DMA Presents 2007 International ECHO Awards; Diamond ECHO Goes to Draftfcb

October 17, 2007 — The Direct Marketing Association (DMA) last night presented its 2007 International ECHO Awards. Reflecting multichannel direct marketing’s growing influence on the global marketing landscape, DMA presented a total of 130 ECHO awards to multichannel direct marketing campaigns from the US and 37 other nations.

Of the record-breaking 1,124 campaigns submitted for the 2007 ECHO Awards, this year, six campaigns were honored with special awards. In addition, 24 campaigns were honored with Gold ECHOs, 51 with Silver ECHOs, and 55 with Bronze.

Exactly 650 entries filled five of the categories introduced just this year: email and instant messaging, mobile, search engine marketing, Web advertising, and Web development. Coming back for a return engagement were: alternative/insert media, catalog, direct mail, print, telemarketing, TV/video/radio, and “other.”

The 2007 awards were entered, categorized, judged, and presented in a dozen primary business categories. Eleven (11) winners went to nonprofit campaigns.

Hosted by “Deal or No Deal” emcee and comedian Howie Mandel, last evening’s awards were presented at a gala at Chicago’s historic Union Station during the DMA07 Exhibition & Conference, the six-day marketing event of the year, which concludes tomorrow at McCormick Place West.

"The campaigns that we honored with ECHO Awards excel across the board — in creative, strategy, and quantifiable results,” said Mitchell Lieber, president of Lieber & Associates and chairman of the DMA International ECHO Award Committee. “Among the winners, there are outstanding integrated campaigns, great direct mail, and very smart employment of data and digital media — and they all produced impressive results. Our winners represent the ideals of ECHO — the best direct marketing principles applied to all of today's channels in smart ways. In winners we often see very intelligent strategies, executed with beautiful creative as well as cutting-edge analytics and technology to produce advertising that moves the meter. These ECHO honorees — from every corner of the globe — have truly produced the best direct marketing in the world. These ECHO-winning campaigns are proven to have the power to change a business. They are great work — that works great.”

The 2007 ECHO Awards were presented to campaigns from 26 countries: Argentina, Australia, Austria, Brazil, Canada, Czech Republic, Denmark, Germany, India, Ireland, Japan, Malaysia, Mexico, Netherlands, New Zealand, Norway, Peru, Philippines, Portugal, Romania, Spain, South Africa, Sweden, the UAE, the UK, and the US.

2007 SPECIAL INTERNATIONAL ECHO AWARDS

Diamond ECHO

The top award, for the campaign considered “best-in-show,” went to Draftfcb of New York, NY, for its campaign “Have a Ball. Or Two.” Draftfcb created the nonprofit consumer campaign on behalf of the Eagle, ID, Volunteer Fire Department.

Draftfcb created spokesbovine “Victimized Bull,” who lamented the loss of his family jewels that were being cooked for the charity event benefiting the fire department, the Rocky Mountain Oyster Feed. The Internet campaign that generated thousands of hits on the department’s Web site and YouTube offended the mayor so much she threatened to cancel the circa-1950 all-you-can-eat benefit — spurring television, wire service, and newspaper stories. However, consumers embraced the angst-ridden spokesbovine’s cause, and spread word of his campaign far beyond the small Idaho town.

Eagle, ID’s fire department is completely volunteer and relies each year on one event, the Rocky Mountain Oyster Feed, to raise funds for equipment, training, and other expenses. Rocky Mountain oysters are battered, deep-fried bull testicles, which provided the creative team with lots of material. Seen humorously from the perspective of the outraged bull, the campaign was designed for television, radio, and a Web site to heavily promote the event and draw in people from surrounding communities. The event broke all attendance records, raised ticket sales 24 percent over the previous year, and increased profits 64 percent.

Search Marketing Award

This all-new special ECHO Award lauds the best campaign in one of the fastest-growing direct marketing specialties: search engine marketing. As such, the inaugural award earned by SearchAdNetwork of Denver, CO, is appropriately named “Set Your Sites on a Target Audience.” Starz Entertainment of Englewood, CO, set its sights on this publishing/entertainment consumer campaign and came up a big winner.

