2007 Press Releases
DMW Worldwide Wins Professional Insurance Marketing Association (PIMA) Marketing Methods Awards
Agency is honored for its work with Blue Cross Blue Shield clients
Wayne, PA - January 3, 2007 - Warren Hunter, President and CEO of DMW Worldwide LLC, announced that the agency has been honored with three prestigious Marketing Methods awards. The Marketing Methods awards, which honor the "best of the best" in insurance direct marketing, are presented annually by the Professional Insurance Marketing Association (PIMA). The 2006 awards presentation was made at PIMA's MarkeTTechSM Symposium held in Chicago, Ill., in October.
DMW and client BlueCross BlueShield of South Carolina won a Silver Award in the "Other Media" category for its See Jane direct response television commercial. The objectives set forth by the client were to beat the long-running control and to capture market share by targeting a previously untapped market segment. DMW targeted the 20-something "invincible" audience, defined as young adults who are just coming off their parents' health plan and/or in a job that does not offer health coverage. BlueCross BlueShield of South Carolina had never directed a message to this audience before, so this creative execution was considered a risk. "See Jane," a campy throwback with a modern twist, was considered a bold step which beat the control.
DMW and client Blue Cross Blue Shield Northern Plains Alliance earned an Honorable Mention in the "Conservation" category for Join Now, a one-step jumbo direct mailing. The objective of this effort was to preserve the existing Medicare supplement book in each of seven states within the Blue Cross Blue Shield Northern Plains Alliance and encourage the current members to add a Blue Cross Blue Shield drug plan as their Part D insurance. "Join Now" leveraged the Medicare Part D confusion and the proliferation of marketing materials from numerous national and local companies to position the new Blue Cross Blue Shield drug plan as the "safe, smart choice." The "Join Now" kit was packed with educational material as well as product and enrollment information. As a result, the Northern Plains Alliance enrolled 300,000 members into its drug plan.
DMW also won a Gold Award in the "Self Promotion/Corporate Continuity Marketing" category for its Snowman Holiday Campaign. DMW wanted to deliver a meaningful communication to clients and prospects during the holidays that offered greetings while also demonstrating that the agency can execute innovative interactive work along with cost-effective print work. In total, the agency sent messages to 333 firms and had 178 Website visits. In just the first half of 2006, interactive assignments were up four times the total from the previous year. To review our Snowman Holiday Campaign, please go here.
Entries in the Marketing Methods Awards competition are judged equally on three elements: marketing strategy, creative strategy, and results. Entries fell into 11 categories designed to evaluate a wide range of insurance marketing programs.
About PIMA
The Professional Insurance Marketing Association (PIMA) is the nation's premier association for third-party broker administrators, agencies, insurance carriers, and businesses involved in the direct marketing of insurance products. Founded in 1975 as a not-for-profit organization, PIMA provides educational conferences, legislative updates, networking opportunities, publications, and manuals to members. Visit PIMA at www.pima-assn.org.
About DMW Worldwide LLC
DMW Worldwide is a full-service direct response advertising agency with offices in Wayne, Pa., and Plymouth, Mass. The ECHO Award-winning agency - which ranked 38th in the prestigious Advertising Age "Top 50 Direct Marketing Agencies" list and 6th in the Philadelphia Business Journal list of "Top 25 Advertising Agencies" - provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include insurance, health care, financial services, consumer products, B2B, and non-profit. Warren Hunter, President and CEO of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW's Website at www.dmwdirect.com.