CAMPAIGN DIRECT AWARDS 1999: Applauding the ideas that count

It was an honour to be asked to chair the first Campaign Direct Awards. I don’t want to gush, but to have Campaign’s endorsement is an important recognition of progress in our trade. We are second to none in quantifying the effectiveness of what we do, it’s now time to applaud the quality.

It was an honour to be asked to chair the first Campaign Direct

Awards. I don’t want to gush, but to have Campaign’s endorsement is an

important recognition of progress in our trade. We are second to none in

quantifying the effectiveness of what we do, it’s now time to applaud

the quality.



Our brief was to pick the work that best demonstrated ’ideas that count’

in direct marketing. Work where the felicity of creative thinking was a

major influence on its responsiveness. So no place for the vast majority

of honest, hardworking journeyman output honoured quite rightly

elsewhere. Nor indeed for that proliferating hybrid, the brand ad with a

phone number grafted on. On judgment day we were looking for that

rarity, genuine direct marketing that was genuinely original.



I am pleased to say we were successful. The judges were aware they were

setting a precedent. What could have been a frustrating debate on

’creativity v response’, turned out to be a highly productive exercise

in consensus.



The judges knew broadly the sort of thing they were looking for and, in

general, they found it.



Hence the unanimous enthusiasm for the gold-winning Wales Tourist Board

campaign, which is crafted so beautifully and expressed so thoughtfully,

yet integrates so many smart response-generating techniques. This is

direct marketing creativity of the highest order. And there was other

work that had this quality.



One personal caveat. Direct marketing is a refuge for the copywriter’s

craft, offering a unique challenge: the direct-mail letter. One well-

argued, well-constructed letter can move mountains of response. I saw

few examples of outstanding letter copy.



I hope that in transforming the visual quality of direct marketing we

don’t go the way of conventional advertising and neglect the power of

copy.



On behalf of all the judges, I would like to thank Stefano Hatfield for

making this awards scheme happen, Eleanor Trickett for championing

direct marketing in Campaign, and Matthew Davies and his team for making

the judging as stress-free as possible. I hope you enjoyed the evening

and that you will be supporting these awards next year.



THE JUDGES



Roddy Kerr - Joint Executive Creative Director Lowe Direct



Janet Somerville - Marketing Director Cable & Wireless



Duncan Gray - Executive Creative Director Barraclough Hall Woolston

Gray



Simon Kershaw - Creative Director Craik Jones



Steve Harrison - Creative Partner HPT Brand Response



Michael Cavers - Joint Creative Director Tequila Payne Stracey



Terry Hunt - Chairman of the Judges, Chairman - Evans Hunt Scott



Diana Rhodes - Managing Director MediaCom Direct



Sharon Lang - Head of Direct Marketing BBJ



Shaun McIlrath - Creative Director FCA!



Nigel Grimes - Head of Direct Marketing BT



Rory Sutherland - Creative Director OgilvyOne



Steve Stretton - Creative Partner Archibald Ingall Stretton



Chris Albert - Executive Creative Director WWAV Rapp Collins



Graham Leigh - Group Marketing Director B2.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).