Starz Entertainment wanted to register new users for Vongo, an Internet-based movie download service. The company’s campaign used time/day parting, which allowed the campaign to increase bids for top keywords by both time and day. It also experimented with demographic targeting, basing bidding strategies on searchers’ genders. To eliminate additional variables, Starz kept the copy the same for all phases, regardless of when ads ran and whom they targeted. Using internal research that showed peak registration hours during weekend evenings, keyword bids were significantly increased during this period. The result was an impressive boost in weekend conversation rates from 19.84 percent to 27.18 percent.

Digital Award

The Digital Award is presented to a campaign that applied information technology (e.g., e-mail, search, mobile, the Web, and other digital channels) in a creative or innovative way to deliver outstanding results. To that end, Buena Vista Worldwide Home Entertainment of Burbank, CA, created an astonishing publishing/entertainment consumer campaign for True North Inc. of New York, NY, titled “Magic on Your Desktop.”

Buena Vista Worldwide Home Entertainment had remastered “Peter Pan” and wanted to promote the release of its two-disk Platinum Edition. Online ads and the official DVD Web site announced the upcoming launch and encouraged surfers to download the Tinker Bell Desktop Application. Once the application was downloaded and installed, Tinker Bell appeared every time a prospect’s PC was turned on. She interacted with computer users and continued to remind them about the upcoming launch. On the day of the launch, Tinker Bell and other characters announced the DVD’s availability. Nearly 116,000 people downloaded the application during the campaign.

A. Eicoff Broadcast Innovation Award

The A. Eicoff Broadcast Innovation Award recognizes a campaign for the most innovative use of the direct broadcast media. This award is chosen among the Gold, Silver, and Bronze ECHO Award winners in cooperation with the DMA Broadcast Council and the ECHO Committee.

For this year’s award, Ryan iDirect of Wilton, CT, paid heed to the market power of Baby Boomer women who plan to stay beautiful — á la their contemporaries, glam goddess Ellen Barkin of “Oceans 13” and other movies, Katie Couric of the CBS Evening News, and Oprah Winfrey. Hence, ECHO honors their “Dove Pro-age” product manufacturing and distribution consumer campaign for Unilever/Dove of Greenwich, CT.

To serve an aging American population, Unilever developed Dove Pro-age for 50-plus women. Promoting the philosophy that beauty has no age limit, the company developed a Web site that gained added strength from publicity around Dove’s banned TV ads. An email campaign plus public relations efforts, direct mail, and television, radio and print ads drove visitors to the site. Visitors could view the banned ads, which showed nude women over 50, as well as hear candid reactions to the ads from women in their age group. Registered users could also request samples online. The site’s “pro-aging” philosophy drew nearly as many visitors in eight weeks as were expected in all of 2007.

US Postal Service Gold Mailbox Award

The campaign that earns the USPS Gold Mailbox Award, which is sponsored by the US Postal Service (USPS), employs mail in a ground-breaking way. Arc Worldwide/Leo Burnett Advertising of Kuala Lumpur, Wilayah Persekutuan, Malaysia, created a business and consumer services B-to-B campaign titled “The Greatest Show on Earth” that broke such ground for their client, the Direct Marketing Association of Malaysia (DMAM) of Kuala Lumpur, Wilayah Persekutuan, Malaysia.

DMAM set out to promote its annual direct marketing award show in a country where agencies often discount direct marketing’s value, since the practice is still growing in the country. The association used the theme of “The Greatest Show on Earth,” mailing a personalized entry featuring a bright circus caravan with miniature circus animals and a letter that included a miniature trainer’s whip. The pack achieved its goal and whipped up strong interest in direct marketing, with numerous requests for the entry pack. Better yet, the campaign drew 196 entries in a country with fewer than 15 direct marketing and interactive agencies.

Henry Hoke Award

Selected by Hoke Communications, this annual award reflects the campaign with the most courageous solution to a difficult sales marketing problem. And the Henry Hoke Award in 2007 went to GEKKO of Copenhagen, Denmark, for its “Hasselblad Anniversary Campaign” on behalf of client Hasselblad of Copenhagen NV, Denmark. The product manufacturing and distribution B-to-B campaign for this elite camera line had the challenge of educating potential customers and dealers about how to optimize use of a new product line offered by the manufacturer of this high-end equipment, which is most commonly used by professional photographers.

Hasselblad was well-known for its analog photographic equipment, but needed to educate customers and dealers about its high-end digital equipment. To inform, as well as generate interest and orders, GEKKO launched a campaign centered around a young fictitious photographer named Peter, who had been hired to do a high-profile cookbook. Participants were asked to advise Peter and help him do a better job on the assignment. In doing so, participants also earned a chance at winning a Hasselblad digital camera. Though the campaign only ran in English and German, it drew responses worldwide and led to 374 percent more dealer demonstrations than had been projected.

