The aim of the Campaign Direct Awards is to promote the direct
industry through recognising the role of creative ideas in effective
direct communications.
Crucial to the judging procedure is the limit of 200 words to be placed
on the explanatory text accompanying each submission. The intention is
that by setting this limit, the judges will be able to make their
decisions based on the merits of the creative idea, and not the process
by which the execution was achieved.
In order to help ensure a meaningful link between effectiveness and the
creative idea, each entry will need to be signed off by someone at the
client company. The assumption being that, by signing off, the client is
endorsing the work’s effectiveness.
After consultation with the direct industry, the silver award categories
are as follows:
Best international campaign (Britain and at least two other markets)
Best use of TV/cinema
Best use of newspapers (including inserts)
Best use of magazines (including inserts)
Best use of outdoor (including ambient)
Best use of direct mail to consumers (low volume*)
Best use of direct mail to consumers (high volume*)
Best use of direct mail business-to-business (low volume*)
Best use of direct mail business-to-business (high volume*)
Best use of electronic media (including internet and telephone)
Best use of mixed media
Campaign gold for best of show
(*For the purposes of the awards, low-volume is defined as 100-3,000
pieces; high-volume is 3,000-plus)
The deadline for entries is 15 January 1999. Judging, led by Evans Hunt
Scott’s Terry Hunt, will take place in February. The event itself will
be staged on 12 April at the Grosvenor House hotel.
For further information contact Anne Currie, awards administrator at
Haymarket events, on 0171-413 4433.
