2009 ECHO Awards(1)

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WINNERS PROGRAM

2009

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WE SALUTE THE VERY BEST IN DIRECT MARKETING!

The 2009 International ECHO Awards honor the highest achievements in direct marketing – the interactive, data-driven, online, offl ine, inbound, outbound, lead-generating, customer-retaining direct marketing process. ECHO-winning campaigns, and the people responsible for them, have played a vital role in helping restore economic growth while leading the way to highly effective new approaches to one-to-one marketing.

From online to offl ine, the ECHO judges have selected this year’s top work in direct marketing based on the most brilliant strategies, groundbreaking creative and unparalleled results. Every ECHO-winning campaign is a model of smart planning and innovative use of data, and most now integrate channels for impact of offer and measurability of results.

Congratulations to each and every 2009 International ECHO Award nominee and winner. Your vision and talent have moved the standard of excellence in mar-keting to an even higher level. DMA and the entire direct marketing community salute you!

John A. Greco, Jr.President & CEODirect Marketing Association

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CONTENTS

2009 SPECIAL AWARDS

1 A Message from the CEO and President of the Direct Marketing Association 5 A Message from the Chairman of the ECHO Academy 7 The ECHO Academy of Direct Marketing Arts & Sciences 9 ECHO Governors of the Academy11 Sponsors

12 The Best in Show Award – ECHO Diamond, A. Eicoff Broadcast Innovation Award 13 USPS Gold MailBox Award, ECHO Digital Innovation Award14 ECHO Search Marketing Award, Henry Hoke Award15 ECHO Governors Award for Stategic Innovation17 ECHO Green Marketing Award, People’s Choice Award

AUTOMOTIVE 19 Bronze

BUSINESS AND CONSUMER SERVICES 22 Gold23 Silver26 Bronze

COMMUNICATIONS/UTILITIES 30 Gold31 Silver32 BronzeFINANCIAL PRODUCTS AND SERVICES 36 Gold38 Silver40 Bronze

INFORMATION TECHNOLOGIES 43 Silver44 Bronze

INSURANCE47 Gold48 Silver49 Bronze

NOT-FOR-PROFIT 50 Gold51 Silver57 Bronze

PHARMACEUTICAL/HEALTHCARE 58 Silver58 Bronze

PRODUCT MANUFACTURING AND DISTRIBUTION 59 Gold60 Silver61 Bronze

PUBLISHING/ENTERTAINMENT 63 Gold64 Silver65 Bronze

RETAIL AND DIRECT SALES66 Gold67 Silver68 Bronze

TRAVEL AND HOSPITALITY/ TRANSPORTATION69 Gold70 Silver70 Bronze

72 About the DMEF73 DMEF Collegiate Awards75 Leaders 79 Finalists

83 How Judging Works84 List of Judges86 Agency Index88 Index to Advertisers

ECHO AWARDS BY CATEGORY

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Congratulations to all the winners.

NO ONE CAN TAKE YOUR MOMENT AWAY.

Unless someone shows up and steals the limelight because he or she has an uncontrollable urge to express himself or herself at inappropriate times — and who ourlawyers have asked us to not mention his or her actual name.( (

WELCOMETO THE 2009 INTERNATIONAL ECHO AWARDS!

Brilliant marketing happens in good economies and bad. What separates the innovators from the wannabes is not the money spent on a campaign, but the quality of the think-ing. This thinking is born in the strategy, comes alive in the creative execution, and is proven by the results. You can’t judge any advertising effort without looking at all three elements.

ECHO is the only advertising award built upon the foundation of strategy, creative and results. ECHO celebrates campaigns that had the power to change business.

Considering the consumer mindset in 2008-2009, building a campaign that changed business was a remarkable accomplishment. The minds behind every winner announced tonight had the skills, intelligence and even the guts to take a chance. To build programs that used an ever-growing media menu in unique and interesting ways. To develop creative so bold that it stopped jaded consumers and got them to pay at-tention. To rewind a DVR and watch an ad. Send a text message. Comment on a blog. Pick up the phone. And, most importantly, take out a credit card.

There were many remarkable entries this year, which is why I’m pleased to announce three new awards:

• The ECHO Green Award honors the most innovative campaign employing envi-ronmentally responsible and sustainable marketing strategies and techniques.

• The ECHO People’s Choice Award. Voting for this award was via text message or online, and was completed at noon on the day the awards were given out.

• The ECHO Governors Award for Strategic Innovation is a special award given to one campaign that took strategic thinking to a whole new level.

You can see a listing of all ECHO Award campaigns on our website (www.dma-echo.org) and in this thumbnail drive. For an in-depth look at the strategies, creative and results of this year’s winning efforts—and previous year’s—subscribe to the ECHO Library of Case Studies, also available at our website.

We salute all the winners tonight. We are inspired by your talents. Your work will motivate us to strive to change busi-ness no matter what the economy.

Neil Feinstein Director of Brand and Creative Strategy, True NorthChairperson, Governors of the ECHO Academy of Direct Marketing Arts & Sciences

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HONORARY GOVERNORS* OF THE ECHO ACADEMYPablo Alzugaray – CEO, Shackleton (Spain)Matt Blumberg – Chairman/CEO, Return Path (USA)Howard Draft – Chairman, Draftfcb (USA)Alejandro di Paola – CEO, di Paola & Associates/WPP (Argentina)David Kenny – Chairman, CEO, Digitas (USA)Fred Koblinger – CEO, PKP Proximity (Austria)Shelly Lazarus – Chairman, Ogilvy & Mather (USA)Craig Newmark, Founder, Chairman, Customer Service Representative, Craigslist (USA)Jerry Reitman – CSO, The Reitman Group (USA) Stan Rapp – Chairman, Enguage (USA)Dr. Martha Rogers – Founding Partner, 1 to 1 Media (USA)Sir Martin Sorrell – Chairman/CEO, WPP (UK)

FOUNDING MEMBERS* OF THE ECHO ACADEMYRandy Belcher – SVP, Creative Director Doner (USA)Monica Chan – Group Managing Director, Datatrade Ltd. (Hong Kong)Robert DeSena, Managing Director, NA, iO Global (USA)Carolyn Goodman, President/Creative Director, Goodman Marketing Partners (USA)Tom Goosmann, Chief Creative Offi cer, True North, Inc. (USA)Duncan Gray, Executive Creative Director, Proximity London (UK)Nancy Harhut, Consultant (USA)Susan Jones, Professor of Marketing, Ferris State University (USA)Barbara Joynes, Partner, Integrated Services, The Martin Agency (USA)Jonathan Lambert, CEO, ACTON (USA)Bruce Lee, Executive Creative Director, G2 (USA)Erik Mathre, Creative Director of Direct Marketing, Rogers Townsend (USA)Hallie Mummert, Editor in Chief, Target Marketing (USA)Karen Rice Gardiner, Creative Director, National Geographic (USA)Jon Roska, CEO, Chief Creative Offi cer, Roska Direct (USA)Herbert Schneider, Managing Director, Draftfcb (USA)Mary Teahan, Chief Executive Offi cer, CP Comunicacion Proximity (Argentina)Georges Van Nevel, Managing Partner, DVN (Belgium)Kristi Vandenbosch, President, Tequila (USA)*At Press time2009 Governors of the ECHO Academy are listed, with photographs, on page 9

The ECHO Academy, launched October 2008, is dedicated to upholding and shaping the ECHO Awards’ standards of marketing excellence and business success. It celebrates innovation in the digital, interactive and traditional media that use direct marketing principles to drive business success. The ECHO Academy of Direct Marketing Arts & Sciences is led by its Governors, and is comprised of:• Honorary Governors• International Judging Chairs• Founding Members The ECHO Academy guides the ECHO Awards at DMA, and offers educational and networking opportunities to Academy members, who have met rigorous standards for admission and serve as judges of the ECHO Awards. Information about applying for membership is at www.dma-echo.org.

ECHO AC DEMY of Direct Marketing Arts & Sciences

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2009 ECHO AWARDS COMMITTEE

INTERNATIONAL JUDGING CHAIRS

ECHO CONSULTANTMATT LEONARD CIPPUpper Saddle River, NJ

ECHO CHAIRNEIL H. FEINSTEINDirector of Brand and Creative StrategyTrue North Inc.New York, NY

ECHO VICE CHAIRKAREN EBBENDirector, Marketing Effectiveness & Enabling Analytics, GMIAGeneral Motors CorporationDetroit, MI

TEDD AURELIUSVice President, Management SupervisorThe Martin AgencyRichmond, VA

ANDREW BECKMANPresidentLocation3 Media, Inc.Denver, CO

WILLIAM W. COLLINGERPresidentCollinger & AssociatesSt. Louis, MO

RICHARD EBEREVP, Executive Creative DirectorMRM WorldwideLawrenceville, NJ

ERIC EDGEDirector of CommunicationsEuro RSCG WorldwideChicago, IL

PAM FIELDSCEOStetsonNew York, NY

CHAD GHASTINCustomer Relationship Marketing ManagerWeightWatchers.comNew York, NY

KARIN L. GIFFNEYVice President, MarketingDiscover Financial ServicesChicago, IL

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ECHO CHAIR OF EUROPEANJUDGING FOR EUROPE,MIDDLE EAST, AND AFRICAFINN OVERGAARDFounder & CEORelationshutteGekkoCopenhagen, Denmark

BERNICE GROSSMANPresidentDMRS Group, Inc.New York, NY

HENRY (HANK) HOKE, IIIPublisherHoke Communications, Inc.Gilford, NH

WARREN HUNTERChairman & CEODMW Worldwide LLCWayne, PA

MARJORIE KALTERAcademic Program DirectorClinical ProfessorNew York UniversityNew York, NY

BOB KNORPPPresidentThe Cool Beans GroupGreensboro, NC

BRENT KUHNPartnerBennett Kuhn Varner, Inc.Atlanta, GA

SID LIEBENSONEVP, Director of MarketingDraftfcbChicago, IL

MITCHELL A. LIEBERPresidentLieber & AssociatesChicago, IL

LEONA LINDNERSenior Director CRMKraft FoodsTarrytown, NY

MARYSSA MILLERDirector of E-CommerceLacosteNew York, NY

CATHERINE E. MORIARTYAdvertising SpecialistEditor – DeliverUnited States Postal ServiceWashington, DC

HOLLY PAVLIKAExecutive Creative DirectorBig FuelNew York, NY

EUGENE RAITTSVP – Accident & Health & CMO, AsiaAllied World Assurance CompanyHong Kong

DETLEF RUMPManaging Director & COOProximity GermanyHamburg, Germany

EZEQUIEL TRIVINOFounder – PrincipalWikreateSan Francisco, CA

ECHO CHAIR OF AUSTRALIAN JUDGING FOR ASIA PACIFIC, AUSTRALIA AND NW ZEALANDMALCOLM BRISTOWHead of DirectLeap AgencyMelbourne, Australia

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THANK YOU TO OUR 2009 INTERNATIONAL ECHO AWARD SPONSORS

WEBSITE DEVELOPMENT & MANAGEMENT BKV

2009 CALL FOR ENTRIESTrue North

2010 CALL FOR ENTRIESWikreate

PLATFORM FOR 2009 PEOPLE’S CHOICE AWARDMella Media

A. EICOFF BROADCAST INNOVATION AWARD

HOKE AWARD

USPS GOLD MAILBOX AWARD

2009 DIGITAL ECHO WINNERS PROGRAMMovada Media

SPONSORS

PARTNERS

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DIAMOND TOURISM QUEENSLAND HAD A MISSION TO MAKE THE ISLANDS OF THE GREAT BARRIER REEF an international destination. During the northern hemisphere’s winter, and at a time of rising unemploy-ment, a campaign recruited candidates for the world’s best job: Islands Caretaker, a legitimate, salaried posi-tion. In-store posters, along with newspapers and online ads, recruited candidates, and an information site sup-ported by a strong social media presence got the word out. Applicants were asked to submit a video application demonstrating their knowledge of the islands. The campaign captured global media attention, exceeded application goals by twofold, and drew nearly 7 million unique visitors in 56 days.

CAMPAIGN NAME – The Best Job in the WorldCATEGORY – Travel & Hospitality/TransportationCONSUMER ADVERTISING MEDIUM – MultimediaCLIENT – Tourism QueenslandAGENCY – CumminsNitro BrisbaneJUDGE COMMENTS, DIAMOND AWARD– This was a tourist campaign masquerad-ing as a recruitment effort. Who wouldn’t want the best job in the world in the most idyllic setting? This now famous campaign had a global reach and gener-ated high-volume, impassioned response among tens of thousands of applicants and hundreds of thousands of voters. The Queensland Tourist Bureau owns the phrase “best job in the world” from this remarkable program. JUDGE COMMENTS, A EICOFF AWARD – A fl awless campaign that was brilliantly executed and went viral. Full profi le on page 69.

AND A.EICOFF BROADCAST INNOVATION AWARDS

2009 SPECIAL AWARDS

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RANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH THE SIGNAL (La Señal), in Spain but the novel had a scientifi c, interactive plot that would appeal mainly to the techno-geek crowd, whotypically spend more time online than browsing bookstores. To appeal to a technologically savvy audience, the publisher integrated the novel with the web, both starting and ending it online. In other words, Random House created a circular strategy that could take people from the website to the bookstore, or from the bookstore to the website. The Signal’s site was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 users were reached.

CAMPAIGN NAME – THE SIGNALCATEGORY – Publishing /EntertainmemntCONSUMER ADVERTISING MEDIUM – MultimediaCLIENT – Random House Mondadori S.A.AGENCY – CP ProximityJUDGE COMMENTS – The link between the offl ine and online world, and the attempt to bridge the two is innovative and most defi nitely the future. This was an extreme-ly creative and well targeted campaign. Hit the target audience on the nail. Perfect use of the viral nature of the internet. By integrating the product and its marketing into the very structure of the internet, this campaign really gets to the hearts and minds of its geek audience. The concept of a virus as a marketing tool, while alarming both pays off the promise of the plot and also delivers a thrill to the user. Creative is impressive in its successful integration of different pieces across a variety of mediums. The look and feel is sleek, fun and audience-appropriate.Full profi le on page 63.

DIGITAL INNOVATION AWARD

SULAMÉRICA SEGUROS HOPED TO RETAIN HIGH-VALUE HOME INSURANCE CLIENTS in a wealthy area of São Paulo. Drawing inspiration from the recent theft of a major Picasso portrait from a local museum, the company shipped reproductions of the portrait to its top home-insurance customers. Framed like the original and packed in a shipping crate, the painting seemed to be sent by the museum, giving the impression that the masterpiece would have been safer at the customer’s home. A letter also thanked recipients for their enduring relationship. A response rate of 80% provided the desired policy renewals and an ROI of 735%.

CAMPAIGN NAME – Picasso PaintingCATEGORY – Financial Products and ServicesCONSUMER ADVERTISING MEDIUM – Direct Mail CLIENT – SulAmérica SegurosAGENCY – Sun/MRM WorldwideFull profi le on page 36.

USPS GOLD MAILBOX AWARD

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CAMPAIGN NAME – The Yellow Treehouse CATEGORY – Communications/UtilitiesBUSINESS-TO-BUSINESS AND

CONSUMER ADVERTISING MEDIUM – MultimediaCLIENT – The Yellow Pages GroupAGENCY – Aim ProximityJUDGE COMMENTS – Great solution to a product that had become irrelevant due to the internet and search engine providers. The Yel-low Tree House was a runaway success in terms of business results and engagement, capturing the imaginations of consumers and media all over the world. Full profi le on page 30.

NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE FROM THE PAST WITH DIGITAL-AGE RELEVANCE. It rolled out a campaign featuring a brand tagline “Job Done” and recruited a young woman to serve as the face of the campaign. Using only Yellow pages, the woman was tasked with fi nding all the help she needed to build a restaurant 40 feet above the ground in a redwood tree. A TV ad, billboards, and online media launched the campaign and a website kept everyone up on the treehouse’s progress. The process gripped viewers and increased Yellow’s online usage 11%, to reach record levels.

HENRY HOKE AWARD

BABYCENTER WANTED TO INCREASE WEB TRAFFIC AND BUILD ADVERTISING REVENUE. Research showed that mothers were heavy social media users, so the campaign looked at user-generated content from mothers on the BabyCenter social platform, studying keyword search activity and social media comments. Content was then developed using top keyword phrases in site content, headlines, and meta tags to increase clicks on organic listings and increase rankings. BabyCenter also formed partnerships with content creators to provide fresh content for high-interest topics where information was lack-ing. BabyCenter’s organic search traffi c rose 38% in 11 months and organic search traffi c hit its highest level ever.

CAMPAIGN NAME – BabyCenter –Pregnancy and Parenting InformationCATEGORY – Pharmaceutical/HealthcareCONSUMER ADVERTISING MEDIUM – Search Engine MarketingCLIENT – BabyCenter, LLCAGENCY – Greater Than One JUDGE COMMENTS – Great use of UGC to promote SEO. Although keyword research, meta tag copy etc. are all standard practice for SEO, this campaign’s use of social media optimization was innovative.

SEARCH MARKETING AWARDECHO

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GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE SMALL BUSINESSES WITHIN THEIR RETAIL SECTOR to move their insurance policies from other companies to Gjensidige. Specifi -cally, the Norwegian insurance company’s goal was to secure a sales meeting with 50% of campaign recipients. Following riots during which many Oslo shops suffered property damage, Gjensidige sent a brick similar to those used during the riots along with a photo of damaged shops and a letter offering a review of the recipient’s insurance needs. The results were extraordinary: 66% of the recipients scheduled a meeting, and the campaign generated a sales increase that was 10% above expectations.

ECHO GOVERNORS AWARD for STRATEGIC INNOVATION

2009 SPECIAL AWARDS

NEW

CAMPAIGN NAME – The BrickCATEGORY – InsuranceBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & TelemarketingCLIENT – Gjensidige ForsikringAGENCY – McCann Direkte MRM PartnersJUDGE COMMENTS – This award is given to a campaign that took strategic thinking to a whole new level. The Brick campaign was unique in that the product was parity, yet the marketers were able to capitalize on a news story to heighten the relevance of their insurance offering, build urgency and drive sales from their target audience of small business/retailers.Full profi le on page 49.

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THE UNITED STATES POSTAL SERVICE WAS DETERMINED to educate business customers about eco-conscious direct mail. It coined the term “Environmailist” and sent prospects a mailing that was in its own right a strong example of green mailing practices. Those who responded received a 100% organic Environmailist T-shirt and an Environmailism Handbook of tips, strategies, case studies, and green resources. All outbound and fulfi llment elements were produced using the latest green processes, including VOC-free inks, Green Seal-certifi ed paper, and printing methods that used wind-generated power. The response rate of 7.07% blew away the industry average, making it the USPS’s highest response from this target.

CAMPAIGN NAME – Environmailist CampaignCATEGORY – Business & Consumer ServicesCONSUMER ADVERTISING MEDIUM – Direct MailCLIENT – United States Postal ServiceAGENCY – Campbell-EwaldJUDGE COMMENTS – The Environmailist campaign successfully inte-grated sustainable, creative and strategic environmental considerations — including the DMA’s Green 15 tenets — throughout the life cycle of the direct marketing process, all while delivering outstanding results, inspiring eco-action and promoting green awareness among marketers, and making a positive impact on the environment.

VOTING FOR THIS AWARD WAS VIA TEXT MESSAGE OR ONLINE, and was completed at noon on the day the awards were given out, (October 20, 2009). For the fi rst time, DMA attendees and site visitors participated in the selection of an ECHO winning campaign. Go to www.dma-echo.org to fi nd out who received this inaugural award.

GREEN MARKETING AWARD

2009 SPECIAL AWARDS

NEW

NEW

The new DMA ECHO Green Marketing Award recognizes the most creative and stra-tegic use of eco-responsible marketing tactics to deliver outstanding results, from a response or return on investment perspective, while producing impacts that affect the environment in positive ways. The award is judged by representatives from the DMA Committee on the Environment & Social

Responsibility (CESR)

ECHO

PEOPLE’S CHOICE AWARD ECHO

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BRONZEBMW WANTED TO ENTICE PORSCHE DRIVERS WITH THE NEW BMW X6. To pique the interest of this diffi cult-to-impress audience, BMW extended a highly exclusive offer. Before auto journalists had even seen the X6, prospects were individually chauffeured to an Air Force base hanger for the unveiling. Next they were treated to a test run with a leading racecar driver and time behind the wheel. Everything was fi lmed to create a personalized DVD, which allowed prospects to share their experience. A remarkable response of 72% blew away the typical 5% test drive response and surpassed the lofty goal of a 50% response rate.

CAMPAIGN NAME – Owner Advantage Communication (OAC) Welcome PackageCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Ogilvy Team DetroitCREATIVE DIRECTOR – Murray GrondinART DIRECTOR – Steve PoirierWRITER – Steve Ockerman & Lori Nixon

AUTOMOTIVE

CAMPAIGN NAME – BMW Seeks Opinionated Porsche DriversCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Draftfcb New Zealand LtdCREATIVE – Jane Jamieson CREATIVE – Leisa Wall ACCOUNT EXECUTIVE – Anastasia Potter HEAD OF ACCOUNT SERVICE – Fleur Head ACCOUNT DIRECTOR – Maria Reinbergen CREATIVE DIRECTOR – James Mok PRODUCTION MANAGER – Sharyn Howard

CLIENT – BMW New ZealandGROUP MARKETING MANAGER – Greg Hedgepeth EVENT MANAGER – Pip Richards MARKETING MANAGER - BMW – Lesley Acutt MANAGER - CRM – Ben Montgomery MANAGING DIRECTOR – Mark Gilbert

FORD HOPED TO ENHANCE LOYALTY AMONG CUSTOMERS PURCHASING A NEW VEHICLE.It began by sending a thank you in the form of a welcome guide two weeks after purchase. Each guide was customized to match the customer’s new car—down to the color, trim, and special features—and discussed special warranties and additional accessories applicable to the specifi c vehicle. The guide encouraged owners to register online to enhance their relation-ship with Ford, and also offered special discounts on dealer services. The mailing was perceived as a “must keep” reference item. As a result, site registration increased incrementally by 120%.

PRODUCTION – Jason Blades, Teresa Millner & Nancy KuceraACCOUNT – Eric Neville & Kate CollettDATA ANALYST – Stephen SawyerCLIENT – Ford Customer Service Division

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FORD WANTED TO INTEREST A YOUNG AUDIENCE IN THE LAUNCH OF ITS NEW FIESTA IN GERMANY. A social media strategy took advantage of Facebook, MySpace, Twitter, iPernity, and Flickr, asking young Germans to contribute their own digital content that expressed the sentiment “this is now.” The digital content was displayed on the country’s largest LED screen, with text messages, Tweets, photos, and videos fl ash-ing across the screen 24 hours a day for an entire month. Response was beyond expectations, resulting in thousands of digital submissions. The campaign even earned the distinction of the country’s most successful MySpace campaign.

