Rory Sutherland given 'outstanding service to DM' award at Caples

Ogilvy UK vice-chairman Rory Sutherland had his 'outstanding service to direct marketing community' at this year's John Caples International Awards, hosted last week in New York by Haymarket's US title DM News.

Proximity Worldwide was the most awarded network for the second year running, with UK agencies having a weaker showing amongst the winners' ranks than in previous years.

The Caples, run by Marketing Direct's US sister title, DM News, are 30 years old and celebrate international direct response and interactive creative.

Sutherland, the IPA's new president and vice-chairman of Ogilvy UK, was given the Andi Emerson Award, named after the Caples' founder for outstanding service to the DM community.

Sutherland has "a long-standing passion for the creative side of the industry and leaves a very distinct footprint on direct marketing thanks to his personality and insight," the citation said.

This year's 'Best in show' award came from New Zealand. AIM Proximity's integrated 'Love conspiracy' consumer campaign for New Zealand retailer The Warehouse Limited won the top award for its ability to engage buyers and cross-selling opportunities.

The campaign featured a ‘secret' microsite for men only – accessible only upon completion of a 'Are you a man?' quiz, with e-mail messages and a live event that got the attention of both men and women.

Archibald Ingall Stretton won the only UK gold, in the retention of loyalty category for its O2 Stare Out campaign. To promote O2's sponsorship of England's rugby team, an online game featured a staring contest with key England rugby players. AIS claims the project was the world's first commercial Web camera-based gaming experience.

AIS was also a finalist in the agency communications category for its Staff Blaster corporate microsite.

20:20 London won silver in the mobile marketing category for its client Virgin Media Television. A customised Terminator video was sent to 16-39 year olds to promote Virgin 1's Terminator: The Sarah Chronicles series.

Proximity London won silver for its Gardener's Friends campaign for Volkswagen and for the Chocolate Letter B2B campaign for Royal Mail.

All the winners can be found at


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