2007 INTERNATIONAL GOLD ECHO WINNERS

Consumer

Automotive

Client: BMW — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: BMW Aftersales Program

Business-to-Business

Business and Consumer Services

Client: TBWA\ Whybin & TEQUILA\ — Auckland, New Zealand

Agency: TEQUILA\Auckland — Auckland, New Zealand

Campaign: Apology (Unreserved)

Business-to-Business

Business and Consumer Services

Client: Lanier Worldwide / Ricoh Americas — Atlanta, GA

Agency: Pat Berryhill — Decatur, GA

Campaign: Document Solutions

Consumer

Business and Consumer Services

Client: esic — Pozuelo De Alarcon, Spain

Agency: uncommon (havas group) — Madrid, Spain

Campaign: the factory of dreams

Business-to-Business

Communications/Utilities

Client: Vodafone — Dublin 18, Ireland

Agency: OgilvyOne worldwide — Dublin, Ireland

Campaign: Staff Leads Generation

Business-to-Business & Consumer

Communications/Utilities

Client: Cisco Systems GmbH — Halbergmoos, Bayern, Germany

Agency: OgilvyOne worldwide GmbH — Frankfurt am Main, Hessen, Germany

Campaign: Cisco boooming

Business-to-Business & Consumer

Communications/Utilities

Client: CEPSA — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: The Winter Hit

Consumer

Communications/Utilities

Client: YACOM — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: Good Luck From Now On

Consumer

Communications/Utilities

Client: YACOM — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: Yacom Loyalty Program

Consumer

Financial Products and Services

Client: American Express Company — Mexico City, Mexico

Agency: OgilvyOne Mexico — Mexico City, Mexico

Campaign: Restaurant Mock Card

Consumer

Financial Products and Services

Client: DnB NOR — Oslo, Norway

Agency: McCann Direkte MRM Partners — Oslo, Norway

Campaign: Look at my card!

Consumer

Financial Products and Services

Client: first direct — Leeds, England, UK

Agency: Craik Jones — London, UK

Campaign: Fuzzy Felt

Business-to-Business

Information Technologies

Client: Microsoft — Lisboa, Portugal

Agency: Touch_Me Wunderman — Lisbon, Portugal

Campaign: Chained envelope

Business-to-Business

Information Technologies

Client: IBM — Armonk, NY

Agency: OgilvyOne — New York, NY

Campaign: 2007 IBM Web Documentary Program

Consumer

Insurance

Client: GEICO — Chevy Chase, MD

Agency: The Martin Agency — Richmond, VA

Campaign: Caveman Campaign

Business-to-Business & Consumer

Not-For-Profit

Client: Instituto de la Juventud–INJUVE — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: Intolerants Anonymous

Consumer

Not-For-Profit

Client: NSPCC — London, UK

Agency: WWAV Rapp Collins — London, UK

Campaign: NSPCC Pencil Pack

Consumer

Not-For-Profit

Client: Eagle, Idaho Volunteer Fire Department — Eagle, ID

Agency: Draftfcb — New York, NY

Campaign: Have a Ball. Or Two.

