Direct Marketing Association Presents 2007 International ECHO Awards
130 Awards Honor ‘Best of the Best’ Multichannel Direct Marketing Campaigns
Diamond ECHO Goes to Draftfcb and Eagle, ID Volunteer Fire Department
Chicago, IL, 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
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
"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:
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
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.
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
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
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,
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 —
Agency: Shackleton —
Campaign: BMW Aftersales Program
Business-to-Business
Business and Consumer Services
Client: TBWA\ Whybin & TEQUILA\ —
Agency: TEQUILA\Auckland —
Campaign: Apology (Unreserved)
Business-to-Business
Business and Consumer Services
Client: Lanier Worldwide / Ricoh
Agency: Pat Berryhill —
Campaign: Document Solutions
Consumer
Business and Consumer Services
Client: esic —
Agency: uncommon (havas group) —
Campaign: the factory of dreams
Business-to-Business
Communications/Utilities
Client: Vodafone —
Agency: OgilvyOne worldwide —
Campaign: Staff Leads Generation
Business-to-Business & Consumer
Communications/Utilities
Client: Cisco Systems GmbH — Halbergmoos,
Agency: OgilvyOne worldwide GmbH — Frankfurt am Main,
Campaign: Cisco boooming
Business-to-Business & Consumer
Communications/Utilities
Client: CEPSA —
Agency: Shackleton —
Campaign: The Winter Hit
Consumer
Communications/Utilities
Client: YACOM —
Agency: Shackleton —
Campaign: Good Luck From Now On
Consumer
Communications/Utilities
Client: YACOM —
Agency: Shackleton —
Campaign: Yacom Loyalty Program
Consumer
Financial Products and Services
Client: American Express Company —
Agency: OgilvyOne
Campaign: Restaurant Mock Card
Consumer
Financial Products and Services
Client: DnB NOR —
Agency: McCann Direkte MRM Partners —
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.
About Direct Marketing Association (DMA)
The Direct Marketing Association (DMA) (www.the-dma.org) is the leading global trade association for business and nonprofit organizations that use and support multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable and appropriate 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 nearly 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
In 2007, marketers — commercial and nonprofit — are forecast to spend $173.2 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.025 trillion in incremental sales. In 2007, direct marketing will account for 10.2 percent of total US gross domestic product. Also, there are today 1.6 million direct marketing employees in the US alone. Their collective sales efforts directly support nearly 9.0 million other jobs. That accounts for 10.6 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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