Mayor of London and Ogilvy UK take top prize at DMA Awards with ‘Have a Word’ campaign

A list of all the winners at this year’s DMA Awards in London revealed, including MG OMD and Specsavers bagging the gongs in the Performance Marketing Activity and Data Insight categories.

The ‘Have a Word’ campaign by the Mayor of London team and Ogilvy UK has scooped the Grand Prix award at the DMA Awards 2022.

The campaign was crowned the best of the best at the glamourous awards night in London this week. It stood out thanks to its drive for social change with a simple creative concept, and a focused strategy to deliver results to make a difference.

Have a Word’’s focus was to make London a safer space for women by changing the ‘bystander’ attitude of men who stood by and watched misogyny occur, backed by research that found that this can often lead to violence. The campaign’s ‘Have a word with yourself, then your mates’ call-to-action was deemed so effective that schools now incorporate the video into their curriculum, and the United Nations is including it in education and training materials rolled out to millions of men globally.

Sadiq Khan, Mayor of London shared his pride that the campaign had won the DMA Grand Prix. “Our campaign is making a real difference in our fight to end the epidemic of male violence against women and girls for good,” he added.

Rachel Aldighieri, MD of the DMA said: “The ‘Have a Word’ campaign is the perfect example of how data-driven marketing can be a force for good across society. Due to its direct and engaging creative approach, alongside an effective strategy on how to make it resonate with men, it will have a positive impact on millions of people’s lives for years to come.”

Finalists across the 33 categories in this year’s DMA awards were invited to pitch their campaign face-to-face to industry experts to compete for the Grand Prix awards and the Mayor of London and Ogilvy UK campaign staved off competition from Rapp and TV Licensing, and Ogilvy UK and Unilever to clinch the prize.

MG OMD and Specsavers take gold for performance marketing activity

Agency MG OMD and Specsavers were named the winners of the Performance Marketing Activity and Data Insights categories with its Boosting sales for Specsavers with next-level data innovation in search entry.

The strategy to ensure best-in-class service from a Specsaver customer’s first interaction saw the use of first-party data and locations dynamically added into campaign buckets, linked to auction time bidding. Specsavers’ 900-plus store locations were mapped out with radius targeting for each, accounting for crowding and travel time, with appointment availability manually scraped and centralised in a cloud platform, with rule-based logic to rank the branches.

Twitter Next and Adidas scooped the top prize in the Social Media category for their adidas #FastestFollower work to drive hype and desire for the sports brand’s X Speedflow football boots.

Havas CX helia and Stick & Twist and Lloyds Banking Group were awarded gold in the Email category for work to shift Halfax’s approach from product-centric to customer focused ​​with an integrated comms experience around the core moments in customers' financial lives.

Merkle and Currys took gold for Marketing Automation and the gold award for Data Storytelling went to Rapp and IKEA.

Check out the full list of DMA Award winners on the night.