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DMA Presents 2011 International ECHO Awards - Complete List of Winners
Boston, MA, October 5, 2011 — The Direct Marketing Association (DMA) last night presented its 2011 International ECHO Awards at the Boston Convention and Exhibition Center during the DMA2011 Conference & Exhibition, which concludes Thursday, October 6.
The following is a complete list of this year’s International ECHO Awards winners, including the seven special awards and the Gold, Silver, and Bronze ECHO winners.
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2011 Special ECHO Winners
Diamond ECHO
Consumer
Business and Consumer Services
Client: AT&T
Agency: BBDO New York
Campaign: AT&T The Last Text Integrated Campaign
ECHO Search Marketing Award
Consumer
Category: Automotive
Client: Volkswagen
Agency: MediaCom
Campaign: Super Bowl Search Campaign
Hoke Award
Business-to-Business
Category: Information Technologies
Client: IBM
Agency: OgilvyOne London
Campaign: IBM Seer 2.0
USPS Gold Mailbox Award
Business-to-Business
Category: Retail/Direct Sales
Client: Fiskars Germany GmbH
Agency: Heye & Partner GmbH
Campaign: Silhouette Mailing
ECHO Governors Award for Strategic Innovation
Business-to-Business
Category: Information Technologies
Client: IBM
Agency: Ogilvy & Mather
Campaign: IBM Watson
ECHO Green Marketing Award
Consumer
Category: Publishing/Entertainment
Client: Consumer Reports
Agency: GG Creative, Inc.
Campaign: Do’s and Don’ts, Lessons, Shopping Secrets Galore!
2011 International GOLD ECHO Winners
Business-to-Business
Business and Consumer Services
Client: Royal Mail ― London, United Kingdom
Agency: Proximity London ― London, United Kingdom
Campaign: Lolxperiment
Consumer
Business and Consumer Services
Client: AT&T ― Atlanta, USA
Agency: BBDO New York ― New York, USA
Campaign: AT&T The Last Text Integrated Campaign
Consumer
Business and Consumer Services
Client: FedEx ― Memphis, USA
Agency: BBDO New York ― New York, USA
Campaign: FedExCup Global Golf Sweepstakes
Consumer
Communications/Utilities
Client: Royal Mail ― Colchester, United Kingdom
Agency: Proximity London ― London, United Kingdom
Campaign: Royal Mail Xmas Stamps
Business-to-Business
Information Technologies
Client: Fuji Xerox - New Zealand ― Auckland, New Zealand
Agency: Republik Advertising ― Auckland, New Zealand
Campaign: Fujikistan
Business-to-Business
Information Technologies
Client: IBM ― Armonk, USA
Agency: Ogilvy & Mather ― New York, USA
Campaign: IBM Watson
Consumer
Not-For-Profit
Client: Ministry of Health ― Wellington, New Zealand
Agency: DraftFCB ― Auckland, New Zealand
Campaign: National Depression Initiative - The Journal
Business-to-Business
Product Manufacturing and Distribution
Client: Novozymes ― Bagsvaerd, Denmark
Agency: Klausen + Partners ― Copenhagen, Denmark
Campaign: Old Grumpy
Consumer
Publishing/Entertainment
Client: MTV Networks ― Madrid, Spain
Agency: Shackleton ― Madrid, Spain
Campaign: Now or Never
Consumer
Retail/Direct Sales
Client: Carrefour ― Madrid, Spain
Agency: Shackleton ― Madrid, Spain
Campaign: With or Without Leonardo
Business-to-Business
Information Technology
Client: IBM - London, Great Britain (UK)
Agency: OgilvyOne London – London, Great Britain (UK)
Campaign: IBM Seer 2.0
2011 International SILVER ECHO Winners
Consumer
Automotive
Client: Land Rover Austria ― Salzburg, Austria
Agency: Wunderman Vienna ― Vienna, Austria
