Direct Line Group partner with DMA for Breakthrough Award

The DMA have announced that Direct Line Group will sponsor the DMA Breakthrough Award for a second consecutive year, hosted in partnership with the Graeme Robertson Trust GRT.

The DMA Breakthrough Award is highly competitive, with the winner walking away with a cash prize of £1,000 and the potential to intern at a top agency as well as the award. Each year aspiring creatives battle it out for the chance to impress some of the biggest names in marketing by working on a live creative brief, for a real client or business.

As part of the partnership, Direct Line Group will invite students, interns and non-professionals across the UK to develop a multi-channel campaign that will build awareness and excitement, and hopefully raise consideration of Direct Line pet insurance.

Iain Agnew, head of customer marketing at Direct Line Group, said: “We’re really pleased to be sponsoring the DMA Breakthrough Award again this year. It’s great to be able to give students a chance to break into a competitive industry by building their portfolio with a creative response to a real business challenge from a brand like ours.  Last year we saw a really high quality of submissions, that actually helped us think about the challenge in the brief in a new light, and impressed our marketing team and creative agencies alike. We’re looking forward to seeing what the entries this year present to us!”

Jessica Reilly, head of DMA Talent, said: “The DMA Breakthrough Award is a unique opportunity for young people and aspiring marketers to access a real life creative challenge. The process will help entrants to develop key skills that are essential to carving a career in the industry. Having an organisation like Direct Line Group involved really enhances the experience and gives them a chance to work with a leading brand.”

Each year the award receives entries by people from all walks of life across the UK. Submissions are welcome from any non-professional marketer i.e. those in apprenticeships, internships, university and college students, and those studying for junior qualifications with professional bodies like the Institute of Data & Marketing (IDM).

Reilly added: “At the DMA, we try to create as many opportunities as possible for people who would like to understand our industry better and get vital industry exposure. Our message is clear; data and marketing is an industry for everyone. There are many routes into the industry and a variety of skill sets are needed, from the analytical to the purely creative. People just need that chance to showcase them.”

The DMA Breakthrough Award is one of the data and marketing industry’s leading awards, celebrating the next generation of talent coming into the industry. It’s supported by GRT, founded in memory of legendary Brann creative director Graeme Robertson, and the DMA Talent team, which works to help talent break into the industry.


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