2009 ECHO Award - AMDIA

WINNERS 

PROGRAM 

2009 

1

WE SALUTE THE VERY BEST 

IN DIRECT MARKETING! 

The 2009 International ECHO Awards honor the highest achievements in direct 

marketing – the interactive, data-driven, online, offl ine, inbound, outbound, 

lead-generating, customer-retaining direct marketing process. ECHO-winning 

campaigns, and the people responsible for them, have played a vital role in 

helping restore economic growth while leading the way to highly effective new 

approaches to one-to-one marketing. 

From online to offl ine, the ECHO judges have selected this year’s top work 

in direct marketing based on the most brilliant strategies, groundbreaking creative 

and unparalleled results. Every ECHO-winning campaign is a model of smart 

planning and innovative use of data, and most now integrate channels for impact 

of offer and measurability of results. 

Congratulations to each and every 2009 International ECHO Award nominee 

and winner. Your vision and talent have moved the standard of excellence in marketing 

to an even higher level. DMA and the entire direct marketing community 

salute you! 

John A. Greco, Jr. 

President & CEO 

Direct Marketing Association 

1

2009 SPECIAL AWARDS 

ECHO AWARDS BY CATEGORY 

2 

CONTENTS 

1 A Message from the CEO and President of the Direct Marketing Association 

5 A Message from the Chairman of the ECHO Academy 

7 The ECHO Academy of Direct Marketing Arts & Sciences 

9 ECHO Governors of the Academy 

11 Sponsors 

12 The Best in Show Award – ECHO Diamond, 

A. Eicoff Broadcast Innovation Award 

13 USPS Gold MailBox Award, ECHO Digital Innovation Award 

14 ECHO Search Marketing Award, Henry Hoke Award 

15 ECHO Governors Award for Stategic Innovation 

17 ECHO Green Marketing Award, People’s Choice Award 

AUTOMOTIVE 

19 Bronze 

BUSINESS AND 

CONSUMER SERVICES 

22 Gold 

23 Silver 

26 Bronze 

COMMUNICATIONS/UTILITIES 

30 Gold 

31 Silver 

32 Bronze 

FINANCIAL PRODUCTS 

AND SERVICES 

36 Gold 

38 Silver 

40 Bronze 

INFORMATION 

TECHNOLOGIES 

43 Silver 

44 Bronze 

INSURANCE 

47 Gold 

48 Silver 

49 Bronze 

72 About the DMEF 

73 DMEF Collegiate Awards 

75 Leaders 

79 Finalists 

NOT-FOR-PROFIT 

50 Gold 

51 Silver 

57 Bronze 

PHARMACEUTICAL/HEALTHCARE 

58 Silver 

58 Bronze 

PRODUCT MANUFACTURING 

AND DISTRIBUTION 

59 Gold 

60 Silver 

61 Bronze 

PUBLISHING/ENTERTAINMENT 

63 Gold 

64 Silver 

65 Bronze 

RETAIL AND DIRECT SALES 

66 Gold 

67 Silver 

68 Bronze 

TRAVEL AND HOSPITALITY/ 

TRANSPORTATION 

69 Gold 

70 Silver 

70 Bronze 

83 How Judging Works 

84 List of Judges 

86 Agency Index 

88 Index to Advertisers

Fashion for those who make things. 

Like a difference. 

made of AMERICA

O ONE 

AN TAKE 

OUR 

OMENT 

WAY. 

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Unless someone shows up and steals the limelight 

because he or she has an uncontrollable urge to express 

himself or herself at inappropriate times — and who our 

lawyers have asked us to not mention his or her actual name. 

Congratulations to all the winners.

WELCOME 

TO THE 2009 INTERNATIONAL ECHO AWARDS! 

Brilliant marketing happens in good economies and bad. What separates the innovators 

from the wannabes is not the money spent on a campaign, but the quality of the thinking. 

This thinking is born in the strategy, comes alive in the creative execution, and is 

proven by the results. You can’t judge any advertising effort without looking at all three 

elements. 

ECHO is the only advertising award built upon the foundation of strategy, creative 

and results. ECHO celebrates campaigns that had the power to change business. 

Considering the consumer mindset in 2008-2009, building a campaign that 

changed business was a remarkable accomplishment. The minds behind every winner 

announced tonight had the skills, intelligence and even the guts to take a chance. To 

build programs that used an ever-growing media menu in unique and interesting ways. 

To develop creative so bold that it stopped jaded consumers and got them to pay attention. 

To rewind a DVR and watch an ad. Send a text message. Comment on a blog. 

Pick up the phone. And, most importantly, take out a credit card. 

There were many remarkable entries this year, which is why I’m pleased to announce 

three new awards: 

• The ECHO Green Award honors the most innovative campaign employing environmentally 

responsible and sustainable marketing strategies and techniques. 

• The ECHO People’s Choice Award. Voting for this award was via text message 

or online, and was completed at noon on the day the awards were given out. 

• The ECHO Governors Award for Strategic Innovation is a special award given 

to one campaign that took strategic thinking to a whole new level. 

You can see a listing of all ECHO Award campaigns on our website (www.dmaecho.org) 

and in this thumbnail drive. For an in-depth look at the strategies, creative 

and results of this year’s winning efforts—and previous year’s—subscribe to the ECHO 

Library of Case Studies, also available at our website. 

We salute all the winners tonight. We are inspired by your 

talents. Your work will motivate us to strive to change business 

no matter what the economy. 

Neil Feinstein 

Director of Brand and Creative Strategy, True North 

Chairperson, Governors of the ECHO Academy of 

Direct Marketing Arts & Sciences 

5

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The ECHO Academy, launched 

October 2008, is dedicated to 

upholding and shaping the ECHO 

Awards’ standards of marketing 

excellence and business success. 

It celebrates innovation in the digital, 

interactive and traditional media that 

use direct marketing principles to 

drive business success. 

The ECHO Academy of Direct 

Marketing Arts & Sciences is led by 

its Governors, and is comprised of: 

• Honorary Governors 

• International Judging Chairs 

• Founding Members 

The ECHO Academy guides the 

ECHO Awards at DMA, and offers 

educational and networking 

opportunities to Academy members, 

who have met rigorous standards for 

admission and serve as judges of the 

ECHO Awards. Information about 

applying for membership is at 

www.dma-echo.org. 

ECHO AC DEMY 

of Direct Marketing Arts & Sciences 

HONORARY GOVERNORS* OF THE ECHO ACADEMY 

Pablo Alzugaray – CEO, Shackleton (Spain) 

Matt Blumberg – Chairman/CEO, Return Path (USA) 

Howard Draft – Chairman, Draftfcb (USA) 

Alejandro di Paola – CEO, di Paola & Associates/WPP (Argentina) 

David Kenny – Chairman, CEO, Digitas (USA) 

Fred Koblinger – CEO, PKP Proximity (Austria) 

Shelly Lazarus – Chairman, Ogilvy & Mather (USA) 

Craig Newmark, Founder, Chairman, 

Customer Service Representative, Craigslist (USA) 

Jerry Reitman – CSO, The Reitman Group (USA) 

Stan Rapp – Chairman, Enguage (USA) 

Dr. Martha Rogers – Founding Partner, 1 to 1 Media (USA) 

Sir Martin Sorrell – Chairman/CEO, WPP (UK) 

FOUNDING MEMBERS* OF THE ECHO ACADEMY 

Randy Belcher – SVP, Creative Director Doner (USA) 

Monica Chan – Group Managing Director, Datatrade Ltd. (Hong Kong) 

Robert DeSena, Managing Director, NA, iO Global (USA) 

Carolyn Goodman, President/Creative Director, 

Goodman Marketing Partners (USA) 

Tom Goosmann, Chief Creative Offi cer, True North, Inc. (USA) 

Duncan Gray, Executive Creative Director, Proximity London (UK) 

Nancy Harhut, Consultant (USA) 

Susan Jones, Professor of Marketing, Ferris State University (USA) 

Barbara Joynes, Partner, Integrated Services, The Martin Agency (USA) 

Jonathan Lambert, CEO, ACTON (USA) 

Bruce Lee, Executive Creative Director, G2 (USA) 

Erik Mathre, Creative Director of Direct Marketing, Rogers Townsend (USA) 

Hallie Mummert, Editor in Chief, Target Marketing (USA) 

Karen Rice Gardiner, Creative Director, National Geographic (USA) 

Jon Roska, CEO, Chief Creative Offi cer, Roska Direct (USA) 

Herbert Schneider, Managing Director, Draftfcb (USA) 

Mary Teahan, Chief Executive Offi cer, CP Comunicacion Proximity (Argentina) 

Georges Van Nevel, Managing Partner, DVN (Belgium) 

Kristi Vandenbosch, President, Tequila (USA) 

*At Press time 

2009 Governors of the ECHO Academy are listed, with photographs, on page 9 

7

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2009 ECHO AWARDS COMMITTEE 

ECHO E CHAIR 

NEIL N H. FEINSTEIN 

Director D of Brand and 

Creative Strategy 

True T North Inc. 

New N York, NY 

ECHO E VICE CHAIR 

KAREN K EBBEN 

Director, D Marketing 

Effectiveness & Enabling 

Analytics, GMIA 

General G Motors Corporation 

Detroit, D MI 

TEDD T AURELIUS 

Vice V President, Management 

Supervisor S 

The T Martin Agency 

Richmond, R VA 

ANDREW A BECKMAN 

President 

Location3 Media, Inc. 

Denver, CO 

WILLIAM W W. COLLINGER 

President P 

Collinger C & Associates 

St. S Louis, MO 

RICHARD R EBER 

EVP, E Executive Creative 

Director D 

MRM M Worldwide 

Lawrenceville, L 

NJ 

ERIC E EDGE 

Director D of Communications 

Euro E RSCG Worldwide 

Chicago, C IL 

PAM P FIELDS 

CEO C 

Stetson S 

New N York, NY 

CHAD C GHASTIN 

Customer Relationship 

Marketing Manager 

WeightWatchers.com 

New York, NY 

KARIN K L. GIFFNEY 

Vice V President, Marketing 

Discover D Financial Services 

Chicago, C IL 

BERNICE GROSSMAN 

President 

DMRS Group, Inc. 

New York, NY 

HENRY (HANK) HOKE, III 

Publisher 

Hoke Communications, Inc. 

Gilford, NH 

WARREN HUNTER 

Chairman & CEO 

DMW Worldwide LLC 

Wayne, PA 

MARJORIE KALTER 

Academic Program Director 

Clinical Professor 

New York University 

New York, NY 

BOB KNORPP 

President 

The Cool Beans Group 

Greensboro, NC 

BRENT KUHN 

Partner 

Bennett Kuhn Varner, Inc. 

Atlanta, GA 

SID LIEBENSON 

EVP, Director of Marketing 

Draftfcb 

Chicago, IL 

MITCHELL A. LIEBER 

President 

Lieber & Associates 

Chicago, IL 

LEONA LINDNER 

Senior Director CRM 

Kraft Foods 

Tarrytown, NY 

MARYSSA M MILLER 

Director D of E-Commerce 

Lacoste L 

New N 

York, NY 

INTERNATIONAL 

JUDGING CHAIRS 

CATHERINE E. MORIARTY 

Advertising Specialist 

Editor – Deliver 

United States Postal Service 

Washington, DC 

HOLLY PAVLIKA 

Executive Creative Director 

Big Fuel 

New York, NY 

EUGENE RAITT 

SVP – Accident & Health 

& CMO, Asia 

Allied World Assurance 

Company 

Hong Kong 

DETLEF RUMP 

Managing Director & COO 

Proximity Germany 

Hamburg, Germany 

EZEQUIEL TRIVINO 

Founder – Principal 

Wikreate 

San Francisco, CA 

ECHO CHAIR OF EUROPEAN 

JUDGING FOR EUROPE, 

MIDDLE EAST, AND AFRICA 

FINN OVERGAARD 

Founder & CEO 

RelationshutteGekko 

Copenhagen, Denmark 

ECHO CHAIR OF AUSTRALIAN 

JUDGING FOR ASIA PACIFIC, 

AUSTRALIA AND NW ZEALAND 

MALCOLM BRISTOW 

Head of Direct 

Leap Agency 

Melbourne, Australia 

ECHO CONSULTANT 

MATT LEONARD 

CIPP 

Upper Saddle River, NJ 

9

S cie nce 

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SMART.

THANK YOU 

TO OUR 2009 INTERNATIONAL ECHO AWARD SPONSORS 

PARTNERS 

SPONSORS 

WEBSITE DEVELOPMENT & MANAGEMENT 

BKV 

2009 CALL FOR ENTRIES 

True North 

2010 CALL FOR ENTRIES 

Wikreate 

PLATFORM FOR 2009 PEOPLE’S CHOICE AWARD 

Mella Media 

A. EICOFF BROADCAST INNOVATION AWARD 

HOKE AWARD 

USPS GOLD MAILBOX AWARD 

2009 DIGITAL ECHO WINNERS PROGRAM 

Movada Media 

11

DIAMOND 

AND A.EICOFF BROADCAST 

INNOVATION AWARDS 

TOURISM QUEENSLAND HAD A MISSION TO 

MAKE THE ISLANDS OF THE GREAT BARRIER 

REEF an international destination. During the northern 

hemisphere’s winter, and at a time of rising unemployment, 

a campaign recruited candidates for the world’s 

best job: Islands Caretaker, a legitimate, salaried position. 

In-store posters, along with newspapers and online 

ads, recruited candidates, and an information site supported 

by a strong social media presence got the word 

out. Applicants were asked to submit a video application 

demonstrating their knowledge of the islands. The 

campaign captured global media attention, exceeded 

application goals by twofold, and drew nearly 7 million 

unique visitors in 56 days. 

CAMPAIGN NAME – The Best Job in the World 

CATEGORY – Travel & Hospitality/Transportation 

CONSUMER ADVERTISING MEDIUM – Multimedia 

CLIENT – Tourism Queensland 

AGENCY – CumminsNitro Brisbane 

JUDGE COMMENTS, DIAMOND AWARD– This was a tourist campaign masquerading 

as a recruitment effort. Who wouldn’t want the best job in the world in the 

most idyllic setting? This now famous campaign had a global reach and generated 

high-volume, impassioned response among tens of thousands of applicants 

and hundreds of thousands of voters. The Queensland Tourist Bureau owns 

the phrase “best job in the world” from this remarkable program. 

JUDGE COMMENTS, A EICOFF AWARD – A fl awless campaign that was brilliantly 

executed and went viral. 

Full profi le on page 69. 

12

USPS 

GOLD MAILBOX AWARD 

SULAMÉRICA SEGUROS HOPED TO RETAIN HIGH-VALUE HOME 

INSURANCE CLIENTS in a wealthy area of São Paulo. Drawing inspiration from 

the recent theft of a major Picasso portrait from a local museum, the company 

shipped reproductions of the portrait to its top home-insurance customers. Framed 

like the original and packed in a shipping crate, the painting seemed to be sent by 

the museum, giving the impression that the masterpiece would have been safer at the 

customer’s home. A letter also thanked recipients for their enduring relationship. A 

response rate of 80% provided the desired policy renewals and an ROI of 735%. 