Campaign: Mobile Fair Stand
Consumer
Business and Consumer Services
Client: Yellow Pages LTD ― Auckland, New Zealand
Agency: Colenso BBDO ― Auckland, New Zealand
Campaign: Yellow Chocolate
Consumer
Financial Products and Services
Client: TruMark Financial Credit Union ― Trevose, USA
Agency: DMW Direct ― Chesterbrook, USA
Campaign: Your Trust Matters
Consumer
Financial Products and Services
Client: Ikano Bank Danmark ― Glostrup, Denmark
Agency: RelationshusetGekko ― Copenhagen, Denmark
Campaign: "Index 231 = the result of optimized sales letter"
Silver
Consumer
Financial Products and Services
Client: American Express Argentina ― Buenos Aires, Argentina
Agency: OgilvyOne Argentina ― Capital Federal, Argentina
Campaign: My Wish List
Consumer
Information Technologies
Client: Microsoft ― North Ryde, Australia
Agency: Wunderman ― Sydney, Australia
Campaign: Share House
Business-to-Business
Information Technologies
Client: EDB ErgoGroup ― Oslo, Norway
Agency: McCann Norway ― Oslo, Norway
Campaign: Mikado
Consumer and Business-to-Business
Information Technologies
Client: IBM ― London, Great Britain (UK)
Agency: OgilvyOne London ― London, Great Britain (UK)
Campaign: Lotus T5
Business-to-Business
Information Technologies
Client: e-nettet A/S ― Copenhagen, Denmark
Agency: Dialog Factory ― Copenhagen, Denmark
Campaign: Outdated Pricing Model
Consumer
Insurance
Client: Birla Sun Life Insurance ― Mumbai, India
Agency: M&C Saatchi-i ― Mumbai, India
Campaign: Annaprasan' Dimensional Mail Pack
Consumer
Not-For-Profit
Client: the Danish Road Safety Council ― Copenhagen Ø, Denmark
Agency: Bates Y&R ― Copenhagen K, Denmark
Campaign: The Wake-Up Call
Business-to-Business
Not-For-Profit
Client: Heart of the City/Auckland Council ― Auckalnd, New Zealand
Agency: Colenso BBDO/Proximity ― Auckland, New Zealand
Campaign: Beautify Your City
Consumer and Business-to-Business
Not-For-Profit
Client: NABU Landesverband Hessen ― Wetzlar, Germany
Agency: Leo Burnett Frankfurt ― Frankfurt am Main, Germany
Campaign: Nuclear Waste Mailing
Consumer
Not-For-Profit
Client: Stine Sofies Stiftelse ― Grimstad, Norway
Agency: McCann Norway ― Oslo, Norway
Campaign: For the children's best
Consumer
Not-For-Profit
Client: Doctors Without Borders ― Copenhagen, Denmark
Agency: Electric//Rainmaker part of the Hjaltelin, Stahl & Co. Group ― Copenhagen, Denmark
Campaign: Donate your Status to Doctors Without Borders
Consumer
Not-For-Profit
Client: SOK - Admiral Danish Fleet ― Brabrand, Denmark
Agency: Brandstifter A/S ― Silkeborg, Denmark
Campaign: Stop the Oil
Consumer
Pharmaceutical/Healthcare
Client: Weight Watchers ― Sydney, Australia
Agency: BMF ― Pyrmont, Australia
Campaign: Approved by Life
Consumer
Product Manufacturing and Distribution
Client: Snickers ― Jeddah, Saudi Arabia
Agency: Kitcatt Nohr Digitas ― London, United Kingdom
Campaign: World's Longest Football Match
Business-to-Business
Product Manufacturing and Distribution
Client: GLOBAL DE PINTURAS S.A. ― Medellin, Colombia
Agency: Proximity Colombia ― Bogota, Colombia
Campaign: A Painter, a Bombshell and 20 seconds of fame
Consumer
Product Manufacturing and Distribution
Client: Mars Canada ― Bolton, Canada
Agency: Proximity Canada ― Toronto, Canada
Campaign: M&M's Find Red
Consumer
Publishing/Entertainment
Client: Editora Abril ― São Paulo, Brazil
Agency: Editora Abril own agency ― São paulo, Brazil
Campaign: Subscribe, Brazil!
