Mills, who is chairman of the Loyalty Management Group and deputy chairman of the 2012 Olympics organising committee, will oversee the 200-strong panel judging 30 categories.
The role also includes overseeing the judging for the top accolade, the Grand Prix award, selected from the winners of each category.
Mills said: "The DMA Awards are well respected throughout the marketing world and act as a true indicator of excellence with their heavy emphasis on strategy, creativity and results."
Heather Westgate, TDA managing director who chairs this year's awards committee, added: "As a marketing legend and industry influencer in his own right, Sir Keith is the ideal partner for the direct marketing industry's most prestigious awards. His innovation and insight have plated an important role in shaping the industry over the past three decades."
During his more than 30-year career in the advertsing business, Mills has been involved in the launch of both the Air Miles and Nectar customer loyalty initiatives.
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