The 2016 NZ Direct Marketing Awards Winners Are Announced!

Last night the winners of the 2016 NZ Direct Marketing Awards were unveiled at a prestigious gala dinner held in The Great Room at The Langham. Close to 600 guests celebrated the campaigns that epitomised the “natural-born communicators” theme chosen to demonstrate what great direct marketing is all about.

Hosted by the Marketing Association and proudly sponsored by New Zealand Post, the NZ Direct Marketing Awards continue to celebrate and recognise the clients, agencies, consultancies and suppliers who have exhibited excellence in insight-driven direct marketing projects and campaigns, connected with customers on an individual basis, and generated outstanding results.

Air New Zealand, with agencies FCB New Zealand/True, and Foodstuffs (NZ) with agency justONE proved to be the champions of the night, taking out the top awards - Grand Prix and the Nexus Supreme - respectively. The judges applauded Air New Zealand’s game engagement, strong connection to sales, social metrics and evidence of results in their “Great Mates” campaign. They said it was a relentlessly on-brand programme that leveraged assets from across the business to deliver an effective cut-price competitive response without devaluing the brand. And it delivered a great return on investment.

Following their success as the Direct Marketing Organisation of the Year at the 2015 Awards, Foodstuffs (NZ) impressed the judges with their demonstration of a clear and strong strategic vision to create their own loyalty programme that took out the Supreme Nexus Award. The judges acknowledged this as a large and very complex undertaking which was well executed and which delivered excellent results with strong customer uptake and engagement.

This year it was Countdown’s time to shine, taking out the coveted Keith Norris Direct Marketing Organisation of the Year Award. The judges rated this an excellent entry that demonstrated the direct programme being at the heart of the organisation and a key strategic asset. “What is really impressive,” they said, “is the value data insights have had in not just driving communication but better business decisions that further deliver results.” 

Michael Summers-Gervai, Head of Customer Analytics at Genesis Energy, was awarded the Direct Marketer of the Year accolade. “Michael is a self-confessed 'entrepreneur evangelist' who is extremely passionate about enabling a genuine customer-centric view,” said the judges. “He has delivered through a real commitment to the principle of data-driven marketing and applying customer insights across the whole business and has taken both management and the staff on this journey, while leading and influencing the required changes within the organisation to create tangible value.”

Other big winners on the night were FCB with 21 awards, justONE with 18 awards, ten of these with client AMP and four with Foodstuffs (NZ), and Colenso BBDO/Proximity who celebrated a total of 18 wins. Chemistry Interaction shared ten of their 16 awards with client Sovereign Insurance, while SpeakData and New Zealand Cricket proved a winning combination with 7 shared wins. Similarly successful was Done By Friday with Gareth Morgan Investments.

The NZ Direct Marketing Awards are brought to you by the Marketing Association and made possible thanks to the support of our premier awards sponsor New Zealand Post, and category sponsors: Done by Friday, Orangebox, GrownUps, MOSH Social Media, Harmoney, iStock by Getty Images, Eight Loop Social and New Zealand Post.

The full list of 2016 winners and their stories can be found in the winners gallery:


For more information, please contact:

Lone Tapp

Director – Events

Marketing Association  

09 361 7753

Finalists Announced! 2016 NZ Direct Marketing Awards

Are you a Natural Born Communicator?

“The NZDM Awards celebrate and recognise the marketing industry’s best campaigns of the last 12 months. Our commitment is to identify work that exhibits excellence in insight-driven marketing projects and campaigns with an innate ability to communicate and connect with customers on an individual basis, generating outstanding results”, said Trevor Moodie, Chief Judge for the Industry, Channel, Craft and Special Awards. 

Each campaign entered has been through a rigorous selection process by several groups of judges who have individually and collectively assessed the merits of each campaign against a set range of criteria.

The NZDM Awards consist of Industry sector categories that enable campaigns to be assessed against their competitors, Channel Awards that represent the multi-channel environment direct marketers operate in, Craft Awards that celebrate the ‘art’ of the individual elements within response marketing and the Nexus Awards recognising excellence in creating the foundations on which measurable campaigns are based.

Today we are delighted to announce the DM finalists, each vying for honours at the Awards Night in February 2017.

The agency leading the way this year is justONE with 15 unique campaigns announced as finalists, followed by Colenso BBDO / Proximity New Zealand with 9, FCB New Zealand and Chemistry Interaction both with 7 and Young + Shand with 5. We have four nationally recognised companies competing for distinction in The Keith Norris Direct Marketing Organisation of the Year Award and Emily Colmore-Williams and Michael Summers-Gervai hoping to be crowned 2016 Direct Marketer of the Year.

 “Congratulations to all this year’s finalists. It is a great achievement to be awarded this accolade. Thank you to all who entered and to the judges for their time and expertise. We look forward to celebrating the outstanding innovation and creativity in Direct Marketing on Awards night,” said Gill Stewart, Chief Executive of the Marketing Association.

All categories winners (excluding the Special Awards) will be honoured with Gold, Silver or Bronze recognition. The Gold Award recipients in the Industry and Channel categories will be judged by a panel of industry experts who will decide which campaign has risen to the top as the most exceptional example of individual brilliance in direct marketing and ultimately become the Grand Prix Award winner.

The full list of finalists can be found below or by visiting 

Winners will be unveiled at the Awards Night on Thursday 23 February 2017 at The Langham, Auckland. Ticket bookings can be made online at


For more information, please contact:

Lone Tapp

Director – Events

Marketing Association  

09 361 7753

Calling all natural-born communicators!

The call for entries for the 2016 NZDM Awards is now open. The
Marketing Association CEO Gill Stewart says “this year’s theme of ‘Natural-born communicators’ should strike a real chord with the country’s top direct marketers. These are people to whom the discipline of response-driven marketing comes naturally and who have an innate ability in this space. The campaign draws intriguing parallels between how the natural world communicates and the business we’re all in”, she says.

The NZDM Awards, which encompass both the RSVP and Nexus categories, have, since 1986, recognised the insight-driven marketing projects and campaigns that connect with customers on an individual basis through a multitude of channels and generate outstanding results…. all of these add up to excellence in Direct Marketing.

With Industry Sector categories (e.g. FMCG, Financial Services, Automotive etc), numerous Channel categories (e.g. Direct Mail, Email Marketing, Social Media & Viral etc), Craft Awards (e.g. Excellence in Art Direction, Excellence in Strategy etc), the Nexus Awards to celebrate excellence in data, plus Special Awards which celebrate the individuals leading the way in Direct Marketing, entrants are sure to find a natural fit.

Entry forms can be downloaded at and category descriptions and useful guidelines on what the judges expect to see in a well-crafted entry are available at

Entries for the NZDM Awards close at 5pm on 21 October. An extended ‘late entries’ deadline of 5pm on Monday 31 October is available (at an additional nominal fee). Judging will take place throughout November and December with finalists being announced before the end of November.

The NZ Direct Marketing Awards Night celebration will take place on Thursday 23 February 2017 at The Langham, Auckland.

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