The combination of big data and targeting technology has seen direct marketing go mainstream in some regards. And with the continued proliferation of connected mobiles, this shift is only likely to accelerate over the next few years.
And while the word personalisation is now bandied about media lunches with increasing regularity, it's something that those in direct marketing have been focusing on for years—which is part of the reason why this is a space they've excelled at.
In this context, the Direct Marketing Awards have become a significant indication of which agencies excel in an area, which combines numbers and creativity.
This year, JustOne/.99 lead the pack with a total of 21 nominations between them, followed by Colenso BBDO/Proximity on 19, FCB with 11, Young & Shand on eight.
As has been the case in previous years, all category winners (excluding the special awards) will be honoured with Gold, Silver or Bronze gongs. And the gold award recipients in the industry and channel categories will then be judged by a panel of industry experts, who will determine which agency walks away with the Grand Prix Award at the end of the night.
At the previous edition of the New Zealand Direct Marketing Awards, the pair of Clemenger agencies, which this year lead nominations, dominated proceedings, with JustOne/.99 winning the Grand Prix and Colenso BBDO/Proximity collecting 11 golds.
Winners for this year's edition will be unveiled at the Awards Night on Thursday 25 February 2016 at The Langham, Auckland.
See the full list of finalists here.