DIRECT AWARDS: Creative leaders welcome new awards scheme

SIMON KERSHAW, CRAIK JONES

SIMON KERSHAW, CRAIK JONES



The success of direct marketing is founded on the kind of work Campaign

itself applauds - effective and creative. Sadly, there are still too

many people in DM who celebrate the effective but disparage the

creative.



We need to showcase the best work. Campaign stands for all that’s

innovative and progressive in DM. It is the only publication read by all

the people DM needs to cultivate - senior clients, the creative

community, graduates and journalists. It’s time Cinderella went to the

ball.



SHAUN MCILRATH, FCA!



To me, the Campaign Direct Awards represent the end of an era of

prejudice and an acknowledgment that the industry in the UK has finally

come to understand the catholic definition of the word ’advertising.’ By

their very existence they demonstrate that DM is no longer the grubby

outsider and that, at its best, it can sit comfortably alongside the

cream of Britain’s press and poster advertising.



RORY SUTHERLAND, OGILVYONE



To use the language of ice-skating, direct marketing has spent too long

collecting marks for technical merit while neglecting artistic

impression.



The Campaign awards should redress this. In time, they may help settle a

long-standing argument too. By showing that the old contradiction

between effectiveness and creativity may not be a contradiction after

all - and that the only sure formula for creating responsive,

brand-building creative work is, er, to have a good idea. Scandalous,

isn’t it?



CHARLES WEBRE, WUNDERMAN CATO JOHNSON



I applaud Campaign’s entry into the direct marketing awards arena. It

will allow us to focus on creativity rather than on best reflecting our

trade. It is important for us to continue to push the boundaries of

creativity.



Everyone benefits - clients, creatives and agencies.



ARTHUR PARSHOTAM & RODDY KERR, LOWE DIRECT



Campaign Direct Awards are a good idea for several reasons. Because DM

is no longer advertising’s poor relation. Because most clients have

realised this. Because most agencies are coming to realise this. Because

it’s right that Campaign should bring together the best direct marketing

has to offer.



Because it takes direct marketing on from a series of trade-type awards

into the world of industry standards agencies and clients can be proud

of.



ANDY BLACKFORD, GREY DIRECT



Of course, we need a new direct marketing awards scheme. The available

alternatives don’t reflect the nature of our discipline, given recent

developments. The falling price of computing has established direct

marketing as a cost-effective medium. But this opportunity is available

to every serious player in the field. In future, the real

’differentiators’ are likely to be in brand literacy and creative

sophistication. An awards scheme sponsored by Campaign will help ensure

these issues are accorded a proper degree of importance.



STEVE HARRISON, HPT BRAND RESPONSE



For 30 years Campaign has championed creative advertising agencies. In

so doing it has helped set the consensus on what constitutes a great TV

commercial, poster or press ad. Every year, that consensus is expressed

via the various Campaign awards. Direct marketing needs a trade paper

that loves creative work. One that focuses attention on standards, helps

establish a consensus and allows us, once a year, to don monkey suit and

taffeta to celebrate work that our industry can be proud of.



GRAHAM KING, MARKETING DRIVE



We’re not famous for winning DM awards. That’s hardly surprising,

because we never enter them. These, however, are worth entering. The

very best direct marketing is simple, single-minded and creative. For

some reason, this point seems to be missed by every award scheme that

makes the whole entry procedure long-winded, tiresome, protracted and

largely irrelevant.



These awards will get to the heart of great direct marketing. They will

reward great ideas. A great idea in itself. And yes, we’ll enter

them.



DUNCAN GREY, BHWG



My first job as an art director in direct marketing was a revelation -

and not a pleasant one. Creatively, it was years behind and I remember

thinking I would only hang around if the industry and the people in it

started to respond to fresh creative approaches. Ten years on and

Campaign is about to launch its DM awards.



Direct marketing has come a long way and, although served well by

existing schemes, these new awards will have a major effect in

recognising higher creative standards.



MIKE CAVERS, PAYNE STRACEY



Campaign has built a reputation via the Campaign Press and Poster Awards

of rewarding the best creative excellence in the communications

industry. As Campaign has no vested interest in any particular

discipline, the Campaign Direct Awards will raise DM creativity to a

higher level.



STEVE STRETTON, SPIRIT



It becomes harder and harder to justify entry into the growing number of

awards schemes. But when I mentioned that we would be entering a

Campaign-backed scheme this year there was a chorus of ’good idea’ from

my partners.



Campaign Direct Awards are a good idea; they make my life easier.



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