AUTOMOTIVE

BRONZE

CAMPAIGN NAME – This Is Now: Be Part of It!CONSUMER ADVERTISING MEDIUM – OtherAGENCY – Wunderman GmbHEXECUTIVE CREATIVE DIRECTOR – Uli Buesgen CREATIVE DIRECTOR – Monika Neumann CREATIVE DIRECTOR – Thomas Limmer MANAGEMENT SUPERVISOR – Christine Bernsmann SENIOR COPYWRITER – Christian Löck

COPYWRITER – Daniel Wippermann ART DIRECTOR – Anja Gottschling ART DIRECTOR – André Hoffmann CLIENT SERVICE DIRECTOR – Stefan Jordan CLIENT – Ford-Werke GmbHMANAGER MARKETING-COMMUNICATION FOG – Sibylle Becher MANAGER INTERACTIVE CONSUMER MARKETING – Hubertus von Zehmen MANAGER ADVERTISING & MARKETING – Olaf Hansen

leapagency.com.au

GOLDTHE U.S. NAVY NEEDED TO COMBAT WHAT IT CALLED THE “MOM MOMENT”: that moment when a mother says, “Not my child!” Decades of experience showed that traditional marketing and advertising approaches were limited, so the Navy turned to an online peer strategy and invited Navy mombloggers to join NAVYForMoms.com. A variety of media reached out to questioning moms and encouraged them to speak directly to other mothers through the site. Site registration surpassed annual goals in six months and a study in the target region found that mothers’ support for their child’s enlistment rose 25%.

BUSINESS ANDCONSUMER SERVICES

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CAMPAIGN NAME – Navy Infl uencer – NAVYForMoms.com CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Campbell-EwaldVICE CHAIRMAN, CHIEF CREATIVE OFFICER – Bill Ludwig CLIENT – Navy Recruiting Command

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SILVERTO PUBLICIZE ITS CAPABILITIES, WIKREATE DECIDEDTO CELEBRATE THE ECONOMIC CRISIS The gutsy campaign was based on the idea that slim budgets wouldn’t allow for an opulent annual celebration. Prospective clients could join the party in San Francisco, or join online. Invitations were mailed on packs of cheap supermarket salami to grab attention, and a viral video followed. Those sending regrets received Wall Street Journal stock listings and were asked to make confetti from it for their own crisis celebration. The party gained national media attention and won the company a major new client.

CAMPAIGN NAME – Celebrate the Crisis – A Singular Wikreate’s Party BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – WikreateCREATIVE LEAD – Ezequiel Trivino ACCOUNT LEAD – Elena Castanon ACCOUNT DIRECTOR – Virginia Lu ACD COPYWRITER – Carlos Garchitorena ACD ART DIRECTOR – Santiago Casares ADC ART DIRECTOR – Jamie Kim WEB DESIGNER AND DEVELOPER – Santiago Casares CLIENT – Wikreate


AS MALAYSIA’S MARKET LEADER, DHL NEEDED TO PROTECT ITS POSITION FROM ENCROACHING COMPETITION. To defend its territory, it pursued increased sales through existing cus-tomers. The company sent customers a personalized postcard of a beach scene that featured the recipient’s name written in the sand. Customers were promised prizes and a chance to win a beach vacation if they met a specifi ed shipping target. Thanks to customer data, targets were based on each individual customer’s shipping patterns, making them relevant and attainable. The mailing had a response of 83% and earned an ROI of 24.5.

CAMPAIGN NAME – Getting Personal ADVERTISING MEDIUM – Direct Mail & Other AGENCY – OgilvyOne Worldwide, MalaysiaEXECUTIVE DIRECTOR – Selina AngCREATIVE DIRECTOR/COPYWRITER – Lee Siew Tin CREATIVE GROUP HEAD – Tay Kok Khuan ART DIRECTOR – Alvin Wong DESIGNER – Michelle Lye COPYWRITER – Celestine Lau COPYWRITER – Joelynn Chin MANAGING DIRECTOR – Alex Lee ACCOUNT DIRECTOR – Linda Lee ACCOUNT EXECUTIVE – Julie Saw/ Koh Luke Yeh CLIENT – DHL Express (Singapore) Pte LtdNATIONAL MARKETING MANAGER – Ooi Yung ChiunCORPORATE COMMUNICATIONS

SOUTH EAST ASIA MARKETING – Karen Tan

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SILVERGETTY IMAGES DEUTSCHLAND NEEDED TO CONVINCE BOOK PUBLISHERS that its services were not just for magazines and advertis-ing agencies. To prove that the right images elevate any book, it gave the country’s most boring book a makeover. At the same time the German govern-ment mailed the 2009 Income Tax Guide, Getty Images mailed its own image-laden edition to publishers throughout the country. The formerly dull and often forgotten tax guide was a smash hit, drawing a response rate of 17%. In addition, photo sales to book publishers have risen, reaching twice the previous year’s sales.

ROYAL MAIL WANTED TO EDUCATE ADVERTISING AGENCIES ABOUT DIRECT MAIL’S UNIQUE QUALITIES to stave off falling mail volume. It created an online center with the lat-est innovations and information about direct mail and promoted it with a campaign that emphasized the power of touch. A mailing alluded to the “cold” economic environment and encouraged recipients to press a button on the mailing for good news. The mailing, which was a heating pad with a printed message, warmed in recipients’ hands to prove its point. In just 20 days, it drew 49% of the annual target for unique site visitors.


CAMPAIGN NAME – Income Tax Guide 2009 BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & OtherAGENCY – Red Urban GmbHEXECUTIVE CREATIVE DIRECTOR – Andreas Klemp CREATIVE DIRECTOR COPY – Ole Suraj ART DIRECTOR – Marianne Bartl ART DIRECTOR – Judith Baumgartner ACCOUNT EXECUTIVE – Maria Schmid COPYWRITER – Niklas Maier

CAMPAIGN NAME – Royal Mail Heat PackBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct MailAGENCY – Proximity LondonCREATIVE DIRECTOR – Nicola Rogers EXECUTIVE CREATIVE DIRECTOR – Caitlin Ryan ART DIRECTOR – Jason Fletcher COPYWRITER – Andy Hepburn PLANNING PARTNER – Adrian Hoole PLANNER – Emma Hargreaves HEAD OF PRODUCTION – Chris Chadwick PRODUCTION MANAGER – Becky Maguire ACCOUNT DIRECTOR – Nick Myers

SENIOR ACCOUNT MANAGER – Jonny Miles Prouten CLIENT – Royal Mail

SENIOR MARKETING COMMUNICATIONS

MANAGER – Amanda CloseMARKETING COMMUNICATIONS

MANAGER – Emma Perret

PRODUCER – Carsten Horn PRODUCER – Jörg Friedrich ILLUSTRATOR – Bernd Georg CLIENT – Getty Images Deutschland GmbH

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SILVERROYAL MAIL WANTED TO EDUCATE DECISION-MAKERS AND OWNERS of small and medium businesses to see them as a partner for growth. Through a short online questionnaire, Royal Mail was able to provide tailored advice and information about its products and services that help grow each participant’s business. It emailed a PDF of the informa-tion, and in a few days, a digitally printed customized pack arrived by mail with more customized advice for promoting growth. The campaign had a 50% conversion rate for those who started the questionnaire, and 30% of those who received a Growth Pack visited Royalmail.com small business site.

TERMINEX NEEDED TO GENERATE AWARENESS of pest control in a market where enthusiasm was high for remodeling but low for ongoing maintenance. A three-pronged campaign targeted women aged 35-54, because they infl uence many household decisions. Using broadcast, direct mail, and digital channels, Terminex appealed to prospects’ desire to keep control over the home and avoid another household crisis, encouraging homeowners to strike fi rst, before the unseen threat of termites and pests got the upper hand. The campaign resulted in a 14% market share increase in residential termite control and a 5% market share increase in residential pest control services.


CAMPAIGN NAME – Royal Mail Partners for Growth BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Web Development & Direct MailAGENCY – Proximity LondonCOPYWRITER – Marcus Iles EXECUTIVE CREATIVE DIRECTOR – Duncan Gray HEAD OF DIGITAL – Mark Iremonger SENIOR ACCOUNT DIRECTOR – Katie Hankinson ACCOUNT DIRECTOR – Jocelyn Hendry COPYWRITER – Chris Monk PRODUCER – Shahin Ali

CAMPAIGN NAME – Terminix Seeing Is BelievingCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Publicis DallasEXEC. VICE PRESIDENT, EXECUTIVE CREATIVE DIRECTOR – Shon Rathbone SR. VICE PRESIDENT, GROUP CREATIVE DIRECTOR – Julia Melle VICE PRESIDENT, CREATIVE DIRECTOR – Glen Day ART DIRECTOR – Jonathan Harper MANAGEMENT SUPERVISOR – Rebecca Cohen ACCOUNT SUPERVISOR – Molly Mann ACCOUNT EXECUTIVE – Chrissie Detrich CLIENT – The Terminex International Company LP (Terminex)CHIEF MARKETING OFFICER – Brad Cumings DIRECTOR OF MARKETING – Stefan Figley

PLANNER – Sean Tweddell DATA DIRECTOR – Claire Aldous DIGITAL DEVELOPER – Kwai Cheung MANAGING PARTNER – Emma Rush USER EXPERIENCE DIRECTOR – Paul Rasmussen CLIENT – Royal Mail

DIRECTOR OF MARKETING – Joe Finch DIRECTOR OF INTERACTIVE MARKETING - SERVICEMASTER – Edmund Mackey VICE PRESIDENT, DIRECT MARKETING GROUP - SERVICEMASTER – Mark Allen

26

SILVERFACULDADE ANHANGUERA NEEDED TO BOOST ADMISSIONS EXAM ENROLLMENT in a time of aggressive competition among Brazilian universities. Its campaign targeted lower income youth, inviting prospects surfi ng education sites to view Brazilian celebrity Ana Hickmann’s recent commercial. Interested prospects provided their name and cell phone number before watching a video about the making of the TV com-mercial. During the video, participants were surprised by a call from Ana Hickmann. Viewers could also share the experience by entering friends’ email addresses and phone numbers. Using just 3% of the communications budget, the campaign drew 18,000 interactions in one month.

THE SWEDISH ADVERTISING ASSOCIATION HOPED TO RAISE AWARENESS of membership benefi ts among its new and existing mem-bers. It chose to do so by putting a spin on its long-standing tradition of sending new members a cake. Instead of sending a readymade cake, it presented its members with a cake kit to make their own, with each ingredient representing one of the many benefi ts of membership. Once completed, participants were encouraged to share their creations online with other members. The campaign managed to wow a traditionally hard-to-impress audience with its creativity, drawing 30 new agency members and exceeding goals by 20%.

CAMPAIGN NAME – Bake a CakeBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – OgilvyCREATIVE DIRECTOR – Christina Knight ART DIRECTORS/DESIGNERS – Jenny Ström/Helena Thorsell COPYWRITER – Christina Knight ACCOUNT DIRECTOR – Martin Agebrandt ACCOUNT MANAGER – Tina Solfeldt CLIENT – The Swedish Advertising AssociationMARKETING MANAGER – Bon-Hee Nilsson


CAMPAIGN NAME – Web Video Call AnhangueraCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – OgilvyOneCREATIVE DIRECTOR – Reinaldo César Jr. ART DIRECTOR – Fernando Passos ART DIRECTOR – Leonardo Yabu COPYWRITER – Nathalie Lourenço COPYWRITER – Marisa Rigon GROUP ACCOUNT DIRECTOR – Denise Caruso ACCOUNT DIRECTOR – Maria Laura Alzueta

PLANNING – Silvia Curiati PLANNING – Ana Raquel Renovatto PROGRAMMER – PontoMobi – Rafael Arruda Grostein FILM DIRECTORS - NUCLEAR – Oscar Rodrigues and Alexandre Cruz CLIENT – Faculdade AnhangueraMARKETING MANAGER – Maristela Poli Guanais

BRONZE

27

BRONZESHACKLETON WISHED TO SEND A HIGHLY CREATIVE CHRISTMAS GREETING to impress clients, so it showcased its abilities with the gift of a farewell party for President Bush. The agency launched a site that provided party kits, including invitations, music, and cocktail recipes. In addition, minispots were broadcast on social media outlets to spread the word. Mailings to 500 recipients—including President Bush—marked the event with souvenir watches. The agency’s own farewell party was joined by 1500 parties in 50 countries. Major media coverage including American CNN, and the site drew nearly 75,000 online visitors, with 10,000 blog and social media references.

IBM NEEDED TO PROMOTE ITS NEW WEB 2.0 COLLABORATIVE SOFTWARE DEVEOPMENT TOOLS. A campaign reached out to members of software development teams with a viral email introducing Mr. Fong, a developer lost in space who needed help contacting his team. Once directed to a landing page, recipients were provided various tools, including IBM’s software, to help Mr. Fong contact his team. Questions from Mr. Fong’s colleagues helped introduce various aspects of IBM’s software. Mr. Fong also interacted with prospects through accounts on YouTube, Twitter, and Facebook. Viral videos had open rates of 19% and 20%, and eventually led to trial downloads.

CAMPAIGN NAME – Connect Mr. Fong CONSUMERADVERTISING MEDIUM – Email and Instant Messaging & Web AdvertisingAGENCY – Ogilvy New YorkVICE CHAIRMAN, CREATIVE, OGILVY NEW YORK – Chris Wall EXECUTIVE CREATIVE DIRECTOR – Susan Westre CREATIVE DIRECTOR – Vicki Azarian CREATIVE DIRECTOR – Chris Lindau ART DIRECTOR – Sally Kim ART DIRECTOR – Mike Tunney COPYWRITER – Steven Schroth COPYWRITER – Ben Heller


CAMPAIGN NAME – Bush Bye Bye PartyBUSINESS-TO-BUSINESS AND CONSUMER

ADVERTISING MEDIUM – MultimediaAGENCY – ShackletonGENERAL CREATIVE DIRECTOR – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR – Alfonso Marian INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo CORPORATE DEVELOPMENT MANAGER – Alex Baixas COMMUNICATIONS DIRECTOR – Luciana Borges CREATIVE DIRECTOR – Nacho Guilló, Victor Aguilar, Pablo González de la Peña, Antonio Herrero

DMO ACCOUNT TEAM – Carmen Santamaria, Gemma Martin, Elisa Martinez, Cyril Pierre AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Pablo García AcónGRAPHIC PRODUCTION TEAM – Itxaro Vicuña, Susana Herraez ART DIRECTORS – Alfredo Ustara, Alex García, Maria SalomonDIGITAL CREATIVE TEAM – Jaume Leis, Carlos Wassmann, Daniel Rocasalbas, Victor Castillo, Carlos JiménezAVID EDITING TEAM – Jordi Canela, Paula Cuadrado, Paloma MartinCLIENT – Shackleton

INTERACTIVE PRODUCTION – Jason Shevchuk INTERACTIVE PRODUCTION – Valerie Valoueva CLIENT – IBM Corporation

28

THE DIRECT MARKETING ASSOCIATION’S INTERNATIONAL ECHO AWARDS needed to prove it was the premier competition for direct and interactive marketing—not just for direct mail. A campaign featuring an ECHO-cardiogram theme kicked off at the ECHO Awards ceremony, where nurses passed out appoint-ment cards to drive prospects online and provide contact information. Prospects received a direct mail package prescribing an ECHO-cardiogram test to determine if their ideas were big enough for the ECHOs. A series of emails, a print ad, and a delivery of posters and easels to New York agencies also emphasized the power of an ECHO. Forty percent of entries came from digital agencies, and 32% of entries were from fi rst-time entrants.

CAMPAIGN NAME – ECHO-CardiogramBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – MRM WorldwideEVP, EXECUTIVE CREATIVE DIRECTOR – Richard Eber ASSOCIATE CREATIVE DIRECTOR/COPY – Jon Tell ASSOCIATE CREATIVE DIRECTOR/ART – Carol Sondesky ART DIRECTOR/INTERACTIVE – Chris Silvestre SVP, STRATEGIC PLANNING – David Huehnergarth VP, ACCOUNT DIRECTOR – Ruth Landamia CLIENT – The Direct Marketing AssociationDIRECTOR OF AWARDS PROGRAMS – Barbara Parker

HENKEL IBÉRICA NEEDED TO PROMOTE ITS NEW SCHWARZKOPF PROFESSIONAL ESSENITY LINE to salons throughout Spain. To highlight that the product was 100% natural and organic, the company sent salons packages that opened like a fl ower. Inside, recipients found what appeared to be a jar of conditioner, which actually contained fertilized soil. Instructions asked recipients to plant the letter in the jar and water it. The letter, which was made from organic paper and contained seeds, soon sprout-ed into a plant to represent the natural source of Essenity’s ingredients. The campaign generated an 83% response rate and surpassed initial sales goals by 127%.

CAMPAIGN NAME – EssensityBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct MailAGENCY – Shackleton GENERAL MANAGER – Albert Solé CREATIVE DIRECTOR – Alex Reizabal ACCOUNT MANAGER – Elisenda Porta ACCOUNT EXECUTIVE – Estefania Cortes ART DIRECTOR – Carles Morata COPYWRITER – Beatriz Torres CLIENT – Henkel Ibérica S.A. Schwarzkopf Professional


THAWmthmreifdaw

BRONZE

29

ROYAL MAIL WANTED TO ATTRACT MORE BUSINESS FROM MAILROOM MANAGERS, so it sent a package that de-livered a strong message about its service. The package contained a ball that was labeled “not a stress ball” and was accompanied by a letter that told recipients they could take some stress out of their life by using the dependable services of Royal Mail. Instead of needing to squeeze a stress ball, they would have the time to casually bounce their new ball while knowing that all deliveries would reach


CAMPAIGN NAME – Not a Stress Ball BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct MailAGENCY – Proximity LondonCREATIVE DIRECTOR – Nicola Rogers ART DIRECTOR – Duncan Gray COPYWRITER – Patrick Collister COPYWRITER – Marcus Iles ACCOUNT DIRECTOR – Nick Myers PLANNER – Mark Hancock DATA PLANNER – Nikki Gosling SENIOR ACCOUNT MANAGER – Rebecca Evans

their destinations, as planned. The campaign achieved an ROI of

9:1 and exceeded the target twofold.

PRODUCTION

MANAGER – Becky Maguire CAMPAIGN MAN-

AGER – Laura Masterson CLIENT – Royal Mail MARKETING COMMUNICATIONS EXECUTIVE – Paul Malone MARKETING COMMUNICATIONS MANAGER – Caroline Forbes

BRONZE

BBC HAD TO CONVINCE STUDENTS TO BUY A TELEVISION LICENSE but knew they often resisted with colorful excuses. Students received notices about a license fee with their acceptance to university and again with a university welcome pack. Once on campus, the cam-paign used students’ often-outlandish excuses to promote the cause, sharing various clips of students sharing their best excuses. Whether on TV, the radio, or in Facebook banner ads, the message was clear: BBC thought students’ excuses were great—because it could use them as evidence against those who didn’t register. ROI reached 13:1 and sales increased 4.8% over the previous year.

CAMPAIGN NAME – TV Licensing “No Excuse” Campaign 2009CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Proximity LondonACCOUNT MANAGER – James Dyer ACCOUNT DIRECTOR – Lindsey White ART DIRECTOR – Jason Fletcher PRINT PRODUCTION MANAGER – Stuart Ketteridge CAMPAIGN MANAGER – James West PRODUCER – Marc Schneider PLANNER – Hazel Reed CLIENT – BBC TV LicensingMARKETING MANAGER - Brand – Peter Kirk CAMPAIGN MANAGER – Selina Holliday

GOLDNEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE FROM THE PAST with digital-age relevance. It rolled out a campaign featuring a brand tagline “Job Done” and recruited a young woman to serve as the face of the campaign. Using only Yellow pages, the woman was tasked with fi nding all the help she needed to build a restaurant 40 feet above the ground in a redwood tree. A TV ad, billboards, and online media launched the campaign and a website kept everyone up on the treehouse’s progress. The process gripped viewers and increased Yellow’s online usage 11%, to reach record levels.

CAMPAIGN NAME – The Yellow Treehouse BUSINESS-TO-BUSINESS AND

CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Aim ProximityEXECUTIVE CREATIVE DIRECTOR – Nick Worthington CREATIVE DIRECTOR – Dave King CREATIVE DIRECTOR – Steve Cochrane HEAD OF INTERACTIVE ART – Aaron Goldring DEPUTY CREATIVE DIRECTOR – Tony Clewett COPYWRITER – Anne Boothroyd ART DIRECTOR – Maria Lishman GROUP ACCOUNT DIRECTOR – Matt Pickering ACCOUNT DIRECTOR – Ngaio Pardon PRODUCER – Paul Courtney CLIENT – The Yellow Pages Group

30

COMMUNICATIONS /UTILITIES

31

SILVERSONY ERICSSON FACED STIFF COMPETITION IN THE AREA OF MP3 PLAYERS, so to sell its Walkman phones, it appealed to young music fanatics. The company offered 100 VIP tickets to the MTV Europe Music Awards and 100 die-hards walked 400 km in 10 days from Germany to Liverpool to earn a ticket. With Walkman phones to accompany them, the walkers took to the road, blogging and posting pictures and videos all the way. The press, web shows, and live MTV coverage kept fellow music fans updated on the trek. The results: target audience acceptance of the phones increased by 50%.

CAMPAIGN NAME – The Sony Ericsson Fan Walk 2008CONSUMER ADVERTISING MEDIUM – Alternative/Insert MediaAGENCY – ServiceplanEXECUTIVE CREATIVE DIRECTOR – Alex Schill CREATIVE DIRECTOR – Karsten Gessulat COPYWRITERS – Susanna Schreibauer, Niels van HoekART DIRECTORS – Julia Bona Pfeiffer, Ryan McManus ACCOUNT SUPERVISORS – Diana Guender, Sven Reuter GRAPHIC DESIGN – Dave Wemmer, Kerstin Grahl SCREENDESIGN/PROGRAMMER – BplusD agenturgruppe GmbHPRODUCERS – Aisha Blackwell (NEVEREST GmbH & Co. KG)PRODUCTION COMPANY – Simone Koch (Bakery Films Filmproduktion GmbH)

CONECT HAD TO BACK UP ITS CLAIMS THAT ITS PRIVATE THEMATIC TELEVISION CHANELS could deliver solid advertising results. To make its point, it chose the virtually unknown town of Miravete de la Sierra, population 12, and promoted it as a tourist destination on its thematic channels. Ads drove intrigued viewers to a website providing tourist information, virtual introductions to villagers, ringtones and other merchan-dise, and even an online goat milking game. The campaign drove more than half a million visitors to the site, far outpacing popular sites for Seville and Bilbao, and resulted in more than 650 Facebook and YouTube links and references.