Business-to-Business

Product Manufacturing and Distribution

Client: NewPage Corporation — Dayton, OH

Agency: Martin Williams Advertising — Minneapolis, MN

Campaign: The Response Project

Consumer

Publishing/Entertainment

Client: Unibet.com — Oslo, Norway

Agency: Proximity BBDO — Oslo, Norway

Campaign: The old widow plays bullshit-bingo

Consumer

Retail/Direct Sales

Client: Grupo Wong — Lima, Peru

Agency: 121 Rapp Collins Peru — Lima, Peru

Campaign: Wong Best Clients

Business-to-Business & Consumer

Travel & Hospitality/Transportation

Client: Scandinavian Airlines — Kastrup, Denmark

Agency: GEKKO & Relationshuset — København Ø, Denmark

Campaign: SAS EuroBonus — The Up- and Downgrading Program

Consumer

Travel & Hospitality/Transportation

Client: Tourism British Columbia — Vancouver, British Columbia, Canada

Agency: Blitz Direct, Data & Promotion — Vancouver, British Columbia, Canada

Campaign: Get to Know BC from A to Z

Consumer

Travel & Hospitality/Transportation

Client: Holland America Line — Seattle, WA

Agency: DDB Seattle — Seattle, WA

Campaign: 2007 Grand Voyages Announcement

2007 INTERNATIONAL SILVER ECHO WINNERS

Consumer

Automotive

Client: Fiat Automoveis — Betim, Minas Gerais, Brazil

Agency: Datamidia + DRAFTFCB — São Paulo, SP, Brazil

Campaign: Una Passione

Consumer

Automotive

Client: VOLKSWAGEN ESPAÑA, S.A. — Barcelona, Spain

Agency: CP PROXIMITY — Barcelona, Spain

Campaign: EOSFERA

Consumer

Automotive

Client: Land Rover — Irvine, CA

Agency: Young & Rubicam Brands — Irvine, CA

Campaign: Small Business Owners

Business-to-Business

Business and Consumer Services

Client: Denmark — Copenhagen V, Denmark

Agency: Momentum Øresund — Copenhagen K, Denmark

Campaign: The Sack Chair

Business-to-Business

Business and Consumer Services

Client: Direct Marketing Association of Malaysia (DMAM) — Kuala Lumpur, Wilayah Persekutuan, Malaysia

Agency: Arc Worldwide / Leo Burnett Advertising — Kuala Lumpur, Wilayah Persekutuan, Malaysia