CAMPAIGN NAME – Picasso Painting 

CATEGORY – Financial Products and Services 

CONSUMER ADVERTISING MEDIUM – Direct Mail 

CLIENT – SulAmérica Seguros 

AGENCY – Sun/MRM Worldwide 


RANDOM HOUSE MONDADORI S.A. WAS PREPARING TO LAUNCH 

THE SIGNAL (La Señal), in Spain but the novel had a scientifi c, interactive plot 

that would appeal mainly to the techno-geek crowd, whotypically spend more time 

online than browsing bookstores. To appeal to a technologically savvy audience, the 

publisher integrated the novel with the web, both starting and ending it online. In 

other words, Random House created a circular strategy that could take people from 

the website to the bookstore, or from the bookstore to the website. The Signal’s site 

was talked about in over 120 blogs and 20 media outlets. Altogether, 875,000 users 

were reached. 

CAMPAIGN NAME – THE SIGNAL 

CATEGORY – Publishing /Entertainmemnt 


CLIENT – Random House Mondadori S.A. 

AGENCY – CP Proximity 

JUDGE COMMENTS – The link between the offl ine and online world, and the attempt 

to bridge the two is innovative and most defi nitely the future. This was an extremely 

creative and well targeted campaign. Hit the target audience on the nail. Perfect 

use of the viral nature of the internet. 

By integrating the product and its marketing into the very structure of the 

internet, this campaign really gets to the hearts and minds of its geek audience. The 

concept of a virus as a marketing tool, while alarming both pays off the promise of 

the plot and also delivers a thrill to the user. 

Creative is impressive in its successful integration of different pieces across a 

variety of mediums. The look and feel is sleek, fun and audience-appropriate. 



DIGITAL INNOVATION AWARD 

13

ECHO 

SEARCH MARKETING AWARD 

BABYCENTER WANTED TO INCREASE WEB TRAFFIC AND BUILD 

ADVERTISING REVENUE. Research showed that mothers were heavy social 

media users, so the campaign looked at user-generated content from mothers 

on the BabyCenter social platform, studying keyword search activity and social 

media comments. Content was then developed using top keyword phrases in 

site content, headlines, and meta tags to increase clicks on organic listings and 

increase rankings. BabyCenter also formed partnerships with content creators 

to provide fresh content for high-interest topics where information was lacking. 

BabyCenter’s organic search traffi c rose 38% in 11 months and organic 

search traffi c hit its highest level ever. 

CAMPAIGN NAME – BabyCenter –Pregnancy and Parenting Information 

CATEGORY – Pharmaceutical/Healthcare 

CONSUMER ADVERTISING MEDIUM – Search Engine Marketing 

CLIENT – BabyCenter, LLC 

AGENCY – Greater Than One 

JUDGE COMMENTS – Great use of UGC to promote SEO. Although keyword 

research, meta tag copy etc. are all standard practice for SEO, this campaign’s 

use of social media optimization was innovative. 

HENRY HOKE AWARD 

NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE 

FROM THE PAST WITH DIGITAL-AGE RELEVANCE. It rolled out a campaign 

featuring a brand tagline “Job Done” and recruited a young woman to serve as the 

face of the campaign. Using only Yellow pages, the woman was tasked with fi nding 

all the help she needed to build a restaurant 40 feet above the ground in a redwood 

tree. A TV ad, billboards, and online media launched the campaign and a website 

kept everyone up on the treehouse’s progress. The process gripped viewers and 

increased Yellow’s online usage 11%, to reach record levels. 

CAMPAIGN NAME – The Yellow Treehouse 

CATEGORY – Communications/Utilities 

BUSINESS-TO-BUSINESS AND 


CLIENT – The Yellow Pages Group 

AGENCY – Aim Proximity 

JUDGE COMMENTS – Great solution to a product that had become 

irrelevant due to the internet and search engine providers. The Yellow 

Tree House was a runaway success in terms of business results 

and engagement, capturing the imaginations of consumers and 

media all over the world. 


14

ECHO GOVERNORS AWARD 

for STRATEGIC INNOVATION 

GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE 

SMALL BUSINESSES WITHIN THEIR RETAIL SECTOR to move 

their insurance policies from other companies to Gjensidige. Specifi - 

cally, the Norwegian insurance company’s goal was to secure a sales 

meeting with 50% of campaign recipients. Following riots during 

which many Oslo shops suffered property damage, Gjensidige sent 

a brick similar to those used during the riots along with a photo of 

damaged shops and a letter offering a review of the recipient’s insurance 

needs. The results were extraordinary: 66% of the recipients scheduled 

a meeting, and the campaign generated a sales increase that was 10% 

above expectations. 

CAMPAIGN NAME – The Brick 

CATEGORY – Insurance 

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – 

Direct Mail & Telemarketing 

CLIENT – Gjensidige Forsikring 

AGENCY – McCann Direkte MRM Partners 

JUDGE COMMENTS – This award is given to a 

campaign that took strategic thinking to a whole 

new level. The Brick campaign was unique in that 

the product was parity, yet the marketers were 

able to capitalize on a news story to heighten the 

relevance of their insurance offering, build urgency 

and drive sales from their target audience 

of small business/retailers. 



NEW 

15


GREEN MARKETING AWARD 

The new DMA ECHO Green 

Marketing Award recognizes 

the most creative and strategic 

use of eco-responsible 

marketing tactics to deliver 

outstanding results, from 

a response or return on 

investment perspective, 

while producing impacts 

that affect the environment 

in positive ways. The award 

is judged by representatives 

from the DMA Committee 

on the Environment & Social 

Responsibility (CESR) 

NEW 

THE UNITED STATES POSTAL SERVICE 

WAS DETERMINED to educate business 

customers about eco-conscious direct mail. 

It coined the term “Environmailist” and sent 

prospects a mailing that was in its own right 

a strong example of green mailing practices. 

Those who responded received a 100% organic 

Environmailist T-shirt and an Environmailism 

Handbook of tips, strategies, case studies, and 

green resources. All outbound and fulfi llment 

elements were produced using the latest green 

processes, including VOC-free inks, Green Sealcertifi 

ed paper, and printing methods that used 

wind-generated power. The response rate of 

7.07% blew away the industry average, making 

it the USPS’s highest response from this target. 

CAMPAIGN NAME – Environmailist Campaign 

CATEGORY – Business & Consumer Services 


CLIENT – United States Postal Service 

AGENCY – Campbell-Ewald 

JUDGE COMMENTS – The Environmailist campaign successfully integrated 

sustainable, creative and strategic environmental considerations 

— including the DMA’s Green 15 tenets — throughout the life cycle 

of the direct marketing process, all while delivering outstanding results, 

inspiring eco-action and promoting green awareness among marketers, 

and making a positive impact on the environment. 



PEOPLE’S CHOICE AWARD 

VOTING FOR THIS AWARD WAS VIA TEXT MESSAGE OR ONLINE, 

and was completed at noon on the day the awards were given out, (October 

20, 2009). For the fi rst time, DMA attendees and site visitors participated in 

the selection of an ECHO winning campaign. Go to www.dma-echo.org to 

fi nd out who received this inaugural award. 

NEW 

17

18

BRONZE 

BMW WANTED TO ENTICE PORSCHE DRIVERS 

WITH THE NEW BMW X6. To pique the interest of this 

diffi cult-to-impress audience, BMW extended a highly 

exclusive offer. Before auto journalists had even seen the X6, 

prospects were individually chauffeured to an Air Force base 

hanger for the unveiling. Next they were treated to a test 

run with a leading racecar driver and time behind the wheel. 

Everything was fi lmed to create a personalized DVD, which 

allowed prospects to share their experience. A remarkable 

response of 72% blew away the typical 5% test drive response 

and surpassed the lofty goal of a 50% response rate. 

CAMPAIGN NAME – BMW Seeks 

Opinionated Porsche Drivers 


AGENCY – Draftfcb New Zealand Ltd 

CREATIVE – Jane Jamieson 

CREATIVE – Leisa Wall 

ACCOUNT EXECUTIVE – Anastasia Potter 

HEAD OF ACCOUNT SERVICE – Fleur Head 

ACCOUNT DIRECTOR – Maria Reinbergen 

CREATIVE DIRECTOR – James Mok 

PRODUCTION MANAGER – Sharyn Howard 

CAMPAIGN NAME – Owner Advantage Communication (OAC) 

Welcome Package 


AGENCY – Ogilvy Team Detroit 

CREATIVE DIRECTOR – Murray Grondin 

ART DIRECTOR – Steve Poirier 

WRITER – Steve Ockerman & Lori Nixon 

CLIENT – BMW New Zealand 

GROUP MARKETING MANAGER – 

Greg Hedgepeth 

EVENT MANAGER – Pip Richards 

MARKETING MANAGER - BMW – Lesley Acutt 

MANAGER - CRM – Ben Montgomery 

MANAGING DIRECTOR – Mark Gilbert 

AUTOMOTIVE 

FORD HOPED TO ENHANCE LOYALTY AMONG 

CUSTOMERS PURCHASING A NEW VEHICLE. 

It began by sending a thank you in the form of a welcome 

guide two weeks after purchase. Each guide was customized to 

match the customer’s new car—down to the color, trim, and 

special features—and discussed special warranties and additional 

accessories applicable to the specifi c vehicle. The guide 

encouraged owners to register online to enhance their relationship 

with Ford, and also offered special discounts on dealer 

services. The mailing was perceived as a “must keep” reference 

item. As a result, site registration increased incrementally 

by 120%. 

PRODUCTION – Jason Blades, Teresa Millner & Nancy Kucera 

ACCOUNT – Eric Neville & Kate Collett 

DATA ANALYST – Stephen Sawyer 

CLIENT – Ford Customer Service Division 

19

BRONZE 

FORD WANTED TO INTEREST A YOUNG 

AUDIENCE IN THE LAUNCH OF ITS NEW 

FIESTA IN GERMANY. A social media strategy 

took advantage of Facebook, MySpace, Twitter, 

iPernity, and Flickr, asking young Germans to 

contribute their own digital content that expressed 

the sentiment “this is now.” The digital content was 

displayed on the country’s largest LED screen, with 

text messages, Tweets, photos, and videos fl ashing 

across the screen 24 hours a day for an entire 

month. Response was beyond expectations, resulting 

in thousands of digital submissions. The campaign 

even earned the distinction of the country’s most 

successful MySpace campaign. 

CAMPAIGN NAME – This Is Now: Be Part of It! 

CONSUMER ADVERTISING MEDIUM – Other 

AGENCY – Wunderman GmbH 

EXECUTIVE CREATIVE DIRECTOR – Uli Buesgen 

CREATIVE DIRECTOR – Monika Neumann 

CREATIVE DIRECTOR – Thomas Limmer 

MANAGEMENT SUPERVISOR – Christine Bernsmann 

SENIOR COPYWRITER – Christian Löck 

20 

AUTOMOTIVE 

COPYWRITER – Daniel Wippermann 

ART DIRECTOR – Anja Gottschling 

ART DIRECTOR – André Hoffmann 

CLIENT SERVICE DIRECTOR – Stefan Jordan 

CLIENT – Ford-Werke GmbH 

MANAGER MARKETING-COMMUNICATION FOG – Sibylle Becher 

MANAGER INTERACTIVE CONSUMER MARKETING – Hubertus von Zehmen 

MANAGER ADVERTISING & MARKETING – Olaf Hansen

leapagency.com.au

GOLD THE 

22 

BUSINESS AND 


U.S. NAVY NEEDED TO 

COMBAT WHAT IT CALLED THE 

“MOM MOMENT”: that moment 

when a mother says, “Not my child!” 

Decades of experience showed that 

traditional marketing and advertising 

approaches were limited, so the Navy 

turned to an online peer strategy and 

invited Navy mombloggers to join 

NAVYForMoms.com. A variety of 

media reached out to questioning 

moms and encouraged them to speak 

directly to other mothers through the 

site. Site registration surpassed annual 

goals in six months and a study in 

the target region found that mothers’ 

support for their child’s enlistment 

rose 25%. 

CAMPAIGN NAME – Navy Infl uencer – NAVYForMoms.com 


AGENCY – Campbell-Ewald 

VICE CHAIRMAN, CHIEF CREATIVE OFFICER – Bill Ludwig 

CLIENT – Navy Recruiting Command

SILVER 

TO PUBLICIZE ITS CAPABILITIES, WIKREATE DECIDED 

TO CELEBRATE THE ECONOMIC CRISIS The gutsy campaign was 

based on the idea that slim budgets wouldn’t allow for an opulent annual 

celebration. Prospective clients could join the party in San Francisco, or 

join online. Invitations were mailed on packs of cheap supermarket salami 

to grab attention, and a viral video followed. Those sending regrets received 

Wall Street Journal stock listings and were asked to make confetti from it 

for their own crisis celebration. The party gained national media attention 

and won the company a major new client. 

CAMPAIGN NAME – Celebrate the Crisis – A Singular Wikreate’s Party 

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia 

AGENCY – Wikreate 

CREATIVE LEAD – Ezequiel Trivino 

ACCOUNT LEAD – Elena Castanon 

ACCOUNT DIRECTOR – Virginia Lu 

ACD COPYWRITER – Carlos Garchitorena 

ACD ART DIRECTOR – Santiago Casares 

ADC ART DIRECTOR – Jamie Kim 

WEB DESIGNER AND DEVELOPER – Santiago Casares 

CLIENT – Wikreate 

AS MALAYSIA’S MARKET 

LEADER, DHL NEEDED 

TO PROTECT ITS POSITION 

FROM ENCROACHING 

COMPETITION. 

To defend its territory, it pursued increased sales through existing customers. 

The company sent customers a personalized postcard of a beach 

scene that featured the recipient’s name written in the sand. Customers 

were promised prizes and a chance to win a beach vacation if they met a 

specifi ed shipping target. Thanks to customer data, targets were based on 

each individual customer’s shipping patterns, making them relevant and 

attainable. The mailing had a response of 83% and earned an 

ROI of 24.5. 

BUSINESS AND 


CAMPAIGN NAME – Getting Personal 

ADVERTISING MEDIUM – Direct Mail 

& Other 

AGENCY – OgilvyOne Worldwide, Malaysia 

EXECUTIVE DIRECTOR – Selina Ang 

CREATIVE DIRECTOR/COPYWRITER – 

Lee Siew Tin 

CREATIVE GROUP HEAD – Tay Kok Khuan 

ART DIRECTOR – Alvin Wong 

DESIGNER – Michelle Lye 

COPYWRITER – Celestine Lau 

COPYWRITER – Joelynn Chin 

MANAGING DIRECTOR – Alex Lee 

ACCOUNT DIRECTOR – Linda Lee 

ACCOUNT EXECUTIVE – Julie Saw/ 

Koh Luke Yeh 

CLIENT – DHL Express (Singapore) Pte Ltd 

NATIONAL MARKETING MANAGER – 

Ooi Yung Chiun 

CORPORATE COMMUNICATIONS 

SOUTH EAST ASIA MARKETING – Karen Tan 

23

SILVER 

GETTY IMAGES DEUTSCHLAND NEEDED 

TO CONVINCE BOOK PUBLISHERS that its 

services were not just for magazines and advertising 

agencies. To prove that the right images elevate 

any book, it gave the country’s most boring book 

a makeover. At the same time the German government 

mailed the 2009 Income Tax Guide, Getty 

Images mailed its own image-laden edition to 

publishers throughout the country. The formerly 

dull and often forgotten tax guide was a smash hit, 

drawing a response rate of 17%. In addition, photo 

sales to book publishers have risen, reaching twice 

the previous year’s sales. 