CAMPAIGN NAME – The Village Where Nothing Ever HappensBUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – ShackletonGENERAL CREATIVE DIRECTOR – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – Juan Silva COPYWRITER – Carlos García Janini ART DIRECTORS – Pablo González, Carlos Álvarez AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Cristina CortizasACCOUNT MANAGEMENT TEAM – Luz González, Eva Galán, Lucía Angulo PUBLIC RELATIONS TEAM – Elvis Santos, Lara García INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo INTERACTIVE CREATIVE TEAM – Xavi de la Cruz, Irene Vidal, Jaume Leis, Jordi Ramón DIGITAL PRODUCTION TEAM – Carlos Wassmann, Daniel Rocasalbas, Carlos JiménezDIGITAL ACCOUNT MANAGEMENT TEAM – Joaquín García-Morato, Marta Sellés MarcedMEDIA DIRECTOR – Paloma Álvaro CLIENT – Conect


PRODUCER, PRODUCTION COMPANY, PHOTOGRAPHY – REBEL Media GmbH DIRECTOR – Nam Cao via Bakery Films Filmproduktion GmbHCamera – Tommy Wildner via Bakery Films Filmproduktion GmbH

32

MAXIS FACED STIFF COMPETITION IN THE MOBILE PHONE MARKET and hoped to grow revenue through data services. To educate young customers who were already fairly tech savvy, it launched a campaign with a contest that asked young Malaysians what their Maxis phone meant to them. Online ads, blogs, print ads, and text messages encouraged participation. A second phase used instructional commercials to teach how to get even more from mobile phones with online mobile applications for Facebook, Yahoo! and other services, and also offered a free trial. Mobile Internet user penetration rose from 44% in 12 months as a result.

CAMPAIGN NAME – What’s My Maxis CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – OgilvyOne Worldwide, MalaysiaBUSINESS UNIT DIRECTOR – Ranjeetha Menon EXECUTIVE DIRECTOR – Selina Ang EXECUTIVE CREATIVE DIRECTOR – Daniel Comar CREATIVE DIRECTOR – Richmond Walker ACCOUNT DIRECTOR – Sharina Ismail ACCOUNT MANAGER – Cindy Lim SENIOR ART DIRECTOR – Leong Sook Leng ACCOUNT MANAGER – Keith Tang

ASSOCIATE PLANNER – Chan Tze Wee CLIENT – Maxis Communications BhdHEAD OF STRATEGIC MARKETING – Denise Tambuatco GENERAL MANAGER (BRANDING & MARKETING COMMUNICATIONS) – Allan Khoo

BRONZE


BELGACOM NEEDED TO RAISE AWARENESS OF ITS BROADBAND SERVICE. It launched a campaign that allowed consumers to claim the Internet as their own, if only briefl y. By clicking a button on internetismine.be, the temporary “owner’s” picture was posted on-line and live at soccer matches, on sandwich boards on main streets, and on television commercials. People were given 10 tries a day and could earn more clicks by inviting friends. Each day the longest “owner” won a laptop, and the longest for the whole competition won a free broadband connection for life. In just one week, 100,000 participants—or 1% of the Belgian population—participated.

CAMPAIGN NAME – Internet Is MineCONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Proximity BBDOProximity BBDO TeamCLIENT – Belgacom

33

CEPSA HOPED TO SCORE THE ALL-IMPORTANT FIRST HEATING-FUEL ORDERS OF THE SEASON. Spotting an opportunity with the retirement of Maldonado, Spain’s best known weatherman, it built a campaign that played on its existing “Winter Lovers” campaign. Reaching out to prospects and existing customers, Cepsa provided customized versions of Maldonado’s fi nal weather report online and by mail. Knowing Maldonado would be missed, it also sent a sticker of him to cover the screen when his replacement arrived. Finally, Maldonado himself confessed he was a Winter Lover, a real coup since his spot had been sponsored by the competitor for years. Sales rose 14% as a result.

TELECOM NEW ZEALAND WANTED TO PROMOTE ITS NEW T-STICK MOBILE BROADBAND DEVICE to business users. It targeted top advertising creative professionals who were early tech adopters and key infl uencers—and mostly loyal to the competition. A campaign recast mobile business computing as a way to slip out of the offi ce. Top creatives received infl atable body doubles to use as decoys, and an email resembling an out-of-offi ce notifi cation praised the possibilities of working from a café or the beach. These and other efforts led online to a microsite. In an industry of fewer than 2,900 people, 680 professionals visited the site and 70% registered online.

RTANT FIRST. Spotting an opportunity nown weatherman, it built a vers” campaign. Reaching outded customized versions of mail.

CAMPAIGN NAME – Maldonado’s Last Weather Report BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING

MEDIUM – Multimedia AGENCY – ShackletonGENERAL CREATIVE DIRECTOR – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR – Alfonso Marian CREATIVE DIRECTOR – Antonio Herrero COPYWRITER – Raúl Lazcano ART DIRECTOR – Alex Garcia ART DIRECTOR – Maria Salomon

CAMPAIGN NAME – No One Will Know You Are GoneBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – RAPP New ZealandEXECUTIVE CREATIVE DIRECTOR – Wayne Pick HEAD OF COPY – Kim Pick SENIOR DESIGNER – Katie Benge MANAGING DIRECTOR – Robert Limb ACCOUNT MANAGER – James Henson PRODUCTION MANAGER – Marcel de Ruiter

BRONZE


GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Ana Pérez PHOTOGRAPHER – Ángel Álvarez AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora PRODUCER – Cristina Cortizas ACCOUNT MANAGER – Sebastian Torme CLIENT – Cepsa

DESIGNER – Cliff Li CLIENT SERVICES DIRECTOR – Maggie Christie CLIENT – Telecom New ZealandMANAGER, MARKETING COMMUNICATIONS

TELECOM BUSINESS SOLUTIONS – Rebecca Smith MARKETING MANAGER – James Perrin MARKETING MANAGER – Mobile Competition Telecom Business Solutions – Richard England

34

MOVISTAR HOPED TO MAKE THE MOST OF ITS SPONSORSHIP of Rock Rio Madrid as part of its global sponsorship strategy to reach younger consumers. With 500 pairs of tickets to the event at its disposal, it decided use the tickets to promote the sponsorship. Using banners, emails, text messages, and a university campaign, the com-pany solicited the loudest shouts from music fans. Shouts were measured in decibels, with the loudest contestants winning a pair of tickets, and the top 10 loudest scoring VIP passes. The site drew more than 11,000 unique visitors from 48 countries.

CAMPAIGN NAME – Shout to Come to Rock in RioCONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – OgilvyInteractiveCREATIVE MANAGER – Jesús Rasines CREATIVE MANAGER – Diego González ART MANAGER – Deborá Martín COPYWRITER – Angela Medina


BRONZE

PRODUCER MANAGER – Javier Sanchez MULTIMEDIA – Irene Choclan CLIENT – Movistar

36

FINANCIAL PRODUCTSAND SERVICES

SULAMÉRICA SEGUROS HOPED TO RETAIN HIGH-VALUE HOMEINSURANCE CLIENTS in a wealthy area of São Paulo. Drawing inspiration from the recent theft of a major Picasso portrait from a local museum, the company shipped reproductions of the portrait to its top home-insurance customers. Framed like the original and packed in a shipping crate, the painting seemed to be sent by the museum, giving the impression that the masterpiece would have been safer at the customer’s home. A letter also thanked re-cipients for their enduring relationship. A response rate of 80% provided the desired policy renewals and an ROI of 735%.

CAMPAIGN NAME – Picasso PaintingCONSUMER ADVERTISING MEDIUM – Direct Mail AGENCY – Sun/MRM WorldwideACCOUNT DIRECTOR – Marcus Tavares ACCOUNT SUPERVISOR – Maria Rita Santos CREATIVE DIRECTOR – Rodrigo Esteves ART DIRECTOR – Giulianna Rollo COPYWRITER – Camila Piagge CREATIVE SUPERVISOR – Guilherme Vieira ACCOUNT EXECUTIVE – Celso Ribeiro CLIENT – SulAmérica SegurosCRM AND INTERNET MANAGER – Fabrício Saad

GOLD

37

38

SILVER


ATP NEEDED TO EDUCATE DANES ON THE ATP LIFELONG PENSION. Though important, the subject was often seen as boring,

so a multimedia campaign reached out to interest Danes in how the pension would affect their future. By fi lling out a short questionnaire

online, Danes could create a customized movie that illustrated their future with a ride through the countryside. The clip’s viral aspect drew others online, and an informative website and periodic

emails kept Danes in touch with what they could expect from ATP. The ATP-Forum’s database grew by 46%, far surpassing goals.

CAMPAIGN NAME – ATP – Your FutureCONSUMER ADVERTISING MEDIUM – Multimedia

AGENCY – RelationshusetGekkoCREATIVE MANAGER – Maria Furbo ART DIRECTOR – Camilla Dragsted Hassing COPYWRITER – Stina Buchhave MARKETING STRATEGIST – Maria Furbo PROJECT COORDINATOR – Dorthe Dencker ACCOUNT DIRECTOR – Maria Furbo CLIENT – ATP

IN AN ATTEMPT TO DRAW CUSTOMERS FOR ITS NEW DEPOSIT ACCOUNT, Caja Madrid challenged other banks to fi ght on a different fi eld—the soccer fi eld. The bank’s team, Barrilete Cósmico (Cosmic Kite), bore the same name as the new deposit account. A website invited other teams to play and educated consumers about the new prod-uct, and TV and radio spots showed a professional coach taking on the task of training Caja Madrid’s team. Even an online video soccer game and a mobile campaign were used to entice soccer fans. The campaign drew deposits equaling 114% of its goal.

CAMPAIGN NAME – Barrilete Cósmico BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – ShackletonGENERAL CREATIVE DIRECTOR & COPYWRITER – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – Juan Silva AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora PRODUCER – Cristina Cortizas EXECUTIVE CREATIVE DIRECTOR – Alfonso Marin ACCOUNT MANAGER – Marta Gutiérrez ACCOUNT SUPERVISOR – Zaida Vázquez CREATIVE DIRECTOR & COPYWRITER – Alvaro González CREATIVE SUPERVISOR & COPYWRITER – Oscar Moreno COPYWRITERS – Jorge Martínez & Iñigo Reyna ART DIRECTORS – Ana Molina, Nieves Barrajón, Celia MartínezINTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo CLIENT – Caja Madrid

ATP NEPENS

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The AT

CAMPAIGN NAM

CONSUMER ADVERT

AGENCY – RelationsCREATIVE MANAGER

ART DIRECTOR – CamCOPYWRITER – StinaMARKETING STRATE

PROJECT COORDINAT

ACCOUNT DIRECTOR

CLIENT – ATP

39

SILVER


ANZ BANK WANTED TO DRAW YOUNG CLIENTS WITH ITS SPECIAL STUDENT ACCOUNTS AND BENEFITS. Understanding that students often don’t think about money until it’s nearly gone, the bank launched a radio campaign asking students to share their best dollar-stretching tactics. Students’ often humorous tips were posted on YouTube and sent by email. To further promote student accounts, banners on popular and social media sites, along with posters and postcards on campus and in bank branches, led students to getting Uthru.co.nz. By the end of Orientation Week, 7,000 accounts were opened, beating goals by 1,000.

PAYBACK NEEDED TO USE ITS OLYMPIC SPONSORSHIP TO REVITALIZE CONSUMER EXCITEMENT for its rewards program and make it work harder for merchants. Instead of the typical 5-point system, it based rewards on the current number of gold medals Germany had won in Beijing. Twelve golds, for example, equaled 12 points. Statements, direct mail, and emails encouraged registration in the program, and point-of-sale ads kept the program on consumers’ minds. Finally, TV, radio, and print shared how many medals were won to date during a 14-day shopping marathon. The program generate incremental merchant sales 83% higher than any other Payback Olympic promotion.

CAMPAIGN NAME – “Goldfach punkten” PAYBACK Olympic CampaignCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – argonauten G2 GmbH, a member of Grey | G2 GroupCREATIVE DIRECTOR – Arnulf Fornoff CREATIVE DIRECTOR – David Hofmann UNIT DIRECTOR – Arne Cornelsen DIRECTOR CLIENT SERVICES – Christine Oehm TVSPOTPRODUKTION – Tandem Films, London CLIENT – PAYBACK GmbH

CAMPAIGN NAME – gettingUthruCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – RAPP New ZealandEXECUTIVE CREATIVE DIRECTOR – Wayne Pick ASSOCIATE CREATIVE DIRECTOR – Pat Murphy SENIOR COPYWRITER – Susan Young SENIOR DESIGNER – Katie Benge PRODUCTION MANAGER – Marcel De Ruiter CREATIVE SERVICES MANAGER – Paul Stephenson ACCOUNT MANAGER – Afshin Saffari SENIOR ACCOUNT DIRECTOR – Jackie Shaw

PHOTOGRAPHER – Stephen Langdon ACCOUNT DIRECTOR, TRIBAL DDB NEW ZEALAND – David Rhoades CLIENT – ANZ BankCOMMUNICATIONS MANAGER, ANZ BANK – Kim Versfeld COMMUNICATIONS MANAGER, ANZ BANK – James Perrin

40

SILVER


CAJA MADRID WANTED TO PROMOTE ITS GREAT INTEREST RATE ON CDS, so it painted its new product as one that was driving the competition mad. The full spectrum of media portrayed bankers from other institutions desperate to fi nd a way to distract customers from Caja Madrid. Radio spots, for example, made veiled references to competitors and their paranoia that Caja Madrid was using subliminal ads. In addition, TV spots showed competitors frantic to outdo the bank but failing with silly giveaways and promotions. As a result of the multimedia campaign, new deposits beat goals by 150%.

COMMONWEALTH BANK OF AUSTRALIA WANTED TO ENGAGE WITH KIDS AND TEACH THEM HOW TO SAVE. Using the Dollarmites, a cast of animated characters from a long-running campaign, the bank drew youngsters online. An activity pack arrived in the mail with the monthly statement and provided clues to help kids fi nd the answers to questions. Properly answered questions revealed a secret code that kids could enter online to create their own avatar and begin their own online Dollarmites adventure. Kids spent an average of 12 minutes online, which was more than double the target.

CAMPAIGN NAME – Relax & EnjoyCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – ShackletonGENERAL CREATIVE DIRECTOR & COPYWRITER – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – Juan Silva EXECUTIVE CREATIVE DIRECTOR – Alfonso Marián CREATIVE SUPERVISOR – Fede Arce COPYWRITER – Victor García-Hoz ART DIRECTOR – Celia Martínez, Nieves Barrajón, Ana MolinaGRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Susana Herraez ACCOUNT MANAGER – Marta Gutiérrez ACCOUNT SUPERVISOR – Arancha Cebrián, Zaida Vázquez ACCOUNT EXECUTIVE – Joseba Irurzun INTERACTIVE EXECUTIVE

CREATIVE DIRECTOR – Enric Nel-lo CLIENT – Caja Madrid

CAMPAIGN NAME – Dollarmites MissionCONSUMER ADVERTISING MEDIUM – Direct Mail & Internet AGENCY – BMFCOPYWRITER – Damon Porter ART DIRECTOR – Matt Rudd ASSOCIATE CREATIVE DIRECTOR – Brad Wagoner CREATIVE DIRECTOR – Dylan Taylor INTERACTIVE CREATIVE DIRECTOR – Chris James ART DIRECTOR – Craig Bailey COPYWRITER – Daniel Fryer

ACCOUNT DIRECTOR – Carine Wicks PRODUCER – Sora Nobari STRATEGIST – Melissa Bolling PRODUCTION – Nestor Moreno CLIENT – Commonwealth Bank of AustraliaCLIENT EXECUTIVE – Cecilia Fitzgerald

BRONZE

41

BRONZE


GUARANTY BANK WANTED TO PROMOTE ITS FREE CHECKING ACCOUNT but faced competition from much larger competitors. To make itself heard, it used a multimedia campaign that presented angry “before” customers and then solutions from Guaranty Bank that created happy customers. Radio spots featured these scenarios, and mailings echoed the message. Prospects were asked to see for themselves what the bank could do for them and were directed online to tryabetterbank.com, or to local a banking center. In the six-month campaign period, the average number of free checking accounts per banking center rose 150%, compared with the previous year.

DANSKE BANK WANTED TO HELP PARENTS AND TEACHERS EDUCATE CHILDREN ABOUT MONEY. A corporate responsibility initiative that contained no direct advertising message reached out to schools and parents, not children directly. Parents and schools received letters explaining the importance of early fi nancial education. The campaign introduced the Moneyville game, which allowed children to have fun while learning where money comes from and how to use it responsibly. The campaign worked closely with parents and educators to create a joint effort. Online registration on the Moneyville site was 648% above target.

CAMPAIGN NAME – Responsible RelationshipsBUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING

MEDIUM – Direct Mail & InternetAGENCY – Sepia A/SPARTNER, COPYWRITER – Helle Goodstein ART DIRECTOR – Torben Ulrik SørensenCLIENT – Danske BankMARKETING CONSULTANT – Lars Bøje Jepsen

CAMPAIGN NAME – Guaranty Checking Moment of Truth Campaign CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – TracyLocke-Los AngelesASSOCIATE CREATIVE DIRECTOR – Karen Bowman ASSOCIATE CREATIVE DIRECTOR – Steve Peckingham SVP, MANAGING DIRECTOR – Judy Carpenito VP, GROUP DIRECTOR DATABASE MARKETING SERVICES – Tariq Ali MANAGEMENT SUPERVISOR – Kerry Quinn PRODUCTION DIRECTOR – Dee Ann Davis

SENIOR MARKETING ANALYST – Justin Hufnagel SENIOR DATABASE MARKETING MANAGER – Drew DeMastersCLIENT – Guaranty BankADVERTISING MANAGER – Chris Armstrong VP, MARKETING INTELLIGENCE – Gail Kriske CHIEF MARKETING OFFICER – John Wessman

42

BRONZE


ING DIRECT WANTED TO SEND HOLIDAY GREETINGS AND INVOLVE CUSTOMERS IN ITS UNICEF DONATIONS. Using a viral strategy, it sent emails to customers promising that ING would make a donation, but only if customers sent holiday greetings of their own to friends and family through a site featuring a UNICEF-ING bus. For every kilometer the bus traveled to deliver greetings, it earned one cent for UNICEF. In other words, a Madrid-Chicago trip of 6,747 km earned 67. Thanks to the addition-al buzz from blogs, social media, and a press conference, the site had 200,000 hits in one month and raised 98,000.

CAMPAIGN NAME – The Bus CONSUMER ADVERTISING MEDIUM – Email & IM and OtherAGENCY – OgilvyInteractiveCREATIVE MANAGER – Jesús Rasines CREATIVE MANAGER – Diego Gonzalez ART MANAGER – David Botella COPYWRITER – Ramiro Alda ART MANAGER – Sara Moreno PRODUCER MANAGER – Cesar Checa PRODUCER – Oscar García AUDIOVISUAL MANAGER – Irene Choclan ACCOUNT MANAGER – Vanesa Porte EXECUTIVE MANAGER – Irene Caro CLIENT – ING Direct

ING WANTED TO RE-ESTABLISH ITS RELATIONSHIP WITH THE CEOs AND CFOs AT ITS TOP B-TO-B CLIENTS. To emphasize the personal nature of its services and solutions, the bank emailed CEOs and CFOs on their birthdays and offered a virtual visit to its wine cellar. Customers could choose three bottles of their favorite wine with the help of a virtual sommelier, who promised that their selec-tions would be delivered by an ING relationship manager. A follow-up call from ING conveyed birthday greetings and aimed to get on the customer’s calendar. The result: 55% of recipients chose wine and agreed to a meeting.

CAMPAIGN NAME – Wine CellarBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – Proximity BBDOProximity BBDO TeamCLIENT – ING

43

SILVER

INFORMATIONTECHNOLOGIES

MICROSOFT NZ NEEDED TO REACH IT MANAGERS ABOUT ITS NEW VIRUS-FIGHTING WINDOWS SERVER 2008. To get their attention, it mailed in a vacuum pack a petri dish and live virus. In a few days, the virus spelled out in words how many viruses were in the IT managers, future: zero. Instructions sent IT managers online to learn more about Windows Server 2008. Further communications included blog seeding on key sites and podcasts, followed by mass media such as banner and print ads. The straightforward, edgy message achieved year-on-year growth of 70% for Microsoft’s security portfolio.

IBM NEEDED TO SELL ITS HARDWARE INTERNET SECURITY DEVICE TO BUSINESS CLENTS. The market was unfamiliar with a one-device solution and was more accustomed to relying on a variety of solutions that were often software based. To contrast the prod-uct’s comprehensive and physical nature with other solutions, the campaign sent prospects a physical replica of the device, which served as a mailing box. Inside the box were six compartments, with each containing a brochure that explained a different aspect of equipment. This simulated look inside the device did the trick, generating 300% more booked meetings than a typical letter approach.

CAMPAIGN NAME – One Box to Rule Them AllBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct MailAGENCY – OgilvyOne WorldwideCEO (IBM BUSINESS PARTNER) – Michael Albek IBM MARKETING MANAGER – Salina Rana KEY ACCOUNT DIRECTOR – Dan Forsberg COPYWRITER – Laila Lundgaard CREATIVE DIRECTOR – Ole Rydal PROJECT MANAGER – Birgitte Andersen PRODUCTION MANAGER – Jens Bang CLIENT – SecureDevice A/S & IBM Denmark A/S

CAMPAIGN NAME – Microsoft Security “Virus”BUSINESS-TO-BUSINESS ADVERTISING

MEDIUM – MultimediaAGENCY – Y&RSENIOR ACCOUNT MANAGER – Kylie Framp COPYWRITER – Matt Sellars ART DIRECTOR – Cory Bellringer CREATIVE DIRECTOR – Vaughn Davis ACCOUNT DIRECTOR – Justine Boyd PRODUCTION MANAGER – Shelly Cousins CHANNEL PLANNER – Matt O’Sullivan MEDIA GROUP HEAD – Anna Gethin-Jones MEDIA PLANNER/BUYER – Kelly Lee CLIENT – Microsoft NZMARKETING COMMUNICATIONS MANAGER – Kylie Nelson MARKETING MANAGER, BREADTH – Brigitte Reed WINDOWS SERVER, MARKETING MANAGER – Tovia Va’aelua

44

SILVER


CISCO SYSTEMS CANADA WANTED TO ENCOUR-AGE PARTICIPATION IN THE GREEN MOVEMENT. Its campaign emphasized how small “green acts” every day added up to big change. Beginning with a launch on the country’s number-one talk show, the campaign pushed to generate “one million acts of green.” A website invited people to register their acts and measured their impact. The site’s Act of the Day feature and social networking elements helped make the program viral. Schools, corporations, and communi-ties also received tool kits to encourage group participation. Cisco reached its annual goal of One Million Green Acts in just 105 days.

ANRITSU HAD TO EDUCATE ITS PROSPECTS ABOUT ITS NEW BTS MASTER EQUIPMENT for fi eld testing cellular carriers’ wireless base stations. To reach engineers and decision-makers, it mailed a package designed to look like its new testing device. Inside the personalized and highly customized mailing, recipients were invited to visit a customized microsite where they could win an iPod shuffl e preloaded with technical material. The company followed up with email and calls to set up appointments. The campaign surpassed its initial response rate goal and resulted in more than $3 million in sales so far.

