every Lesson Shapes a Life

Brand Department for Education
Agency Havas London

TalkTalk: Faster fibre and happier customers

Brand TalkTalk
Agency The&Partnership

Health Education England: NHS – We are returning nurses

Brand Health Education England
Agency MullenLowe London

Direct Line: Red Saturday

Brand Direct Line
Agency MRM/McCann

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Brand Royal Botanic Gardens, Kew
Agency Anything Is Possible

IKEA UK: Soffa Sans

Brand IKEA
Agency Proximity London

Crystal Cruises: Where luxury is personal

Brand Crystal Cruises
Agency MRM/McCann

Yorkshire Water: Without a Drought

Brand Yorkshire Water
Agency Jaywing


Virgin Media: A night out-out like no other

Brand Virgin Media
Agency RAPP UK

Ralph Lauren: CRM Dreams

Brand Ralph Lauren
Agency In-house

Macmillan Cancer Support: Events Growth Hack

Brand Macmillan Cancer Support
Agency Medialab Group

The Royal British Legion: Honouring D-Day 75

Brand The Royal British Legion
Agency In-house

Invesco: ETF campaign

Agency LIDA

Mondelez: It's Hunting Season

Brand Cadbury's Creme Egg
Agency Elvis Communications

First Direct: Making mortgages more personal

Brand First Direct
Agency Jaywing

Movember: Shave the Date

Brand The Movember Foundation
Agency In-house

The Open University: The Open Diaries

Brand The Open University
Agency RAPP UK

University of Bradford: This is Bradford

Brand University of Bradford
Agency pslondon


Brand VOXI
Agency TMW Unlimited


Coca Cola: "Alexa, send me a Diet Coke Exotic Mango"

Brand Coca Cola
Agency M&C Saatchi

BP: BPme Rewards – Little treats more often

Brand BP
Agency MRM/McCann Bangkok

IKEA UK: Mind over clutter

Brand IKEA
Agency Proximity London

Marsh & Parsons: Moving London

Brand Marsh & Parsons
Agency The Kite Factory / addmustard

Pamper your parcels with Doddle

Brand Doddle
Agency Wax/On

Medecins Sans Frontières: Putting PbD at the heart of MSF's DRTV strategy

Brand Médecins Sans Frontières
Agency M.i. Media

Shell Go+

Brand Shell
Agency Wunderman Thompson

Sky VIP: Your loyalty programme

Brand Sky
Agency One Green Bean / Brothers and Sisters

Specsavers: Audiology Pants/ Plants

Brand Specsavers
Agency In-house

Benenden Health: The affordable alternative to health insurance

Brand Benenden Health
Agency Moreish Marketing

Benefit: The Benefit of Voice

Brand Benefit Cosmetics
Agency Merkle

The Royal British Legion: The Nation says "Thank You"

Brand The Royal British Legion
Agency In-house

TV Licensing: The Perfect Couple

Brand TV Licensing
Agency Proximity London / Havas London