CAMPAIGN NAME – Income Tax Guide 2009 

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & Other 

AGENCY – Red Urban GmbH 

EXECUTIVE CREATIVE DIRECTOR – Andreas Klemp 

CREATIVE DIRECTOR COPY – Ole Suraj 

ART DIRECTOR – Marianne Bartl 

ART DIRECTOR – Judith Baumgartner 

ACCOUNT EXECUTIVE – Maria Schmid 

COPYWRITER – Niklas Maier 

ROYAL MAIL WANTED TO EDUCATE ADVERTISING 

AGENCIES ABOUT DIRECT MAIL’S UNIQUE QUALITIES 

to stave off falling mail volume. It created an online center with the latest 

innovations and information about direct mail and promoted 

it with a campaign that emphasized the power of touch. A mailing 

alluded to the “cold” economic environment and encouraged 

recipients to press a button on the mailing for good news. The 

mailing, which was a heating pad with a printed message, warmed 

in recipients’ hands to prove its point. In just 20 days, it drew 49% 

of the annual target for unique site visitors. 

24 

PRODUCER – Carsten Horn 

PRODUCER – Jörg Friedrich 

ILLUSTRATOR – Bernd Georg 

CLIENT – Getty Images Deutschland GmbH 

BUSINESS AND 


CAMPAIGN NAME – Royal Mail Heat Pack 

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail 

AGENCY – Proximity London 

CREATIVE DIRECTOR – Nicola Rogers 

EXECUTIVE CREATIVE DIRECTOR – Caitlin Ryan 

ART DIRECTOR – Jason Fletcher 

COPYWRITER – Andy Hepburn 

PLANNING PARTNER – Adrian Hoole 

PLANNER – Emma Hargreaves 

HEAD OF PRODUCTION – Chris Chadwick 

PRODUCTION MANAGER – Becky Maguire 

ACCOUNT DIRECTOR – Nick Myers 

SENIOR ACCOUNT MANAGER – Jonny Miles Prouten 

CLIENT – Royal Mail 

SENIOR MARKETING COMMUNICATIONS 

MANAGER – Amanda Close 

MARKETING COMMUNICATIONS 

MANAGER – Emma Perret

SILVER 

ROYAL MAIL WANTED TO EDUCATE DECISION- 

MAKERS AND OWNERS of small and medium businesses 

to see them as a partner for growth. Through a short online 

questionnaire, Royal Mail was able to provide tailored advice 

and information about its products and services that help grow 

each participant’s business. It emailed a PDF of the information, 

and in a few days, a digitally printed customized pack 

arrived by mail with more customized advice for promoting 

growth. The campaign had a 50% conversion rate for those 

who started the questionnaire, and 30% of those who received 

a Growth Pack visited Royalmail.com small business site. 

CAMPAIGN NAME – Royal Mail Partners for Growth 


Web Development & Direct Mail 


COPYWRITER – Marcus Iles 

EXECUTIVE CREATIVE DIRECTOR – Duncan Gray 

HEAD OF DIGITAL – Mark Iremonger 

SENIOR ACCOUNT DIRECTOR – Katie Hankinson 

ACCOUNT DIRECTOR – Jocelyn Hendry 

COPYWRITER – Chris Monk 

PRODUCER – Shahin Ali 

TERMINEX NEEDED TO GENERATE AWARENESS 

of pest control in a market where enthusiasm was high for 

remodeling but low for ongoing maintenance. A three-pronged 

campaign targeted women aged 35-54, because they infl uence 

many household decisions. Using broadcast, direct mail, and 

digital channels, Terminex appealed to prospects’ desire to keep 

control over the home and avoid another household crisis, 

encouraging homeowners to strike fi rst, before the unseen 

threat of termites and pests got the upper hand. The campaign 

resulted in a 14% market share increase in residential termite 

control and a 5% market share increase in residential pest 

control services. 

CAMPAIGN NAME – Terminix Seeing Is Believing 


AGENCY – Publicis Dallas 

EXEC. VICE PRESIDENT, EXECUTIVE CREATIVE DIRECTOR – 

Shon Rathbone 

SR. VICE PRESIDENT, GROUP CREATIVE DIRECTOR – Julia Melle 

VICE PRESIDENT, CREATIVE DIRECTOR – Glen Day 

ART DIRECTOR – Jonathan Harper 

MANAGEMENT SUPERVISOR – Rebecca Cohen 

ACCOUNT SUPERVISOR – Molly Mann 

ACCOUNT EXECUTIVE – Chrissie Detrich 

CLIENT – The Terminex International Company LP (Terminex) 

CHIEF MARKETING OFFICER – Brad Cumings 

DIRECTOR OF MARKETING – Stefan Figley 

BUSINESS AND 


PLANNER – Sean Tweddell 

DATA DIRECTOR – Claire Aldous 

DIGITAL DEVELOPER – Kwai Cheung 

MANAGING PARTNER – Emma Rush 

USER EXPERIENCE DIRECTOR – Paul Rasmussen 


DIRECTOR OF MARKETING – Joe Finch 

DIRECTOR OF INTERACTIVE MARKETING - SERVICEMASTER – 

Edmund Mackey 

VICE PRESIDENT, DIRECT MARKETING GROUP - SERVICEMASTER – 

Mark Allen 

25

SILVER 

FACULDADE ANHANGUERA NEEDED TO BOOST 

ADMISSIONS EXAM ENROLLMENT in a time of aggressive 

competition among Brazilian universities. Its campaign targeted 

lower income youth, inviting prospects surfi ng education sites 

to view Brazilian celebrity Ana Hickmann’s recent commercial. 

Interested prospects provided their name and cell phone number 

before watching a video about the making of the TV commercial. 

During the video, participants were surprised by a call 

from Ana Hickmann. Viewers could also share the experience by 

entering friends’ email addresses and phone numbers. Using just 

3% of the communications budget, the campaign drew 18,000 

interactions in one month. 

CAMPAIGN NAME – Web Video Call Anhanguera 


AGENCY – OgilvyOne 

CREATIVE DIRECTOR – Reinaldo César Jr. 

ART DIRECTOR – Fernando Passos 

ART DIRECTOR – Leonardo Yabu 

COPYWRITER – Nathalie Lourenço 

COPYWRITER – Marisa Rigon 

GROUP ACCOUNT DIRECTOR – Denise Caruso 

ACCOUNT DIRECTOR – Maria Laura Alzueta 

26 

BUSINESS AND 


PLANNING – Silvia Curiati 

PLANNING – Ana Raquel Renovatto 

PROGRAMMER – PontoMobi – Rafael Arruda Grostein 

FILM DIRECTORS - NUCLEAR – Oscar Rodrigues and Alexandre Cruz 

CLIENT – Faculdade Anhanguera 

MARKETING MANAGER – Maristela Poli Guanais 

BRONZE 

THE SWEDISH ADVERTISING ASSOCIATION HOPED TO RAISE 

AWARENESS of membership benefi ts among its new and existing members. 

It chose to do so by putting a spin on its long-standing tradition 

of sending new members a cake. Instead of sending a readymade cake, 

it presented its members with a cake kit to make their own, with each 

ingredient representing one of the many benefi ts of membership. Once 

completed, participants were encouraged to share their creations online 

with other members. The campaign managed to wow a traditionally hardto-impress 

audience with its creativity, drawing 30 new agency members 

and exceeding goals by 20%. 

CAMPAIGN NAME – Bake a Cake 


AGENCY – Ogilvy 

CREATIVE DIRECTOR – Christina Knight 

ART DIRECTORS/DESIGNERS – Jenny Ström/Helena Thorsell 

COPYWRITER – Christina Knight 

ACCOUNT DIRECTOR – Martin Agebrandt 

ACCOUNT MANAGER – Tina Solfeldt 

CLIENT – The Swedish Advertising Association 

MARKETING MANAGER – Bon-Hee Nilsson

BRONZE 

SHACKLETON WISHED TO SEND A HIGHLY CREATIVE 

CHRISTMAS GREETING to impress clients, so it showcased 

its abilities with the gift of a farewell party for President Bush. 

The agency launched a site that provided party kits, including 

invitations, music, and cocktail recipes. In addition, minispots 

were broadcast on social media outlets to spread the word. Mailings 

to 500 recipients—including President Bush—marked the event 

with souvenir watches. The agency’s own farewell party was joined 

by 1500 parties in 50 countries. Major media coverage including 

American CNN, and the site drew nearly 75,000 online visitors, 

with 10,000 blog and social media references. 

CAMPAIGN NAME – Bush Bye Bye Party 

BUSINESS-TO-BUSINESS AND CONSUMER 

ADVERTISING MEDIUM – Multimedia 

AGENCY – Shackleton 

GENERAL CREATIVE DIRECTOR – Juan Nonzioli 

EXECUTIVE CREATIVE DIRECTOR – Alfonso Marian 

INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo 

CORPORATE DEVELOPMENT MANAGER – Alex Baixas 

COMMUNICATIONS DIRECTOR – Luciana Borges 

CREATIVE DIRECTOR – Nacho Guilló, Victor Aguilar, 

Pablo González de la Peña, Antonio Herrero 

IBM NEEDED TO PROMOTE ITS NEW WEB 2.0 

COLLABORATIVE SOFTWARE DEVEOPMENT TOOLS. 

A campaign reached out to members of software development 

teams with a viral email introducing Mr. Fong, a developer lost 

in space who needed help contacting his team. Once directed to 

a landing page, recipients were provided various tools, including 

IBM’s software, to help Mr. Fong contact his team. Questions 

from Mr. Fong’s colleagues helped introduce various aspects of 

IBM’s software. Mr. Fong also interacted with prospects through 

accounts on YouTube, Twitter, and Facebook. Viral videos had open 

rates of 19% and 20%, and eventually led to trial downloads. 

CAMPAIGN NAME – Connect Mr. Fong 

CONSUMERADVERTISING MEDIUM – 

Email and Instant Messaging & Web Advertising 

AGENCY – Ogilvy New York 

VICE CHAIRMAN, CREATIVE, OGILVY NEW YORK – Chris Wall 

EXECUTIVE CREATIVE DIRECTOR – Susan Westre 

CREATIVE DIRECTOR – Vicki Azarian 

CREATIVE DIRECTOR – Chris Lindau 

ART DIRECTOR – Sally Kim 

ART DIRECTOR – Mike Tunney 

COPYWRITER – Steven Schroth 

COPYWRITER – Ben Heller 

BUSINESS AND 


DMO ACCOUNT TEAM – Carmen Santamaria, Gemma Martin, 

Elisa Martinez, Cyril Pierre 

AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Pablo García Acón 

GRAPHIC PRODUCTION TEAM – Itxaro Vicuña, Susana Herraez 

ART DIRECTORS – Alfredo Ustara, Alex García, Maria Salomon 

DIGITAL CREATIVE TEAM – Jaume Leis, Carlos Wassmann, 

Daniel Rocasalbas, Victor Castillo, Carlos Jiménez 

AVID EDITING TEAM – Jordi Canela, Paula Cuadrado, Paloma Martin 

CLIENT – Shackleton 

INTERACTIVE PRODUCTION – Jason Shevchuk 

INTERACTIVE PRODUCTION – Valerie Valoueva 

CLIENT – IBM Corporation 

27

BRONZE 

HENKEL IBÉRICA NEEDED TO PROMOTE ITS NEW 

SCHWARZKOPF PROFESSIONAL ESSENITY LINE 

to salons throughout Spain. To highlight that the product 

was 100% natural and organic, the company sent salons 

packages that opened like a fl ower. Inside, recipients found 

what appeared to be a jar of conditioner, which actually 

contained fertilized soil. Instructions asked recipients to 

plant the letter in the jar and water it. The letter, which was 

made from organic paper and contained seeds, soon sprouted 

into a plant to represent the natural source of Essenity’s 

ingredients. The campaign generated an 83% response rate 

and surpassed initial sales goals by 127%. 

CAMPAIGN NAME – Essensity 



GENERAL MANAGER – Albert Solé 

CREATIVE DIRECTOR – Alex Reizabal 

ACCOUNT MANAGER – Elisenda Porta 

ACCOUNT EXECUTIVE – Estefania Cortes 

ART DIRECTOR – Carles Morata 

COPYWRITER – Beatriz Torres 

CLIENT – Henkel Ibérica S.A. Schwarzkopf Professional 

28 

THE TH DIRECT MARKETING ASSOCIATION’S INTERNATIONAL ECHO 

AW AWARDS needed to prove it was the premier competition for direct and interactive 

marketing—not m 

just for direct mail. A campaign featuring an ECHO-cardiogram 

theme th kicked off at the ECHO Awards ceremony, where nurses passed out appointment 

m cards to drive prospects online and provide contact information. Prospects 

received re a direct mail package prescribing an ECHO-cardiogram test to determine 

if their ideas were big enough for the ECHOs. A series of emails, a print ad, and a 

delivery d of posters and easels to New York agencies also emphasized the power of 

an a ECHO. Forty percent of entries came from digital agencies, and 32% of entries 

were w from fi rst-time entrants. 

CAMPAIGN NAME – ECHO-Cardiogram 


AGENCY – MRM Worldwide 

EVP, EXECUTIVE CREATIVE DIRECTOR – Richard Eber 

ASSOCIATE CREATIVE DIRECTOR/COPY – Jon Tell 

ASSOCIATE CREATIVE DIRECTOR/ART – Carol Sondesky 

ART DIRECTOR/INTERACTIVE – Chris Silvestre 

SVP, STRATEGIC PLANNING – David Huehnergarth 

VP, ACCOUNT DIRECTOR – Ruth Landamia 

CLIENT – The Direct Marketing Association 

DIRECTOR OF AWARDS PROGRAMS – Barbara Parker 

BUSINESS AND 

CONSUMER SERVICES

BRONZE 

ROYAL MAIL WANTED TO ATTRACT 

MORE BUSINESS FROM MAILROOM 

MANAGERS, so it sent a package that delivered 

a strong message about its service. The 

package contained a ball that was labeled “not 

a stress ball” and was accompanied by a letter 

that told recipients they could take some stress 

out of their life by using the dependable services 

of Royal Mail. Instead of needing to squeeze a stress 

ball, they would have the time to casually bounce their 

new ball while knowing that all deliveries would reach 

CAMPAIGN NAME – Not a Stress Ball 



CREATIVE DIRECTOR – Nicola Rogers 

ART DIRECTOR – Duncan Gray 

COPYWRITER – Patrick Collister 

COPYWRITER – Marcus Iles 

ACCOUNT DIRECTOR – Nick Myers 

PLANNER – Mark Hancock 

DATA PLANNER – Nikki Gosling 

SENIOR ACCOUNT MANAGER – Rebecca Evans 

BBC HAD TO CONVINCE STUDENTS TO BUY A TELEVISION 

LICENSE but knew they often resisted with colorful excuses. Students 

received notices about a license fee with their acceptance to university 

and again with a university welcome pack. Once on campus, the campaign 

used students’ often-outlandish excuses to promote the cause, 

sharing various clips of students sharing their best excuses. Whether on 

TV, the radio, or in Facebook banner ads, the message was clear: BBC 

thought students’ excuses were great—because it could use them as 

evidence against those who didn’t register. ROI reached 13:1 and sales 

increased 4.8% over the previous year. 