CAMPAIGN NAME – Anritsu BTS Master: Door Opener CampaignBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – Beasley Direct Marketing, Inc.PRESIDENT – Laurie Beasley CREATIVE/COPY DIRECTOR – Otis Maxwell ART DIRECTOR – Carlos Perez PRESIDENT, INTERACTIVE SERVICES – David Beasley INTERACTIVE DESIGNER – Andrew Keeler DIRECTOR MARKETING COMMUNICATIONS – Katherine Van Diepen ADVERTISING AND LEAD GENERATION MANAGER – Gina Varela Domenichin VP, BUSINESS DEVELOPMENT, DIRECT MARKETING – Tom Judge CLIENT – Anritsu Company

CAMPAIGN NAME – One Million Acts of GreenCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – OgilvyOne WorldwideCORPORATE MARKETING MANAGER – Andrea Dil COPRPORATE MARKETING ASSISTANT – Kelly Gordon DIRECTOR, INTERACTIVE SERVICES – Carolyn Convey

ASSOCIATE ACCOUNT EXECUTIVE – Kathleen Dusk ART DIRECTOR – Valentine Makhouleen CREATIVE DIRECTOR – Carlos Garavito COPYWRITER – Maxinne Abuyuan SENIOR COPYWRITER – Melanie Cote ART DIRECTOR – Mike Schonberger

BRONZE

45

BRONZE


RESOURCE SITESEEING NEEDED TO EDUCATE FINANCIALINSTITUTIONSABOUT ITS SERVICE. The company’s service monitors a client’s website from the perspective of a user, assessing the site’s availability and its effect on the user’s experience. The campaign began by monitor-ing the publicly accessible areas of top fi nancial institution sites and then ranked the results. Next, a customized dimensional mailing revealed the top two fastest sites and compared them with the recipient’s site. The mailing also included a small chronometer to emphasize how every second lost could mean lost customers. Efforts paid off with a response rate of 38%.

CAMPAIGN NAME – ChronometerBUSINESS-TO-BUSINESS ADVERTISING

MEDIUM – Direct Mail &WebsiteAGENCY – e|ou Marketing de RelacionamentoPLANNING DIRECTOR – Eduardo Soutello CREATIVE DIRECTOR – Eduardo Rodrigues ACCOUNT MANAGER – Ana Paula Morales ART DIRECTOR – Felix Martins

MICROSOFT WANTED TO GAIN NEW CUSTOMERS FOR adCENTER, ITS PAID-SEARCH ADVERTISING SERVICE. It chose a fun approach to reach prospects, mailing a package with a die-cut message on the outside. Inside, recipients found the die-cut words, includ-ing their names, were part of a sheet of detachable, colorful magnets that each bore a word. Customized printing allowed for highly relevant keywords to be included. Follow-up efforts such as emails and postcards included the colorful keyword graphics and educated prospects about adCenter’s services. The sign-up rate for adCenter was 32% above target and cost-per-acquisition was 30% below target.

CAMPAIGN NAME – Fun with KeywordsBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – WundermanCHIEF CREATIVE OFFICER – Nick Moore ASSOCIATE CREATIVE DIRECTOR – David Reitman ART DIRECTOR – Steve Hendersen GROUP ACCOUNT DIRECTOR – Barry Silverman

MANAGEMENT SUPERVISOR – Colin Kane ACCOUNT SUPERVISOR – Marc Bridgeman GROUP DIRECTOR – Gregg Hamilton CLIENT – Microsoft

COPYWRITER – Thais Fabris WEB – Diogo Pace GENERAL DIRECTOR – José Angelo Zanuto MARKETING MANAGER – Luciana Khair CLIENT – Resource SiteSeeing

46

BRONZE


HEWLETT-PACKARD WANTED TO EXPAND HISPANIC AWARENESS FOR ITS PRODUCTS BEYOND PRINTERS. A campaign began with black bodysuit-clad “shadows” roaming the streets of Miami who handed out cards leading to a site. Online, consumers learned about a chance to become the HP Insider, who would get an inside look at the Miami Heat basketball team and win an HP technol-ogy kit. Competitors posted videos online telling why they should win. Online voters chose a winner, who blogged about his experience. In fi ve weeks, the cam-paign generated more than 2 million street and web impacts and led to increased holiday sales for HP.

CAMPAIGN NAME – HP InsiderCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – DiesteCHIEF CREATIVE OFFICER – Carlos Tourne CREATIVE DIRECTOR – Noel Alrich INTERACTIVE DIRECTOR – Elsa Muñoz INTERACTIVE CREATIVE DIRECTOR – Santiago Bourges ART DIRECTOR – Mike Lopez COPYWRITER – Gabriel Gutierrez

IBM WAS WIDELY PERCEIVED AS BEING TOO EXPENSIVE FOR MID-SIZED COMPANIES IN THE ASIAN MARKET. This was a challenge in marketing IBM Express Advantage, a product designed and priced specifi cally for the mid-sized company. Targeting IT managers, IBM employed a strategy that incorporated new media to generate leads. To break new marketing ground and stand out from the competition, IBM engaged its target audience in an online game, which presented the product’s benefi ts. IBM’s innovative strategy paid off: 29% of players opted to be contacted by IBM, 35% referred the game to others, and the campaign generated leads worth $2.7 million.

COPYWRITER – Ernesto Fernandez PRODUCER – Amanda Paysse CLIENT – Hewlett-Packard

CAMPAIGN NAME – The Fun FactoryBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – OgilvyOne Worldwide, MalaysiaACCOUNT MANAGER – Jennifer Choi ACCOUNT MANAGER – Alan Tan ACCOUNT EXECUTIVE – Aaron Foong CREATIVE DIRECTOR – Lee Siew Tin ART DIRECTOR – Alvin Wong ART DIRECTOR – Faizal Reza

COPYWRITER – Haanim BamadhajCOPYWRITER – Kok Lay Choon WEB DESIGNER – Teo Choong Ching CONTENT ENGINEER – Calvin Tan PROJECT EXECUTIVE – Alvin Choo CLIENT – IBMINTEGRATED MARKETING SPECIALIST – Lorna McIntyre

47

GOLD

INSURANCE

BLUE CROSS AND BLUE SHIELD OF FLORIDA WANTED TO ADDRESS CONSUMERS’ CONCERNS that insurance is impersonal and confusing and, to communicate that the best health care requires personalized solutions. Targeting uninsured and self-insured Floridians, BCBSF sought to enhance brand image and engage consumers in a dialogue to improve their health care. BCBSF launched a multimedia campaign in key markets and geo-targeted online media to promote a microsite where people could interact with the company. The campaign site attracted 153,500 visitors, increased BCBSF’s positive brand media visibility from a pre-launch 38% to 73% in the quarter post launch, and led to an affordable plan called “GoBlue.”

CAMPAIGN NAME – The Power of the Human VoiceCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – DraftfcbEVP, GROUP CREATIVE DIRECTOR – John Claxton SVP, CREATIVE DIRECTOR – Kurt Fries CREATIVE DIRECTOR – Laura Keeler INTERACTIVE CREATIVE DIRECTOR – Jason Koerner EVP, GROUP MANAGEMENT DIRECTOR – Sandy Kolkey SVP, MANAGEMENT DIRECTOR – Margo Conant VP, ACCOUNT DIRECTOR – Catie Jacobsen ASSOCIATE MEDIA DIRECTOR – Heather Orsanic MEDIA SUPERVISOR – Lindsay Wasenko DIRECTOR, STRATEGIC PLANNING – Michael Mistele CLIENT – Blue Cross and Blue Shield of Florida (BCBSF)VP, BRAND AND MARKETING COMMUNICATIONS – Sheri Manning

48

SILVER

INSURANCE

ZURICH ESPAÑA WANTED TO INCREASE CUSTOMER LOYALTY AT A TIME WHEN THE INSURANCE INDUSTRY was undergoing marketplace change. Zurich targeted insurance agents and brokers as well as its automobile policy customers, who were classifi ed into fi ve macro-segments based primarily on customer value. Zurich created direct mail communications to be sent at key points in the business relationship that aimed to lower migration levels and increase customer connectivity, among other goals. Compared to a control group, the program resulted in a 3.26% lift for overall portfolio renewals, a 9% lift for year-four renewals, and a 3.87% lift for renewals of customers with the highest propensity to change companies.

CAMPAIGN NAME – Zurich Auto Loyalty ProgramCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – ShackletonGENERAL MANAGER – Albert Solé CREATIVE DIRECTOR – Alex Reizabal ACCOUNT MANAGER – Nuria Pons ACCOUNT SUPERVISOR – Lupe Bote COPYWRITER – Jordi Lucas COPYWRITER – David Arnau ART DIRECTOR – Mercè Cervantes

THE PROGRESSIVE CORPORATION KNEW THAT THE WINDOW TO ATTRACT CONSUMERS interested in switching automobile insurance providers was incredibly small. Its challenge was to defi ne itself as the better way. Tar-geting consumers looking for “a better way”—versus its old target of “anyone who drives”—it employed TV and online media to drive traffi c to Progressive.com, a Superstore where consumers can shop after learning about comparative rates, discounts, and the benefi ts of bundling insurance products. In its fi rst year, the campaign far surpassed its goals. Not only did it beat its start goal by 33%, it helped Progressive add over 350,000 new customers.

ART DIRECTOR – Esther González ART DIRECTOR – Carlos Adán ART DIRECTOR – Cristina MascortCLIENT – Zurich España

CAMPAIGN NAME – Insurance SuperstoreCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – ArnoldCHIEF CREATIVE OFFICER – Pete Favat CREATIVE DIRECTOR – Mary Webb CREATIVE DIRECTOR – Matt Lindley ART DIRECTOR – Steve Reepmeyer COPYWRITER – John Park

ART DIRECTOR – Josh Tetrault ART DIRECTOR – Jack Miller COPYWRITER – Caroline Hettinger ART DIRECTOR – Jim O’Brien COPYWRITER – David Register PRODUCER – Karen Kenney COPYWRITER – Sean McBride CLIENT – The Progressive Corporation

4949

BRONZE

INSURANCE

GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE SMALL BUSINESSES WITHIN THEIR RETAIL SECTORto move their insurance policies from other companies to Gjen-sidige. Specifi cally, the Norwegian insurance company’s goal was to secure a sales meeting with 50% of campaign recipients. Following riots during which many Oslo shops suffered property damage, Gjensidige sent a brick similar to those used during the riots along with a photo of damaged shops and a letter offer-ing a review of the recipient’s insurance needs. The results were extraordinary: 66% of the recipients scheduled a meeting, and the campaign generated a sales increase that was 10% above expectations.

CAMPAIGN NAME – The BrickBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & TelemarketingAGENCY – McCann Direkte MRM PartnersACCOUNT DIRECTOR – Ina Svarød ART DIRECTOR – Håvard Nærdal ART DIRECTOR – Einar Nonstad COPYWRITER – Lene Utigard COPYWRITER – Einar Fötschl ACCOUNT MANAGER – Elisabeth Lassen

CLIENT – Gjensidige ForsikringMARKETING MANAGER – Ingrid Berge Andersen

50

GOLD

NOT-FOR-PROFIT

THE OREGON ZOO FOUNDATION SUPPLEMENTS THE OREGON ZOO’S PUBLIC FUNDING with membership-driven private funds. The Foundation’s Fall 2008 marketing mission was to increase the number of memberships, develop support for wildlife conservation and education, and build the major donor prospect base by enrolling new members and re-enrolling lapsed members. Taking advantage of the Association of Zoos and Aquariums naming 2008 the Year of the Frog, the Foundation employed a frog-themed direct mail campaign that was targeted to both parents and non-parents who had visited the zoo. The campaign’s 1.12% response rate was the highest in fi ve years, exceeding the previous high by 26%.

CAMPAIGN NAME – Oregon Zoo Frog MembershipCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Lewis Kennedy AssociatesPRESIDENT – Helen Kennedy CLIENT – Oregon Zoo FoundationMANAGER, MEMBERSHIP & ANNUAL GIVING – Bianca McCarthy

51

SILVER

NOT-FOR-PROFIT

ADVERTISING FEDERATION OF MINNESOTA WANTED TO INCREASE THE NUMBER OF ENTRIES the number of entries and attendance at The Show, its awards competition and a celebration of Minne-sota’s market strength and global impact made through creative ad campaigns and interactive breakthroughs. Targeting Twin City advertising talent, Ad Fed Minnesota mailed and hand delivered a call for entries kit that not only drove recipients to The Show’s website but also included four different poster designs—all in an effort to create buzz. The campaign resulted in a 15% increase in entries over 2007, a 50% increase in attendance, and a campaign ROI of $162,000.

CAMPAIGN NAME – “The Show” Call for EntriesBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & Web AdvertisingAGENCY – Infi nity DirectCREATIVE DIRECTOR – Scott Kennedy ACCOUNT COORDINATOR – Trent Weber DIRECTOR OF ACCOUNT SERVICES – Katie Schmitz COPYWRITER – Scott Jorgensen ART DIRECTOR – Lori Baldwin ART DIRECTOR – Kirtie Royce ART DIRECTOR – Richard Gunderson CLIENT – Advertising Federation of Minnesota VICE PRESIDENT, THE SHOW – Conor Lawrence

THE NORWEGIAN RED CROSS WANTED TO ATTRACT DONATIONS TO HELP FINANCE 170 SOUP KIYCHENS that serve 160,000 hot meals daily to people—many of whom are children—in northwest Russia, an area blighted by poverty. The Red Cross photographed and fi lmed Russian children, allowing prospective donors to see and hear directly from those who would benefi t from their generosity. The campaign—which used direct mail, web banners, a dedicated website, and mass transit posters to target regular donors, seniors, and young urban types—was a major success. It raised NOK 7.5 million, an increase of NOK 2.5 million over the Christmas 2006 campaign.

CAMPAIGN NAME – A Portion of HopeCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – RappCREATIVE – Lena Niemi CREATIVE – Vilde Jorfald ACCOUNT DIRECTOR – Anders Guldbransen PROJECT MANAGER – Hanna Vestvik

CREATIVE – Kenneth Lamond Johansen CREATIVE – Joachim Bjørndah REPRO – Gorm Andresen PRODUCTION – Plastikk Media CLIENT – Norwegian Red CrossEMERGENCY APPEAL OFFICER – Helen Vibe

52

SILVER

NOT-FOR-PROFIT

THE NORWEGIAN RED CROSS WANTED TO RAISE PUBLIC AWARENESS FOR ITS CHILD SPONSOR PROGRAM for children in developing nations. The Red Cross chose a direct strategy that targeted consumers, with a primary focus on women. The campaign employed a letter from an HIV-infected orphan girl named Limpho from Lesotho, whose real-life story presented how the Red Cross program had dramatically benefi ted her. The letter generated a 4.1% response rate and resulted in 493 new child-sponsors, each of whom pledged $30 monthly. With a sponsor’s aver-age lifetime being 25 months, the campaign will generate nearly $370,000 on an investment of $29,000.

CAMPAIGN NAME – At the Stroke of a PenCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – RappCOPYWRITER – Lena Niemi ART DIRECTOR – Vilde Jorfald ACCOUNT MANAGER – Venke Lund ACCOUNT DIRECTOR/ADVISOR – Jens Harrison CLIENT – Norwegian Red CrossMARKETING EXECUTIVE – Nina E Larsen

THE WORLD WILDLIFE FUND HOSTS AN ANNUAL EARTH HOUR DURING WHICH HOUSEHOLDS AND BUSINESSES turn off their electricity for one hour to raise climatechange awareness. To help meet its 2009 goal of getting one billion participants, WWF enhanced its website to attract visitors. In a world fi rst, WWF built an augmented reality application that incorporated personaliza-tion, live data streaming, and adaptive fi le updating. Over a 10-day period, visitors placed 35,000 dots on the 3D Earth, one for each person who had either signed up for an e-newsletter or had used an application allowing one to actually hold a 3D Earth in her hands.

CAMPAIGN NAME – Earth In Your Hands CONSUMER ADVERTISING MEDIUM – Web Development & OtherAGENCY – WundermanCREATIVE DIRECTOR – Matt Batten HEAD OF COPY – Jason Stubbs ART DIRECTOR – Amanda Glover COPYWRITER – Theodora Gerakiteys DESIGNER – Chris Jerochim DESIGNER – Terry Hibbert DESIGNER – James Britt DIGITAL PRODUCER – Jo Durant PRODUCER – Carla Bentley ACCOUNT DIRECTOR – Nicola Long CLIENT – WWFDIRECTOR SPONSORSHIP AND BRAND – Elizabeth Potter ONLINE MANAGER – Sarah Barry

53

SILVER

NOT-FOR-PROFIT

THE VETERANS AIRLIFT COMMAND’S MISSION IS TO PROVIDE FREE AIR TRANSPORTATION is to provide free air transportation to wounded warriors, veterans, and their families for medical and other compassionate purposes. But in soliciting donations, it had a challenge: getting its target audience—consumers who would care about wounded soldiers—to open a letter from an organization with an admittedly hard-to-comprehend name. To meet this chal-lenge, the letter, designed to look like a personal letter, featured a photo of a wounded soldier, his personal story, and the powerful message, “Wounded Warrior: They’ve Got Heart—They Need Wings.” The campaign, which was the organization’s fi rst direct campaign, netted $10,630 from 707 donors.

CAMPAIGN NAME – Attention SignCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Fund Raising StrategiesSENIOR ACCOUNT EXECUTIVE – Wendy Newman SENIOR PRODUCTION COORDINATOR – Alvis Barbour CLIENT – Veterans Airlift Command

THE CALIFORNIA STATE PARKS FOUNDATION SOUGHT TO RAISE FUNDS from its major donors to thwart a budget-ary proposal that threatened to close and cut staffi ng for 48 state parks. Since the proposed cuts would affect people across the state, the Foundation mailed a state map clearly indicating all parks that would be impacted along with a petition to sign and return with contributions to save California parks. The results were outstanding. The campaign helped stop park closures; generated an 18.77% response rate; and netted more revenue than any single appeal in six years, with a 453% net ROI.

CAMPAIGN NAME – Foundation Map AppealCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Adams Hussey & AssociatesACCOUNT EXECUTIVE – Lon Chapman ACCOUNT MANAGER – Amy O’Connor ACCOUNT MANAGER – Kelly Potchak PRODUCTION MANAGER – Pat Dobson ART DIRECTOR – Chris Quillian CREATIVE DIRECTOR – Stephen Godbout CLIENT – California State Parks FoundationDIRECTOR OF MEMBERSHIP – Greg Zelder

54

SILVERTHE ROYAL NATIONAL LIFEBOAT INSTITUTION WANTED TO BECOME RELEVANT to young people so their awareness might grow into a lifetime engage-ment. To meet this challenge, RNLI sought to associate itself with a cause that appealed to youth. That cause was youth’s dislike for being stereotyped as dumbed down and uncaring. RNLI sent “mystery packages” to 12 You-Tube bloggers, asking each to “open live on your blog.” Each blogger did—and that unleashed a new media phenomenon. The campaign generated nearly 1 million views on YouTube, and for little more than the cost of 12 direct marketing packages, RNLI reached a staggering 11% of 15- to 20-year-olds in the UK.

CAMPAIGN NAME – Mystery PackageCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Proximity LondonCOPYWRITER – Debi Bester ART DIRECTOR – Soni Singleton COPYWRITER – Chris Monk ACCOUNT DIRECTOR – Georgia Bradley Grant ACCOUNT MANAGER – Joseph Pirrie

WINNING CHARITIES INTERNATIONAL RUNS FUNDRAISING LOTTERIES FOR THE TORONTO HOSPITAL FOR SICK CHILDREN (SickKids), which had not hosted a lottery in 10 years, aimed to sell out their 85,000 tickets at $100 per ticket without using TV or radio, which no other North American mega lottery had ever attempted. Targeting consumers, Winning Charities employed admail, newspaper ads and inserts, voice broadcasts, outbound tele-marketing, emails, and a dedicated microsite—most featured spokesperson Danielle Caterina, a 16-year-old double lung transplant patient. The campaign surpassed goals: the lottery sold out, and total sales reached $7,500,000 with 20% going directly to SickKids.

CAMPAIGN NAME – SickKids Lottery — DanielleCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Hamelin Maritneau Inc.PRESIDENT, HAMELIN MARTINEAU INC. – Robert Martineau CREATIVE DIRECTOR, HAMELIN MARTINEAU INC. – Diane Hamelin PROJECT MANAGER, HAMELIN MARTINEAU INC. – Sevilla Dorotea DESIGNER, HAMELIN MARTINEAU INC. – Marie-Josee Proux CLIENT – Winning Charities InternationalPRESIDENT, WINNING CHARITIES – Bill Bayles PROJECT MANAGER, WINNING CHARITIES – Chris Radford VICE PRESIDENT, WINNING CHARITIES – Abby MacIntosh-Hooper

NOT-FOR-PROFIT

ACCOUNT PLANNER – Julie Randall CLIENT – Royal National Lifeboat Institution (RNLI)

55

SILVERNEW ZEALAND’S MINISTRY OF HEALTH’S NATIONAL DEPRESSION INITIATIVE needed to provide additional outreach to young people and encourage them to seek help by visiting TheLowdown.co.nz, a “safe” online environment where a visitor could “get to a better place.” To drive traffi c, the Ministry of Health employed multiple media, including TV, radio, web banners, advertorials, and street posters. The results were impressive—perhaps even life-saving. In the fi rst month alone, 19,020 unique visitors surfed to TheLowdown, exceed-ing target by 761%. To date, The Lowdown team has supported more than 1,100 young people with over 42,000 text messages and 3,418 emails being sent or received.

CAMPAIGN NAME – The LowdownCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Draft New Zealand LtdACCOUNT DIRECTOR – Jane Wardlaw PRODUCER – Nick Pengelly MEDIA PLANNER – Antony Ord INTERACTIVE PRODUCER – Mel Archer EXECUTIVE CREATIVE DIRECTOR – James Mok CREATIVE DIRECTOR - DIRECT AND INTERACTIVE – Jeff Harris ACCOUNT DIRECTOR – Victoria Barnes-Graham

THE WORLD JEWISH CONGRESS FOUNDATION HAD EMPLOYED A MAJOR DONOR RENEWAL PACKAGE of 10 “calling cards” for years, but it no longer was generating the impressive response rate it once had. The WJCF’s marketing mission was to revitalize its Ambassador Circle direct

mail renewal program. It kept the package elements that had worked historically, but leveraged the worsening economy and other relevant news stories to explain why the re-cipient should renew her support. Not only

did the campaign generate a 21.07% response rate, but 96% of each dollar raised was profi t.

NOT-FOR-PROFIT

THE WORLD JEWISH CONGRESS FOA MAJOR DONOR RENEWAL PACKbut it no longer was generating the impresWJCF’s marketing mission was to revitaliz

mail renelementleveragerelevant cipient s

did rer

GM DIRECT & INTERACTIVE – Matt Scott CLIENT – New Zealand Ministry of HealthSENIOR ANALYST – Candace Bagnall TEAM LEADER – Maria Cotter

CAMPAIGN NAME – WJCF Ambassador Circle Business Card RenewalCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Adams Hussey & AssociatesCREATIVE DIRECTOR/COPYWRITER – Bill Krieger ART DIRECTOR – Shawn Henderson PRODUCTION MANAGER – Shannon Murphy ACCOUNT EXECUTIVE – Pete Carter ACCOUNT MANAGER – Meagan Pfeiffer

CLIENT – World Jewish Congress FoundationEXECUTIVE DIRECTOR – Herb Juli DEVELOPMENT MANAGER – Ellen Simmons DONOR SERVICES MANAGER – Bea Goldman

56

SILVER

NOT-FOR-PROFIT

WORLD VISION CANADA’S MISSION WAS TO RAISE FUNDS FROM MAJOR DONORS to support programs dedicated to preventing HIV/AIDS among children and helping those already affected. Its challenge was to stand out not only from its competi-tion, but to elevate this campaign’s importance over even other World Vision fundraising efforts. Targeting most-likely-to-respond major donors, World Vision mailed a plain box that contained a child’s “I Have a Friend in Canada” T-shirt with a hang tag for the donor to sign and return with a donation. The campaign generated a dazzling 28.1% response rate, an average gift of $666, and gross income of $243,759.

