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Should work that is designed clearly with the purpose of winning awards really be judged as an equal alongside mainstream direct marketing?

A few weeks ago the great and the good of the industry met in a London hotel to cast an eye over all of the work that companies were hoping would be recognised as this year's finest examples of the direct marketing discipline.

Our largest trade body has commendably created the definitive awards, based not solely on creativity but strategy and, most importantly, results. They are, to quote this year's strapline, 'Less fluffy than other awards'. And, to me, that has always been their key strength.

How then, does that sentiment stack up in the grand old debate of boutique versus mainstream? This year, like every other year, there was a mix of paid-for work for paid-up clients, and more than a sprinkling of work done clearly to 'win awards'. Now, I'm not suggesting this type of work is bad or wrong. It can be an excellent way of keeping a creative team motivated. It can also be a great way to raise standards across the piece, by demonstrating just what can be done with a little imagination and a lot of talent. It is truly commendable for an agency to approach a client with a strong idea and offer to make it happen, regardless of cost.

The question I pose is whether this type of work should sit alongside mainstream work when it is being judged - particularly in craft skill categories like copy and art direction? It must be seen as more of an achievement to produce great work to a difficult brief, than to simply write the brief yourself. Isn't it? Shouldn't we award the writer of that ensure we are constantly raising standards across the piece?

The DMA (UK) Awards is a fabulous institution. It is open to all, and every entry is scrutinised rigorously. As ever, there was some great work on display this year.

I just hope, as a counter point to the current scorn poured on the industry from certain members of Her Majesty's press, that not too many of the winners on the night fell into that 'will work for free' category.

As, arguably, the largest celebration of our discipline, shouldn't we stick to those less 'fluffy' campaigns? Maybe that is the best way to convince the world at large that we care very much about ridding the world of 'junk mail', whatever the category.