CAMPAIGN NAME – TV Licensing “No Excuse” Campaign 2009 



ACCOUNT MANAGER – James Dyer 

ACCOUNT DIRECTOR – Lindsey White 

ART DIRECTOR – Jason Fletcher 

PRINT PRODUCTION MANAGER – Stuart Ketteridge 

CAMPAIGN MANAGER – James West 

PRODUCER – Marc Schneider 

PLANNER – Hazel Reed 

CLIENT – BBC TV Licensing 

MARKETING MANAGER - Brand – Peter Kirk 

CAMPAIGN MANAGER – Selina Holliday 

BUSINESS AND 


their destinations, as planned. The 

campaign achieved an ROI of 

9:1 and exceeded the 

target twofold. 

PRODUCTION 

MANAGER – 

Becky Maguire 

CAMPAIGN MAN- 

AGER – Laura Masterson 


MARKETING COMMUNICATIONS EXECUTIVE – Paul Malone 

MARKETING COMMUNICATIONS MANAGER – Caroline Forbes 

29

GOLD 

NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE 

ITS IMAGE FROM THE PAST with digital-age relevance. It rolled 

out a campaign featuring a brand tagline “Job Done” and recruited a 

young woman to serve as the face of the campaign. Using only Yellow 

pages, the woman was tasked with fi nding all the help she needed to 

build a restaurant 40 feet above the ground in a redwood tree. 

A TV ad, billboards, and online media launched the campaign and 

a website kept everyone up on the treehouse’s progress. The process 

gripped viewers and increased Yellow’s online usage 11%, to reach 

record levels. 

CAMPAIGN NAME – The Yellow Treehouse 

BUSINESS-TO-BUSINESS AND 



EXECUTIVE CREATIVE DIRECTOR – Nick Worthington 

CREATIVE DIRECTOR – Dave King 

CREATIVE DIRECTOR – Steve Cochrane 

HEAD OF INTERACTIVE ART – Aaron Goldring 

DEPUTY CREATIVE DIRECTOR – Tony Clewett 

COPYWRITER – Anne Boothroyd 

ART DIRECTOR – Maria Lishman 

GROUP ACCOUNT DIRECTOR – Matt Pickering 

ACCOUNT DIRECTOR – Ngaio Pardon 

PRODUCER – Paul Courtney 

CLIENT – The Yellow Pages Group 

30 

COMMUNICATIONS / 

UTILITIES

SILVER 

SONY ERICSSON FACED STIFF COMPETITION IN THE AREA OF MP3 

PLAYERS, so to sell its Walkman phones, it appealed to young music fanatics. 

The company offered 100 VIP tickets to the MTV Europe Music Awards and 100 

die-hards walked 400 km in 10 days from Germany to Liverpool to earn a ticket. 

With Walkman phones to accompany them, the walkers took to the road, blogging 

and posting pictures and videos all the way. The press, web shows, and live MTV 

coverage kept fellow music fans updated on the trek. 

The results: target audience acceptance of the phones 

increased by 50%. 

CAMPAIGN NAME – The Sony Ericsson Fan Walk 2008 

CONSUMER ADVERTISING MEDIUM – 

Alternative/Insert Media 

AGENCY – Serviceplan 

EXECUTIVE CREATIVE DIRECTOR – Alex Schill 

CREATIVE DIRECTOR – Karsten Gessulat 

COPYWRITERS – Susanna Schreibauer, Niels van Hoek 

ART DIRECTORS – Julia Bona Pfeiffer, Ryan McManus 

ACCOUNT SUPERVISORS – Diana Guender, Sven Reuter 

GRAPHIC DESIGN – Dave Wemmer, Kerstin Grahl 

SCREENDESIGN/PROGRAMMER – BplusD agenturgruppe GmbH 

PRODUCERS – Aisha Blackwell (NEVEREST GmbH & Co. KG) 

PRODUCTION COMPANY – Simone Koch (Bakery Films Filmproduktion GmbH) 

CONECT HAD TO BACK UP ITS CLAIMS THAT ITS PRIVATE 

THEMATIC TELEVISION CHANELS could deliver solid advertising 

results. To make its point, it chose the virtually unknown town of Miravete 

de la Sierra, population 12, and promoted it as a tourist destination on its 

thematic channels. Ads drove intrigued viewers to a website providing tourist 

information, virtual introductions to villagers, ringtones and other merchandise, 

and even an online goat milking game. The campaign drove more than 

half a million visitors to the site, far outpacing popular sites for Seville and 

Bilbao, and resulted in more than 650 Facebook and YouTube links and 

references. 

CAMPAIGN NAME – The Village Where Nothing Ever Happens 

BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – Multimedia 



EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – Juan Silva 

COPYWRITER – Carlos García Janini 

ART DIRECTORS – Pablo González, Carlos Álvarez 

AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Cristina Cortizas 

ACCOUNT MANAGEMENT TEAM – Luz González, Eva Galán, Lucía Angulo 

PUBLIC RELATIONS TEAM – Elvis Santos, Lara García 

INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo 

INTERACTIVE CREATIVE TEAM – Xavi de la Cruz, Irene Vidal, Jaume Leis, Jordi Ramón 

DIGITAL PRODUCTION TEAM – Carlos Wassmann, Daniel Rocasalbas, Carlos Jiménez 

DIGITAL ACCOUNT MANAGEMENT TEAM – Joaquín García-Morato, Marta Sellés Marced 

MEDIA DIRECTOR – Paloma Álvaro 

CLIENT – Conect 


UTILITIES 

PRODUCER, PRODUCTION COMPANY, PHOTOGRAPHY – 

REBEL Media GmbH 

DIRECTOR – Nam Cao via Bakery Films 

Filmproduktion GmbHCamera – Tommy 

Wildner via Bakery Films Filmproduktion GmbH 

31

BRONZE 

MAXIS FACED STIFF COMPETITION IN THE MOBILE 

PHONE MARKET and hoped to grow revenue through data 

services. To educate young customers who were already fairly tech 

savvy, it launched a campaign with a contest that asked young 

Malaysians what their Maxis phone meant to them. Online ads, 

blogs, print ads, and text messages encouraged participation. 

A second phase used instructional commercials to teach how 

to get even more from mobile phones with online mobile 

applications for Facebook, Yahoo! and other services, and also 

offered a free trial. Mobile Internet user penetration rose from 

44% in 12 months as a result. 

CAMPAIGN NAME – What’s My Maxis 



BUSINESS UNIT DIRECTOR – Ranjeetha Menon 


EXECUTIVE CREATIVE DIRECTOR – Daniel Comar 

CREATIVE DIRECTOR – Richmond Walker 

ACCOUNT DIRECTOR – Sharina Ismail 

ACCOUNT MANAGER – Cindy Lim 

SENIOR ART DIRECTOR – Leong Sook Leng 

ACCOUNT MANAGER – Keith Tang 

BELGACOM NEEDED TO RAISE 

AWARENESS OF ITS BROADBAND 

SERVICE. It launched a campaign that allowed 

consumers to claim the Internet as their own, if 

only briefl y. By clicking a button on internetismine. 

be, the temporary “owner’s” picture was posted online 

and live at soccer matches, on sandwich boards 

on main streets, and on television commercials. 

People were given 10 tries a day and could earn 

more clicks by inviting friends. Each day the longest 

“owner” won a laptop, and the longest for the whole 

competition won a free broadband connection for 

life. In just one week, 100,000 participants— 

or 1% of the Belgian population—participated. 

CAMPAIGN NAME – Internet Is Mine 


AGENCY – Proximity BBDO 

Proximity BBDO Team 

CLIENT – Belgacom 

32 


UTILITIES 

ASSOCIATE PLANNER – Chan Tze Wee 

CLIENT – Maxis Communications Bhd 

HEAD OF STRATEGIC MARKETING – Denise Tambuatco 

GENERAL MANAGER (BRANDING & MARKETING COMMUNICATIONS) – Allan Khoo

BRONZE 

CEPSA HOPED TO SCORE THE ALL-IMPORTANT RTANT FIRST 

HEATING-FUEL ORDERS OF THE SEASON. . Spotting an opportunity 

with the retirement of Maldonado, Spain’s best known nown weatherman, it built a 

campaign that played on its existing “Winter Lovers” vers” campaign. Reaching out 

to prospects and existing customers, Cepsa provided ded customized versions of 

Maldonado’s fi nal weather report online and by mail. 

Knowing Maldonado would be missed, it also 

sent a sticker of him to cover the screen when 

his replacement arrived. Finally, Maldonado 

himself confessed he was a Winter Lover, a real 

coup since his spot had been sponsored by the 

competitor for years. Sales rose 14% as a result. 

CAMPAIGN NAME – Maldonado’s Last Weather Report 

BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING 

MEDIUM – Multimedia 




CREATIVE DIRECTOR – Antonio Herrero 

COPYWRITER – Raúl Lazcano 

ART DIRECTOR – Alex Garcia 

ART DIRECTOR – Maria Salomon 

TELECOM NEW ZEALAND 

WANTED TO PROMOTE ITS NEW 

T-STICK MOBILE BROADBAND 

DEVICE to business users. It targeted 

top advertising creative professionals 

who were early tech adopters and key 

infl uencers—and mostly loyal to the 

competition. A campaign recast mobile 

business computing as a way to slip out 

of the offi ce. Top creatives received infl atable body doubles to use as decoys, and an email 

resembling an out-of-offi ce notifi cation praised the possibilities of working from a café or 

the beach. These and other efforts led online to a microsite. In an industry of fewer than 

2,900 people, 680 professionals visited the site and 70% registered online. 

CAMPAIGN NAME – No One Will Know You Are Gone 


AGENCY – RAPP New Zealand 

EXECUTIVE CREATIVE DIRECTOR – Wayne Pick 

HEAD OF COPY – Kim Pick 

SENIOR DESIGNER – Katie Benge 

MANAGING DIRECTOR – Robert Limb 

ACCOUNT MANAGER – James Henson 

PRODUCTION MANAGER – Marcel de Ruiter 


UTILITIES 

GRAPHIC PRODUCTION MANAGER – Itxaro Vicuña 

PRODUCTION ASSISTANT – Ana Pérez 

PHOTOGRAPHER – Ángel Álvarez 

AUDIOVISUAL PRODUCTION MANAGER – Manuela Zamora 

PRODUCER – Cristina Cortizas 

ACCOUNT MANAGER – Sebastian Torme 

CLIENT – Cepsa 

DESIGNER – Cliff Li 

CLIENT SERVICES DIRECTOR – Maggie Christie 

CLIENT – Telecom New Zealand 

MANAGER, MARKETING COMMUNICATIONS 

TELECOM BUSINESS SOLUTIONS – Rebecca Smith 

MARKETING MANAGER – James Perrin 

MARKETING MANAGER – Mobile Competition 

Telecom Business Solutions – Richard England 

33

BRONZE 

MOVISTAR HOPED TO MAKE THE MOST 

OF ITS SPONSORSHIP of Rock Rio Madrid 

as part of its global sponsorship strategy to reach 

younger consumers. With 500 pairs of tickets to 

the event at its disposal, it decided use the tickets 

to promote the sponsorship. Using banners, emails, 

text messages, and a university campaign, the company 

solicited the loudest shouts from music fans. 

Shouts were measured in decibels, with the loudest 

contestants winning a pair of tickets, and the top 

10 loudest scoring VIP passes. The site drew more 

than 11,000 unique visitors from 48 countries. 

CAMPAIGN NAME – Shout to Come to Rock in Rio 


AGENCY – OgilvyInteractive 

CREATIVE MANAGER – Jesús Rasines 

CREATIVE MANAGER – Diego González 

ART MANAGER – Deborá Martín 

COPYWRITER – Angela Medina 

34 

PRODUCER MANAGER – Javier Sanchez 

MULTIMEDIA – Irene Choclan 

CLIENT – Movistar 


UTILITIES

GOLD 

SULAMÉRICA SEGUROS HOPED TO RETAIN 

HIGH-VALUE HOMEINSURANCE CLIENTS 

in a wealthy area of São Paulo. Drawing inspiration 

from the recent theft of a major Picasso portrait from 

a local museum, the company shipped reproductions 

of the portrait to its top home-insurance customers. 

Framed like the original and packed in a shipping crate, 

the painting seemed to be sent by the museum, giving 

the impression that the masterpiece would have been 

safer at the customer’s home. A letter also thanked recipients 

for their enduring relationship. A response rate 

of 80% provided the desired policy renewals and 

an ROI of 735%. 

CAMPAIGN NAME – Picasso Painting 


AGENCY – Sun/MRM Worldwide 

ACCOUNT DIRECTOR – Marcus Tavares 

ACCOUNT SUPERVISOR – Maria Rita Santos 

CREATIVE DIRECTOR – Rodrigo Esteves 

ART DIRECTOR – Giulianna Rollo 

COPYWRITER – Camila Piagge 

CREATIVE SUPERVISOR – Guilherme Vieira 

ACCOUNT EXECUTIVE – Celso Ribeiro 

CLIENT – SulAmérica Seguros 

CRM AND INTERNET MANAGER – Fabrício Saad 

36 


AND SERVICES

SILVER 

38 


AND SERVICES 

ATP NEEDED NE TO EDUCATE DANES ON THE ATP LIFELONG 

PENS PENSION. Though important, the subject was often seen as boring, 

so a multimedia campaign reached out to interest Danes in how the 

pension pe would affect their future. By fi lling out a short questionnaire 

online, Danes could create a customized movie that illustrated 

their future with a ride through the countryside. The clip’s viral 

aspect a drew others online, and an informative website and periodic 

emails ema kept Danes in touch with what they could expect from ATP. 

The ATP-Forum’s AT database grew by 46%, far surpassing goals. 

CAMPAIGN NAM NAME – ATP – Your Future 

CONSUMER ADVERT ADVERTISING MEDIUM – Multimedia 

AGENCY – RelationshusetGekko 

Relations 

CREATIVE MANAGER – Maria Furbo 

ART DIRECTOR DIRECTOR – Camilla Cam Dragsted Hassing 

COPYWRITER – Stina Buchhave 

MARKETING STRATE STRATEGIST – Maria Furbo 

PROJECT COORDINATOR COORDINAT – Dorthe Dencker 

ACCOUNT DIRECTOR 

– Maria Furbo 

CLIENT – ATP 

IN AN ATTEMPT TO DRAW CUSTOMERS FOR ITS NEW 

DEPOSIT ACCOUNT, Caja Madrid challenged other banks to fi ght on 

a different fi eld—the soccer fi eld. The bank’s team, Barrilete Cósmico 

(Cosmic Kite), bore the same name as the new deposit account. A website 

invited other teams to play and educated consumers about the new product, 

and TV and radio spots showed a professional coach taking on the 

task of training Caja Madrid’s team. Even an online video soccer game and 

a mobile campaign were used to entice soccer fans. The campaign drew 

deposits equaling 114% of its goal. 

