Its catalogue, which was personalised to each customer, drove a near 30% uplift in response. Catalogues were addressed to customers’ first names and came with a fold-out spread unique to each person, based on his or her shopping history and “life story with the brand”.

The award for Direct Marketing was won by Land Rover for its ’Designed to Face the Toughest Test’ campaign, created for its 2010 vehicle range.

Shop Direct, owner of Littlewoods, triumphed in the Data Driven Marketing category for how it combined customer browsing data with customer profiles to trigger personalised email contact. The winner in the Digital category was Procter & Gamble’s Old Spice brand, for its instant response YouTube campaign, starring Isaiah Mustafa.