Yell takes gold at DMA Awards - 19 January 2004
Yell, the Reading-based directories business, has won a Gold Award at the 2003 Direct Marketing Association Awards for a campaign which recruited more than 6,000 new businesses to appear in its directories. Yell took the top accolade in the Business to Business (Other) category in recognition of its innovative ‘First Time in Business’ integrated marketing campaign.The Business to Business (Other) category recognises the best integrated marketing campaigns promoting services and products to businesses. Yell’s ‘First Time in Business’ campaign, devised by marketing communications agency Chemistry Communications Group, encouraged start-up businesses have a free listing in Yellow Pages, as well as on Yell.com, Yellow Pages 118 24 7 and in Business Pages. Using several different channels to target businesses including quirky direct mail pieces and press, radio and online advertising, the campaign exceeded its targets, delivering 6,800 new directory entries and 2,900 sales leads.
The DMA Awards are judged on the basis of three criteria - strategy, creativity and results - by a panel of experts from the world of direct marketing planning, copywriting, art direction, data planning and media buying. Other award winners included Orange, Egg, Prudential and Land Rover UK.
Paul Bristow, trade communications manager at Yell, said: "This is a fantastic accolade for Yell and proves that our direct marketing campaigns really do set the standard for the industry. This recognises the hard work and creativity that goes into Yell’s business to business marketing and makes it such a success for us."
