DMA Announces 2005 International Echo Winners

October 19, 2004 — The Direct Marketing Association (DMA) last night announced the 76th Annual International ECHO Award winners at DMA 05, the association’s annual conference and exhibition in Atlanta. The evening gala featured awards hosted by two-time Emmy winner Wayne Brady.

The 2005 ECHO Awards attracted 1,095 entries of which there were five special awards, 18 Gold, 34 Silver, and 40 Bronze winners.

The most prestigious of all of the ECHO honors, the Diamond ECHO Award is presented to what is considered the best-in-show campaign. This year’s Diamond ECHO Award went to Target Marketing for its Multimedia/Integrated Media Campaign, "Guinness Relationship Marketing," on behalf of Diageo Ireland, in the Product Manufacturing and Distribution category.

Changes in the Irish market were threatening Guinness sales. A campaign was designed to maximize the value of the relationship between consumers and pub owners, build brand loyalty, and cross-sell cans of Draught Guinness to consumers who switched brands when drinking at home. Guinness sales reps gave pub owners The Big Black Book, with information on the campaign. Pint vouchers brought consumers back to the pub. Western-themed posters asked "Are you one of the Guinness most wanted?" The campaign also tied in with football events, offering home kit boxes for consumers.

The Gold Mailbox Award is presented to the campaign that is deemed to represent the most innovative use of mail. This year’s Gold Mailbox went to the Kunde & Co Dialog agency for its Flat/Dimensional Mail "The Germ Ball" campaign, on behalf of Berendsen Textile Service A/S, in the Business and Consumer Services category.

(more)

Berendsen Textile Service AS had been experiencing a declining sales curve for their hygiene products. The challenge was to make company bathroom hygiene a subject of conversation and to get qualified leads for their sales force. The result was a direct mail campaign featuring Germ Ball, a scientific hygiene tester in the form of a cute character. Recipients were encouraged to keep it at their desk and have fellow employees touch it. A second mailing included a Dip Slide Tester for assessing germs on the Germ Ball. Subsequent mailings encouraged an assessment by Berendsen of company bathrooms.

The Digital Award goes to a campaign that used new technology in a creative way that delivered solid results. The Digital ECHO Award 2005 went to Digitas LLC for its Consumer Advertising Campaign, "My Wish List," on behalf of American Express in the Financial Products and Services category.

American Express wanted to cut through the holiday marketing clutter with a promotion that broke the mold and got consumers talking. The result was My Wishlist, a special site that offered limited supplies of the hottest items exclusively for card members. Items changed every day, and the site operated on a "first-come-first-served" basis. Visitors were enticed to come back with a weekly preview of items. Additional limited-time Wish Certificates were redeemable at merchants like Amazon.com and Best Buy.

The A. Eicoff Broadcast ECHO Award went to OgilvyOne Worldwide for its Consumer Advertising Campaign "Be Prepared," on behalf of Allstate Property and Casualty in the Insurance category.

Allstate needed a way to revitalize the carrier’s acquisition program in order to grow its base business in standard auto coverage. The objective was to make the phones ring and acquire customers through a "test and learn" environment. The "Be Prepared" campaign jolted viewers by putting them behind the wheel of a crash. It elevated the insurance purchase as something not to be taken lightly. It counseled drivers and then compelled them to call and find out what Allstate’s knowledge and experience could do for them.

Selected by Hoke Communications, this award reflects the campaign with the most courageous solution to a difficult sales marketing problem. The 2005 Hoke Award went to Harte-Hanks for its Consumer Advertising campaign "Clear the Way" relaunch series on behalf of King Pharmaceuticals in the Pharmaceutical/Healthcare category.

King Pharmaceuticals wanted to re-launch its Intal Inhaler, a 17-year-old brand based on a 35-year-old formula for the treatment of mild to moderate persistent asthma. The challenge was to create a "new" brand for a medication that physicians may have forgotten or no longer trusted. A direct mail campaign was sent in three waves to three targeted segments to re-establish dialogue with physicians, and give them a variety of convenient response channels. Responses were tracked in a database to enable more accurate targeting. Samples and patient starters were offered in all mailings.

Client: Ameritrade

Agency: OgilvyOne

Client: Land Rover North America

Agency: Wunderman

Client: ARCOR AG & Co. KG

Agency: OgilvyOne worldwide GmbH & Co. KG

Client: Dell Computers Latin America

Agency: di Paola & asociados|WPP

Client: Ernest & Julio Gallo Winery

Agency: Proximity Worldwide - Canada

Client: Adobe

Agency: Wunderman

Client: Diageo Ireland

Agency: Target Marketing

Client: ThomasNet.com

Agency: True North Inc.

Client: Malaga C.F.

Agency: CP Comunicación Proximity S.A.

Client: ABN AMRO Bank

Agency: Salem

Client: Nestle Purina Petcare

Agency: Publicis Rainger

Client: IBM Brazil

Agency: Ogilvy Brazil

Client: Berendsen Textile Service A/S

Agency: Kunde & Co Dialog

Client: Jornal O Estado de S. Paulo

Agency: Fábrica Comunicação Dirigida

Client: UPS

Agency: The Martin Agency

Client: Virgin Trains

Agency: Craik Jones Watson Mitchell Voelkel

Client: TD Insurance Home and Auto

Agency: Hamelin Martineau Inc.

Client: Volvo Car UK Ltd

Agency: EHS Brann Cirencester

Client: American Express

Agency: Ogilvy & Mather

Client: UBS Financial Services, Inc.