CAMPAIGN NAME – Barrilete Cósmico 

BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – Multimedia 


GENERAL CREATIVE DIRECTOR & COPYWRITER – Juan Nonzioli 

EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – Juan Silva 


PRODUCER – Cristina Cortizas 

EXECUTIVE CREATIVE DIRECTOR – Alfonso Marin 

ACCOUNT MANAGER – Marta Gutiérrez 

ACCOUNT SUPERVISOR – Zaida Vázquez 

CREATIVE DIRECTOR & COPYWRITER – Alvaro González 

CREATIVE SUPERVISOR & COPYWRITER – Oscar Moreno 

COPYWRITERS – Jorge Martínez & Iñigo Reyna 

ART DIRECTORS – Ana Molina, Nieves Barrajón, Celia Martínez 

INTERACTIVE EXECUTIVE CREATIVE DIRECTOR – Enric Nel-lo 

CLIENT – Caja Madrid

SILVER 

ANZ BANK WANTED TO DRAW YOUNG CLIENTS WITH 

ITS SPECIAL STUDENT ACCOUNTS AND BENEFITS. 

Understanding that students often don’t think about money until it’s 

nearly gone, the bank launched a radio campaign asking students to 

share their best dollar-stretching tactics. Students’ often humorous tips 

were posted on YouTube and sent by email. To further promote student 

accounts, banners on popular and social media sites, along with posters 

and postcards on campus and in bank branches, led students to 

getting Uthru.co.nz. By the end of Orientation Week, 7,000 

accounts were opened, beating goals by 1,000. 

CAMPAIGN NAME – gettingUthru 


AGENCY – RAPP New Zealand 

EXECUTIVE CREATIVE DIRECTOR – Wayne Pick 

ASSOCIATE CREATIVE DIRECTOR – Pat Murphy 

SENIOR COPYWRITER – Susan Young 

SENIOR DESIGNER – Katie Benge 

PRODUCTION MANAGER – Marcel De Ruiter 

CREATIVE SERVICES MANAGER – Paul Stephenson 

ACCOUNT MANAGER – Afshin Saffari 

SENIOR ACCOUNT DIRECTOR – Jackie Shaw 

PAYBACK NEEDED TO USE ITS OLYMPIC SPONSORSHIP TO 

REVITALIZE CONSUMER EXCITEMENT for its rewards program 

and make it work harder for merchants. Instead of the typical 5-point 

system, it based rewards on the current number of gold medals Germany 

had won in Beijing. Twelve golds, for example, equaled 12 points. 

Statements, direct mail, and emails encouraged registration in the program, 

and point-of-sale ads kept the program on consumers’ minds. Finally, 

TV, radio, and print shared how many medals were won to date during a 

14-day shopping marathon. The program generate incremental merchant 

sales 83% higher than any other Payback Olympic promotion. 

CAMPAIGN NAME – “Goldfach punkten” PAYBACK Olympic Campaign 


AGENCY – argonauten G2 GmbH, a member of Grey | G2 Group 

CREATIVE DIRECTOR – Arnulf Fornoff 

CREATIVE DIRECTOR – David Hofmann 

UNIT DIRECTOR – Arne Cornelsen 

DIRECTOR CLIENT SERVICES – Christine Oehm 

TVSPOTPRODUKTION – Tandem Films, London 

CLIENT – PAYBACK GmbH 


AND SERVICES 

PHOTOGRAPHER – Stephen Langdon 

ACCOUNT DIRECTOR, TRIBAL DDB NEW ZEALAND – David Rhoades 

CLIENT – ANZ Bank 

COMMUNICATIONS MANAGER, ANZ BANK – Kim Versfeld 

COMMUNICATIONS MANAGER, ANZ BANK – James Perrin 

39

SILVER 

CAJA MADRID WANTED TO 

PROMOTE ITS GREAT INTEREST 

RATE ON CDS, so it painted its new 

product as one that was driving the 

competition mad. The full spectrum 

of media portrayed bankers from 

other institutions desperate to fi nd a 

way to distract customers from Caja 

Madrid. Radio spots, for example, 

made veiled references to competitors 

and their paranoia that Caja Madrid 

was using subliminal ads. In addition, 

TV spots showed competitors frantic 

to outdo the bank but failing with 

silly giveaways and promotions. As a 

result of the multimedia campaign, 

new deposits beat goals by 150%. 

40 

CAMPAIGN NAME – Relax & Enjoy 



GENERAL CREATIVE DIRECTOR & COPYWRITER – 

Juan Nonzioli 

EXECUTIVE CREATIVE DIRECTOR & COPYWRITER – 

Juan Silva 

EXECUTIVE CREATIVE DIRECTOR – Alfonso Marián 

CREATIVE SUPERVISOR – Fede Arce 

COPYWRITER – Victor García-Hoz 

ART DIRECTOR – Celia Martínez, 

Nieves Barrajón, Ana Molina 


PRODUCTION ASSISTANT – Susana Herraez 

ACCOUNT MANAGER – Marta Gutiérrez 

ACCOUNT SUPERVISOR – Arancha Cebrián, 

Zaida Vázquez 

ACCOUNT EXECUTIVE – Joseba Irurzun 

INTERACTIVE EXECUTIVE 

CREATIVE DIRECTOR – Enric Nel-lo 

CLIENT – Caja Madrid 

CAMPAIGN NAME – Dollarmites Mission 

CONSUMER ADVERTISING MEDIUM – Direct Mail & Internet 

AGENCY – BMF 

COPYWRITER – Damon Porter 

ART DIRECTOR – Matt Rudd 

ASSOCIATE CREATIVE DIRECTOR – Brad Wagoner 

CREATIVE DIRECTOR – Dylan Taylor 

INTERACTIVE CREATIVE DIRECTOR – Chris James 

ART DIRECTOR – Craig Bailey 

COPYWRITER – Daniel Fryer 


AND SERVICES 

BRONZE 

COMMONWEALTH BANK OF AUSTRALIA 

WANTED TO ENGAGE WITH KIDS AND 

TEACH THEM HOW TO SAVE. Using the 

Dollarmites, a cast of animated characters from a 

long-running campaign, the bank drew youngsters 

online. An activity pack arrived in the mail with the 

monthly statement and provided clues to help kids 

fi nd the answers to questions. Properly answered 

questions revealed a secret code that kids could enter 

online to create their own avatar and begin their 

own online Dollarmites adventure. Kids spent an 

average of 12 minutes online, which was more than 

double the target. 

ACCOUNT DIRECTOR – Carine Wicks 

PRODUCER – Sora Nobari 

STRATEGIST – Melissa Bolling 

PRODUCTION – Nestor Moreno 

CLIENT – Commonwealth Bank of Australia 

CLIENT EXECUTIVE – Cecilia Fitzgerald

BRONZE 

GUARANTY BANK WANTED TO PROMOTE ITS 

FREE CHECKING ACCOUNT but faced competition from 

much larger competitors. To make itself heard, it 

used a multimedia campaign that presented angry “before” 

customers and then solutions from Guaranty Bank that 

created happy customers. Radio spots featured these 

scenarios, and mailings echoed the message. Prospects 

were asked to see for themselves what the bank could do 

for them and were directed online to tryabetterbank.com, or 

to local a banking center. In the six-month campaign period, 

the average number of free checking accounts per banking 

center rose 150%, compared with the previous year. 

CAMPAIGN NAME – Guaranty Checking 

Moment of Truth Campaign 


AGENCY – TracyLocke-Los Angeles 

ASSOCIATE CREATIVE DIRECTOR – Karen Bowman 

ASSOCIATE CREATIVE DIRECTOR – Steve Peckingham 

SVP, MANAGING DIRECTOR – Judy Carpenito 

VP, GROUP DIRECTOR DATABASE MARKETING SERVICES – Tariq Ali 

MANAGEMENT SUPERVISOR – Kerry Quinn 

PRODUCTION DIRECTOR – Dee Ann Davis 

DANSKE BANK WANTED TO HELP PARENTS 

AND TEACHERS EDUCATE CHILDREN ABOUT 

MONEY. A corporate responsibility initiative that 

contained no direct advertising message reached out 

to schools and parents, not children directly. Parents 

and schools received letters explaining the importance 

of early fi nancial education. The campaign introduced 

the Moneyville game, which allowed children to have 

fun while learning where money comes from and how 

to use it responsibly. The campaign worked closely 

with parents and educators to create a joint effort. 

Online registration on the Moneyville site was 648% 

above target. 

CAMPAIGN NAME – Responsible Relationships 

BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING 

MEDIUM – Direct Mail & Internet 

AGENCY – Sepia A/S 

PARTNER, COPYWRITER – Helle Goodstein 

ART DIRECTOR – Torben Ulrik Sørensen 

CLIENT – Danske Bank 

MARKETING CONSULTANT – Lars Bøje Jepsen 


AND SERVICES 

SENIOR MARKETING ANALYST – Justin Hufnagel 

SENIOR DATABASE MARKETING MANAGER – Drew DeMasters 

CLIENT – Guaranty Bank 

ADVERTISING MANAGER – Chris Armstrong 

VP, MARKETING INTELLIGENCE – Gail Kriske 

CHIEF MARKETING OFFICER – John Wessman 

41

BRONZE 

ING DIRECT WANTED TO SEND HOLIDAY GREETINGS AND 

INVOLVE CUSTOMERS IN ITS UNICEF DONATIONS. Using a viral 

strategy, it sent emails to customers promising that ING would make a 

donation, but only if customers sent holiday greetings of their own to friends 

and family through a site featuring a UNICEF-ING bus. For every kilometer 

the bus traveled to deliver greetings, it earned one cent for UNICEF. In other 

words, a Madrid-Chicago trip of 6,747 km earned 67. Thanks to the additional 

buzz from blogs, social media, and a press conference, the site had 200,000 

hits in one month and raised 98,000. 

CAMPAIGN NAME – The Bus 

CONSUMER ADVERTISING MEDIUM – Email & IM and Other 

AGENCY – OgilvyInteractive 

CREATIVE MANAGER – Jesús Rasines 

CREATIVE MANAGER – Diego Gonzalez 

ART MANAGER – David Botella 

COPYWRITER – Ramiro Alda 

ART MANAGER – Sara Moreno 

PRODUCER MANAGER – Cesar Checa 

PRODUCER – Oscar García 

AUDIOVISUAL MANAGER – Irene Choclan 

ACCOUNT MANAGER – Vanesa Porte 

EXECUTIVE MANAGER – Irene Caro 

CLIENT – ING Direct 

42 


AND SERVICES 

ING WANTED TO RE-ESTABLISH ITS RELATIONSHIP 

WITH THE CEOs AND CFOs AT ITS TOP B-TO-B CLIENTS. 

To emphasize the personal nature of its services and solutions, the bank 

emailed CEOs and CFOs on their birthdays and offered a virtual visit 

to its wine cellar. Customers could choose three bottles of their favorite 

wine with the help of a virtual sommelier, who promised that their selections 

would be delivered by an ING relationship manager. A follow-up 

call from ING conveyed birthday greetings and aimed to get on the 

customer’s calendar. The result: 55% of recipients chose wine and agreed 

to a meeting. 

CAMPAIGN NAME – Wine Cellar 




CLIENT – ING

SILVER 

MICROSOFT NZ NEEDED TO REACH IT MANAGERS ABOUT ITS 

NEW VIRUS-FIGHTING WINDOWS SERVER 2008. To get their attention, 

it mailed in a vacuum pack a petri dish and live virus. In a few days, the virus 

spelled out in words how many viruses were in the IT managers, future: zero. 

Instructions sent IT managers online to learn more about Windows Server 2008. 

Further communications included 

blog seeding on key sites and 

podcasts, followed by mass media 

such as banner and print ads. The 

straightforward, edgy message 

achieved year-on-year growth 

of 70% for Microsoft’s security 

portfolio. 

IBM NEEDED TO SELL ITS HARDWARE INTERNET SECURITY 

DEVICE TO BUSINESS CLENTS. The market was unfamiliar with a 

one-device solution and was more accustomed to relying on a variety of 

solutions that were often software based. To contrast the product’s 

comprehensive and physical nature with other 

solutions, the campaign sent prospects a physical 

replica of the device, which served as a mailing 

box. Inside the box were six compartments, with 

each containing a brochure that explained a different 

aspect of equipment. This simulated look inside the 

device did the trick, generating 300% more booked 

meetings than a typical letter approach. 

CAMPAIGN NAME – One Box to Rule Them All 


AGENCY – OgilvyOne Worldwide 

CEO (IBM BUSINESS PARTNER) – Michael Albek 

IBM MARKETING MANAGER – Salina Rana 

KEY ACCOUNT DIRECTOR – Dan Forsberg 

COPYWRITER – Laila Lundgaard 

CREATIVE DIRECTOR – Ole Rydal 

PROJECT MANAGER – Birgitte Andersen 

PRODUCTION MANAGER – Jens Bang 

CLIENT – SecureDevice A/S & IBM Denmark A/S 

CAMPAIGN NAME – Microsoft Security “Virus” 

BUSINESS-TO-BUSINESS ADVERTISING 

MEDIUM – Multimedia 

AGENCY – Y&R 

SENIOR ACCOUNT MANAGER – Kylie Framp 

COPYWRITER – Matt Sellars 

ART DIRECTOR – Cory Bellringer 

CREATIVE DIRECTOR – Vaughn Davis 

ACCOUNT DIRECTOR – Justine Boyd 

PRODUCTION MANAGER – Shelly Cousins 

CHANNEL PLANNER – Matt O’Sullivan 

MEDIA GROUP HEAD – Anna Gethin-Jones 

MEDIA PLANNER/BUYER – Kelly Lee 

CLIENT – Microsoft NZ 

MARKETING COMMUNICATIONS MANAGER – Kylie Nelson 

MARKETING MANAGER, BREADTH – Brigitte Reed 

WINDOWS SERVER, MARKETING MANAGER – Tovia Va’aelua 

INFORMATION 

TECHNOLOGIES 

43

SILVER 

CAMPAIGN NAME – One Million Acts of Green 


AGENCY – OgilvyOne Worldwide 

CORPORATE MARKETING MANAGER – Andrea Dil 

COPRPORATE MARKETING ASSISTANT – Kelly Gordon 

DIRECTOR, INTERACTIVE SERVICES – Carolyn Convey 

BRONZE 

ANRITSU HAD TO EDUCATE ITS PROSPECTS ABOUT ITS NEW BTS 

MASTER EQUIPMENT for fi eld testing cellular carriers’ wireless base stations. 

To reach engineers and decision-makers, it mailed a package designed to look like 

its new testing device. Inside the personalized and highly customized mailing, 

recipients were invited to visit a customized microsite where they could win an iPod 

shuffl e preloaded with technical material. The company followed up with email and 

calls to set up appointments. The campaign surpassed its initial response rate goal 

and resulted in more than $3 million in sales so far. 

CAMPAIGN NAME – Anritsu BTS Master: Door Opener Campaign 


AGENCY – Beasley Direct Marketing, Inc. 