CAMPAIGN NAME – World Vision Canada: T-Shirts for OrphansCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Russ Reid CompanyVICE PRESIDENT, CLIENT SERVICES – Lyric Murphy CREATIVE DIRECTOR – Tim Kersten ART DIRECTOR – Hannah Chen SENIOR WRITER – Lori Gunnell

ACCOUNT SUPERVISOR – Melody Scott CLIENT – World Vision Canada OKMANAGER, MAJOR DONOR MARKETING – Paola Philip MARKETING COORDINATOR – Sandra Torres VICE PRESIDENT OF DONOR ENGAGEMENT – Kathryn Goddard

57

BRONZE

NOT-FOR-PROFIT

THE FRANKFURT PROTESTANT CHURCH (Evangelischer Regionalverband Frankfurt am Main) sought to inspire Frankfurt businesses to support its 11 Youth Centers that help up to 800 young people in crisis situations each day. Wanting to emphasize that charitable donations are needed locally, the church sent a kidnapping-themed direct mailing that featured a “blackmail letter,” crudely wrapped around a stone, pointing out what’s miss-ing in Frankfurt neighborhoods. The “ransom” was fast and impressive: 35% of recipients visited the campaign’s website on the very same day of receiving the piece, and within two weeks it generated donations amounting to a fi ve-digit sum.

CAMPAIGN NAME – Kidnapping CharityBUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct MailAGENCY – OgilvyOne worldwide GmbHEXECUTIVE CREATIVE DIRECTOR – Michael Koch COPYWRITER – Markus Toepper ART DIRECTOR – Thomas Knopf CLIENT – Evangelischer Regionalverband Frankfurt am Main

WORLD VISION U.S.’S FLAGSHIP PRODUCT IS THE MONTHLY SPONSORSHIP OF A CHILD, providing food, safe water, education, and more to transform young lives around the globe. Faced with the chal-lenge of how to inspire sponsors and prospects to pledge support during an economic downturn, World Vision designed a direct mail campaign that focused on the individual child, need, and Christmas. The strategy was to appeal to consumers’ hearts and then speak to their minds with compelling reasons to become or remain involved. Despite the economy, the mailing generated a 35% response rate and raised $4.2 million, the category’s second highest earned income in the last fi ve years.

CAMPAIGN NAME – World Vision U.S. Sponsorship— Child’s Christmas CardCONSUMER ADVERTISING MEDIUM – Direct MailAGENCY – Russ Reid CompanyVP, GROUP DIRECTOR – Pamela Barden VP, CREATIVE DIRECTOR – David Trim COPYWRITER – Scott Selsor ART DIRECTOR – Michelle Parnell Rohrer ACCOUNT SUPERVISOR – Kellie de Leon ACCOUNT COORDINATOR – Grace Kim Senior ACCOUNT COORDINATOR – Davita Maharaj STUDIO MANAGER – Donna Long

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ILLUSTRATOR – Sue Williams CLIENT – World Vision U.S.VP, PRODUCTS – Lana Reda EXTRA ENGAGEMENT DIRECTOR – Michelle KingMARKETING PROJECT ADMINISTRATOR III – Christine Crough

58

BRONZE

SILVER

PHARMACEUTICAL /HEALTHCARE

PFIZER WANTED TO LAUNCH CHAMPIX, A NEW SMOKING CESSATION TREATMENT AVAILABLE ONLY through a doctor’s prescription. Since the vast majority of Australian smokers turned to their pharmacists—not physicians—for assistance, Pfi zer designed a multichannel, direct-to-consumer campaign that would redirect smokers to their doctors for advice. Instead of the typical “You Can Do It!” campaign, Pfi zer took a “You Can’t Do It!” tact, using a character called the Master, a taunting voice aimed at piquing smokers’ resentment for being a nicotine addict. Within 12 months, 248,296 prescriptions were fi lled, meaning that Pfi zer had mobilized 7% of the Australian smoking population to try Champix.

CAMPAIGN NAME – How Champix Outsmarted CigarettesCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Ursa CommunicationsEXECUTIVE CREATIVE DIRECTOR – Denis Mamo CAMPAIGN PLANNER – Richard Wylie SENIOR COPYWRITER – Geoff Fischer SENIOR ART DIRECTOR – Helen Shortis ACCOUNT DIRECTOR – Vanessa Burrow SENIOR ACCOUNT MANAGER – Mariana Olliver CLIENT – Pfi zerMARKETING DIRECTOR – Mark Crotty CARDIOVASCULAR GROUP MARKETING MANAGER – John Dimopoulos TEAM LEADER – Champix – Vanessa McCutcheon

MERCK & CO., INC., IN MARKETING ITS ASTHMA CONTROLLER medication Singulair, needed to counter the fact that most people stopped taking their asthma medication after a few months because they felt better and, when necessary, used an inhaler for temporary relief. Using multiple but no paid media, Merck’s A.I.R. Program was designed to engage adults with asthma and caregivers of children with the chronic condition, provide a better understanding of asthma and lead to greater adherence. The campaign far exceeded expectations: More than nine out of 10 patients take Singulair every day, all year round, and 58,300 people enrolled in the A.I.R. Program.

CAMPAIGN NAME – The A.I.R. Program—Singulair®CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – MicroMass Communications, Inc.DIRECTOR OF STRATEGIC PLANNING – Kelly Andrews ACCOUNT SUPERVISOR – Philip Mann ASSOCIATE CREATIVE DIRECTOR – Christopher Cannon SENIOR COPYWRITER – David Terrenoire ART DIRECTOR – Eric Connor DIGITAL DESIGNER – Ryan Stevens INTERACTIVE STRATEGIST – Benjamin Curtis SENIOR BEHAVIORIST – Kelly White

EVP, CLIENT SERVICES – John Grunstein PROJECT MANAGER – Adam Deuel CLIENT – Merck & Co., Inc.MARKETING MANAGER, RESPIRATORY MARKETING TEAM – Jeremy Sowers ASSOCIATE MARKETING MANAGER – Christine Steiner

PRODUCT MANUFACTURINGAND DISTRIBUTION

LION NATHAN’S TOOHEYS EXTRA DRY (TED) WANTED TO LAUNCH A 696ml LONGNECK BOTTLE into a crowded longneck beer market, while also creating interaction between young adults and the brand. Because long-neck bottles are sold in Australia in brown paper bags, Tooheys decided to own that bag by asking designers to create a bag based on a “696” theme. Tooheys also urged customers to visit its website to learn more and to enter a bag-design competition. In the fi rst eight weeks, Tooheys sold 500,000 longneck bottles of TED. Also, visitors from 104 countries surfed to the website, with more than 2,000 entering the competition.

CAMPAIGN NAME – TED696 ProjectCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – BMFEXECUTIVE CREATIVE DIRECTOR – Warren Brown CREATIVE DIRECTOR – Simon Langley DIGITAL CREATIVE DIRECTOR – Chris James ART DIRECTOR – Shane Bradnick COPYWRITER – Michael Canning INTERACTIVE ART DIRECTOR – Johnny Brian GROUP ACCOUNT DIRECTOR – Nick Garrett ACCOUNT DIRECTOR – Fleur Kennedy FLASH DEVELOPER – Ed Stuckey DIGITAL PRODUCER – Sora Nobari CLIENT – Lion NathanMARKETING MANAGER – Dean Grice BRAND MANAGER – Piers Halleen

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GOLD

The Winning Design

60

SILVERLEVI STRAUSS’ 501 JEANS ARE THE WORLD’S MOST-WORN JEANS. However, among young Malaysians, 501 jeans are expensive and must compete with popular designer brands. In marketing 501s to 18- to 25-year-olds, Levi Strauss chose social networking and entertainment websites that attracted its target audience. It also used banners that allowed users to download a widget that delivered a daily “Live Unbuttoned” suggestion at 5:01 p.m. The campaign’s banner alone attracted 1.7 million unique views, nearly 200% more viewers than a 30-second TV ad would have attracted. Importantly, Levi’s 501 sales for 2008 increased more than 50% compared to 2007.

DIAGEO IRELAND’S GUINNESS IS ONE OF THE WORLD’S FAVORITE STOUTS. But in 2008, its Guinness Relationship Marketing Programme faced

the challenge of shifting focus to younger drink-ers, who are less brand loyal, without risking its profi table relationship with older drinkers. Guinness employed a sophisticated data segmen-tation strategy, allowing it to talk to both older and younger consumers, and it mixed online and off-line channels, including direct mail, email and a website. The campaign over-delivered by 60% against the consumption target (1.6 pints per week compared to 1 pint). Also, affi nity scores nearly doubled, increasing up to 11% against a

6% target.


ACCOUNT MANAGER – Alan Tan ACCOUNT EXECUTIVE – Irene Tin PROGRAMMER – Calvin Tan CLIENT – Levi Strauss (M) Sdn. Bhd.BRAND LEADER – Anitha Narayanan

CAMPAIGN NAME – 501CONSUMER ADVERTISING MEDIUM – Web Advertising & OtherAGENCY – OgilvyOne Worldwide MalaysiaEXECUTIVE DIRECTOR – Selina Ang HEAD OF INTERACTIVE DESIGN – Faizal Reza DESIGNER – Teo Choong Ching DESIGNER – Mohd Nazri COPYWRITER – Celestine Lau BUSINESS DIRECTOR – M. Kanashan ACCOUNT DIRECTOR – Stanley Tay

CAMPAIGN NAME – Programme: A Remarkable ExperienceCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – RMG TargetACCOUNT MANAGER – Lisa Ferguson ACCOUNT DIRECTOR – Mark Millard CREATIVE DIRECTOR – John Watson

ART DIRECTOR – Luke Wright CLIENT – Diageo IrelandSENIOR MARKETING MANAGER – Grainne Wafer BRAND MANAGER – Jennifer Kiernan RM & DIGITAL MANAGER – Asta Lund

61

BRONZEPANASONIC GERMANY WANTED TO PROMOTE ITS VIDEO PRODUCTS in a way that would enhance brand—moving people from “Buy Brand” to “Love Brand”—and lay the foundation for a future video community. To achieve this goal, Panasonic Germany hosted a six-month video contest with a Hollywood blockbuster theme that targeted an audience that

enjoyed video and fi lmmaking. The contest was promoted using numerous marketing channels, including direct mail, a dedicated website, YouTube, banners, customer newsletters, and even beer coasters and pizza boxes. The campaign was a blockbuster, at-tracting 59,753 viewers and generating a 7.28% response rate.

CAMPAIGN NAME – Cardboard HeroesCONSUMER ADVERTISING MEDIUM – Web AdvertisingAGENCY – Proximity GermanyCHIEF CREATIVE OFFICER – Detlef Rump CREATIVE DIRECTOR – Volker Wäsch ACCOUNT DIRECTOR – Rita Schumacher ACCOUNT MANAGER – Jan Beckmann ART DIRECTOR – Daniel Daglioglu SENIOR ACCOUNT DIRECTOR – Susanne Klinnert JUNIOR ACCOUNT DIRECTOR – Maciej Matysiak SENIOR COPYWRITER – Susanne Ketter COPYWRITER – Rebecca Zimmermann FLASH DEVELOPER – Marek Lerche FLASH DEVELOPER – Benjamin Buchholdt CLIENT – Panasonic Germany, Panasonic Marketing Europe GmbH

GUINNESS ANCHOR MARKETING WANTED TO LAUNCH HEINEKEN EXTRA COLD in Malaysia. In addition to selling the beer, it sought to increase brand affi nity among males 18 to 34 and drive recruitment. In order to show the desirability of the more expensive Heineken, a digital campaign was developed that featured SWIPE, an online game in which men could steal a Heineken Extra Cold from each other. Other elements included mobile coupons and a member-get-member initiative. As a result, Heineken sales increased 59%, the number of young men who included it in their drinking repertoire increased to 23% from 8%, and brand awareness hit a three-year high of 44%.

CAMPAIGN NAME – Heineken SWIPECONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – OgilvyOne Worldwide MalaysiaEXECUTIVE DIRECTOR – Selina Ang ART DIRECTOR – Martin Ng COPYWRITER – Sara Samantha Tan DESIGNER – Soh Kian Teck ACCOUNT DIRECTOR – Linda Lee ACCOUNT EXECUTIVE – Rengeeta Rendava PROJECT EXECUTIVE – How Kar Mun CLIENT – Guinness Anchor Marketing Sdn. Bhd.SENIOR MARKETING MANAGER – Yap Swee Leng


62

BRONZE

CAMPAIGN NAME – Slap the Red OnCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – DDB ArgentinaEXECUTIVE CREATIVE DIRECTOR – Pablo Batlle/Hernan Jauregui INTEGRATED COMMUNICATIONS MANAGER – Agustin Gosende CREATIVE DIRECTOR – Walter Ioli ART DIRECTOR – Maxi Ballarini, Barbara Marín, Fernando Frontiñan, Lucas Tonét, Jhon Prieto, Pablo Russo, Katerine DossmanCOPYWRITER – Leandro Custo, Beto Cocito, Ariel Gonzalez, Pablo Lopez, Gastón Potasz

PRODUCER – Pablo BanchieriPLANNER – Ayelen ColombattoACCOUNT EXECUTIVE – Paula MontesCLIENT – PUMAMARKETING MANAGER – Patricio Howlin

UNILEVER CHALLENGED ITS VASELINE MARKETING TEAM TO CREATE AN ENGAGING DIGITAL EXPERIENCE, as part of a fully integrated campaign, to track the viral spread of a new product called Vaseline Clinical Therapy Lotion. Targeting women, Vaseline created the Prescribe the Nation website, a dynamic and engaging rich site experience that demonstrates the power of word of mouth via the digital channel. From one Alaskan woman’s experience with Clinical Therapy, the site went on to attract 671,587 visits. Site visitors sent 152,824 eCards, which virally promoted the lotion, and engaged in 45,000 video events. The total number of “prescriptions” exceeded 3 million.

CAMPAIGN NAME – Vaseline—Prescribe the NationCONSUMER ADVERTISING MEDIUM – Web DevelopmentAGENCY – Ogilvy New YorkVICE CHAIRMAN, GLOBAL DIGITAL – Jan Leth CREATIVE DIRECTOR – David Korchin ART DIRECTOR, ACD – Hyusun Alex Cho COPYWRITER, ACD – Anthony Whiteside AD OF TECHNOLOGY – Dan Curis SENIOR WEB DEVELOPMENT – Hon-Chih Chin SENIOR WEB DEVELOPMENT – Darian Trama SENIOR WEB DEVELOPMENT – Vitaliy Leokumovich MARKETING DIRECTOR – Danielle Gontier


PUMA WAS WELL-KNOWN IN ARGENTINA FOR ITS SPORTSWEAR FASHIONS yet was not much associated in the public’s mind with sports. PUMA wanted to change that perception and build a database of sports-oriented consumers. To meet these objectives, PUMA became the offi cial sportswear for Club Atlético Independiente, and created a campaign that invited soccer fans to take to the team’s playing fi eld wearing the new red PUMA jerseys. As a result, 148,000 guests visited the campaign’s website, 43,200 registered online, and 14,200 posted comments. Not only did PUMA succeed in linking its brand with football fans, but it sold-out all of its Independiente jerseys.

PROJECT MANAGER – Laurie Mattera CLIENT – UnileverGLOBAL BRAND DEVELOPMENT DIRECTOR,

VASELINE-UNILEVER – Fernando MachadoGLOBAL SENIOR BRAND DEVELOPMENT MANAGER,

VASELINE-UNILEVER – Alejandro LozadaGLOBAL SENIOR ASSISTANT BRAND DEVELOPMENT MANAGER,

VASELINE-UNILEVER – Scott Stangeland

63

GOLDRANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH THE SIGNAL (La Señal), in Spain but the novel had a scientifi c, interactive plot that would appeal mainly to the techno-geek crowd, who typically spend more time online than browsing bookstores. To appeal to a technologically savvy audience, the publisher integrated the novel with the web, both starting and ending it online. In other words, Random House created a circular strategy that could take people from the website to the bookstore, or from the bookstore to the website. The Signal’s site was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 users were reached.

CAMPAIGN NAME – THE SIGNALCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – CP ProximityEXECUTIVE CREATIVE DIRECTOR – Eva Santos STRATEGIC PLANNING AND NEW MEDIA – Juanma Ramirez COPY – Alba Vence CREATIVE – Pablo Mateo CREATIVE – Liliana Tavares TECHNICAL DIRECTOR – Vicens Fayos ACCOUNT EXECUTIVE – Arantza Bilbao FRONT PROGRAMMING – Eduardo Galan FRONT PROGRAMMING – Bruno MateosFRONT PROGRAMMING – Albert Espinosa DINAMIZATION AND PR – Sigfrid Marine CLIENT – Random House Mondadori S.A.MARKETING DIRECTOR – Florencia Graham

PUBLISHING / ENTERTAINMENT

64

SILVERAUSTAR, AN AUSTRALIAN PAY TELEVISION OPERATOR, wanted to promote a pay-per-view André Rieu concert to an older audience. The challenge was the target group’s perception that ordering a PPV event was diffi cult. Using various communications channels, AUSTAR created a competition—to win tickets to Rieu’s Melbourne concert—with an online data capture page, helping identify the target audience. Rieu fans were sent direct mail inviting them to attend the concert via PPV. While AUSTAR’s goal had been to sell 5,000 PPV buys, it sold 15,215—96% had not pur-chased a PPV in the previous six months—and generated $379,346 in revenue. CAMPAIGN NAME – André RieuCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Rapp SydneyBUSINESS MANAGER – Joanne Hogan SENIOR COPYWRITER – Max Kitchen ART DIRECTOR – Paul Carter PRODUCTION MANAGER – Brett Griffi ths DESIGNER – Brooke Steel GROUP ACCOUNT DIRECTOR – Nick Cleeve CLIENT – AUSTARCUSTOMER RELATIONSHIP & MARKETING MANAGER – Julie Hutton GENERAL MANAGER – MARKETING – Jo Mullaley


65

BRONZE

CAMPAIGN NAME – “Camp Rock” Desktop AppCONSUMER ADVERTISING MEDIUM – Web Advertising & OtherAGENCY – True North Inc.CHIEF CREATIVE OFFICER – Tom Goosmann ASSOCIATE CREATIVE DIRECTOR – Bart Henderson ART DIRECTOR – Billy Thompson SENIOR COPYWRITER – Sean Sullivan DIRECTOR OF R&D – Derek Little DIRECTOR OF CLIENT SERVICES – John Como ACCOUNT DIRECTOR – Jennifer Hires

RANDOM HOUSE MONDADORI NEEDED TO LAUNCH THE SPANISH TRANSLATION of a highly acclaimed book on education. Instead of promoting the book, it opened up a debate about education. Stoking an already hot debate about education in Spain, a viral video showed a doctored video of the minister of education receiving her offi cial minister’s briefcase with the word “education” misspelled on it. The video ended with a URL for a site where anyone could participate in the debate. Sales people and booksellers were also engaged in the campaign. Book sales reached 352% of the goal and the campaign generated an ROI of 251%.

CAMPAIGN NAME – Education with an HBUSINESS-TO-BUSINESS AND CONSUMER

ADVERTISING MEDIUM – MultimediaAGENCY – ShackletonGENERAL CREATIVE DIRECTOR – Juan NonzioliEXECUTIVE CREATIVE DIRECTOR – Alfonso Marian INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo GENERAL MANAGER – Javier Suso ACCOUNT MANAGER – Javier Perales, Asun Sela CREATIVE DIRECTOR – Alvaro González CREATIVE SUPERVISOR – Oscar Moreno

65


COPYWRITER – Jorge Martínez ONLINE ART DIRECTOR – Jordi Suribas DIGITAL ACCOUNT TEAM – Sascha Kraft, Ana Caballero DIGITAL PRODUCTION TEAM – Carlos Wassmann, Carlos JiménezAUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Cristina CortizasCLIENT – Random House Mondadori

WEB PRODUCER – Andrew Dzija CLIENT – Disney ChannelVICE PRESIDENT MARKETING – Frank Keating SENIOR MARKETING MANAGER – Jackie Bunda

THE DISNEY CHANNEL WANTED TO PROMOTE ITS NEW TELEVISION MOVIE “Camp Rock” to tweens. An online campaign took advantage of the popularity of cast members Demi Lovato and the Jonas Brothers. Ads appeared on popular sites and featured the stars, who popped up on different areas of the screen and interacted with one another. The stars also encouraged users to download a Guitar Hero-like game. Each week the game introduced a new song and the Camp Rock’s stars interacted with users and counted down the weeks until the premier. In four weeks, 20,000 kids downloaded the game, and the movie drew a record audience of 8.9 million.

66

GOLD

RETAIL / DIRECT SALES

CEPSA HOPED TO GET A JUMP ON THE COMPETITION BY GAINING MOTORCYCLE OWNERS’ fi rst lubricant orders of the season. Cepsa knew that caring for a motorcycle wasn’t just maintenance, it was a statement of personality and identity—so its campaign presented the idea of “Motortherapy.” A mailing sent to bike owners included a tuning fork used to achieve the perfect engine sound, along with a CD of ten legendary motorcycles

and their sounds. To introduce prospects to Cepsa products, a brochure was included that invited them to visit the Motortherapy site. Online and print ads also drew prospects. The campaign purred like a well-tuned engine, lifting lubricant orders 11.2%.

CAMPAIGN NAME – Motortherapy BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – Shackleton

GENERAL CREATIVE DIRECTOR – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR – Alfonso Marián CREATIVE DIRECTOR & COPYWRITER – Antonio Herrero COPYWRITER – Raúl Lazcano ART DIRECTOR – Alfredo Ustara GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña PRODUCTION ASSISTANT – Susana Herráez AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora ACÓN PRODUCER – Pablo García ACCOUNT MANAGER – Sebastián Torme ACCOUNT EXECUTIVE – Eduardo Baigorri CLIENT – Cepsa

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67

SILVER


THE WAREHOUSE LIMITED WANTED TO DRAW MORE MALE CUSTOMERS TO ITS STORES. Tapping its email database, the company sent offers to help men impress their special someone on Valentine’s Day. The email asked men to register online and write a personalized message to their loved one. The email also provided special offers, including one for an all-important webcam. On Valentine’s Day, men simply had to hold a coded ad from the newspaper in front of their webcam to launch a customized Valentine for their sweetheart. The launch email had an astounding 48% open rate and 58% click-through, and Valentine’s Day sales rose signifi cantly.

