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Editorial
 

DM Dagen 2011 - The Danish Direct Marketing Awards

Issue 19 | June 2011

Date

2011

Directory is delighted to have been invited to showcase the 2011 Danish Direct Marketing Awards sponsored by Post Danmark.

This is not just because our Sales Director is Danish. Nor because the Editor has done a lot of work and enjoyed a fair few bottles of wine with the remarkable and ever-inventive Jacob Bagai of Adcademy in Århus. But because Danish creative work is often some of the best in the world.

There is a quirk to the Danish character. They really don’t care what the world thinks about them. They are perfectly happy to go about their business unnoticed. And that means some of their most exciting agencies never enter any of their work to Cannes or other international shows. It’s partly they can’t be bothered, partly they don’t want to be seen as show-offs.

We are happy to do some of their showing-off for them. What we have on the next sixteen pages are the eight Gold winners.

The jury was instructed to evaluate the work by three distinct criteria: strategy, creativity and results. Each was worth a maximum of 15 points, the idea being that only work that genuinely married creativity with strategy and results could win Gold.

In all, twenty-four awards were presented on Thursday  May 5th, at the end of the annual ‘DM Day’, as well as special prizes for Best Creative Team, Best Strategist, Best Agency and Best Newcomer to Mail.

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