DMA (a mixed bag of goodies)
I was at the DMA for 7 years.
I joined in 2015 as a Junior Copywriter and left in the autumn of 2022 as Head of Brand and Creative.
So there’s a lot of work I’m proud of from my time there that I’d like to show, here.
In that time I was responsible for a lot of campaign activity. Across the whole lifecycle of a campaign, too.
Building connections with junior teams, fishing for insights with strat and audience types, or making sure senior bods with Big Salaries, awards and second homes around the world could link up around a table and get things going.
From there it was concepts and ideas that could bring to life fully-funded, sponsored campaigns.
That would lead in turn to content strategies and creative direction, art direction and copy direction execution.
Those executions would live across channels, in all kinds of formats.
I hope what follows offers a little flavour of that.
Critter creation
The year is 2018. And the data and marketing industry is trembling with fear.
General Data Protection Regulation (GDPR) fear, to be precise.
We had to help DMA Members and non-Members align, in time, with the GDPR. So, up stepped the Monsters.
Monsters that each represented a key term or phrase from the dry-as-a-bone jargon desert of GDPR. We built them into playing cards, into email messages, into short A/V moments, into a social campaign, into email creative.
And we used them to get audience eyeballs onto the advice and guidance they needed to help get themselves compliant.
Credits: Rosanne Stewart, Ashley Flanagan-Hesleton, Imran Ali, Grant Wilson
Customer Engagement
Fusing tech, creativity and data.
Working with the DMA’s Customer Engagement committee, this campaign looks across those three areas and studies what happens when they intersect (and when they don’t).
Working with research and data teams, plus engagement leaders from around the industry, we surfaced insights, best practices, learning and training opportunities.
We ran a packed schedule of live events, print mailers, email and social campaigns, podcasts and long-from research reveals to power the campaign along.
Activity
A/V, art direction, campaign direction and implementation, copywriting and copywriting direction, creative concepts, email marketing, event display, mail, print and packaging, social.
Great British Creativity
A campaign that began as a mission to project the power of words.
It evolved to champion the bedrock of commercial creativity: art, design and writing.
From podcasts to deep dive editorial, bitesize interviews with creative fire starters to live Lab learning for creators, designers and writers.
Activity
A/V, art direction, campaign direction and implementation, copywriting and copywriting direction, creative concepts, email marketing, event display mail, print and packaging, social.
Responsible Marketing
Protecting brands and customers.
With regulation constantly shifting and innovations impacting how marketers reach audiences, we built the DMA a campaign to help the data and marketing industry protect itself and its customers.
Partnering strategically and working with a handpicked committee of cross-industry experts, we set to work.
Our outputs included global reports and bitesize insights into privacy.
Podcasts and interviews with figures across industry, politics and regulation.
Toolkits for Brexit, and an industry-leading package of advice and guidance on the GDPR.
Activity
A/V, art direction, campaign direction and implementation, copywriting and copywriting direction, creative concepts, email marketing, event display, mail, print and packaging, social.
Value of Data
Shaping the understanding of the true worth of data.
The DMA began this campaign in Scotland, before growing it around the UK.
The aim was to show to businesses - particularly the C-Suite - that data deserved a seat at the top table.
So we built a verbal and visual identities, collateral, content strategies to get the campaign moving.
Activity
A/V, art direction, campaign direction and implementation, copywriting and copywriting direction, creative concepts, email marketing, event display, mail, print and packaging, social.