CAMPAIGN NAME – Get In On the Secret, Part 2CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Aim ProximityCREATIVE DIRECTOR – Dave King HEAD OF INTERACTIVE ART – Aaron Goldring

DIGITAL PRODUCER – Andrew Simpson DIGITAL PRODUCER – Amanda Theobald SENIOR DIGITAL DESIGNER – Jason Vertongen TECHNOLOGY PLANNER – Ian Hulme ART DIRECTOR – Dan Fastenedge ACCOUNT MANAGER – Karen Boulton

ACCOUNT EXECUTIVE – Patrick Rowley WEB DEVELOPER – Cameron Crosby WEB DEVELOPER – Robin Southgate WEB DEVELOPER – Bruno Imbrizi CLIENT – The Warehouse Limited

IKEA WANTED TO DRAW THE ATTENTION OF CONSUMERS WHO WOULD BE INTERESTED IN STORAGE SOLUTIONS. Naturally, their key audience included many people who live in smaller apartments. A campaign combined the idea of storage and apartments by transforming an entire apartment building into monumental IKEA drawers and boxes on a busy Frankfurt street. IKEA representatives were put on location to hand out catalogs and response postcards. The event provided exposure to 12,000 passersby each day and generate local media attention. Postcards returned a response rate of nearly 18%, and the local Ikea store reported a marked rise in store traffi c.

CAMPAIGN NAME – IKEA “Bigger Storage Ideas” Sampling EventCONSUMER ADVERTISING MEDIUM – Alt./Insert Media & Other AGENCY – OgilvyOne worldwide GmbHEXECUTIVE CREATIVE DIRECTOR – Michael Koch CREATIVE DIRECTOR – Thomas Hofbeck CREATIVE DIRECTOR – Lars Huvart PRODUCTION – Fabian Schrader ART BUYING – Martina Diederichs ART BUYING – Caroline Walczok

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DIGITAL PRODUCE

DIGITAL PRODUCE

SENIOR DIGITAL D

TECHNOLOGY PLA

ACCOUNT SUPERVISOR – Marco Bisello ACCOUNT EXECUTIVE – Sascha Riedel CLIENT – Ikea Deutschland GmbH & Co. KGPROJECT MANAGER MARKETING – Jens Helfrich

68

BRONZELABORPRINT WANTED TO CREATIVELY EDUCATE PROSPECTS ABOUT DIGITAL PRINTING. Demand was up compared to offset printing, but customers still didn’t understand digital printing’s exceptional fl exibility. Using a prospect list developed by its salespeople, the company used direct mail and follow-up email to introduce prospects to an online tool that allowed them to customize a cal-endar and appointment book with uploaded photos, important dates, and special occasions. The calendars and appointment books were then printed and mailed to prospects, for a yearlong reminder of what digital printing could do. Viral effects were strong, and custom-ized print work increased 35% over the previous year.

CAMPAIGN NAME – Make Your Own 2009BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia AGENCY – e|ou Marketing de RelacionamentoPLANNING DIRECTOR – Eduardo Soutello CREATIVE DIRECTOR – Eduardo Rodrigues ACCOUNT DIRECTOR – Fábio Souza ART DIRECTOR – Felix Martins COPYWRITER – Vitor Leal WEB – Diogo Pace

MAKRO WANTED TO INCREASE PURCHASE SIZE AND REPEAT VISITS TO ITS STORES, despite the

economy. In a gloomy time when most consumers were feeling the pinch at the pump, Makro invented the

fairytale story of John McRoe, a Texan who had found oil in Belgium and wanted to give away gasoline. A viral CNN-style clip about John McRoe launched the campaign, and later it was revealed that John McRoe was actually John Makro.

Postcards, emails, and in-store promotion increased interest, and the company gave away 200,000 liters of

gas, with a winner every 15 minutes. Revenues rose 7% at a time when competitors’ were falling.

CAMPAIGN NAME – Operation Free Petrol CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – Proximity BBDOProximity BBDO TeamCLIENT – Makro


WEB – Virgínia Porpino CLIENT – LaborprintMARKETING DIRECTOR – Pedro Henrique Camiloti

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Pint

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GOLD

TRAVEL & HOSPITALITYTRANSPORTATION

TOURISM QUEENSLAND HAD A MISSION TO MAKE THE ISLANDS OF THE GREAT BARRIER REEF an international destination. During the northern hemisphere’s winter, and at a time of rising unemploy-ment, a campaign recruited candidates for the world’s best job: Islands Caretaker, a legitimate, salaried position. In-store posters, along with newspapers and online ads, recruited candidates, and an information site supported by a strong social media presence got the word out. Applicants were asked to submit a video application demonstrating their knowledge of the islands. The campaign captured global media attention, exceeded application goals by twofold, and drew nearly 7 million unique visitors in 56 days.

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CAMPAIGN NAME – The Best Job in the WorldCONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – CumminsNitro BrisbaneEXECUTIVE GENERAL MANAGER MARKETING – Steve McRoberts MANAGER DIGITAL MARKETING – Chris Chambers MARKETING MANAGER – Amy Newman ART DIRECTOR – Ralph Barnett ART DIRECTOR – Cristian Staal COPYWRITER – Merrin McCormick STRATEGY PLANNING DIRECTOR – Darren McColl ACCOUNT DIRECTOR – Anne-Maree Wilson ACCOUNT MANAGER – Anna Austin DIGITAL PRODUCER – Jason Kibsgaard DIGITAL ACCOUNT DIRECTOR – Adam Ford CLIENT – Tourism Queensland

70

BRONZE

SILVERINTERCONTINENTAL HOTELS GROUP (IHG) WANTED TO MAKE ITS PRIORITY CLUB REWARDS PROGRAM work harder. It reached out to highly targeted members with a campaign using behavioral, transactional, and third-party data. Right-time direct mail and email communications featured photographs taken by Priority Club members at IHG properties, sharing the member’s name, enrollment year, and property location. Members whose photos were used received a gallery-style framed photo and sincere message of thanks. This right-time strategy, coupled with the unique member-centric approach, paid off with winning results, including a revenue per email rate 30 times higher than the average.

CAMPAIGN NAME – Lifecycle Marketing Campaign CONSUMER ADVERTISING MEDIUM – MultimediaAGENCY – BoostART DIRECTOR – Sonjia Cummings PROJECT MANAGER – Tamara Reed COPYWRITER – John Severson CREATIVE DIRECTOR – Jim Williams CLIENT – InterContinental Hotels GroupMANAGER, GLOBAL CONSUMER MARKETING – Kevin Hickey VICE PRESIDENT, CRM & MULTI-BRAND MARKETING – Lincoln Barrett DIRECTOR, GLOBAL CONSUMER MARKETING & CRM – Ken Bott

SCANDINAVIAN AIRLINES WANTED TO PROMOTE ITS ECONOMY EXTRA CLASS to business travelers in its EuroBonus rewards program. To engage its audience, it sent letters and emails launching Travel Day, an online game, and included a special summer booking offer. An invitation encouraged recipients to play Travel Day, which required players to guide a traveler through a trip while making sure he took advantage of all the benefi ts of Economy Extra class. Par-ticipants received a follow-up with the EuroBonus points they earned for playing and a reminder of the summer booking offer. The campaign generated an ROI of 31 and sales of $23.3 million.

CAMPAIGN NAME – SAS – The Travel Day BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – MultimediaAGENCY – RelationshusetGekkoCREATIVE MANAGER – Sonja Lund ART DIRECTOR – Camilla Dragsted Hassing COPYWRITER – Sonja Lund MARKETING STRATEGIST – Jan Køhler PROJECT COORDINATOR – Pernille Bengston ACCOUNT DIRECTOR – Finn Overgaard CLIENT – Scandinavian Airlines Denmark A/S

TRAVEL & HOSPITALITYTRANSPORTATION

ASSOCIATE MANAGER LIFECYCLE MARKETING – Courtney Tierney SENIOR EMAIL MARKETING CONSULTANT – Joseph Wanandi

Visit us at Discover.com ©2009 Discover Financial Services

Discover® congratulates the

2009 ECHO Award winners for

their excellence in both.

Peter F. Drucker, business philosopher and father of

modern management

“Business has only two functions— marketing & innovation.”

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DMEF LEONARD J. RAYMOND COLLEGIATE ECHO DIRECT/INTERACTIVE MARKETING CHALLENGE

ABOUT DMEFeadquartered in New York City, the Direct Marketing Educational Foundation (DMEF) works to attract, educate, and place top college students in the business of direct/interactive marketing, and thereby, expands and enriches the talent pool of trained, market-ready direct marketers. Since its founding, thousands of students – many of whom are today’s direct mar-keting leaders – have taken advantage of DMEF’s educational programs, including Collegiate ECHO Direct/Interactive Marketing Challenge, established in 1986. For additional information about the DMEF, its mission, and its programs, visit www.directworks.org.

THE 2009 CHALLENGEThis year’s Collegiate ECHO challenge was to create a $300,000 innovative and inte-grated multichannel campaign, targeting the parents of school-aged children in grades 3-6, that included web and viral marketing, blogs, social networks or other media. To help enhance the overall learning experience for the students, DMEF part-nered with NextMark to provide the competing teams with free access to their List Research System. This system, used by practitioners and major businesses, is a list selection tool that is used for direct marketing campaigns. Since 2004, more than 2,600 students have used the system.

SPONSORING THE 2011 CHALLENGEDMEF is looking for the next sponsor for our Collegiate ECHO Challenge. Join the ranks of companies like American Express, HBO, ING DIRECT, Pitney Bowes, and now Microsoft in providing students with a unique opportunity to learn about your business and to work on the real-world marketing challenges you face. “Students really are the experts when it comes to digital marketing today,” said Terri L. Bartlett, DMEF president. “DMEF’s Collegiate ECHO Challenge is the opportunity to tap into this wealth of knowledge. It offers innovative solutions, fresh ideas, and real-world business experience that go beyond the classroom.” Past sponsors of the challenge have been pleased by the quality of work the students have produced. “Their presentation demonstrated great knowledge of the industry and identifi cation of the target market. The media plan was thought out and well defi ned. Creative was on brand and on target. With these young profession-

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als being trained for the marketplace, the entire industry can only benefi t and we are proud to have been able to participate in this DMEF challenge.”– ING DIRECT The work is agency quality. “DMEF’s Collegiate ECHO Awards competition provides an outstanding and challenging real life learning opportunity for students in Eastern Michigan’s Integrated Marketing Communication’s master’s degree program,” said David W. Marold, faculty advisor to Eastern Michigan University’s winning graduate team. “Having worked in direct marketing for more than 25 years and been an ECHO award judge, I can vouch that the campaigns developed by many of the student teams are on par with major agency campaigns. On behalf of the students, myself, and Eastern Michigan University, we thank DMEF for sponsoring this in-valuable competition.” The competition bridges your company to future talent. “The challenge en-couraged and guided the students to think strategically in this world of interactive marketing,” said Jooyoung Kim, faculty advisor to the University of Georgia’s winning team. “We are so appreciative to DMEF for making this opportunity avail-able to students.”

A HISTORYThe DMEF Collegiate ECHO Direct/Interactive Marketing Challenge is named for the Leonard J. Raymond, founder of Dickie-Raymond, the agency that became The DR Group, and is now RAPP COLLINS WORLDWIDE. Often referred to as the father of direct marketing agencies, Leonard J. Raymond created the basic rules of direct mail marketing and saw its potential as a medium for sophisticated sales and advertising.

FORMING THE BAUM AGENCY, the student team of Evan Cobb, Auzelle Epeneter, Lee Taylor, and Megan Powell provided a winning campaign to DMEF. The challenge was to bring new target parents of school children in grades 3-6 to subscribe to a new online math and science tutoring product. The positioning por-trayed the product as a resource that would distinguish a student, help them achieve academic success, and allow them to have fun at the same time. Advertisements showcased students who improved their knowledge by using a tool that celebrated their uniqueness and creativity. The $300,000 campaign used direct mail, print advertising in parenting and teaching magazines, online advertisements on popular parenting websites and blogs, and summits for teachers. A predicted 28% of free trial users would convert to loyal subscribers.

COLLEGIATE GOLD ECHO AWARDCAMPAIGN NAME: The One Who Jams! SCHOOL: University of Georgia SchoolTEAM: Evan Cobb, Auzelle Epeneter, Megan Powell, Lee Taylor FACULTY ADVISOR: Jooyoung Kim

2009 COLLEGIATE ECHO AWARDS

GRADUATE COLLEGIATE GOLD ECHO AWARDCAMPAIGN NAME: Study Jams! Where Fun and Learning CollideSCHOOL: Eastern Michigan UniversityTEAM: Courtney Bliznik, Stacey Folsom, Kristen Gaither-Aben, Dianne Koval ButlerFaculty Advisor: David Marold

THE OVERARCHING THEME for the winning graduate campaign–“Where Fun and Learning Collide,” presented a comprehensive IMC marketing mix strategy. Leveraging both traditional and non-traditional marketing tactics, the campaign met four key communications goals by using email, public relations, points promotion, blog insertions, online advertising, search advertising, corporate and internal partner-ships, affi liate programs and internet strategies. Ideas for alternative language offer-ings, accessibility, database marketing and movie advertising were explored. Colle-giate ECHO Judges were particularly impressed with the team’s competitive analysis, choice of target audience, and use of media budget.

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LEADERS Campaign Names are listed in blue.

AUTOMOTIVE

10 YEARS SMART: SOUNDS FROM THE BACKSEATAutomotive/ConsumerClient: Daimler AG - smart — Stuttgart, GermanyAgency: Proximity Germany — Hamburg, Germany

AUDI Q5 - THE 5EARCHAutomotive/ConsumerClient: Audi Australia — Botany, AustraliaAgency: MassMedia Studios — Surry Hills, Australia

BLACK OR WHITE?Automotive/ConsumerClient: Land Rover Germany — Bad Schwalbach, GermanyAgency: Wunderman GmbH — Frankfurt, Germany

GOLF 6 PRE LAUNCH/LAUNCHAutomotive/ConsumerClient: Volkswagen Group UK — Milton Keynes, UKAgency: Proximity London — London, UK

INTERNATIONAL ADVANTAGEAutomotive/Business-to-BusinessClient: Navistar, Inc — Warrenville, ILAgency: Fathom Communications — Chicago, IL

MIDAS PROGRAMAutomotive/ConsumerClient: Midas — Tres Cantos, SpainAgency: Shackleton — Madrid, Spain

NEW GENERATION MAZDA3 — GENERATING NEW LEADSAutomotive/ConsumerClient: Mazda Australia — Melbourne, AustraliaAgency: Simon Richards — Melbourne, Australia

ON THE ROAD AGAINAutomotive/ConsumerClient: General Motors — Miramar, FLAgency: SUN/MRM Wolrwide — São Paulo, Brazil

PEUGEOT 308 SW LAUNCHAutomotive/ConsumerClient: Peugeot Norway — Lørenskog, NorwayAgency: Rapp — Oslo, Norway

Q5 GENERIS Automotive/ConsumerClient: AUDI ESPAÑA, S.A. – Barcelona, SpainAgency: Rapp — CP Proximity - ????, Spain

READY TO WORKAutomotive/Business-to-BusinessClient: Citroën Denmark — Kobenhavn SV, DenmarkAgency: GUAVA — Kobenhavn, Denmark

RENDEZVOUSAutomotive/ConsumerClient: Ford Australia — Campbellfi eld, AustraliaAgency: Wunderman Melbourne — Melbourne, Australia

VOLVO XC60 - FROM SWEDEN WITH LOVEAutomotive/ConsumerClient: Volvo Car Corporation — Göteborg, SwedenAgency: Euro RSCG 4D Amsterdam — Amstelveen, Netherlands

BUSINESS & CONSUMER SERVICES

COUPONS INC. ‘GOODBYE, GRANDMA’Business and Consumer Services/Business-to-BusinessClient: Coupons, Inc. — Mountain View, CAAgency: Farstar — Frisco, TX

ENVIRONMAILIST CAMPAIGNBusiness and Consumer Services/Business-to-BusinessClient: United States Postal Service — Washington, DCAgency: Campbell-Ewald — Warren, MI

ERROR IN THE DATABASEBusiness and Consumer Services/Business-to-BusinessClient: Proximity Data — Lisboa, PortugalAgency: Proximity Portugal — Lisboa, Portugal

GIANTSBusiness and Consumer Services/ConsumerClient: Comunique-se — Rio de Janeiro, BrazilAgency: Salem — São Paulo, Brazil

IBM GLOBAL CEO STUDYBusiness and Consumer Services/Business-to-BusinessClient: IBM — Armonk, NYAgency: Ogilvy & Mather — New York, NY

IMMIGRATION NEW ZEALAND’S MAGNET PROGRAMMEBusiness and Consumer Services/ConsumerClient: Department of Labour — Wellington, New ZealandAgency: Rapport Advertising and Marketing — Parnell, New Zealand

LOST Business and Consumer Services/ConsumerClient: DPD Dynamic pArcel Distribution GmbH – Aschaffenburg, GermanyAgency: Red Urbam GmbH – Unterhaching, Germany

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OF ABSOLUTELY NO INTEREST TO MOST PEOPLEBusiness and Consumer Services/Business-to-BusinessClient: NORDMA - the Norwegian Direct Marketing Association — Oslo, NorwayAgency: Rapp — Oslo, Norway

RETHINK CRISISCAPERBusiness and Consumer Services/Business-to-BusinessClient: Associació Empresarial de Publicitat (Advertising Business Association) — Barcelona, SpainAgency: Shackleton — Madrid, Spain

SHAW 6’HUNBusiness and Consumer Services/Business-to-BusinessClient: Shaw Communications — Calgary, ABCanadaAgency: Proximity Canada — Toronto, ONCanada

TELMO & LUISBusiness and Consumer Services/ConsumerClient: CEPSA / Buenviajecepsa.com — Madrid, SpainAgency: Shackleton — Madrid, Spain

TEST PILOTBusiness and Consumer Services/Business-to-BusinessClient: Posten Norge — Oslo, NorwayAgency: McCann Direkte MRM Partners — Oslo, Norway

ULTIMATE PITCHBusiness and Consumer Services/Business-to-BusinessClient: Getty Images — London, UKAgency: Touch DDB — London, UK

COMMUNICATIONS / UTILITIES

AT&T ‘WHATEVER’ DMS CAMPAIGNCommunications/Utilities/Business-to-BusinessClient: AT&T — Bedminster, NJAgency: Rodgers Townsend — St. Louis, MO

E-INSPIRATIONCommunications/Utilities/ConsumerClient: Telenor — Fornebu, NorwayAgency: Rapp — Oslo, Norway

EURO IS COMINGCommunications/Utilities/ConsumerClient: Setanta Sports — Sydney, AustraliaAgency: BMF — Pyrmont, Australia

FREE YOUR UTILITY COMPANY!Communications/Utilities/ConsumerClient: HEAG Südhessische Energie AG (HSE) – Darmstadt, GermanyAgency: OgilvyOne Worldwide GmbH – Frankfurt, Germany

LA AVENTURACommunications/Utilities/ConsumerClient: Qwest Communications – Phoenix, AZAgency: Aspen Marketing Services – New York, NY

NETCOM TURBO 3GCommunications/Utilities/Business-to-BusinessClient: NetCom as — Oslo, NorwayAgency: McCann Direkte MRM Partners — Oslo, Norway

SHININGCommunications/Utilities/ConsumerClient: Telecom Argentina — Buenos Aires, BAArgentinaAgency: CP Comunicación Proximity — Buenos Aires, BAArgentina

TURNING CO2 INTO O2Communications/Utilities/Business-to-BusinessClient: Electrabel — Brussels, BelgiumAgency: Proximity BBDO — Brussels, Belgium

FINANCIAL PRODUCTS AND SERVICES

CAKEFinancial Products and Services/Business-to-BusinessClient: Commonwealth Bank — Sydney, AustraliaAgency: BMF — Pyrmont, Australia

CAMPAIGN FOR GOOD SERVICEFinancial Products and Services/ConsumerClient: American Express Company — Mexico City, MexicoAgency: OgilvyOne Mexico — Mexico City, Mexico

FLY FASTERFinancial Products and Services/ConsumerClient: American Express Int’l. Inc. — Hong Kong, Hong KongAgency: Ogilvy Hong Kong — Hong Kong, Hong Kong

WHAT’S YOUR MANULIFE ONE NUMBER?Financial Products and Services/ConsumerClient: Manulife Bank — Waterloo, CanadaAgency: OgilvyOne worldwide — Toronto, ONCanada

INFORMATION TECHNOLOGIES

DISRUPTION CAMPAIGNInformation Technologies/Business-to-BusinessClient: TANDBERG, Inc. — Reston, VAAgency: Goodman Marketing Partners Inc. — San Rafael, CA

HP MOBILE BROADBAND NOTEBOOKS ‘WORK IN 3G’Information Technologies/Business-to-BusinessClient: Hewlett Packard Company – Houston, TXAgency: McCannWorldgroup – San Francisco, CA

LEADERS continued

Campaign Names are listed in blue.