Campaign: The Greatest Show on Earth

Business-to-Business

Business and Consumer Services

Client: Yell UK — Reading, UK

Agency: Proximity London — London, UK

Campaign: Yellow Pages 'Happy Families' Acquisition Campaign

Business-to-Business

Business and Consumer Services

Client: Scottish Development International (SDI) — Glasgow, UK

Agency: Mullen Advertising — Wenham, MA

Campaign: Scottish Development 3D Mailer

Business-to-Business & Consumer

Business and Consumer Services

Client: United States Postal Service® — Washington, DC

Agency: Draftfcb — Chicago, IL

Campaign: USPS Guess & Win Sweepstakes

Consumer

Business and Consumer Services

Client: Transport for London — London, UK

Agency: Chemistry — London, UK

Campaign: Transport for London — Air Driving 2007

Business-to-Business

Communications/Utilities

Client: Bell Mobility — Mississauga, ON, Canada

Agency: Blitz Direct, Data & Promotion — Toronto, ON, Canada

Campaign: Invisible Bus DM

Business-to-Business

Communications/Utilities

Client: Klart Svar AS — Oslo, Norway

Agency: MRM Partners Norway McCann Direkte — Oslo, Norway

Campaign: Nostalgia

Business-to-Business

Communications/Utilities

Client: MWEB Business — Victory Park, Johannesburg, South Africa

Agency: primaplus — Cape Town, Western Cape, South Africa

Campaign: The Voice Box

Business-to-Business & Consumer

Communications/Utilities

Client: Telecom Argentina — Buenos Aires, Argentina

Agency: CP Comunicación Proximity — Buenos Aires, Argentina

Campaign: 10 Ways to Get Under Your Door

Consumer

Communications/Utilities

Client: Telecom Argentina — Buenos Aires, Argentina

Agency: CP Comunicación Proximity — Buenos Aires, Argentina

Campaign: Scarecrow

Consumer

Communications/Utilities

Client: Fibertel — Buenos Aires, Argentina

Agency: Di Paola y Asociados — Buenos Aires, Argentina

Campaign: Free Sample

Consumer

Communications/Utilities

Client: NET — São Paulo, SP, Brazil

Agency: Sun MRM Worldwide — São Paulo, SP, Brazil

Campaign: 3-Flavor Pizza

Consumer

Communications/Utilities

Client: YA.COM — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: BLAH BLAH

Business-to-Business

Financial Products and Services

Client: Western Union Financial Services GmbH — Vienna, Austria

Agency: DRAFTFCBi Directmarketing & Interactive GmbH — Vienna, Austria

Campaign: Western Union Games 2006

Consumer

Financial Products and Services

Client: Prospera Credit Union — Abbotsford, British Columbia, Canada

Agency: Blitz Direct, Data & Promotion — Vancouver, British Columbia, Canada

Campaign: Freezing Taxes

Consumer

Financial Products and Services

Client: ASB Bank — Auckland, New Zealand

Agency: TEQUILA\Auckland — Auckland, New Zealand

Campaign: Goodbye Landlord

Consumer

Financial Products and Services

Client: SEB — Stockholm, Sweden

Agency: DRAFTFCB — Stockholm, Sweden

Campaign: SEB/World Cup

Business-to-Business

Information Technologies

Client: IBM Malaysia Sdn Bhd — Petaling Jaya, Malaysia

Agency: OgilvyOne worldwide Malaysia — Kuala Lumpur, Malaysia

Campaign: Picasso and You

Business-to-Business

Information Technologies

Client: Telefónica — Madrid, Spain

Agency: OgilvyOne worldwide — Madrid, Spain

Campaign: Metamorphosis

Business-to-Business

Information Technologies

Client: IBM Spain — Madrid, Spain

Agency: OgilvyOne worldwide — Madrid, Spain

Campaign: The Server Flattener

Business-to-Business

Information Technologies

Client: Microsoft UK — Reading, UK

Agency: MRM Worldwide — London, UK

Campaign: On the Map

Business-to-Business

Information Technologies

Client: IBM — Somers, NY

Agency: OgilvyOne — New York, NY

Campaign: Promoting IBM's 2006 CEO Study — High Impact Print

Consumer

Information Technologies

Client: MWEB Home — Cape Town, South Africa

Agency: OgilvyOne — Cape Town, Western Cape, South Africa

Campaign: Babushkalopes

Business-to-Business

Insurance

Client: Nordea Liv & Pension — Ballerup, Denmark

Agency: OgilvyOne worldwide — Copenhagen, Denmark

Campaign: Do You Want the Good or the Bad News First?

Consumer

Insurance

Client: GEICO — Chevy Chase, MD

Agency: The Martin Agency — Richmond, VA

Campaign: Testimonials Campaign

Business-to-Business

Not-For-Profit

Client: Fundación Luz — Providencia, Santiago, Argentina

Agency: Di Paola y Asociados — Buenos Aires, Argentina

Campaign: A Sense That Makes Sense

Business-to-Business

Not-For-Profit

Client: Save The Children Romania — Bucharest, Romania

Agency: Proximity Bucharest — Bucharest, Romania

Campaign: Minor Report

Business-to-Business & Consumer

Not-For-Profit

Client: Endangered children fund — Prague 1, Czech Republic

Agency: Proximity Prague — Prague 6, Czech Republic

Campaign: Listen to Teddy

Business-to-Business & Consumer

Not-For-Profit

Client: Refuge — London, UK

Agency: Craik Jones Waston Mitchell Voelkel — London, UK

Campaign: 1 in 4 Women

Consumer

Not-For-Profit

Client: Save the Children — London, UK

Agency: Proximity London — London, UK

Campaign: Rewrite The Future

Consumer

Not-For-Profit

Client: World Vision — Federal Way, WA

Agency: Russ Reid Company — Pasadena, CA

Campaign: Deworming Pharmaceutical Gifts In Kind

Consumer

Not-For-Profit

Client: American Leprosy Missions — Greenville, SC

Agency: CreativeOne Direct — Westford, MA

Campaign: Can You Open - Major Donor Sock Pkg.

