The category has been introduced to recognise environmental best practice, with Royal Mail and Greentomatocars unveiled as the finalists.
Adrian Robertson, team leader for the Green Initiative category judging and head of marketing at Disney Destinations International, explained why the DMA created this section. "One of the areas the DMA needs to heighten awareness of and change is responsible attitudes towards communications," he said.
Criteria for the entries range from using environmentally sustainable paper to purposefully sending fewer direct mailings.
Robertson believes the criteria could eventually be incorporated into all the categories, with environmental impact considered for all entries. He adds, "Hopefully it's the beginning."
The DMA recently announced it was launching an environmental industry standard in partnership with BSI British Standards.
Other awards finalists include Sainsbury's, HSBC and Amnesty International. Agencies Tullo Marshall Warren, Chemistry Communications and Proximity London have all received the greatest number of nominations (four each) for their work.
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