PRESIDENT – Laurie Beasley 

CREATIVE/COPY DIRECTOR – Otis Maxwell 

ART DIRECTOR – Carlos Perez 

PRESIDENT, INTERACTIVE SERVICES – David Beasley 

INTERACTIVE DESIGNER – Andrew Keeler 

DIRECTOR MARKETING COMMUNICATIONS – Katherine Van Diepen 

ADVERTISING AND LEAD GENERATION MANAGER – Gina Varela Domenichin 

VP, BUSINESS DEVELOPMENT, DIRECT MARKETING – Tom Judge 

CLIENT – Anritsu Company 

44 

INFORMATION 

TECHNOLOGIES 

CISCO SYSTEMS CANADA WANTED TO ENCOUR- 

AGE PARTICIPATION IN THE GREEN MOVEMENT. 

Its campaign emphasized how small “green acts” every day 

added up to big change. Beginning with a launch on the 

country’s number-one talk show, the campaign pushed to 

generate “one million acts of green.” A website invited people 

to register their acts and measured their impact. The site’s 

Act of the Day feature and social networking elements helped 

make the program viral. Schools, corporations, and communities 

also received tool kits to encourage group participation. 

Cisco reached its annual goal of One Million Green Acts 

in just 105 days. 

ASSOCIATE ACCOUNT EXECUTIVE – Kathleen Dusk 

ART DIRECTOR – Valentine Makhouleen 

CREATIVE DIRECTOR – Carlos Garavito 

COPYWRITER – Maxinne Abuyuan 

SENIOR COPYWRITER – Melanie Cote 

ART DIRECTOR – Mike Schonberger

BRONZE 

RESOURCE SITESEEING NEEDED TO EDUCATE 

FINANCIALINSTITUTIONSABOUT ITS SERVICE. 

The company’s service monitors a client’s website 

from the perspective of a user, assessing the 

site’s availability and its effect on the user’s 

experience. The campaign began by monitoring 

the publicly accessible areas of top fi nancial 

institution sites and then ranked the results. Next, 

a customized dimensional mailing revealed the 

top two fastest sites and compared them with the 

recipient’s site. The mailing also included a small 

chronometer to emphasize how every second lost 

could mean lost customers. Efforts paid off with a 

response rate of 38%. 

CAMPAIGN NAME – Chronometer 

BUSINESS-TO-BUSINESS ADVERTISING 

MEDIUM – Direct Mail &Website 

AGENCY – e|ou Marketing de Relacionamento 

PLANNING DIRECTOR – Eduardo Soutello 

CREATIVE DIRECTOR – Eduardo Rodrigues 

ACCOUNT MANAGER – Ana Paula Morales 

ART DIRECTOR – Felix Martins 

MICROSOFT WANTED TO GAIN 

NEW CUSTOMERS FOR adCENTER, 

ITS PAID-SEARCH ADVERTISING 

SERVICE. It chose a fun approach to 

reach prospects, mailing a package with 

a die-cut message on the outside. Inside, 

recipients found the die-cut words, including 

their names, were part of a sheet of 

detachable, colorful magnets that each bore 

a word. Customized printing allowed for 

highly relevant keywords to be included. 

Follow-up efforts such as emails and 

postcards included the colorful keyword 

graphics and educated prospects about 

adCenter’s services. The sign-up rate for 

adCenter was 32% above target and costper-acquisition 

was 30% below target. 

CAMPAIGN NAME – Fun with Keywords 


AGENCY – Wunderman 

CHIEF CREATIVE OFFICER – Nick Moore 

ASSOCIATE CREATIVE DIRECTOR – David Reitman 

ART DIRECTOR – Steve Hendersen 

GROUP ACCOUNT DIRECTOR – Barry Silverman 

COPYWRITER – Thais Fabris 

WEB – Diogo Pace 

GENERAL DIRECTOR – José Angelo Zanuto 

MARKETING MANAGER – Luciana Khair 

CLIENT – Resource SiteSeeing 

MANAGEMENT SUPERVISOR – Colin Kane 

ACCOUNT SUPERVISOR – Marc Bridgeman 

GROUP DIRECTOR – Gregg Hamilton 

CLIENT – Microsoft 

INFORMATION 

TECHNOLOGIES 

45

BRONZE 

HEWLETT-PACKARD WANTED TO EXPAND 

HISPANIC AWARENESS FOR ITS PRODUCTS 

BEYOND PRINTERS. A campaign began with 

black bodysuit-clad “shadows” roaming the streets 

of Miami who handed out cards leading to a site. 

Online, consumers learned about a chance to become 

the HP Insider, who would get an inside look at the 

Miami Heat basketball team and win an HP technology 

kit. Competitors posted videos online telling why 

they should win. Online voters chose a winner, who 

blogged about his experience. In fi ve weeks, the campaign 

generated more than 2 million street and web 

impacts and led to increased holiday sales for HP. 

CAMPAIGN NAME – HP Insider 


AGENCY – Dieste 

CHIEF CREATIVE OFFICER – Carlos Tourne 

CREATIVE DIRECTOR – Noel Alrich 

INTERACTIVE DIRECTOR – Elsa Muñoz 

INTERACTIVE CREATIVE DIRECTOR – Santiago Bourges 

ART DIRECTOR – Mike Lopez 

COPYWRITER – Gabriel Gutierrez 

46 

CAMPAIGN NAME – The Fun Factory 



ACCOUNT MANAGER – Jennifer Choi 

ACCOUNT MANAGER – Alan Tan 

ACCOUNT EXECUTIVE – Aaron Foong 

CREATIVE DIRECTOR – Lee Siew Tin 

ART DIRECTOR – Alvin Wong 

ART DIRECTOR – Faizal Reza 

COPYWRITER – Ernesto Fernandez 

PRODUCER – Amanda Paysse 

CLIENT – Hewlett-Packard 

INFORMATION 

TECHNOLOGIES 

IBM WAS WIDELY PERCEIVED AS 

BEING TOO EXPENSIVE FOR MID-SIZED 

COMPANIES IN THE ASIAN MARKET. 

This was a challenge in marketing IBM Express 

Advantage, a product designed and priced specifi cally 

for the mid-sized company. Targeting IT managers, 

IBM employed a strategy that incorporated new 

media to generate leads. To break new marketing 

ground and stand out from the competition, IBM 

engaged its target audience in an online game, which 

presented the product’s benefi ts. IBM’s innovative 

strategy paid off: 29% of players opted to be contacted 

by IBM, 35% referred the game to others, and the 

campaign generated leads worth $2.7 million. 

COPYWRITER – Haanim Bamadhaj 

COPYWRITER – Kok Lay Choon 

WEB DESIGNER – Teo Choong Ching 

CONTENT ENGINEER – Calvin Tan 

PROJECT EXECUTIVE – Alvin Choo 

CLIENT – IBM 

INTEGRATED MARKETING SPECIALIST – Lorna McIntyre

GOLD 

BLUE CROSS AND BLUE SHIELD OF 

FLORIDA WANTED TO ADDRESS 

CONSUMERS’ CONCERNS that insurance is 

impersonal and confusing and, to communicate 

that the best health care requires personalized 

solutions. Targeting uninsured and self-insured 

Floridians, BCBSF sought to enhance brand 

image and engage consumers in a dialogue to 

improve their health care. BCBSF launched a 

multimedia campaign in key markets and geotargeted 

online media to promote a microsite 

where people could interact with the company. 

The campaign site attracted 153,500 visitors, 

increased BCBSF’s positive brand media visibility from a 

pre-launch 38% to 73% in the quarter post launch, and 

led to an affordable plan called “GoBlue.” 

CAMPAIGN NAME – The Power of the Human Voice 


AGENCY – Draftfcb 

EVP, GROUP CREATIVE DIRECTOR – John Claxton 

SVP, CREATIVE DIRECTOR – Kurt Fries 

CREATIVE DIRECTOR – Laura Keeler 

INTERACTIVE CREATIVE DIRECTOR – Jason Koerner 

EVP, GROUP MANAGEMENT DIRECTOR – Sandy Kolkey 

SVP, MANAGEMENT DIRECTOR – Margo Conant 

VP, ACCOUNT DIRECTOR – Catie Jacobsen 

ASSOCIATE MEDIA DIRECTOR – Heather Orsanic 

MEDIA SUPERVISOR – Lindsay Wasenko 

DIRECTOR, STRATEGIC PLANNING – Michael Mistele 

CLIENT – Blue Cross and Blue Shield of Florida (BCBSF) 

VP, BRAND AND MARKETING COMMUNICATIONS – Sheri Manning 

INSURANCE 

47

SILVER 

ZURICH ESPAÑA WANTED TO INCREASE CUSTOMER LOYALTY 

AT A TIME WHEN THE INSURANCE INDUSTRY was undergoing marketplace 

change. Zurich targeted insurance agents and brokers as well as its automobile policy 

customers, who were classifi ed into fi ve macro-segments based primarily on customer 

value. Zurich created direct mail communications to be sent at key points in the 

business relationship that aimed to lower migration levels and increase customer 

connectivity, among other goals. Compared to a control group, the program 

resulted in a 3.26% lift for overall portfolio renewals, a 9% lift for year-four 

renewals, and a 3.87% lift for renewals of customers with the highest propensity 

to change companies. 

CAMPAIGN NAME – Zurich Auto Loyalty Program 



GENERAL MANAGER – Albert Solé 

CREATIVE DIRECTOR – Alex Reizabal 

ACCOUNT MANAGER – Nuria Pons 

ACCOUNT SUPERVISOR – Lupe Bote 

COPYWRITER – Jordi Lucas 

COPYWRITER – David Arnau 

ART DIRECTOR – Mercè Cervantes 

48 

CAMPAIGN NAME – Insurance Superstore 


AGENCY – Arnold 

CHIEF CREATIVE OFFICER – Pete Favat 

CREATIVE DIRECTOR – Mary Webb 

CREATIVE DIRECTOR – Matt Lindley 

ART DIRECTOR – Steve Reepmeyer 

COPYWRITER – John Park 

ART DIRECTOR – Esther González 

ART DIRECTOR – Carlos Adán 

ART DIRECTOR – Cristina Mascort 

CLIENT – Zurich España 

INSURANCE 

THE PROGRESSIVE CORPORATION KNEW THAT 

THE WINDOW TO ATTRACT CONSUMERS interested 

in switching automobile insurance providers was incredibly 

small. Its challenge was to defi ne itself as the better way. Targeting 

consumers looking for “a better way”—versus its old 

target of “anyone who drives”—it employed TV and online 

media to drive traffi c to Progressive.com, a Superstore where 

consumers can shop after learning about comparative rates, 

discounts, and the benefi ts of bundling insurance products. 

In its fi rst year, the campaign far surpassed its goals. Not only 

did it beat its start goal by 33%, it helped Progressive add 

over 350,000 new customers. 

ART DIRECTOR – Josh Tetrault 

ART DIRECTOR – Jack Miller 

COPYWRITER – Caroline Hettinger 

ART DIRECTOR – Jim O’Brien 

COPYWRITER – David Register 

PRODUCER – Karen Kenney 

COPYWRITER – Sean McBride 

CLIENT – The Progressive Corporation

BRONZE 

GJENSIDIGE FORSIKRING WANTED TO ENCOURAGE 

SMALL BUSINESSES WITHIN THEIR RETAIL SECTOR 

to move their insurance policies from other companies to Gjensidige. 

Specifi cally, the Norwegian insurance company’s goal 

was to secure a sales meeting with 50% of campaign recipients. 

Following riots during which many Oslo shops suffered property 

damage, Gjensidige sent a brick similar to those used during the 

riots along with a photo of damaged shops and a letter offering 

a review of the recipient’s insurance needs. The results were 

extraordinary: 66% of the recipients scheduled a meeting, and 

the campaign generated a sales increase that was 10% above 

expectations. 

CAMPAIGN NAME – The Brick 


Direct Mail & Telemarketing 

AGENCY – McCann Direkte MRM Partners 

ACCOUNT DIRECTOR – Ina Svarød 

ART DIRECTOR – Håvard Nærdal 

ART DIRECTOR – Einar Nonstad 

COPYWRITER – Lene Utigard 

COPYWRITER – Einar Fötschl 

ACCOUNT MANAGER – Elisabeth Lassen 

CLIENT – Gjensidige Forsikring 

MARKETING MANAGER – Ingrid Berge Andersen 

INSURANCE 

49

GOLD 

THE OREGON ZOO FOUNDATION SUPPLEMENTS THE OREGON ZOO’S PUBLIC 

FUNDING with membership-driven private funds. The Foundation’s Fall 2008 marketing 

mission was to increase the number of memberships, develop support for wildlife conservation 

and education, and build the major donor prospect base by enrolling new members and 

re-enrolling lapsed members. Taking 

advantage of the Association of Zoos 

and Aquariums naming 2008 the Year 

of the Frog, the Foundation employed 

a frog-themed direct mail campaign 

that was targeted to both parents and 

non-parents who had visited the zoo. 

The campaign’s 1.12% response rate 

was the highest in fi ve years, exceeding 

the previous high by 26%. 

50 


CAMPAIGN NAME – Oregon Zoo Frog Membership 


AGENCY – Lewis Kennedy Associates 

PRESIDENT – Helen Kennedy 

CLIENT – Oregon Zoo Foundation 

MANAGER, MEMBERSHIP & ANNUAL GIVING – Bianca McCarthy

SILVER 

THE NORWEGIAN RED CROSS WANTED 

TO ATTRACT DONATIONS TO HELP 

FINANCE 170 SOUP KIYCHENS that serve 

160,000 hot meals daily to people—many of whom 

are children—in northwest Russia, an area blighted 

by poverty. The Red Cross photographed and fi lmed 

Russian children, allowing prospective donors to 

see and hear directly from those who would benefi t 

from their generosity. The campaign—which used 

direct mail, web banners, a dedicated website, and 

mass transit posters to target regular donors, seniors, 

and young urban types—was a major success. It 

raised NOK 7.5 million, an increase of NOK 2.5 

million over the Christmas 

2006 campaign. 

CAMPAIGN NAME – A Portion of Hope 


AGENCY – Rapp 

CREATIVE – Lena Niemi 

CREATIVE – Vilde Jorfald 

ACCOUNT DIRECTOR – Anders Guldbransen 

PROJECT MANAGER – Hanna Vestvik 


ADVERTISING FEDERATION OF MINNESOTA WANTED TO 

INCREASE THE NUMBER OF ENTRIES the number of entries and 

attendance at The Show, its awards competition and a celebration of Minnesota’s 

market strength and global impact made through creative ad campaigns 

and interactive breakthroughs. Targeting Twin City advertising talent, Ad 

Fed Minnesota mailed and hand delivered a call for entries kit that not only 

drove recipients to The Show’s website but also included four different poster 

designs—all in an effort to create buzz. The campaign resulted in a 15% 

increase in entries over 2007, a 50% increase in attendance, and a campaign 

ROI of $162,000. 