Consumer
Publishing/Entertainment
Client: MTV Networks ― Madrid, Spain
Agency: Shackleton ― Madrid, Spain
Campaign: National MTV Survey
Business-to-Business
Retail/Direct Sales
Client: Fiskars Germany GmbH ― Herford, Germany
Agency: Heye & Partner GmbH ― Unterhaching, Germany
Campaign: Silhouette Mailing
Consumer
Not for Profit
Client – Operation Care Package – Illinois, USA
Agency – Fund Raising Strategies – Virginia, USA
Campaign – Sock It To Me!
Consumer
Product Manufacturing Distribution
Client – Frucor Beverages LTD - Auckland, New Zealand
Agency – Colenso BBDO/Proximity- Auckland, New Zealand
Campaign – Code Red
Consumer
Retail Direct Sales
Client – Sharpie - Illinois, USA
Agency – Draftfcb Chicago – Illinois, USA
Campaign – Uncap What’s Inside
Consumer
Not For Profit
Client – WaterAid- London, United Kingdom
Agency – Kitcatt Nohr Digitas- London, United Kingdom
Campaign – Dig Toilets Not Graves
Business-to- Business
Business and Consumer Services
Agency/Client – Kudzu.com – Georgia, USA
Campaign – Operation Dollhouse
Consumer
Retail Direct/Sales
Client – Librerias Gandhi - Mexico City, Mexico
Agency – Ogilvy Mexico - Mexico City, Mexico
Campaign – The Last Book on Earth
2011 International BRONZE ECHO Winners
Consumer
Business and Consumer Services
Client: BMF ― Sydney, Australia
Agency: BMF ― Pyrmont, Australia
Campaign: BMF's Wow Sit Down Thing
Consumer
Business and Consumer Services
Client: Falck Danmark A/S ― Copenhagen V, Denmark
Agency: RelationshusetGekko ― Copenhagen, Denmark
Campaign: False Alarm
Business-to-Business
Communications/Utilities
Client: PROXIMITY BBDO ― BOULOGNE BILLANCOURT, France
Agency: PROXIMITY BBDO ― Boulogne Billancourt, France
Campaign: THE LIKE BOX
Consumer
Communications/Utilities
Client: Everything Everywhere ― London, United Kingdom
Agency: Chemistry Communications PLC ― London, United Kingdom
Campaign: Orange Ready Deal
Consumer
Communications/Utilities
Client: Telia Danmark ― Copenhagen S, Denmark
Agency: OgilvyOne worldwide ― Copenhagen, Denmark
Campaign: Telia Flex - Service that Sells
Consumer
Communications/Utilities
Client: CEPSA ― Madrid, Spain
Agency: Shackleton ― Madrid, Spain
Campaign: MYNY
Consumer
Communications/Utilities
Client: CEPSA ― Madrid, Spain
Agency: Shackleton ― Madrid, Spain
Campaign: IDSLIPPERS
Consumer
Financial Products and Services
Client: American Express Banking Corporation ― Gurgaon, India
Agency: OgilvyOne Worldwide, Gurgaon ― Gurgaon, India
Campaign: Your Signature is the Key
Consumer
Financial Products and Services
Client: MetLife ― New York, USA
Agency: o2kl ― New York, USA
Campaign: Retirement Income Selector
Consumer
Financial Products and Services
Client: American Express ― Markham, Canada
Agency: OgilvyOne worldwide ― Toronto, Canada
Campaign: American Express Gold Rewards Card Launch
Business-to-Business
Information Technologies
Client: Demand Program ― Seoul, Korea (South)
Agency: OgilvyOne Worldwide ― Seoul, Korea (South)
Campaign: Green IT fortune telling book
Consumer
Insurance
Client: GEICO ― Chevy Chase, USA
Agency: The Martin Agency ― Richmond, USA
Campaign: GEICO Made In 15 Minutes
Consumer
Insurance
Client: MetLife ― New York, USA
Agency: Ogilvy & Mather ― New York, USA
Campaign: "The Good For You Rate"
Consumer
Not-For-Profit
Client: SickKids Foundation / Winning Charities International ― Brockville, Canada
Agency: Hamelin Martineau Inc. ― Montreal, Canada
Campaign: SickKids Lottery "Helena" Campaign
Business-to-Business
Not-For-Profit
Client: Direct Marketing Association ― London, United Kingdom
Agency: Proximity London ― London, United Kingdom
Campaign: What are you Worth
Consumer
Not-For-Profit