Agency: Rodgers Townsend

Client: World Vision U.S.

Agency: The Russ Reid Company

Client: Allstate Property and Casualty Company

Agency: OgilvyOne worldwide

Client: Amnesty International Australia

Agency: Pareto Fundraising

Client: American Express

Agency: OgilvyOne worldwide

Client: IBM Brazil

Agency: Ogilvy Brazil

Client: Delta Air Lines

Agency: Modem Media

Client: John Deere

Agency: Foote Cone & Belding

Client: Feria del Disco

Agency: OgilvyOne Chile

Client: Compagnie Marie Chouinard

Agency: Blitz Promo. Data. Direct

Client: Mercedes-Benz

Agency: Rapp Collins Worldwide

Client: Lettuce Entertain You® Enterprises, Inc.

Agency: MAB Advertising, Inc.

Client: Post Danmark Frimærker

Agency: McCann Momentum

Client: Lácteos Artesanales S.A. "WAPI"

Agency: CP Comunicación Proximity

Client: Microsoft

Agency: MRM Partners

Client: American Express

Agency: Digitas LLC

Client: Petro

Agency: o2kl

Client: Getty Images

Agency: *Mr. John Sample…

Client: Save the Children

Agency: Proximity London

Client: Sony Brasil Ltda

Agency: Sun MRM Partners

Client: Group Abril - EXAME Magazine

Agency: Sunset Comunicação

Client: first direct

Agency: Craik Jones Watson Mitchell Voelkel

Client: Sylvan

Agency: Doner

Client: Mothers Against Drunk Driving

Agency: Creative Direct Response

Client:

Agency: Food For The Poor

Client: Boston Scientific

Agency: CDMiConnect

Client:

Agency: VEER

Client: Tiger Beer

Agency: GREY DIRECT InterActive

Client: CEPSA

Agency: Shackleton Direct

Client: CITRIX & IBM

Agency: GEKKO

Client:

Agency: *Mr. John Sample…

Client: Virgin Money

Agency: Arc Worldwide, Sydney

Client: Pagini Aurii

Agency: Proximity Bucharest

Client: Klart Svar AS

Agency: McCann Direkte MRM Partners

Client: Hitachi Global Storage Technologies

Agency: MRM Partners

Client: Nokia Spain S.A.U.

Agency: CP Comunicación Proximity

Client: Missionary Oblates of Mary Immaculate

Agency: Missionary Association Marketing

Client: Owens Corning Basement Finishing

Agency: Doner

Client: Holland America Line

Agency: DDB Direct

Client: Save The Children Alliance Sweden

Agency: Draft Sweden

Client: Blue Shield of California

Agency: Foote Cone & Belding San Francisco

Client: Kilroy Travels A/S

Agency: Relationshuset ApS

Client: American Express Canada

Agency: OgilvyOne Toronto

Client: Hewlett Packard

Agency: PKP Proximity

Client: Rodale - John Phelan

Agency: Rodale - Richard Armstrong and Christopher Farrell

Client: ASB Bank

Agency: TEQUILA\ Auckland

Client: IBM Danmark A/S

Agency: OgilvyOne worldwide

Client: BPAY

Agency: BMF

Client: Citibank

Agency: Wunderman NY

Client: Comcast Cable Communications, Inc.

Agency: GA Creative

Client: Robert Bosch Spain, S.A.

Agency: CP Comunicación Proximity

Client: The ABFL (Associação Beneficente Frei Luiz)

Agency: Sunset Comunicação

Client: Entertainment Weekly

Agency: Time Consumer Marketing Inc. Promotion Dept.

Client: Rainbow-Hotels

Agency: Bates Red Cell Norway

Client: IBM

Agency: OgilvyOne

Client: Orange Business Solutions

Agency: Craik Jones Watson Mitchell Voelkel

Client: Oxford Medicare Advantage

Agency: VogtGoldstein

Client: Scandinavian Airlines (SAS)

Agency: Draft Sweden

Client: Altadis - Habanos de Cuba

Agency: CP Comunicación Proximity

Client: Tollpost Globe AS

Agency: Bates Red Cell, Oslo

Client: Midas International

Agency: Epsilon

Client: IBM

Agency: OgilvyOne Mexico

Client: Nuveen Investments

Agency: Draft Chicago

Client: American Express

Agency: OgilvyOne

Client: Fundação Padre Anchieta

Agency: e|ou mkt de relacionamento

Client: King Pharmaceuticals

Agency: Harte-Hanks

Client: Renault Ireland

Agency: II Proximity

Client: Dialogue

Agency: Dialogue

Client: Busch Entertainment Corporation

Agency: Hallmark Loyalty

Client: ALSAC-St. Jude

Agency: Lisa Selner Creative

Client: Janssen-Cilag AS

Agency: GEKKO

Client: NH Hotels

Agency: OgilvyOne worldwide

Client: US Fund for UNICEF

Agency: Mindshare Interactive Campaigns, LLC

Client: Jay Pontiac-Buick

Agency: Prompt Recovery, Inc.

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using and supporting direct marketing tools and techniques. DMA advocates industry 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 entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 46 other nations, including 55 companies listed on the Fortune 100.

In 2005, companies will spend more than $161 billion dollars on direct marketing in the United States. Measured against total U.S. sales, these advertising expenditures are expected to generate $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the U.S. economy (which includes intermediate sales). All together, direct marketing will account for 10.3% of total U.S. GDP in 2005.