Business-to-Business

Pharmaceutical/Healthcare

Client: Pfizer — Tadworth, Surrey, UK

Agency: Marketing Agency — London, UK

Campaign: Listerine Embossed Letter

Business-to-Business

Pharmaceutical/Healthcare

Client: Invitrogen Corporation — Madison, WI

Agency: N/A

Campaign: Nuclear Receptor Magnet Set Campaign

Consumer

Pharmaceutical/Healthcare

Client: Wyeth Pharmaceuticals — Collegeville, PA

Agency: OgilvyOne — New York, NY

Campaign: KnowMenopause.com

Business-to-Business

Product Manufacturing and Distribution

Client: BuildDirect — Vancouver, British Columbia, Canada

Agency: Blitz Direct, Data & Promotion — Vancouver, British Columbia, Canada

Campaign: Stop Playing Games with Your Business

Business-to-Business

Product Manufacturing and Distribution

Client: Hasselblad — Copenhagen NV, Denmark

Agency: GEKKO — Copenhagen Ø, Denmark

Campaign: Hasselblad Anniversary Campaign

Business-to-Business

Product Manufacturing and Distribution

Client: Oticon — Smørum, Denmark

Agency: GEKKO — København Ø, Denmark

Campaign: The Hearwell family

Consumer

Product Manufacturing and Distribution

Client: Procter & Gamble — Makati, Philippines

Agency: Arc Worldwide Philippines — Makati, Philippines

Campaign: Book of Revelations

Consumer

Product Manufacturing and Distribution

Client: Diageo — London, UK

Agency: Craik Jones — London, UK

Campaign: Bell's Loyalty Programme

Consumer

Publishing/Entertainment

Client: Pinnacle Entertainment Group — Las Vegas, NV

Agency: Nimblefish Technologies — San Francisco, CA

Campaign: Pinnacle Acquisition Program

Consumer

Publishing/Entertainment

Client: Buena Vista Worldwide Home Entertainment — Burbank, CA

Agency: True North Inc. — New York, NY

Campaign: Magic on Your Desktop

Consumer

Publishing/Entertainment

Client: Rodale Subscription Marketing — Emmaus, PA

Agency: N/A

Campaign: Runner's World "Get Fit, Stay Fit"

Business-to-Business & Consumer

Travel & Hospitality/Transportation

Client: SAS Scandinavian Airlines — Kastrup, DK, Denmark

Agency: Relationshuset — Copenhagen OE, Denmark

Campaign: Upgrading Campaign — From Economy to Economy Flex

Consumer

Travel & Hospitality/Transportation

Client: ÖBB Austrian Railways — Vienna, Austria

Agency: PKP proximity — Vienna, Austria

Campaign: FAMILY

Consumer

Travel & Hospitality/Transportation

Client: Regent Seven Seas Cruises — Ft Lauderdale, FL

Agency: PIL Creative Group

Campaign: Customized Brochure for Consumer Fulfillment

Consumer

Travel & Hospitality/Transportation

Client: Exclusive Resorts, LLC — Denver, CO

Agency: DDB Seattle — Seattle, WA

Campaign: When Solving Vacation Pain Isn't Enough

2007 INTERNATIONAL BRONZE ECHO WINNERS

Business-to-Business

Automotive

Client: smart GmbH — Böblingen, Germany

Agency: Proximity Germany GmbH — Hamburg, Germany

Campaign: Fairy tales of success!

Consumer

Automotive

Client: smart GmbH — Böblingen, Germany

Agency: Proximity Germany GmbH — Hamburg, Germany

Campaign: Awake your play instinct!

Consumer

Automotive

Client: smart GmbH — Böblingen, Germany

Agency: Proximity Germany GmbH — Hamburg, Germany

Campaign: Pick Up the Trail!

Consumer

Automotive

Client: Volkswagen AG — Wolfsburg, Germany

Agency: Tribal DDB GmbH, Member of DDB Germany — Hamburg, Germany

Campaign: Schlämmer Gets His Drivers License

Consumer

Automotive

Client: AUDI ESPAÑA, S.A. — Barcelona, Spain

Agency: CP PROXIMITY — Barcelona, Spain

Campaign: AUDI TT LIFE

Consumer

Automotive

Client: Land Rover — Gaydon, UK

Agency: Harrison Troughton Wunderman — London, UK

Campaign: Sled

Consumer

Automotive

Client: Fiat Auto UK Ltd — Slough, UK

Agency: Arc Worldwide UK — London, UK

Campaign: No Need to Scrimp

Business-to-Business

Business and Consumer Services

Client: Entel PCS Telecomunicaciones S.A. — Las Condes, Santiago, Argentina

Agency: Di Paola y Asociados — Buenos Aires, Argentina

Campaign: Smoke Signals

Business-to-Business

Business and Consumer Services

Client: DHL Japan, Inc. — Koto-ku, Tokyo, Japan

Agency: Midori Co., Ltd. — Shibuya-ku, Japan

Campaign: 2006 Seasonal Greetings

Business-to-Business

Business and Consumer Services

Client: aQa Pickwick — Utrecht, Netherlands

Agency: Proximity Amsterdam — Amstelveen, Netherlands

Campaign: aQa Pickwick "Watertank Reintegration Program"

Business-to-Business

Business and Consumer Services

Client: Yellow Pages — Auckland, New Zealand

Agency: Aim Proximity — Auckland, New Zealand

Campaign: Yellow Pages Call Monitoring

Business-to-Business

Business and Consumer Services

Client: Shackleton Events — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: This Year Yes, I Can