CAMPAIGN NAME – “The Show” Call for Entries 

BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail & Web Advertising 

AGENCY – Infi nity Direct 

CREATIVE DIRECTOR – Scott Kennedy 

ACCOUNT COORDINATOR – Trent Weber 

DIRECTOR OF ACCOUNT SERVICES – Katie Schmitz 

COPYWRITER – Scott Jorgensen 

ART DIRECTOR – Lori Baldwin 

ART DIRECTOR – Kirtie Royce 

ART DIRECTOR – Richard Gunderson 

CLIENT – Advertising Federation of Minnesota 

VICE PRESIDENT, THE SHOW – Conor Lawrence 

CREATIVE – Kenneth Lamond Johansen 

CREATIVE – Joachim Bjørndah 

REPRO – Gorm Andresen 

PRODUCTION – Plastikk Media 

CLIENT – Norwegian Red Cross 

EMERGENCY APPEAL OFFICER – Helen Vibe 

51

SILVER 

THE NORWEGIAN RED CROSS WANTED TO RAISE 

PUBLIC AWARENESS FOR ITS CHILD SPONSOR 

PROGRAM for children in developing nations. The Red 

Cross chose a direct strategy that targeted consumers, with 

a primary focus on women. The campaign employed a letter 

from an HIV-infected orphan girl named Limpho from 

Lesotho, whose real-life story presented how the Red Cross 

program had dramatically benefi ted her. The letter generated 

a 4.1% response rate and resulted in 493 new child-sponsors, 

each of whom pledged $30 monthly. With a sponsor’s average 

lifetime being 25 months, the campaign will generate 

nearly $370,000 on an investment of $29,000. 

CAMPAIGN NAME – At the Stroke of a Pen 


AGENCY – Rapp 

COPYWRITER – Lena Niemi 

ART DIRECTOR – Vilde Jorfald 

ACCOUNT MANAGER – Venke Lund 

ACCOUNT DIRECTOR/ADVISOR – Jens Harrison 

CLIENT – Norwegian Red Cross 

MARKETING EXECUTIVE – Nina E Larsen 

THE WORLD WILDLIFE FUND HOSTS AN ANNUAL EARTH HOUR 

DURING WHICH HOUSEHOLDS AND BUSINESSES turn off their electricity 

for one hour to raise climatechange awareness. To help meet its 2009 goal of getting 

one billion participants, WWF enhanced its website to attract visitors. In a world 

fi rst, WWF built an augmented reality application that incorporated personalization, 

live data streaming, and adaptive fi le updating. Over a 10-day period, visitors 

placed 35,000 dots on the 3D Earth, one for each person who had either signed up 

for an e-newsletter or had used an application allowing one to actually hold a 3D 

Earth in her hands. 

52 


CAMPAIGN NAME – Earth In Your Hands 

CONSUMER ADVERTISING MEDIUM – Web Development & Other 

AGENCY – Wunderman 

CREATIVE DIRECTOR – Matt Batten 

HEAD OF COPY – Jason Stubbs 

ART DIRECTOR – Amanda Glover 

COPYWRITER – Theodora Gerakiteys 

DESIGNER – Chris Jerochim 

DESIGNER – Terry Hibbert 

DESIGNER – James Britt 

DIGITAL PRODUCER – Jo Durant 

PRODUCER – Carla Bentley 

ACCOUNT DIRECTOR – Nicola Long 

CLIENT – WWF 

DIRECTOR SPONSORSHIP AND BRAND – Elizabeth Potter 

ONLINE MANAGER – Sarah Barry

SILVER 

THE CALIFORNIA STATE PARKS FOUNDATION SOUGHT 

TO RAISE FUNDS from its major donors to thwart a budgetary 

proposal that threatened to close and cut staffi ng for 48 state 

parks. Since the proposed cuts would affect people across the state, 

the Foundation mailed a state map clearly indicating all parks 

that would be impacted along with a petition to sign and return 

with contributions to save California parks. The results were 

outstanding. The campaign helped stop park closures; generated 

an 18.77% response rate; and netted more revenue than any single 

appeal in six years, with a 453% net ROI. 

CAMPAIGN NAME – Foundation Map Appeal 


AGENCY – Adams Hussey & Associates 

ACCOUNT EXECUTIVE – Lon Chapman 

ACCOUNT MANAGER – Amy O’Connor 

ACCOUNT MANAGER – Kelly Potchak 

PRODUCTION MANAGER – Pat Dobson 

ART DIRECTOR – Chris Quillian 

CREATIVE DIRECTOR – Stephen Godbout 

CLIENT – California State Parks Foundation 

DIRECTOR OF MEMBERSHIP – Greg Zelder 

THE VETERANS AIRLIFT COMMAND’S MISSION IS TO 

PROVIDE FREE AIR TRANSPORTATION is to provide free air 

transportation to wounded warriors, veterans, and their families for 

medical and other compassionate purposes. But in soliciting donations, 

it had a challenge: getting its target audience—consumers who would 

care about wounded soldiers—to open a letter from an organization 

with an admittedly hard-to-comprehend name. To meet this challenge, 

the letter, designed to look like a personal letter, featured a photo 

of a wounded soldier, his personal story, and the powerful message, 

“Wounded Warrior: They’ve Got Heart—They Need Wings.” The 

campaign, which was the organization’s fi rst direct campaign, netted 

$10,630 from 707 donors. 

CAMPAIGN NAME – Attention Sign 


AGENCY – Fund Raising Strategies 

SENIOR ACCOUNT EXECUTIVE – Wendy Newman 

SENIOR PRODUCTION COORDINATOR – Alvis Barbour 

CLIENT – Veterans Airlift Command 


53

SILVER 

THE ROYAL NATIONAL LIFEBOAT INSTITUTION 

WANTED TO BECOME RELEVANT to young people 

so their awareness might grow into a lifetime engagement. 

To meet this challenge, RNLI sought to associate 

itself with a cause that appealed to youth. That cause was 

youth’s dislike for being stereotyped as dumbed down 

and uncaring. RNLI sent “mystery packages” to 12 You- 

Tube bloggers, asking each to “open live on your blog.” 

Each blogger did—and that unleashed a new media 

phenomenon. The campaign generated nearly 1 million 

views on YouTube, and for little more than the cost of 

12 direct marketing packages, RNLI reached a staggering 

11% of 15- to 20-year-olds in the UK. 

CAMPAIGN NAME – Mystery Package 



COPYWRITER – Debi Bester 

ART DIRECTOR – Soni Singleton 

COPYWRITER – Chris Monk 

ACCOUNT DIRECTOR – Georgia Bradley Grant 

ACCOUNT MANAGER – Joseph Pirrie 

54 

ACCOUNT PLANNER – Julie Randall 

CLIENT – Royal National Lifeboat Institution (RNLI) 


WINNING CHARITIES INTERNATIONAL RUNS 

FUNDRAISING LOTTERIES FOR THE TORONTO 

HOSPITAL FOR SICK CHILDREN (SickKids), which had 

not hosted a lottery in 10 years, aimed to sell out their 85,000 

tickets at $100 per ticket without using TV or radio, which 

no other North American mega lottery had ever attempted. 

Targeting consumers, Winning Charities employed admail, 

newspaper ads and inserts, voice broadcasts, outbound telemarketing, 

emails, and a dedicated microsite—most featured 

spokesperson Danielle Caterina, a 16-year-old double lung 

transplant patient. The campaign surpassed goals: the lottery 

sold out, and total sales reached $7,500,000 with 20% going 

directly to SickKids. 

CAMPAIGN NAME – SickKids Lottery — Danielle 


AGENCY – Hamelin Maritneau Inc. 

PRESIDENT, HAMELIN MARTINEAU INC. – Robert Martineau 

CREATIVE DIRECTOR, HAMELIN MARTINEAU INC. – Diane Hamelin 

PROJECT MANAGER, HAMELIN MARTINEAU INC. – Sevilla Dorotea 

DESIGNER, HAMELIN MARTINEAU INC. – Marie-Josee Proux 

CLIENT – Winning Charities International 

PRESIDENT, WINNING CHARITIES – Bill Bayles 

PROJECT MANAGER, WINNING CHARITIES – Chris Radford 

VICE PRESIDENT, WINNING CHARITIES – Abby MacIntosh-Hooper

SILVER 

NEW ZEALAND’S MINISTRY OF HEALTH’S NATIONAL 

DEPRESSION INITIATIVE needed to provide additional 

outreach to young people and encourage them to seek help by 

visiting TheLowdown.co.nz, a “safe” online environment where 

a visitor could “get to a better place.” To drive traffi c, the 

Ministry of Health employed multiple media, including TV, 

radio, web banners, advertorials, and street posters. The results 

were impressive—perhaps even life-saving. In the fi rst month 

alone, 19,020 unique visitors surfed to TheLowdown, exceeding 

target by 761%. To date, The Lowdown team has supported 

more than 1,100 young people with over 42,000 text messages 

and 3,418 emails being sent or received. 

CAMPAIGN NAME – The Lowdown 


AGENCY – Draft New Zealand Ltd 

ACCOUNT DIRECTOR – Jane Wardlaw 

PRODUCER – Nick Pengelly 

MEDIA PLANNER – Antony Ord 

INTERACTIVE PRODUCER – Mel Archer 

EXECUTIVE CREATIVE DIRECTOR – James Mok 

CREATIVE DIRECTOR - DIRECT AND INTERACTIVE – Jeff Harris 

ACCOUNT DIRECTOR – Victoria Barnes-Graham 

CAMPAIGN NAME – WJCF Ambassador Circle Business Card Renewal 


AGENCY – Adams Hussey & Associates 

CREATIVE DIRECTOR/COPYWRITER – Bill Krieger 

ART DIRECTOR – Shawn Henderson 

PRODUCTION MANAGER – Shannon Murphy 

ACCOUNT EXECUTIVE – Pete Carter 

ACCOUNT MANAGER – Meagan Pfeiffer 

GM DIRECT & INTERACTIVE – Matt Scott 

CLIENT – New Zealand Ministry of Health 

SENIOR ANALYST – Candace Bagnall 

TEAM LEADER – Maria Cotter 


THE WORLD JEWISH CONGRESS FO FOUNDATION HAD EMPLOYED 

A MAJOR DONOR RENEWAL PACK PACKAGE of 10 “calling cards” for years, 

but it no longer was generating the impressive impres response rate it once had. The 

WJCF’s marketing mission was to revitaliz revitalize its Ambassador Circle direct 

mail renewal ren program. It kept the package 

elements element that had worked historically, but 

leveraged leverage the worsening economy and other 

relevant news stories to explain why the re- 

cipient should s renew her support. Not only 

did the campaign generate a 21.07% 

response re rate, but 96% of each dollar 

raised r was profi t. 

CLIENT – World Jewish Congress Foundation 

EXECUTIVE DIRECTOR – Herb Juli 

DEVELOPMENT MANAGER – Ellen Simmons 

DONOR SERVICES MANAGER – Bea Goldman 

55

SILVER 

WORLD VISION CANADA’S MISSION WAS 

TO RAISE FUNDS FROM MAJOR DONORS to 

support programs dedicated to preventing HIV/AIDS 

among children and helping those already affected. Its 

challenge was to stand out not only from its competition, 

but to elevate this campaign’s importance over 

even other World Vision fundraising efforts. Targeting 

most-likely-to-respond major donors, World Vision 

mailed a plain box that contained a child’s “I 

Have a Friend in Canada” T-shirt with a 

hang tag for the donor to sign and return 

with a donation. The campaign generated a 

dazzling 28.1% response rate, an average gift 

of $666, and gross income of $243,759. 

CAMPAIGN NAME – World Vision Canada: 

T-Shirts for Orphans 


AGENCY – Russ Reid Company 

VICE PRESIDENT, CLIENT SERVICES – Lyric Murphy 

CREATIVE DIRECTOR – Tim Kersten 

ART DIRECTOR – Hannah Chen 

SENIOR WRITER – Lori Gunnell 

56 


ACCOUNT SUPERVISOR – Melody Scott 

CLIENT – World Vision Canada OK 

MANAGER, MAJOR DONOR MARKETING – Paola Philip 

MARKETING COORDINATOR – Sandra Torres 

VICE PRESIDENT OF DONOR ENGAGEMENT – Kathryn Goddard

BRONZE 

WORLD VISION U.S.’S FLAGSHIP PRODUCT IS THE MONTHLY 

SPONSORSHIP OF A CHILD, providing food, safe water, education, 

and more to transform young lives around the globe. Faced with the challenge 

of how to inspire sponsors and prospects to pledge support during 

an economic downturn, World Vision designed a direct mail campaign 

that focused on the individual child, need, and Christmas. The strategy 

was to appeal to consumers’ hearts and then speak to their minds with 

compelling reasons to become or remain involved. Despite the economy, 

the mailing generated a 35% response rate and raised $4.2 million, the 

category’s second highest earned income in the last fi ve years. 

CAMPAIGN NAME – World Vision U.S. Sponsorship— 

Child’s Christmas Card 


AGENCY – Russ Reid Company 

VP, GROUP DIRECTOR – Pamela Barden 

VP, CREATIVE DIRECTOR – David Trim 

COPYWRITER – Scott Selsor 

ART DIRECTOR – Michelle Parnell Rohrer 

ACCOUNT SUPERVISOR – Kellie de Leon 

ACCOUNT COORDINATOR – Grace Kim Senior 

ACCOUNT COORDINATOR – Davita Maharaj 

STUDIO MANAGER – Donna Long 


ILLUSTRATOR – Sue Williams 

CLIENT – World Vision U.S. 

VP, PRODUCTS – Lana Reda 

EXTRA ENGAGEMENT DIRECTOR – Michelle King 

MARKETING PROJECT ADMINISTRATOR III – Christine Crough 

THE FRANKFURT PROTESTANT CHURCH 

(Evangelischer Regionalverband Frankfurt am Main) 

sought to inspire Frankfurt businesses to support its 11 

Youth Centers that help up to 800 young people in crisis 

situations each day. Wanting to emphasize that charitable 

donations are needed locally, the church sent a kidnappingthemed 

direct mailing that featured a “blackmail letter,” 

crudely wrapped around a stone, pointing out what’s missing 

in Frankfurt neighborhoods. The “ransom” was fast and 

impressive: 35% of recipients visited the campaign’s website 

on the very same day of receiving the piece, and within two 

weeks it generated donations amounting to a fi ve-digit sum. 

CAMPAIGN NAME – Kidnapping Charity 


AGENCY – OgilvyOne worldwide GmbH 

EXECUTIVE CREATIVE DIRECTOR – Michael Koch 

COPYWRITER – Markus Toepper 

ART DIRECTOR – Thomas Knopf 

CLIENT – Evangelischer Regionalverband Frankfurt am Main 

57

SILVER 

PFIZER WANTED TO LAUNCH CHAMPIX, A NEW SMOKING CESSATION 

TREATMENT AVAILABLE ONLY through a doctor’s prescription. Since the vast 

majority of Australian smokers turned to their pharmacists—not physicians—for 

assistance, Pfi zer designed a multichannel, direct-to-consumer campaign that would 

redirect smokers to their doctors for advice. Instead of the typical “You Can Do It!” 

campaign, Pfi zer took a “You Can’t Do It!” tact, using a character called the Master, 

a taunting voice aimed at piquing smokers’ resentment for being a nicotine addict. 

