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
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
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
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.
Roddy Kerr - Joint Executive Creative Director Lowe Direct
Janet Somerville - Marketing Director Cable & Wireless
Duncan Gray - Executive Creative Director Barraclough Hall Woolston
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.