Business-to-Business

Business and Consumer Services

Client: Constant Contact — Waltham, MA

Agency: True North Inc. — New York, NY

Campaign: A Better Way Online Ads

Business-to-Business

Business and Consumer Services

Client: ThomasNet — New York, NY

Agency: True North Inc. — New York, NY

Campaign: ThomasNet "Robot" Emails & Landing Page

Business-to-Business

Business and Consumer Services

Client: N/A

Agency: Grizzard Performance Group — Atlanta, GA

Campaign: Volume One

Business-to-Business

Business and Consumer Services

Client: Valpak -Cox Target Media — Largo, FL

Agency: Cox Target Media In-house agency — Largo, FL

Campaign: Plant Tour

Business-to-Business & Consumer

Business and Consumer Services

Client: Royal Mail Ltd — London, UK

Agency: Proximity London — London, UK

Campaign: Stop Lateness

Consumer

Business and Consumer Services

Client: Comunique-se — Rio de Janeiro, Brazil

Agency: Salem — São Paulo, SP, Brazil

Campaign: Trophy

Consumer

Business and Consumer Services

Client: Unilever — Greenwich, CT

Agency: Ryan Partnership — Wilton, CT

Campaign: Dove Dimensions Programs 2006

Business-to-Business

Communications/Utilities

Client: Verizon Wireless — Basking Ridge, NJ

Agency: Draftfcb — New York, NY

Campaign: Verizon Business DSL "Interoffice Envelope"

Consumer

Communications/Utilities

Client: Vodafone — Dublin 18, Ireland

Agency: OgilvyOne worldwide — Dublin, Ireland

Campaign: Christmas — A Welcome Surprise

Consumer

Communications/Utilities

Client: MTN — Johannesburg, Gauteng, South Africa

Agency: Wunderman South Africa — Johannesburg, South Africa

Campaign: MTN SMS Ya Seiva

Consumer

Communications/Utilities

Client: AGUAS DE BARCELONA — Barcelona, Spain

Agency: CP PROXIMITY — Barcelona, Spain

Campaign: Wet Paper

Consumer

Financial Products and Services

Client: Westpac — Sydney, NSW, Australia

Agency: Lavender* — Sydney, NSW, Australia

Campaign: Westpac Redraw Campaign

Consumer

Financial Products and Services

Client: Banco Gallego — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: Lopetegui Deposit