OPERATION CHRISTMASInformation Technologies/Business-to-BusinessClient: Exceda — São Paulo, BrazilAgency: e|ou Marketing de Relacionamento — São Paulo, Brazil

READY FOR AUGUST 1ST?Information Technologies/Business-to-BusinessClient: Schultz Information A/S — Valby, DenmarkAgency: Dialog Factory — Copenhagen, Denmark

INSURANCE

2008 DRUG TREND SYMPOSIUM & REPORT ‘PREDICTIONS’Insurance/Business-to-BusinessClient: Medco Health Solutions, Inc — Franklin Lakes, NJAgency: Medco Health Solutions, Inc — Franklin Lakes, NJ

TALISMANInsurance/ConsumerClient: Vereinigte Spezial Versicherungs AG / Allianz 24 — München, GermanyAgency: Red Urban GmbH — Unterhaching, Germany

ZURICH HELPPOINT D2W CAMPAIGN

‘TAKE THE KEY’Insurance/ConsumerClient: Zurich Insurance Company Ltd — Zurich, CHAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

NOT-FOR-PROFIT

‘LOW COST-SALVATION’Not-For-Profi t/ConsumerClient: The Salvation Army, Denmark — Copenhagen, DenmarkAgency: Recommended — Aarhus C, Denmark

NAVIGATENot-For-Profi t/Business-to-BusinessClient: American Marketing Association (AMA) — Chicago, ILAgency: Jacobs & Clevenger — Chicago, IL

OPERATION HOLIDAY HOPENot-For-Profi t/ConsumerClient: Metro Ministries International — Brooklyn, NYAgency: Stratmark — Richardson, TX

OUTREACH INTERNATIONAL ‘SUSTAINABLE GOODS’ BAG DMNot-For-Profi t/Business-to-BusinessClient: Outreach International — Independence, MOAgency: Rodgers Townsend — St. Louis, MO

PRAYER GUILD INVITENot-For-Profi t/Business-to-BusinessClient: Maryknoll Fathers and Brothers – Ossining, NYAgency: Amergent - Peabody, MA

SCRATCH OFF AND WINNot-For-Profi t/ConsumerClient: Graacc — São Paulo, BrazilAgency: OgilvyOne — Sao Paulo, Brazil

SCULPTURES BEGGING FOR HISTORICAL BUILDINGSNot-For-Profi t/ConsumerClient: Deutsche Stiftung Denkmalschutz — Bonn, GermanyAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

THE $4 CAMPAIGNNot-For-Profi t/ConsumerClient: Outreach International — Independence, MOAgency: Rodgers Townsend — St. Louis, MO

THE CLINICLOWNS CLICKNot-For-Profi t/BothClient: CliniClowns — Amersfoort, NetherlandsAgency: Downtown Actiemarketing — Amsterdam, Netherlands

TIME IS NOW CAMPAIGNNot-For-Profi t/ConsumerClient: American Bible Society — New York City, NYAgency: Stratmark — Richardson, TX

TOOTHBRUSHES FOR THE TROOPSNot-For-Profi t/ConsumerClient: AdoptaPlatoon — San Benito, TXAgency: Fund Raising Strategies, Inc. — McLean, VA

PHARMACEUTICAL / HEALTHCARE

MIRAPEX RESTLESS LEG SYNDROME (RLS)Pharmaceutical/Healthcare/ConsumerClient: Boehringer-Ingelheim — Ridgefi eld, CTAgency: Ogilvy Healthworld — New York, NY

ORENCIA PROMISE CAMPAIGNPharmaceutical/Healthcare/ConsumerClient: Bristol-Myers Squibb — Plainsboro, NJAgency: MRM Worldwide (Princeton Offi ce) — Lawrenceville, NJ PREMARIN/PREMPRO MPOWERED WOMAN RM PROGRAMPharmaceutical/Healthcare/ConsumerClient: Wyeth Pharmaceuticals, Inc. — Collegeville, PAAgency: Ogilvy Healthworld — New York, NY

PRODUCT MANUFACTURING AND DISTRIBUTION

M&M’S STREETProduct Manufacturing and Distribution/ConsumerClient: M&M’S / MARS CHOCOLAT FRANCE – Haguenau, FranceAgency: Proximity BBDO Paris - Boulogne-Billancourt cdx, France

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PALERMO 180Product Manufacturing and Distribution/ConsumerClient: PUMA — Pilar, ArgentinaAgency: DDB Argentina — Buenos Aires, Argentina

TOGETHER EVERYWHEREProduct Manufacturing and Distribution/ConsumerClient: PUMA AG Rudolf Dassler Sport — Herzogenaurach, GermanyAgency: TouchWorks GmbH — Duesseldorf, Germany

VORWERK DOORBELL STICKERProduct Manufacturing and Distribution/ConsumerClient: Vorwerk & Co. KG — Wuppertal, GermanyAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany


NO BALLSPublishing/Entertainment/ConsumerClient: Paddy Power — Dublin, IrelandAgency: Shackleton — Madrid, Spain

PEOPLE VERTICAL GIFT CERTIFICATEPublishing/Entertainment/ConsumerClient: Time Consumer Marketing Inc. — New York, NYAgency: Time Inc. — New York, NY

VALENTINE´S DAY?Publishing/Entertainment/Business-to-BusinessClient: NBC Universal — Madrid, SpainAgency: Shackleton — Madrid, Spain


2008 MONOPOLY AT MCDONALD’SRetail/Direct Sales/ConsumerClient: McDonald’s — Oakbrook, ILAgency: The Marketing Store — Oakbrook Terrace, IL

ANDIAMO - CROWDSOURCING WORKS FOR SHOE RETAILERRetail/Direct Sales/ConsumerClient: Kenkäkesko Oy — Espoo, FinlandAgency: Kenkäkesko Oy — Espoo, Finland

FREE BALLS FOR YOUR FOURBALLRetail/Direct Sales/ConsumerClient: Callaway — Surrey, UKAgency: Stephens Francis Whitson — London, UK

KMART SPRING STYLE SHOWOFFRetail/Direct Sales/ConsumerClient: Kmart – Hoffman Estates, ILAgency: Draftfcb – Chihago, IL

SUBWAY SUBCARD LOYALTY PROGRAMMERetail/Direct Sales/BothClient: Subway New Zealand — Auckland, New ZealandAgency: justONE — Auckland, New Zealand

THE CANDY LABRetail/Direct Sales/ConsumerClient: Mars Direct — Hackettstown, NJAgency: imc2 — Dallas, TX

TRANSITIONS LENSESRetail/Direct Sales/ConsumerClient: Laubman & Pank — Macquarie Park, AustraliaAgency: Lavender* — Sydney, Australia

TRAVEL & HOSPITALITY / TRANSPORTATION

BC ESCAPES 2008Travel & Hospitality/Transportation/ConsumerClient: Tourism British Columbia — Vancouver, BCCanadaAgency: Cossette — Vancouver, BCCanada

DSB S-MORETravel & Hospitality/Transportation/ConsumerClient: DSB S-train — Copenhagen, DenmarkAgency: Wunderman Copenhagen — Copenhagen, Denmark

EASIER WAY TO SCORE POINTSTravel & Hospitality/Transportation/BothClient: Hilton Hotels Corp — Memphis, TNAgency: Draftfcb — Chicago, IL

LEADERS continued


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AUTOMOTIVE

BE A VOLKSWAGEN BOFFINAutomotive/ConsumerClient: Volkswagen Group Australia — Sydney, AustraliaAgency: Friend — Sydney, Australia

BMW EFFICIENTDYNAMICSAutomotive/ConsumerClient: BMW Group Austria — Salzburg, AustriaAgency: Demner, Merlicek & Bergmann — Vienna, Austria

CAR ARTAutomotive/ConsumerClient: Mercedes-Benz — Brussels, BelgiumAgency: Proximity BBDO — Brussels, Belgium

FIND THE WAYAutomotive/ConsumerClient: American Suzuki Motor Corporation — Brea, CAAgency: Meredith Integrated Marketing — Los Angeles, CA

FORD FIESTA OPENINGAutomotive/BothClient: Ford Motor Company A/S — Ballerup, DenmarkAgency: Wunderman Copenhagen — Copenhagen, Denmark

GENUINE DIRECT LOYALTY (GDL)Automotive/ConsumerClient: Ford Customer Service Division — Dearborn, MIAgency: Ogilvy Team Detroit — Dearborn, MI

HONDA DEALER MEETING PROGRAMAutomotive/Client: Maritz — Fenton, MOAgency: Garlich Printing Company — Fenton, MO

HOW TO BUY A 4X4 WITH YOUR EYES CLOSEDAutomotive/ConsumerClient: Generals Motors Argentina — Capital Federal, BAArgentinaAgency: MRM Worldwide Argentina — Buenos Aires, BAArgentina

IRRESISTIBLE CARAutomotive/ConsumerClient: Toyota Comart — Sao Paulo, BrazilAgency: urban summer — Sao Paulo, Brazil

BUSINESS & CONSUMER SERVICES

CANADA POST - MAPLE GROVE COMMUNITY - SECOND LIFEBusiness and Consumer Services/BothClient: Canada Post Corporation — toronto, ONCanadaAgency: Canada Post Corporation — toronto, ONCanada

DATABASE MANAGEMENT HELLO STICKER CAMPAIGNBusiness and Consumer Services/Business-to-BusinessClient: United States Postal Service — Washington, DCAgency: Campbell-Ewald — Warren, MI

DHL SEND-TO-A-FRIENDBusiness and Consumer Services/ConsumerClient: Deutsche Post AG — Bonn, GermanyAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

ELSPAREFONDEN - THE TREND-BREAKING DEALBusiness and Consumer Services/Business-to-BusinessClient: Elsparefonden — Copenahgen S, DenmarkAgency: RelationshusetGekko — Copenhagen OE, Denmark

EPOST SIMPLER IS SMARTERBusiness and Consumer Services/ConsumerClient: Canada Post — Ottawa, ONCanadaAgency: Draftfcb — Toronto, ONCanada

EVERYONE WINS EMAIL ACQUISITION CONTESTBusiness and Consumer Services/ConsumerClient: AIR MILES Reward Program — Toronto, ONCanadaAgency: Direct Antidote — Toronto, ONCanada

FASHION IS LIKE A WARM GUNBusiness and Consumer Services/Business-to-BusinessClient: Proximity Germany — Hamburg, GermanyAgency: Proximity Germany — Hamburg, Germany

MANITOBA INSPIRED LIVING DM TESTBusiness and Consumer Services/ConsumerClient: Loyalty One /AIR MILES Reward Program — Toronto, ON, CanadaAgency: Direct Antidote — Toronto, ONCanada

ONEUPWEB.COMBusiness and Consumer Services/Business-to-BusinessClient: Oneupweb — Traverse City, MIAgency: Oneupweb — Traverse City, MI

FINALISTS Campaign Names are listed in blue.

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OSTRICHBusiness and Consumer Services/Business-to-BusinessClient: DPD Dynamic Parcel Distribution GmbH– Aschaffenburgh, GermanyAgency: Red Urbam GmbH – Unterhaching,, Germany

SHAGUNBusiness and Consumer Services/Business-to-BusinessClient: DHL Express (India) Pvt. Ltd — Mumbai, IndiaAgency: OgilvyOne Worldwide — Mumbai, India

COMMUNICATIONS / UTILITIES

BT VISIONCommunications/Utilities/ConsumerClient: BT Retail — London, UKAgency: Ogilvy London — Canary Wharf, UK

I LOVE FREE HDCommunications/Utilities/ConsumerClient: Comcast Colorado — Denver, COAgency: DMS Marketing — Mission Viejo, CA

MORE MOBILE MUSIC-LAUNCHCommunications/Utilities/ConsumerClient: Telenor — Fornebu, NorwayAgency: Rapp — Oslo, Norway

RECYCLED MAIL PACKCommunications/Utilities/Business-to-BusinessClient: Origin — Melbourne, AustraliaAgency: Wunderman Melbourne — Melbourne, Australia

WORK STATIONSCommunications/Utilities/Business-to-BusinessClient: Telefonica Empresas — São Paulo, BrazilAgency: OgilvyOne — Sao Paulo, Brazil

FINANCIAL PRODUCTS AND SERVICES

ENJUTO MOJAMUTOFinancial Products and Services/ConsumerClient: Caja Madrid — Madrid, SpainAgency: Shackleton — Madrid, Spain

FINANCIAL CRISIS COMMUNICATIONFinancial Products and Services/Business-to-BusinessClient: Nordea Liv & Pension — Ballerup, DenmarkAgency: OgilvyOne worldwide — Copenhagen, Denmark

‘ORGULLOSOS’ (PROUD)Financial Products and Services/ConsumerClient: Banco Itaú Argentina S.A — Buenos Aires, ArgentinaAgency: di Paola — Buenos Aires, BAArgentina

THE UNKNOWN SIDEFinancial Products and Services/ConsumerClient: American Express International, Inc. — Frankfurt am Main, GermanyAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

TROUBADOURSFinancial Products and Services/ConsumerClient: Urbi — Mexico City, MexicoAgency: OgilvyOne Mexico — Mexico City, Mexico

INFORMATION TECHNOLOGIES

INTEL FEARSOME FOURSOMEInformation Technologies/Business-to-BusinessClient: Intel — Vancouver, WAAgency: Babcock & Jenkins — Portland, OR

THE SEARCH FOR THE LOST E-MAILInformation Technologies/Business-to-BusinessClient: IBM — São Paulo, BrazilAgency: Ogilvy — São Paulo, Brazil

INSURANCE

A SWEET SURPRISEInsurance/Business-to-BusinessClient: FM Global — Windsor, UKAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

ALLIANZ BROKERS GRAND PRIXInsurance/Business-to-BusinessClient: Allianz Seguros — São Paulo, BrazilAgency: OgilvyOne — Sao Paulo, Brazil

ALLSTATE REFERRAL REWARDSInsurance/ConsumerClient: Allstate — Northbrook, ILAgency: UMarketing — Lombard, IL

EMBLEMHEALTH SPECIAL NEEDS CAMPAIGNInsurance/ConsumerClient: HIP Health Plan of New York — New York, NYAgency: Hacker Group — Seattle, WA

HORIZON BCBSNJ DRTV ‘ALL YOU CAN GET’Insurance/ConsumerClient: Horizon Blue Cross Blue Shield of NJ — Newark, NJAgency: Harte-Hanks — Yardley, PA

FINALISTS continued


UNION FAMILY INSURANCE - SIMPLIFIEDInsurance/ConsumerClient: Alka forsikring — Hoeje Taastrup, DenmarkAgency: OgilvyOne worldwide — Copenhagen, Denmark

NOT-FOR-PROFIT

APPETITE FOR DOGNot-For-Profi t/ConsumerClient: Dog Aid Australia — Frankston, AustraliaAgency: Clemenger Proximity Melbourne — Melbourne, Australia

CLAIM FOR A BETTER WORLDNot-For-Profi t/BothClient: Multishow TV Channel — São Paulo, BrazilAgency: Fábrica Comunicação Dirigida — São Paulo, Brazil

NSPCC MONKEYNot-For-Profi t/ConsumerClient: NSPCC — London, UKAgency: Rapp — London, UK

SNOW BEDNot-For-Profi t/ConsumerClient: Crisis — London, UKAgency: Rapp — London, UK

SPCA A VERY SILENT NIGHTNot-For-Profi t/ConsumerClient: SPCA NZ — Auckland, New ZealandAgency: Draftfcb New Zealand Ltd — Auckland, New Zealand

THE ANIMAL QUIZNot-For-Profi t/ConsumerClient: Dyrenes Beskyttelse (The Danish Society for the Protec-tion of Animals) — Frederiksberg, DenmarkAgency: 3rdDimension — Hellerup, Denmark

THE BAPTISM LETTERNot-For-Profi t/Business-to-BusinessClient: Evangelischer Regionalverband Frankfurt am Main — Frankfurt am Main, GermanyAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

THE LEGENDS OF JAZZNot-For-Profi t/ConsumerClient: KCSM-FM — San Mateo, CAAgency: Goodman Marketing Partners Inc. — San Rafael, CA

PHARMACEUTICAL / HEALTHCARE

BREAST HEALTH AWARENESS CARDPharmaceutical/Healthcare/ConsumerClient: Sanofi -Aventis – Bridgewater, NJAgency: Promotions Unlimited – Chester, NJ

HUGGIES JEANS WARDROBEPharmaceutical/Healthcare/ConsumerClient: Kimberly Clark — Buenos Aires, ArgentinaAgency: OgilvyOne worldwide — Capital Federal, B.A.Argentina

NICORETTE WHITE ICE MINT CAMPAIGNPharmaceutical/Healthcare/ConsumerClient: GlaxoSmithKline — Parsippany, NJAgency: RTC Relationship Marketing — Washington, DC

PATIENTS WITH BREAKTHROUGH CANCER PAINPharmaceutical/Healthcare/Business-to-BusinessClient: Nycomed — Roskilde, DenmarkAgency: OgilvyOne worldwide — Copenhagen, Denmark

PERSONALIZED MEDICINE ‘RIGHT DRUG. RIGHT DOSE.’Pharmaceutical/Healthcare/Business-to-BusinessClient: Medco Health Solutions, Inc — Franklin Lakes, NJAgency: Medco Health Solutions, Inc — Franklin Lakes, NJ

SAM-E COMPLETEPharmaceutical/Healthcare/ConsumerClient: Pharmavite/Nature Made — Northridge, CAAgency: Ogilvy West — Culver City, CA

PRODUCT MANUFACTURING AND DISTRIBUTION

ALWAYS THE RIGHT AMOUNT OF LOVE - MAILINGProduct Manufacturing and Distribution/ConsumerClient: Mars GmbH — Verden (Aller), GermanyAgency: argonauten G2 GmbH - a member of Grey | G2 Group — Berlin, Germany

ORIGASMIQUEProduct Manufacturing and Distribution/ConsumerClient: Bijoux Indiscrets SL — BARCELONA, SpainAgency: CP Proximity — spain, Spain

TAKING RELATIONS TO A HIGHER LEVELProduct Manufacturing and Distribution/Business-to-BusinessClient: FLSmidth Automation — Valby, DenmarkAgency: Klausen + Partners — Frederiksberg, Denmark

THE PERFECT FITProduct Manufacturing and Distribution/ConsumerClient: Lodge and King — Sydney, AustraliaAgency: Blue Star Print Group — Sydney, Australia

PUBLISHING/ENTERTAINMENT

AVID NEW THINKINGPublishing/Entertainment/Business-to-BusinessClient: Avid Technology — Tewksbury, MAAgency: White Rhino Productions — Burlington, MA

BROADWAY IN DETROIT 2008-09 SEASON TICKETSPublishing/Entertainment/ConsumerClient: Nederlander Detroit — Detroit, MIAgency: SMZ Advertising — Troy, MI

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KIDNAPPEDPublishing/Entertainment/Business-to-BusinessClient: MTV NETWORKS ESPAÑA — MADRID, SpainAgency: CP Proximity — spain, Spain

MUSIC IS OUR PASSIONPublishing/Entertainment/ConsumerClient: Musikhaus Thomann — Burgebach, GermanyAgency: OgilvyOne worldwide GmbH — Frankfurt am Main, Germany

PUB WITH NO SPORTPublishing/Entertainment/Business-to-BusinessClient: AUSTAR Entertainment — Ultimo, AustraliaAgency: Rapp Sydney — Ultimo, Australia

SUPERSECRET DAYPublishing/Entertainment/ConsumerClient: Cartoon Network — Sao Paulo, BrazilAgency: Rapp Brasil — Sao Paulo, Brazil

USA TODAY & THE ARBOR DAY FOUNDATION PROGRAMPublishing/Entertainment/ConsumerClient: USA TODAY — Mc Lean, VAAgency: USA Today — Mc Lean, VA

RETAIL/DIRECT SALES

1,2,3 HIDE & SEEKRetail/Direct Sales/ConsumerClient: El Corte Ingles — Madrid, SpainAgency: Shackleton — Madrid, Spain

BEST BUY FOR BUSINESS - BOOST YOUR BUSINESS DAYRetail/Direct Sales/Business-to-BusinessClient: Best Buy — Minneapolis, MNAgency: Engauge — Atlanta, GA

INNOVATION THROUGH CREATIVE TEST DESIGNRetail/Direct Sales/ConsumerClient: Weight Watchers — New York, NYAgency: Company C — New York, NY

LIFE EASYRetail/Direct Sales/ConsumerClient: Sprinfi eld — Madrid, SpainAgency: OgilvyInteractive — Madrid, Spain

LOOK FAMOUS 2008 MINI MAGAZINERetail/Direct Sales/ConsumerClient: Sunglass Hut — Sydney, AustraliaAgency: Moon Communication Group — Sydney, Australia

LORRY MAILERRetail/Direct Sales/Business-to-BusinessClient: Universal Graphics — Emyvale, IrelandAgency: RMG Target — Dublin, Ireland

NIKE DYNAMIC DM CAMPAIGNRetail/Direct Sales/ConsumerClient: Nike Inc. — Beaverton, ORAgency: Nimblefi sh — San Francisco, CA

SHOW YOUR BACK-TO-SCHOOL STYLERetail/Direct Sales/ConsumerClient: Kmart — Hoffman Estates, ILAgency: Draftfcb — Chicago, IL

TRAVEL & HOSPITALITY/TRANSPORTATION

ARTIFICIAL TRIP GENERATORTravel & Hospitality/Transportation/ConsumerClient: NSB National Railway — Oslo, NorwayAgency: McCann Direkte MRM Partners — Oslo, Norway

CAR2GOTravel & Hospitality/Transportation/ConsumerClient: Daimler AG - smart — Stuttgart, GermanyAgency: Proximity Germany — Hamburg, Germany

LA RONDE - IT’S SCREAMIN’ AWESOMETravel & Hospitality/Transportation/ConsumerClient: La Ronde — Montreal, QCCanadaAgency: Blitz — Montreal, QCCanada

SAS – THE TIME DIALOGUETravel & Hospitality/Transportation/ConsumerClient: Scandinavian Airlines Denmark A/S - Copenhagen S, DenmarkAgency: RelationshusetGekko – Copenhagen OE, Denmark

TOUCHDOWN AT HAMPTON, WAKE UP A WINNERTravel & Hospitality/Transportation/BothClient: Hilton Hotels Corp — Memphis, TNAgency: Draftfcb — Chicago, IL

TWINS TERRITORY SMALL BUSINESS LEAD ACQUISITIONTravel & Hospitality/Transportation/Business-to-BusinessClient: The Minnesota Twins — Minneapolis, MNAgency: Volkart May & Associates, Inc. — Minneapolis, MN

WYNDHAM REWARDS LIFECYCLE & REACTIVATIONTravel & Hospitality/Transportation/ConsumerClient: Wyndham Worldwide — Parsippany, NJAgency: Campbell-Ewald — Warren, MI

FINALISTS continued


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HOW ECHO JUDGING WORKS

he International ECHO Awards represents the oldest and most prestigious honor in direct marketing. Supported by the DMA, the ECHO is the only international award where judges rigorously assess entries based on strategy, creative execution and results – recognizing the whole picture of a cam-paign’s success. This focus on balanced judging assess-ment, combining top-notch, experienced judges and outstanding entries year in and out, has played a major role in the ECHO Awards representing the best that direct and interactive marketing have to offer.

ENTRY CATEGORIESECHO entries are judged by business cat-egory. There are twelve separate categories representing business segments. Categoriz-ing entries by business segment enables entries to be evaluated by judging panels of direct and interactive marketing profession-als with actual experience in the relevant business category. This leads to a more in-telligent and insightful evaluation of entries.

3 ROUNDS OF ECHO JUDGING All International ECHO Award winners go through three rounds of judging. Round 1 is a screening round. Through a combination of individual reviews fol-lowed by collaborative discussion, judging panels determine which entries represent an effective balance of strategy, creative execu-tion and results; and which move on to the next round. In Round 2, all surviving entries are then scored numerically with regard to strategy, creative execution and results. After scores are totaled and re-checked, the top entries advance to the third and fi nal round. In Round 3, entries are reviewed indi-vidually by three senior level judges, all of whom are the most experienced direct mar-keters. All earlier scores are wiped out, so fi nalist entries start out on equal footing. As in Round 2, entries are scored numerically

with regard to strategy, creative execution and results. An entry needs to reach a cer-tain minimum score to quality for a Gold, Silver or Bronze ECHO. Therefore, it is possible for some categories to have multiple winners at each level, while other categories might have a single Bronze winner, or no winners at all.

SPECIAL ECHO AWARDSThe Diamond and USPS Gold Mailbox awards are selected by the ECHO Steer-ing Committee, as pulled from the high-est scoring entries from Round 3. Other special awards – Henry Hoke Award, A. Eicoff Broadcast Innovation Award, ECHO Digital Award, Green ECHO, Collegiate ECHO, ECHO Search Marketing, and ECHO Governors Strategic Innovation Award – are chosen by selected teams of experts from top scoring entries in their respective areas. The ECHO People’s Choice Award is chosen by individuals who text in their choices.

JUDGE REPRESENTATIONFor the 2009 International ECHO Awards, Round 1 judging took place in Denmark, Australia and New York City. Rounds 2 and 3 judging were in New York. Overall, par-ticipating judges came from cities across the United States, as well as from UK, Sweden, Spain, Belgium, Denmark, Scotland, Fin-land, Norway, Portugal, Hungary, Australia, New Zealand and Malaysia.

