Last night Gala and its agencies, Perspektiv Marketing and ISD Computer Services, carried off the gold for what the judges said was a powerful direct marketing initiative that was cleverly integrated with the process and infrastructure of Gala's organisation.
George Smith, a judge and former IDM chairman, said: "The system enabled local managers to react at speed to the market and incorporated a powerful use of technology from the database right through to digital print."
There were eight contenders for the award, with the Department of Works & Pensions, Draft London and PHD Confidential taking the silver, and BT and OgilvyOne taking the bronze.
Gala also won another of the night's awards, for Data Information Integration Award, with agency Effective DM.
The IDM revamped its awards this year to focus on the business achievement of strategic direct and interactive marketing programmes.
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