India Wins 8 DMA International ECHO™ Awards at Chicago, Second Only to US

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•World's best response marketing campaign in terms of strategy, creativity and results were honored at the competition. •DMAi facilitates maximising participation from India at the international forum.

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Ajay Chandwani, Director Percept Ltd & Chair of the DMAi India - ECHO Awards said,“ ECHO is a fitting recognition to the cause of result-oriented creativity in direct marketing. Creativity in direct marketing has truly come of age in India”

The Direct Marketing Association (DMA) presented its 2013 International ECHO Awards tonight at McCormick Place West in Chicago and announced Indian agencies winning 8 ECHO International awards.

The DMA International ECHO™ Awards Competition honors the world's best response marketing campaigns — campaigns that have raised the bar in terms of strategy, creativity and results. No other awards competition looks at the response marketing discipline in such totality.

ECHO affiliated DMAi Awards in their second year have provided a perfect launch pad to the Indian response marketing campaigns to reach the zenith of global recognition. The 2013 edition was vibrant with more brands getting into the fray. Over 70 brands and their agencies from India competed to get to the coveted International ECHO.

Speaking on the occasion from the awards gala night, Vatsal Asher – CEO – DMAi said, “We at DMAi are proud to have provided an international recognition platform & extremely excited to host our winning teams from India. Industry experts from across the world are sharing their thoughts and acknowledging the skills and the expertise being brought forward by the Indian Teams. Today’s wins should motivate more Indian agencies to step forward."

On this recognition, Ajay Chandwani, Director Percept Ltd & Chair of the DMAi India - ECHO Awards said,“ ECHO is a fitting recognition to the cause of result-oriented creativity in direct marketing. With the world increasingly measuring ROI and effectiveness in every campaign, ECHO rewards those direct marketing campaigns that delivered maximum impact in one to one communication in creativity and results. DMAi Awards with ECHO are proud to have laid the platform for result driven marketing campaigns to be celebrated at the domestic level. We are grateful to all those who participated and congratulations to the winning agencies. Creativity in direct marketing has truly come of age in India,” said Chandwani.

Each year, ECHO entries include multichannel campaigns from the US and over 50 countries, including Australia, Argentina, Denmark, Germany, Malaysia, New Zealand, Spain, Sweden & UK.

Speaking on the occasion, Rakhshin Patel – Partner M&C Saatchi whose agency brought two International ECHO’s home said, “Over the years I have judged some stunningly creative, yet effective, work in India and I have always believed that India has the talent to not just match up to the world’s best direct marketing standards, but in certain cases actually set the benchmark. This year, with India winning 8 metals at the DMA ECHO’s, it validates my belief that our industry has the talent to produce world beating creative work in the data driven marketing field. This recognition is a huge step forward for Direct Marketing in India and I congratulate the winning creative teams and their marketing partners for helping to propel India forward on the global direct marketing stage."

Commenting on this remarkable achievement, said Vikram Menon, President and Country Head (India) of OgilvyOne Worldwide that bagged 5 wins, said, “8 metals at one of the toughest effectiveness shows in the world is terrific for India and the entire direct marketing community should be immensely proud. What makes this tally so much more rewarding is that it puts us right on top with the very best in the world. Considering the parameters for judging, these wins belong as much to marketing teams as they do to the communication teams and my heartiest congratulations to everyone involved. This is just the sort of impetus we need to further the cause of creatively driven data inspired marketing and DMA India.”

Winners have been selected from 12 business categories: automotive; business and consumer services; communications and utilities; financial products and services; information technologies; insurance; nonprofit; pharmaceutical and healthcare; product manufacturing and distribution; publishing and entertainment; retail and direct sales; and travel and hospitality/transportation.

About DMA’s International ECHO Awards-

Introduced in 1929 as the “Best in Direct Mail” contest, the DMA International ECHO Awards honor excellence in creativity, marketing strategy, and response results in direct marketing campaigns. With entries submitted by direct response agencies worldwide, DMA’s annual ECHO Awards recognize every type of media used in direct and interactive marketing campaigns.

About Direct Marketing Association (DMA): http://www.thedma.org

The Direct Marketing Association is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

In 2012, marketers — commercial and nonprofit — spent $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounted for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

About DMAi - http://www.dmai.co/

As an apex, non-profitable body, DMAi, since 1992, aims to bring about collective action for advancing & protecting Data Driven Marketing and Advertising. DMAi is an active Member of the International Federation of DMA's (IFDMA), In recent times, the DMAi has successfully conducted two annual global convention drawing participation from over 100 companies from India & afar.

DMAi also sets stage for learning opportunities & intra vertical networking forums like-Day Learning Events called Masterclasses, peer to peer networking forums like the UNWIND, the CxO power brunch after golf and the CxO Round table.

As a platform for motivation the DMAi has established a credible Awards & Recognition program with industry participation. The DMAi Awards instituted in alliance with the DMA International ECHO Awards aim at providing global recognition for response driven and result oriented marketing. The Hall of fame awards felicitates individuals with lifetime awards for their noteworthy contribution.

As the key to making marketing relevant and provide sustained customer engagement DMAi advocates for creating industry standards for ethical conduct and effective self-regulation of the Data driven, Marketing & Advertising community.

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Sudiksha Singhal
DMAi
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