You'd be forgiven for asking why, in an industry so crowded with them, do we need another set of awards? The simple answer is that, to prevent a skills gap developing, the direct marketing industry needs to increase the number of talented young hopefuls coming into it. These awards are an ideal platform for raising awareness of direct marketing among students.
Talented new graduates hoping for careers as art directors and copywriters will be given advice, encouragement and constructive criticism from top creative directors. Students tell us that this is just as important as winning the £1,000.
Unfortunately, many potential art directors and copywriters at colleges and universities know little about terms such as "direct marketing", "integration" or "media neutral". Unless they have tutors who understand the business, some of the best and most ambitious will still automatically see their future only in terms of above-the-line-advertising agencies. The D&AD Student Awards do a good job in branding direct marketing to students with their DM and integrated categories, but they get hidden within 25 others.
When students are graduating with debts of £10,000 to £20,000, they need all the help they can get to find the right job. Direct marketing needs to brand itself so that the most talented choose it as a creative career.
The Graeme Robertson Trust Awards send a message that great ideas are both appreciated and rewarded in direct marketing.
If you would like more information on the awards, visit www.dma.org.uk/grt.
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