Campaign Direct Awards 2006: Best Use of Direct Mail to Businesses (Low Volume)

SILVER AWARD Project: Wallet Agency: Clayton Graham Communications Creative director: Mark Graham Art director: Mark Graham Account director: Alasdair Gibbons Client: Royal Bank of Scotland Marketing executive: Jane Morrison

Gift vouchers are traditionally made out of paper. However, the Royal Bank of Scotland wanted to introduce the concept of electronic vouchers to senior managers at retailers.

Clayton Graham Communications realised it was essential to get a mailing past management's PAs. It produced a mailpack purportedly containing the executive's returned wallet.

Inside the wallet was a collection of mock credit cards conveying the benefits of electronic vouchers and an HMV Gift Card that could be redeemed electronically.

The mailing generated a response of 17 per cent. At the time of writing, its conversion rate into actual business was 2.4 per cent.

COMMENDATION Project: National Anxiety Week Press Launch Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art director: Alan Mackie Copywriter: Mike Poole Account manager: Jessica Brennan Client: National Phobics Society Anxiety Week co-ordinator: Amo Kalar Also won: Best Charity Campaign

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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).