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Headed by Rita Courtney, the aim of the new department was to take a more proactive approach to best practice.

"We're trying to push best practice out to the industry," explains David Robottom, DMA director of postal affairs and industry development. "We also want to broaden our scope and move into new areas."

With both these objectives in mind, this year saw the launch of the first DMA Excellence Awards. Supported by Fit for the Future - the national best practice campaign led by the CBI - the awards centred on three key areas which underpin successful best practice: people development, customer service, and innovation.

Unlike awards ceremonies that celebrate the effectiveness of a company's marketing output, the Excellence Awards recognise the processes and techniques that make a difference to the way a company works.

Fifty companies entered, ranging from clients such as Nationwide and Vodafone to agencies, call centres, data specialists and fulfilment houses.

The Awards took place in May this year at the Radisson SAS Hotel and saw FDS Field Marketing win the premier award for its work with United Biscuits.

The winner of the People Development category was Joshua with WWAV Rapp Collins and Calcom Group receiving Certificates of Merit. IPS picked up the Gold in the Customer Service category for its My Job Bags initiative, while Our Lasting Tribute, a new fundraising scheme by Steve Andrews of Whitewater Creative Services, won the Innovation category. QAS, Igneous Direct and Archant Regional also received Certificates of Merit.

These companies' experiences, as well as being celebrated on the evening of the awards, will also be shared with the broader DM community in the publication Book of the Night, which was mailed to all DMA members. The case studies will also be accessible through Knowledge Bank.

This is a new online DMA initiative due to launch this autumn which will provide one central source of information for best practice guidance.

Royal Mail is one of the key content providers and The DMA Awards in December will also provide a rich source of case study material.

"We're a major industry with a £14 billion turnover but not everyone - particularly companies new to the industry - knows what best practice is," says Robottom. "I think the DMA can held address that."