Transfusion confusion as NZDM Awards direct campaign spills blood

A lot of effort has gone into rehashing the RSVP & Nexus Awards. New categories have been added, judging has been tweaked, the entry process has been simplified and the whole shebang has been renamed as the New Zealand Direct Marketing Awards. And, appropriately, those responsible for the changes have attempted to draw attention to them—and show that ‘blood has been spilt’ to reach a consensus—with a nice direct campaign that included packs of fake blood. But when we opened our package this morning we couldn’t help but chortle at the irony of a direct marketing campaign promoting the new Direct Marketing Awards that was addressed to someone else. 

Away from this small whoopsie, ‘blood’ was sent to over 200 key senior contacts in agencies and client organisations, with another 300 poster packs featuring the senior players responsible for leading the industry wide review sent out as well in an effort to tie it back to the ‘nothing good comes without a fight’ theme for this year’s campaign, ensure the changes to the DM Awards are well known and encourage more entries. 

Clockwise from back left: Rapp Tribal’s Robert Limb, Marketing Agencies Council member; DraftFCB’s Tony Clewett, craft judge; Axciom’s Graham Sergent, Nexus chief judge; Sue McCarty, chief executive of the Marketing Association; and justONE’s Ben Goodale, chair of the Marketing Agencies Council.

  • Check out the new award categories here

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