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.
