DIRECT AWARDS: Campaign awards will help raise DM’s profile

The aim of the Campaign Direct Awards is to promote the direct industry through recognising the role of creative ideas in effective direct communications.

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.



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