Business-to-Business

Insurance

Client: GMAC Insurance — Troy, MI

Agency: o2kl — New York, NY

Campaign: GMAC Insurance for Insiders Kit and Order Web Site

Consumer

Insurance

Client: Tryg A/S — Ballerup, Denmark

Agency: Sepia Proximity A/S — Copenhagen C, Denmark

Campaign: Insurance-Test-Drive

Consumer

Insurance

Client: Allstate Insurance Company — Northbrook, IL

Agency: OgilvyOne worldwide — Chicago, IL

Campaign: Anonymous Quote

Consumer

Insurance

Client: SecureHorizons by UnitedHealthcare — Minnetonka, MN

Agency: Doner — Newport Beach, CA

Campaign: SecureHorizons Brand Migration

Consumer

Not-For-Profit

Client: US Navy Recruiting Command — Millington, TN

Agency: Campbell-Ewald Advertising — Warren, MI

Campaign: US Navy Women in Non-Traditional Ratings Campaign

Business-to-Business

Pharmaceutical/Healthcare

Client: Wyeth — Oslo, Norway

Agency: RappCollins Oslo — Oslo, Norway

Campaign: The Enbrel Relaunch

Consumer

Pharmaceutical/Healthcare

Client: Genentech Inc. — South San Francisco, CA

Agency: CDMiConnect — NYC, NY

Campaign: Lucentis "Shirley" Direct-to-Patient Campaign

Consumer

Pharmaceutical/Healthcare

Client: Wyeth Pharmaceuticals — College, PA

Agency: OgilvyOne — New York, NY

Campaign: Protonix — The RENEW Program

Business-to-Business

Product Manufacturing and Distribution

Client: F.L.Smidth Automation — Valby, Denmark

Agency: Klausen + Partners — Frederiksberg, Denmark

Campaign: Beat the Autopilot

Business-to-Business & Consumer

Product Manufacturing and Distribution

Client: Bombardier Aerospace — Quebec, PQ, Canada

Agency: Finelight Strategic Marketing — Bloomington, IN

Campaign: XR Mystery Case

Consumer

Product Manufacturing and Distribution

Client: Lion Nathan — Sydney, Australia

Agency: BMF — Pyrmont, Australia

Campaign: Platinum Human Testing Program

Consumer

Product Manufacturing and Distribution

Client: Diageo Ireland — Dublin 8, Ireland

Agency: RMG Target — Dublin 11, Ireland

Campaign: Guinness: A Passion Shared

Consumer

Product Manufacturing and Distribution

Client: Guinness Anchor Marketing Sdn Bhd — Petaling Jaya, Malaysia

Agency: OgilvyOne worldwide Malaysia — Kuala Lumpur, Malaysia

Campaign: Greatness. In Any Language.

Consumer

Product Manufacturing and Distribution

Client: Diageo — London, UK

Agency: Chemistry Communications Group — London, UK

Campaign: The Baileys Lounge

Consumer

Product Manufacturing and Distribution

Client: Unilever | Dove — Greenwich, CT

Agency: Ryan iDirect — Wilton, CT

Campaign: Dove Pro-age

Consumer

Product Manufacturing and Distribution

Client: Kraft Foods North America — Tarrytown, NY

Agency: Modem Media — San Francisco, CA

Campaign: Kraft - Chef to the Rescue

Consumer

Publishing/Entertainment

Client: schlager@falter.at — Vienna, Austria

Agency: PKP proximity — Vienna, Austria

Campaign: Wash Bag

Consumer

Publishing/Entertainment

Client: Bonnier Publications — Copenhagen OE, DK, Denmark

Agency: Relationshuset — Copenhagen OE, Denmark

Campaign: The Welcoming Dialogue

Consumer

Publishing/Entertainment

Client: Seagrams India Pvt. Ltd. — Gurgaon, India

Agency: OgilvyOne worldwide — New Delhi, India

Campaign: Chivas Art Invite

Consumer

Publishing/Entertainment

Client: The Press — Christchurch, New Zealand

Agency: Aim Proximity — Auckland, New Zealand

Campaign: Tabloid Thesis

Consumer

Publishing/Entertainment

Client: SET India Pvt Ltd — Mumbai, Maharashtra, India

Agency: N/A

Campaign: Fame X ― The Hermit

Consumer

Publishing/Entertainment

Client: Rodale Publishing — Emmaus, PA

Agency: N/A

Campaign: Woman's Health Magalog

Business-to-Business

Retail/Direct Sales

Client: BMW — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: Filter

Business-to-Business & Consumer

Retail/Direct Sales

Client: La Carte des Vins — Madrid, Spain

Agency: Shackleton — Madrid, Spain

Campaign: La Carte des Vins XMAS Campaign

Consumer

Retail/Direct Sales

Client: CAP Customer Advantage Program — Koeln, Germany

Agency: Rapp Collins Hamburg — Hamburg, Germany

Campaign: Lost Item No. 309

Consumer

Retail/Direct Sales

Client: Nestlé Purina Petcare Ltd — Auckland, New Zealand

Agency: Ogilvyone — Auckland, New Zealand

Campaign: Friskies G.U.T.S

Consumer

Retail/Direct Sales

Client: The Glenmorangie Company — Edinburgh, UK

Agency: Story — Edinburgh, UK

Campaign: Ardbeg 1965 — The Envy of Islay

Consumer

Travel & Hospitality/Transportation

Client: Gulf Air — Manama, UAE

Agency: OgilvyOne Middle East — Dubai, UAE

Campaign: Gulf Air Frequent Flyer Programme

Consumer

Travel & Hospitality/Transportation

Client: Avis Budget Group — Parsippany, NJ

Agency: MRM Gillespie — Lawrenceville, NJ

Campaign: Budget Thank You Mailing

Consumer

Travel & Hospitality/Transportation

Client: Disney Vacation Club, The Walt Disney Company — Celebration, FL

Agency: Upshot — Chicago, IL

Campaign: Disney Vacation Club Prospects Pop-Up Book & DVD

About the 2007 International ECHO Awards

The 2007 International ECHO Awards were presented Tuesday evening, October 16, during the DMA07 Conference & Exhibition at Chicago’s McCormick Place West (October 13-18). The ECHOs honor talented marketers from around the globe whose stellar campaigns incorporate outstanding and innovative strategy, creative, database technique, and astounding results. To learn more, please visit www.dma-echo.org.

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