2010 JUDGINGFor more on the benefi ts of participating as an ECHO judge next year experienced direct response marketers should contact Barbara Parker at [email protected] or 212.768.7277 x1450.

The 2010 DMA International ECHO Awards go to www.dma-echo.org

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2009 INTERNATIONAL ECHO AWARDS JUDGES

Mark AllenService Master

Shari AltmanAltman Dedicated Direct

Judy C. ArnoldSEI

Sarah BaehrRazorfi sh

Matt BaileySiteLogic

Geoffrey BatrouneyEstee Marketing Group, Inc.

Martin BauerWunderman Germany

Leslie BenjaminMarketing Consultant

Sandra BlumBlum & Company LLC

Simon BondProximity BBDO

Eamon BoyleThe Martin Agency

Brian BrilliantBMD

Scott BriskmanAgency.com

Meta BrophyConsumers Union

Brent BrotineBrent Brotine Communications

Jeffrey J. BroweWunderman

Michael BrzozowskiDraftfcb

Marc CanabouYahoo, Inc.

Mike CapetanakisTrump Institute

Brian CarlsonKlausen + Partners a/s

Marcelo CarnevaleDraftFCB

Santiago CasaresWikreate

Julia Elena CastanonWikreate

Brian CastelliProgressive Impressions Int’l

Lisa CharleboisOgilvyOne

Mike ChuterCubed Communications

Jon ClarkThe Clark Alliance

Maxine CohenCopy By Max/DM & Copy Services

Jill CowenCiticards

Chet DalzellPublic Relations Consultant

Megan Devine d. trio marketing group

Glenn DicksonRapp Collins Australia

Marcy DomeMicrosoft Corporation

Andre DorenAVD Hispanic Marketing

Nancy DraughnJavelin Direct

Rick DunhamDunham+Company, Inc.

Maureen Dyvigd. trio marketing group

Serenity EdwardsDirect Marketing Association

Wayne ElleySDS Data Insights

Rich FeldmanSource Marketing

Pam FieldsStetson

John GagneProximity Canada

Erin GallagherSimon Richards Group

Meena Ganeson-KumarSimon Richards Group

Carlos GaravitoOgilvy/OgilvyOne Worldwide

Karina P. GarciaDirect Marketing Association

Patrick GarrettOutrider

Dan GeavesPareto Fundraising

Robbin GehrkeRuss Reid

Chrysanthe GeorgesGeorges Marketing Group

Richard GoldsmithThe Horah Group

Bernardo GomezEURO RSCG

Maxine GoodenMarketing E. Gooden Mktg Consulting

Carolyn GoodmanGoodman Marketing Partners Inc.

Tom GoosmannTrue North Inc.

Andrew GordonDirect Impact Group Ltd.

Duncan GrayProximity London

Gabe GreenbergVibrant Media

Sandra GudatCustomer Communications Group

Francisco GuijarroWikreate

David HackettSpaceCenter Partners

Andrew HansenHarte-Hanks

Nancy HarhutConsultant

Yosi Heber Oxford Hill Partners

Kaenan HertzUSAA

Hank HokeHoke Communications

Ellen HuabgStewardship

Angela HubbertRuss Reid

Warren HunterDMWDirect

William InceConsultant

Michael JacobsonDirect Media Inc.

Anne KenneyWunderman

Jeannette KirbyInviso

Liz KislikLiz Kislik Associates LLC

Steve KissingBarefoot Proximity

Dan KlepsVita-Mix Corporation

Michael KochOgilvyOne Worldwide

Jeannette KocsisHarte-Hanks, Inc.

Mark KolierCGSM

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Gloria KurantKurant Direct Inc.

Chuck La TournousPrudential Group Ins.

JP LaforsThe Martin Agency

Tina LanceMarketing Consultant

Peter LarnishLarnish & Assoicaites

Bruce LeeG2

Jonas LembkeOgilvy Interactive Sydney

Matt LeonardConsultant

Jeff LevinDirect Media Inc.

Ed LisiMeredith Integrated Marketing

Heather Lloyd-MartinSearchenginewriting.com

Lori Magill-CookALC

Grace MaherMaher Design

Eileen MahoneyG2

Beatriz MalloryHispan America

Ruben MartinezWikreate

Louis MastriaNextAction Corp

Scott MayAmerican HomePatient Inc.

Jon MaximMaxim Advertising

Elizabeth McCaffreyEAM Creates

Tim McCreightAmerican Inst. Of Chemical Engineers

Chuck McLeesterRoska Direct

Susan MeanySKM Group

Nick MercerMercell Bell Pty Ltd.

Paula MilamVictor Results Advertising, Inc.

Kim Miller Time Inc.

Jennifer MonaghanCampbell-Ewald

Rick MooreActive Integrated Marketing, LLC

Josh MortizCustomer-Growth

Joseph MuehlbachQuad/Graphics

Thomas NelliganBlitz-Cossette Communications

Dave NelsonALC

Taylor NichollsG2 Direct & Digital

John C. O’ConnorJVW Direct

Akira OkaDirect Marketing Japan

Matt PalumboPalumbo Associates

Maria PhillipsWatson Phillips Norman

Jason PolsonDraftfcb

Gayle PreteDiscover Financial Services

Elly PuyatOgilvy

Tony RambautFriend

Stan RappEngauge

Jenny RaybouldCreative Director/Copy Consultant

Joan RenfrowOnyx Productions Inc.

Lee RichardsSimon Richards Group

Suzy RidenourRidenour & Associates

Jonas RoeserLTC Financial Partners, LLC

Matthew RosenblattHarte-Hanks, Inc.

Debbie RothJaps-Olson.com

Adrea RubinAdrea Rubin Marketing Inc.

Aurelio SaizSpaceCenter Partners

Roehl SanchezBlitz direct Data & Promotions

Rick SangermanA. Eicoff & Company

Domingo SannaMarCom Strategy

Ian SawersWunderman

Gary ScheinerRosetta

David ScholesTargetbase

Jason SnyderMRM Gillespie

Bill SpinkDMW Worldwide LLC

Roger StephensFenton Stephens

Pamela Sullivan Sullivan Creative

Tim SutherAcxiom

Kenneth TattersallBank of America

Mary TeahanCP Proximity

Jon TellMRM Worldwide, Princeton

Pamela UptonBank of America

Raymundo ValdezALMA DDB

Maribett VarnerBennett, Kuhn, Varner

Jay van WagenenJVW Direct

Andy WalshG2

Eric WebsterState Farm

Heidi WellsHeidi Wells Creative Services

Andrew WetzlerMoreVisibility

George WiedemannUMarketing

Elly WoolstonDMS England

Johnathan YeeAIU Holdings Inc.

Felipe Rios YrarrazavalGrupo CP

Mat ZuckerOgilvyOne Worldwide, New York

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AGENCY INDEXAdams Hussey & AssociatesArlington, VA/ Campaign: Ambassador Cicle Business Card Renewal/ Client: World Jewish Congress Foundation; Miami, FL/ Award: Silver

Adams Hussey & AssociatesArlington, VA/ Campaign: Major Donor Map Appeal/ Client: California State Parks Foundation; San Francisco, CA/ Award: Silver

Aim ProximityAuckland, New Zealand/ Campaign: Valentines ‘09/ Client: The Warehouse Limited; Auckland, New Zealand/ Award: Silver

Aim Proximity & Colenso BBDOAuckland, New Zealand/ Campaign: The Yellow Treehouse/ Client: The Yellow Pages Group; Auckland, New Zealand/ Award: Gold

Argonauten G2 GmbH Berlin, Germany/ Campaign: Goldfach Punkten PAYBACK Olympic Campaign/ Client: PAYBACK GmbH; München, Germany/ Award: Silver

ArnoldBoston, MA/ Campaign: Insurance Superstore/ Client: The Progressive Corporation; Mayfi eld Village, OH/ Award: Bronze

Beasley Direct MarketingMorgan Hill, CA/ Campaign: BTS Master: A Dimen-sional, Multi-Channel, and Personalized Campaign/ Client: Anritsu Company; Morgan Hill, CA/ Award: Bronze

BMFPyrmont, Australia/ Campaign: Dollarmites Mission/ Client: Commonwealth Bank of Australia; Sydney, Australia/ Award: Bronze

BMFPyrmont, Australia/ Campaign: TED696 Project/ Client: Lion Nathan; Sydney, Australia/ Award: Gold

BoostMinneapolis, MN/ Campaign: Priority Club Rewards Lifecycle Marketing Campaign/ Client: InterConti-nental Hotels Group; Atlanta, GA/ Award: Silver

Campbell-EwaldWarren, MI/ Campaign: Environmailist Campaign/ Client: United States Postal Service; Washington, DC/ Award: Green ECHO

Campbell-Ewald Warren, MI/ Campaign: Navy Infl uencer-NAVYFor-Moms.com/ Client: United State Navy; Millington, TN/ Award: Gold

CP Proximity Barcelona; Spain, Spain/ Campaign: THE SIGNAL/ Client: Random House Mondadori; BARCELONA, Spain/ Award: Gold

CumminsNitro Brisbane South Brisbane, Australia/ Campaign: The Best Job in the World/ Client: Tourism Queensland; Brisbane, Australia/ Award: Gold

DDB ArgentinaBuenos Aires, / Campaign: Slap the Red On/ Client: PUMA; Pilar, Argentina/ Award: Bronze

DiesteDallas, TX/ Campaign: HP Insider/ Client: Hewlett-Packard; New York, NY/ Award: Bronze

Draftfcb ChicagoChicago, IL/ Campaign: The Power of The Human Voice/ Client: Blue Cross and Blue Shield of Florida; Jacksonville, FL/ Award: Gold

Draftfcb New ZealandAuckland, New Zealand/ Campaign: X6 Launch/ Client: BMW New Zealand; Auckland, New Zealand/ Award: Bronze

Draftfcb New Zealand LtdAuckland, New Zealand/ Campaign: The Lowdown/ Client: Ministry of Health - New Zealand Govern-ment; Auckland, New Zealand/ Award: Silver

e|ou Marketing de RelacionamentoSão Paulo, Brazil/ Campaign: CRONÔMETRO/ Client: Resource SiteSeeing; Barueri, Brazil/ Award: Bronze

e|ou Marketing de RelacionamentoSão Paulo, Brazil/ Campaign: FAÇA SEU 2009/ Client: Laborprint; São Paulo, Brazil/ Award: Bronze

Fund Raising StrategiesMcLean, VA/ Campaign: Attention Sign/ Client: Veterans Airlift Command; St Louis Pk, MN/ Award: Silver

Greater Than OneNew York, NY/ Campaign: BabyCenter - Pregnancy and Parenting Information/ Client: BabyCenter, LLC; San Francisco, CA/ Award: Search Marketing Award

Hamelin Martineau Inc.Montreal, Canada/ Campaign: Spring 2008 SickKids Lottery - Danielle/ Client: Brockville, Canada/ Award: Silver

Infi nity DirectMinneapolis, MN/ Campaign: 2008 The Show - Call for Entries/ Client: Advertising Federation of Minnesota; St. Paul, MN/ Award: Silver

Lewis Kennedy AssociatesPortland, OR/ Campaign: Oregon Zoo Frog Member-ship Drive - Frogs!/ Client: Oregon Zoo Foundation; Portland, OR/ Award: Gold

MicroMass CommunicationsCary, NC/ Campaign: The A.I.R. Program -- Singu-lair®/ Client: Merck & Co., Inc.; North Wales, PA/ Award: Bronze

MRM Worldwide Lawrenceville, NJ/ Campaign: ECHO-CARDIOGRAM/ Client: The Direct Marketing Association; New York, NY/ Award: Bronze

MRM Worldwide Norway Oslo, Norway/ Campaign: The Brick/ Client: Gjensidige; Lysaker, Norway/ Award: Bronze

Ogilvy; Stockholm, Sweden/ Campaign Bake a Cake/ Client: The Swedish Advertising Association; Stockholm, Sweden/ Award: Bronze

Ogilvy Frankfurt, Germany/ Campaign: Bigger Storage Ideas/ Client: IKEA; Hofheim-Wallau, Germany/ Award: Silver

Ogilvy New York, NY/ Campaign: Mr. Fong/ Client: IBM; Armon, NY/ Award: Bronze

OgilvyNew York, NY/ Campaign: Vaseline Clinical Therapy - Prescribe The Nation/ Client: Unilever - Vaseline; / Award: Bronze

Ogilvy Team DetroitDearborn, MI/ Campaign: Owner Advantage Com-munication (OAC) Welcome Package/ Client: Ford Customer Service Division; Dearborn, MI/ Award: Bronze

OgilvyOne BrasilSao Paulo, Brazil/ Campaign: Web Video Call Anhanguera/ Client: Anhanguera Educacional; Valinhos, Brazil/ Award: Silver

OgilvyOne WorldwideFrankfurt, Germany/ Campaign: Kidnapping Charity/ Client: Evangelischer Regionalverband; Frankfurt, Germany/ Award: Bronze

OgilvyOne WorldwideCopenhagen, Denmark/ Campaign: One Box to Rule Them All/ Client: IBM Denmark A/S & Secure Device A/S; Hellerup & Kgs. Lyngby, Denmark/ Award: Silver

OgilvyOne Worldwide Toronto, Canada/ Campaign: One Million Acts of Green/ Client: Cisco Systems Canada; Toronto, Canada/ Award: Silver

Ogilvyone WorldwideMadrid, Spain/ Campaign: Shout to Come to Rock in Rio/ Client: Movistar; Madrid, Spain/ Award: Bronze

Ogilvyone worldwideMadrid, Spain/ Campaign: The Bus/ Client: ING DIRECT; Madrid, Spain/ Award: Bronze

OgilvyOne Worldwide, MalaysiaKuala Lumpur, Malaysia/ Campaign: 501/ Client: Levi’s Strauss (M) Sdn. Bhd.; Petaling Jaya, Malaysia/ Award: Silver

OgilvyOne Worldwide, MalaysiaKuala Lumpur, Malaysia/ Campaign: Getting Personal/ Client: DHL Express (Singapore) Pte Ltd; Singapore, Singapore/ Award: Silver

OgilvyOne Worldwide, Malaysia Kuala Lumpur, Malaysia/ Campaign: Heineken SWIPE/ Client: Guinness Anchor Marketing Sdn Bhd; Petaling Jaya, Malaysia/ Award: Bronze

OgilvyOne Worldwide, Malaysia;Kuala Lumpur, Malaysia/ Campaign: The Fun Factory/ Client: IBM; Singapore, Singapore/ Award: Bronze

OgilvyOne Worldwide, MalaysiaKuala Lumpur, Malaysia/ Campaign: What’s My Maxis/ Client: Maxis Communications Bhd; Kuala Lumpur, Malaysia/ Award: Silver

Proximity BBDOBrussels, Belgium/ Campaign: Internet Is Mine/ Client: Belgacom; Brussels, Belgium/ Award: Bronze

Proximity BBDOBrussels, Belgium/ Campaign: Operation Free Petrol/ Client: Makro; Wommelgem, Belgium/ Award: Bronze

Proximity BBDOBrussels, Belgium/ Campaign: Wine Cellar/ Client: ING; Brussels, Belgium/ Award: Bronze

Proximity GermanyHamburg, Germany/ Campaign: Cardboard Heroes/ Client: Panasonic Deutschland; Hamburg, Germany/ Award: Bronze

Proximity LondonLondon, United Kingdom/ Campaign: Growth/ Client: Royal Mail; London, United Kingdom/ Award: Silver

Proximity LondonLondon, United Kingdom/ Campaign: Mystery Packages/ Client: RNLI; Poole, United Kingdom/ Award: Silver

Proximity LondonLondon, United Kingdom/ Campaign: No Excuse/ Client: BBC T.V. Licensing; London, United Kingdom/ Award: Bronze

Proximity LondonLondon, United Kingdom/ Campaign: Not a Stress Ball/ Client: Royal Mail; London, United Kingdom/ Award: Bronze

Proximity LondonLondon, United Kingdom/ Campaign: Royal Mail Heat Pack/ Client: Royal Mail; London, United Kingdom/ Award: Silver

Publicis DallasDallas, TX/ Campaign: “Seeing Is Believing”/ Client: Terminix International; Memphis, TN/ Award: Silver

RappOslo, Norway/ Campaign: A Portion of Hope/ Client: Norwegian Red Cross; Oslo, Norway/ Award: Silver

RappOslo, Norway/ Campaign: At the Stroke of a Pen/ Client: Norwegian Red Cross; Oslo, Norway/ Award: Silver

RAPP New ZealandAuckland, New Zealand/ Campaign: No One Will Know You Are Gone/ Client: Telecom New Zealand; Auckland, New Zealand/ Award: Bronze

RAPP New Zealand & Tribal DDB New ZealandAuckland, New Zealand/ Campaign: gettingUthru/ Client: ANZ Bank; Auckland, New Zealand/ Award: Silver

RAPP SydneyUltimo, Australia/ Campaign: Andre Rieu/ Client: AUSTAR; Ultimo, Australia/ Award: Silver

Red Urban GmbHUnterhaching, Germany/ Campaign: Income Tax Guide 2009/ Client: Getty Images Deutschland GmbH; München, Germany/ Award: Silver

RelationshusetGekkoCopenhagen, Denmark/ Campaign: ATP - Your Future/ Client: ATP; Hillerød, Denmark/ Award: Silver

RelationshusetGekkoCopenhagen, Denmark/ Campaign: SAS - The Travel Day/ Client: Scandinavian Airlines Denmark A/S; Copenhagen S., Denmark/ Award: Bronze

RMG TargetDublin, Ireland/ Campaign: Guinness - “Delivering Remarkable Experiences”/ Client: Diageo Ireland; Dublin, Ireland/ Award: Silver

Russ ReidPasadena, CA/ Campaign: Sponsorship Christmas Bounceback/ Client: World Vision US; Federal Way, WA/ Award: Bronze

Russ ReidPasadena, CA/ Campaign: T-Shirt for Orphans Campaign/ Client: World Vision Canada; Missis-sauga, Canada/ Award: Silver

Sepia A/SCopenhagen, Denmark/ Campaign: Responsible Relationships/ Client: Danske Bank; Copenhagen K., Denmark/ Award: Bronze

ServiceplanMunich, Germany/ Campaign: The Sony Ericsson FanWalk 2008/ Client: Sony Ericsson Mobile Communications International AB; Munich, Ger-many/ Award: Silver

ShackletonMadrid, Spain/ Campaign: BARRILETE CÓSMICO/ Client: CAJA MADRID; Madrid, Spain/ Award: Silver

ShackletonMadrid, Spain/ Campaign: BUSH BYE BYE PARTY/ Client: Shackleton; Madrid, Spain/ Award: Bronze

ShackletonMadrid, Spain/ Campaign: EDUCATION WITH AN H/ Client: Random House Mondadori; Madrid, Spain/ Award: Bronze

ShackletonMadrid, Spain/ Campaign: ESSENSITY/ Client: Hen-kel Iberica S.A. Schwarzkopf Professional; Madrid, Spain/ Award: Bronze

ShackletonMadrid, Spain/ Campaign: MALDONADO´S LAST WEATHER REPORT/ Client: CEPSA; Madrid, Spain/ Award: Bronze

ShackletonMadrid, Spain/ Campaign: MOTORTHERAPY/ Client: CEPSA; Madrid, Spain/ Award: Gold

ShackletonMadrid, Spain/ Campaign: RELAX & ENJOY/ Client: Caja Madrid; Spain, Spain/ Award: Silver

ShackletonMadrid, Spain/ Campaign: THE VILLAGE WHERE NOTHING EVER HAPPENS/ Client: Conect; Madrid, Spain/ Award: Silver

ShackletonMadrid, Spain/ Campaign: ZURICH AUTO LOYALTY PROGRAM/ Client: Zurich España; Barcelona, Spain/ Award: Silver

Sun/MRM WolrdwideSão Paulo, Brazil/ Campaign: Picasso Painting/ Cli-ent: Sulamerica Insurance; São Paulo, Brazil/ Award: Gold

TracyLocke-Los AngelesVenice, CA/ Campaign: Guaranty Checking Moment of Truth Campaign/ Client: x; Dallas, TX/ Award: Bronze

True North Inc.NY, NY/ Campaign: ‘Camp Rock’ Desktop App/ Client: Disney Channel; Burbank, CA/ Award: Bronze

Ursa CommunicationsSydney, Australia/ Campaign: How Champix Out-smarted Cigarettes/ Client: Pfi zer; Sydney, Australia/ Award: Silver

WikreateSan Francisco, CA/ Campaign: Celebrate the Crisis - A Singular Wikreate´s Party/ Client: Wikreate; San Francisco, CA/ Award: Silver

WundermanSydney, Australia/ Campaign: Earth In Your Hands/ Client: WWF; Ultimo, Australia/ Award: Silver

Wunderman; New York, NY/ Campaign: Fun with Keywords/ Client: Microsoft; Redmond, WA/ Award: Bronze

Wunderman GmbH; Köln, Germany/ Campaign: This is Now: Be Part of It!/ Client: Ford-Werke GmbH; Köln, Germany/ Award: Bronze

Y&R; Auckland, New Zealand/ Campaign: Microsoft Security--Virus/ Client: Microsoft NZ; Auckland, New Zealand/ Award: Silver

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INDEX TO ADVERTISERS ADVERTISER PAGE URL

Big Fuel 8 www.bigfuel.comBKV 10 www.bkv.comCoolbeans 6 www.coolbeansgroup.comDiscover 71 www.discover.comDraftfcb 12 www.draftfcb.comDMA2010 BC www.dma2010.orgDMW 74 www.dmwdirect.comEuro Chicago 37 www.eurorscgchicago.comLeap Agency 21 www.leapagency.com.auLieber & Associates 35 www.LieberandAssociates.comLocation3 Media 18 www.location3.comMella Media IFC www.mellamedia.comMRM 4 www.mrmworldwide.comStetson 3 www.Stetson.com

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2009 ECHO WINNERS PROGRAMCOPY – Douglas B. Clark, Freelance Copywriter/ConsultantART DIRECTOR – Joseph Kantorski, www.kantorskidesign.comLAYOUT – Paul Richer

AWARDS SHOW PRODUCED BY Legend Productions, Inc. Ardsley, NY, www.legendproductionsinc.comEXECUTIVE PRODUCER – Jeff W. GoldsteinPRODUCER – Chris LacknerGRAPHICS PRODUCER / OPERATOR – Angela EisermannPRODUCTION STAGE MANAGER – Robin RumpfSTAGE MANAGER – Jeffrey PearlPRODUCTION COORDINATOR – Daria Askari

Direct Marketing Association Inc. StaffPRESIDENT & CEO – John A. Greco, Jr.SVP, CONFERENCES & EVENTS – Julie A. HoganVP, CONFERENCE OPERATIONS – Gerald LongoVP, CONFERENCE & EVENTS – Paul A. McDonnough

DMA International ECHO Awards StaffDIRECTOR, AWARD PROGRAMS – Barbara J. Parker

USB PRODUCED IN THE USA – IP Media Holdings, Inc., Illinois DIGITAL PRINTER OF THE 2009 ECHO WINNERS PROGRAM – Movada Media, Canada

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Documents

2009 ECHO Awards(1)