Client: Outreach International ― Independence, USA
Agency: Rodgers Townsend ― St. Louis, USA
Campaign: Wrapping a Goat
Consumer
Not-For-Profit
Client: World Jewish Congress Foundation ― Miami, USA
Agency: Champman Cubin Adams + Hussey -Writer: Bill Krieger ― Arlington, USA
Campaign: World Jewish Congress Foundation NY Times Appeal
Consumer
Not-For-Profit
Client: Forvarets Uddannelser (The Danish Defence Recruitment Branch) ― Ballerup, Denmark
Agency: RelationshusetGekko ― Copenhagen, Denmark
Campaign: "The Educational Test"
Consumer
Not-For-Profit
Client: World Vision U.S. ― Federal Way, USA
Agency: Russ Reid ― Pasadena, USA
Campaign: Back-to-School Flight Discovery Kit
Consumer
Not-For-Profit
Client: The Salvation Army in Canada ― Toronto, Canada
Agency: Grizzard Communications Group ― Atlanta, USA
Campaign: Salvation Army Canada Holiday 2010 Giving Campaign
Consumer
Not-For-Profit
Client: SIRE ― Amstelveen, Netherlands
Agency: Etcetera ― Amsterdam, Netherlands
Campaign: I'm still here
Business-to-Business
Pharmaceutical/Healthcare
Client: Medco ― Montvale, USA
Agency: True North Inc. ― New York, USA
Campaign: Medco Game Changers
Consumer
Pharmaceutical/Healthcare
Client: Alcon Laboratories, Inc. ― Fort Worth, USA
Agency: Relationship Marketing, Inc. ― Des Moines, USA
Campaign: PATANASE Nasal Spray 2010 ASAP Relief Campaign
Consumer
Pharmaceutical/Healthcare
Client: Bristol-Myers Squibb ― Plainsboro, USA
Agency: MRM Worldwide ― Lawrenceville, USA
Campaign: ORENCIA "Martha Speaks" Campaign
Consumer
Pharmaceutical/Healthcare
Client: Visine, Johnson & Johnson ― Morris Plains, USA
Agency: Lbi Health ― New York, USA
Campaign: Engaged Eyes Drive Sales
Consumer
Product Manufacturing and Distribution
Client: Fisher & Paykel ― Auckland, New Zealand
Agency: Colenso BBDO/Proximity ― Auckland, New Zealand
Campaign: Lost My Socks
Consumer
Publishing/Entertainment
Client: HBO ― New York, USA
Agency: BBDO New York ― New York, USA
Campaign: Leave the HBO To Us Integrated Campaign
Consumer
Retail/Direct Sales
Client: Makro Cash & Carry Belgium ― Wommelgem, Belgium
Agency: Proximity BBDO ― Brussels, Belgium
Campaign: Makro Bingo Royal
Consumer
Retail/Direct Sales
Client: Diageo North America ― New York, USA
Agency: Wunderman ― New York, USA
Campaign: From Event to Experience: Johnnie Walker + Social
Consumer
Travel & Hospitality/Transportation
Client: Deutsche Lufthansa AG ― Neu Isenburg, Germany
Agency: Wunderman ― Fankfurt am Main, Germany
Campaign: "Communication à la Carte"
Consumer
Travel and Hospitality/Transportation
Client – Spanair
Agency – Shackleton
Campaign – Spanair and the Volcanic Ash Crisis
Consumer
Financial Products and Services
Client – American Express
Agency – OgilvyOne worldwide
Campaign – American Express Digital Canvas
Consumer and Business-to-Business
Information Technology
Client – IBM
Agency – Ogilvy Amsterdam
Campaign – IBM Company Challenge
Business-to-Business
Financial Products and Services
Client – iShares, BlackRock– California, USA
Agency – McCann SF, MRM – California, USA
Campaign – IAU, the iShare of Gold
For more information please visit www.echoawards.org.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the world’s largest global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies.
In 2011, marketers — commercial and nonprofit —will spend $163 billion on direct marketing, which accounts for 52.1 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.96 trillion in incremental sales. In 2011, direct marketing accounted for 8.7 percent of total US gross domestic product. Also in 2011, there were 1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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