Within 12 months, 248,296 prescriptions were fi lled, meaning that Pfi zer had 

mobilized 7% of the Australian smoking population to try Champix. 

CAMPAIGN NAME – How Champix Outsmarted Cigarettes 


AGENCY – Ursa Communications 

EXECUTIVE CREATIVE DIRECTOR – Denis Mamo 

CAMPAIGN PLANNER – Richard Wylie 

SENIOR COPYWRITER – Geoff Fischer 

SENIOR ART DIRECTOR – Helen Shortis 

ACCOUNT DIRECTOR – Vanessa Burrow 

SENIOR ACCOUNT MANAGER – Mariana Olliver 

CLIENT – Pfi zer 

MARKETING DIRECTOR – Mark Crotty 

CARDIOVASCULAR GROUP MARKETING MANAGER – John Dimopoulos 

TEAM LEADER – Champix – Vanessa McCutcheon 

BRONZE 

MERCK & CO., INC., IN MARKETING ITS ASTHMA CONTROLLER 

medication Singulair, needed to counter the fact that most people stopped taking 

their asthma medication after a few months because they felt better and, when 

necessary, used an inhaler for temporary relief. Using multiple but no paid media, 

Merck’s A.I.R. Program was designed to engage adults with asthma and caregivers 

of children with the chronic condition, provide a better understanding of asthma 

and lead to greater adherence. The campaign far exceeded expectations: More than 

nine out of 10 patients take Singulair every day, all year round, and 58,300 people 

enrolled in the A.I.R. Program. 

CAMPAIGN NAME – The A.I.R. Program—Singulair® 


AGENCY – MicroMass Communications, Inc. 

DIRECTOR OF STRATEGIC PLANNING – Kelly Andrews 

ACCOUNT SUPERVISOR – Philip Mann 

ASSOCIATE CREATIVE DIRECTOR – Christopher Cannon 

SENIOR COPYWRITER – David Terrenoire 

ART DIRECTOR – Eric Connor 

DIGITAL DESIGNER – Ryan Stevens 

INTERACTIVE STRATEGIST – Benjamin Curtis 

SENIOR BEHAVIORIST – Kelly White 

58 

PHARMACEUTICAL / 

HEALTHCARE 

EVP, CLIENT SERVICES – John Grunstein 

PROJECT MANAGER – Adam Deuel 

CLIENT – Merck & Co., Inc. 

MARKETING MANAGER, RESPIRATORY MARKETING TEAM – Jeremy Sowers 

ASSOCIATE MARKETING MANAGER – Christine Steiner

GOLD 

LION NATHAN’S TOOHEYS EXTRA DRY (TED) WANTED TO LAUNCH 

A 696ml LONGNECK BOTTLE into a crowded longneck beer market, while 

also creating interaction between young adults and the brand. Because longneck 

bottles are sold in Australia in brown paper 

bags, Tooheys decided to own that bag by asking 

designers to create a bag based on a “696” 

theme. Tooheys also urged customers to visit 

its website to learn more and to enter a bagdesign 

competition. In the fi rst eight weeks, 

Tooheys sold 500,000 longneck bottles of 

TED. Also, visitors from 104 countries surfed 

to the website, with more than 2,000 entering 

the competition. 

CAMPAIGN NAME – TED696 Project 


AGENCY – BMF 

EXECUTIVE CREATIVE DIRECTOR – Warren Brown 

CREATIVE DIRECTOR – Simon Langley 

DIGITAL CREATIVE DIRECTOR – Chris James 

ART DIRECTOR – Shane Bradnick 

COPYWRITER – Michael Canning 

INTERACTIVE ART DIRECTOR – Johnny Brian 

GROUP ACCOUNT DIRECTOR – Nick Garrett 

ACCOUNT DIRECTOR – Fleur Kennedy 

FLASH DEVELOPER – Ed Stuckey 

DIGITAL PRODUCER – Sora Nobari 

CLIENT – Lion Nathan 

MARKETING MANAGER – Dean Grice 

BRAND MANAGER – Piers Halleen 



The Winning Design 

59

SILVER 

LEVI STRAUSS’ 501 JEANS ARE THE WORLD’S MOST- 

WORN JEANS. However, among young Malaysians, 501 jeans 

are expensive and must compete with popular designer brands. In 

marketing 501s to 18- to 25-year-olds, Levi Strauss chose social 

networking and entertainment websites that attracted its target 

audience. It also used banners that allowed users to download 

a widget that delivered a daily “Live Unbuttoned” suggestion 

at 5:01 p.m. The campaign’s banner alone attracted 1.7 million 

unique views, nearly 200% more viewers than a 30-second TV 

ad would have attracted. Importantly, Levi’s 501 sales for 2008 

increased more than 50% compared to 2007. 

CAMPAIGN NAME – 501 

CONSUMER ADVERTISING MEDIUM – Web Advertising & Other 

AGENCY – OgilvyOne Worldwide Malaysia 


HEAD OF INTERACTIVE DESIGN – Faizal Reza 

DESIGNER – Teo Choong Ching 

DESIGNER – Mohd Nazri 

COPYWRITER – Celestine Lau 

BUSINESS DIRECTOR – M. Kanashan 

ACCOUNT DIRECTOR – Stanley Tay 

60 

ACCOUNT MANAGER – Alan Tan 

ACCOUNT EXECUTIVE – Irene Tin 

PROGRAMMER – Calvin Tan 

CLIENT – Levi Strauss (M) Sdn. Bhd. 

BRAND LEADER – Anitha Narayanan 

CAMPAIGN NAME – Programme: A Remarkable Experience 


AGENCY – RMG Target 

ACCOUNT MANAGER – Lisa Ferguson 

ACCOUNT DIRECTOR – Mark Millard 

CREATIVE DIRECTOR – John Watson 



DIAGEO IRELAND’S GUINNESS IS ONE OF 

THE WORLD’S FAVORITE STOUTS. But in 2008, 

its Guinness Relationship Marketing Programme faced 

the challenge of shifting focus to younger drinkers, 

who are less brand loyal, without risking 

its profi table relationship with older drinkers. 

Guinness employed a sophisticated data segmentation 

strategy, allowing it to talk to both older 

and younger consumers, and it mixed online and 

off-line channels, including direct mail, email and 

a website. The campaign over-delivered by 60% 

against the consumption target (1.6 pints per week 

compared to 1 pint). Also, affi nity scores nearly 

doubled, increasing up to 11% against a 

6% target. 

ART DIRECTOR – Luke Wright 

CLIENT – Diageo Ireland 

SENIOR MARKETING MANAGER – Grainne Wafer 

BRAND MANAGER – Jennifer Kiernan 

RM & DIGITAL MANAGER – Asta Lund

BRONZE 

PANASONIC GERMANY WANTED TO PROMOTE ITS 

VIDEO PRODUCTS in a way that would enhance brand— 

moving people from “Buy Brand” to “Love Brand”—and lay 

the foundation for a future video community. To achieve this 

goal, Panasonic Germany hosted a six-month video contest with 

a Hollywood blockbuster theme that targeted an audience that 

CAMPAIGN NAME – Cardboard Heroes 

CONSUMER ADVERTISING MEDIUM – Web Advertising 

AGENCY – Proximity Germany 

CHIEF CREATIVE OFFICER – Detlef Rump 

CREATIVE DIRECTOR – Volker Wäsch 

ACCOUNT DIRECTOR – Rita Schumacher 

ACCOUNT MANAGER – Jan Beckmann 

ART DIRECTOR – Daniel Daglioglu 

SENIOR ACCOUNT DIRECTOR – Susanne Klinnert 

JUNIOR ACCOUNT DIRECTOR – Maciej Matysiak 

SENIOR COPYWRITER – Susanne Ketter 

COPYWRITER – Rebecca Zimmermann 

FLASH DEVELOPER – Marek Lerche 

FLASH DEVELOPER – Benjamin Buchholdt 

CLIENT – Panasonic Germany, Panasonic 

Marketing Europe GmbH 

GUINNESS ANCHOR MARKETING WANTED TO 

LAUNCH HEINEKEN EXTRA COLD in Malaysia. 

In addition to selling the beer, it sought to increase brand 

affi nity among males 18 to 34 and drive recruitment. In order 

to show the desirability of the more expensive Heineken, a 

digital campaign was developed that featured SWIPE, an 

online game in which men could steal a Heineken Extra Cold 

from each other. Other elements included mobile coupons 

and a member-get-member initiative. As a result, Heineken 

sales increased 59%, the number of young men who included 

it in their drinking repertoire increased to 23% from 8%, and 

brand awareness hit a three-year high of 44%. 

CAMPAIGN NAME – Heineken SWIPE 


AGENCY – OgilvyOne Worldwide Malaysia 


ART DIRECTOR – Martin Ng 

COPYWRITER – Sara Samantha Tan 

DESIGNER – Soh Kian Teck 

ACCOUNT DIRECTOR – Linda Lee 

ACCOUNT EXECUTIVE – Rengeeta Rendava 

PROJECT EXECUTIVE – How Kar Mun 

CLIENT – Guinness Anchor Marketing Sdn. Bhd. 

SENIOR MARKETING MANAGER – Yap Swee Leng 



enjoyed video and fi lmmaking. The contest was promoted using 

numerous marketing channels, including direct mail, a dedicated 

website, YouTube, banners, customer newsletters, and even beer 

coasters and pizza boxes. The campaign was a blockbuster, attracting 

59,753 viewers and generating a 7.28% response rate. 

61

BRONZE 

PUMA WAS WELL-KNOWN IN ARGENTINA FOR 

ITS SPORTSWEAR FASHIONS yet was not much 

associated in the public’s mind with sports. PUMA wanted to 

change that perception and build a database of sports-oriented 

consumers. To meet these objectives, PUMA became the 

offi cial sportswear for Club Atlético Independiente, and 

created a campaign that invited soccer fans to take to the 

team’s playing fi eld wearing the new red PUMA jerseys. As a 

result, 148,000 guests visited the campaign’s website, 43,200 

registered online, and 14,200 posted comments. Not only did 

PUMA succeed in linking its brand with football fans, but it 

sold-out all of its Independiente jerseys. 

CAMPAIGN NAME – Slap the Red On 


AGENCY – DDB Argentina 

EXECUTIVE CREATIVE DIRECTOR – Pablo Batlle/Hernan Jauregui 

INTEGRATED COMMUNICATIONS MANAGER – Agustin Gosende 

CREATIVE DIRECTOR – Walter Ioli 

ART DIRECTOR – Maxi Ballarini, Barbara Marín, Fernando Frontiñan, 

Lucas Tonét, Jhon Prieto, Pablo Russo, Katerine Dossman 

COPYWRITER – Leandro Custo, Beto Cocito, Ariel Gonzalez, 

Pablo Lopez, Gastón Potasz 

UNILEVER CHALLENGED ITS VASELINE 

MARKETING TEAM TO CREATE AN ENGAGING 

DIGITAL EXPERIENCE, as part of a fully integrated 

campaign, to track the viral spread of a new product called 

Vaseline Clinical Therapy Lotion. Targeting women, Vaseline 

created the Prescribe the Nation website, a dynamic and 

engaging rich site experience that demonstrates the power 

of word of mouth via the digital channel. From one Alaskan 

woman’s experience with Clinical Therapy, the site went on to 

attract 671,587 visits. Site visitors sent 152,824 eCards, which 

virally promoted the lotion, and engaged in 45,000 video 

events. The total number of “prescriptions” exceeded 3 million. 

CAMPAIGN NAME – Vaseline—Prescribe the Nation 

CONSUMER ADVERTISING MEDIUM – Web Development 

AGENCY – Ogilvy New York 

VICE CHAIRMAN, GLOBAL DIGITAL – Jan Leth 

CREATIVE DIRECTOR – David Korchin 

ART DIRECTOR, ACD – Hyusun Alex Cho 

COPYWRITER, ACD – Anthony Whiteside 

AD OF TECHNOLOGY – Dan Curis 

SENIOR WEB DEVELOPMENT – Hon-Chih Chin 

SENIOR WEB DEVELOPMENT – Darian Trama 

SENIOR WEB DEVELOPMENT – Vitaliy Leokumovich 

MARKETING DIRECTOR – Danielle Gontier 

62 



PRODUCER – Pablo Banchieri 

PLANNER – Ayelen Colombatto 

ACCOUNT EXECUTIVE – Paula Montes 

CLIENT – PUMA 

MARKETING MANAGER – Patricio Howlin 

PROJECT MANAGER – Laurie Mattera 

CLIENT – Unilever 

GLOBAL BRAND DEVELOPMENT DIRECTOR, 

VASELINE-UNILEVER – Fernando Machado 

GLOBAL SENIOR BRAND DEVELOPMENT MANAGER, 

VASELINE-UNILEVER – Alejandro Lozada 

GLOBAL SENIOR ASSISTANT BRAND DEVELOPMENT MANAGER, 

VASELINE-UNILEVER – Scott Stangeland

GOLD 

RANDOM HOUSE MONDADORI S.A. WAS PREPARING 

TO LAUNCH THE SIGNAL (La Señal), in Spain but the novel 

had a scientifi c, interactive plot that would appeal mainly to the 

techno-geek crowd, who typically spend more time online than 

browsing bookstores. To appeal to a technologically savvy 

audience, the publisher integrated the novel with the web, both 

starting and ending it online. In other words, Random House 

created a circular strategy that could take people from the website 

to the bookstore, or from the bookstore to the website. The 

Signal’s site was talked about in over 120 blogs and 20 media 

outlets. Altogether, 875,000 users were reached. 

CAMPAIGN NAME – THE SIGNAL 


AGENCY – CP Proximity 

EXECUTIVE CREATIVE DIRECTOR – Eva Santos 

STRATEGIC PLANNING AND NEW MEDIA – Juanma Ramirez 

COPY – Alba Vence 

CREATIVE – Pablo Mateo 

CREATIVE – Liliana Tavares 

TECHNICAL DIRECTOR – Vicens Fayos 

ACCOUNT EXECUTIVE – Arantza Bilbao 

FRONT PROGRAMMING – Eduardo Galan 

FRONT PROGRAMMING – Bruno Mateos 

FRONT PROGRAMMING – Albert Espinosa 

DINAMIZATION AND PR – Sigfrid Marine 

CLIENT – Random House Mondadori S.A. 

MARKETING DIRECTOR – Florencia Graham 

PUBLISHING / 

ENTERTAINMENT 

63

SILVER 

AUSTAR, AN AUSTRALIAN PAY TELEVISION OPERATOR, 

wanted to promote a pay-per-view André Rieu concert to an older 

audience. The challenge was the target group’s perception that 

ordering a PPV event was diffi cult. Using various communications 

channels, AUSTAR created a competition—to win tickets to Rieu’s 

Melbourne concert—with an online data capture page, helping 

identify the target audience. Rieu fans were sent direct mail inviting 

them to attend the concert via PPV. While AUSTAR’s goal had 

been to sell 5,000 PPV buys, it sold 15,215—96% had not purchased 

a PPV in the previous six months—and generated $379,346 

in revenue. 

CAMPAIGN NAME – André Rieu 


AGENCY – Rapp Sydney 

BUSINESS MANAGER – Joanne Hogan 

SENIOR COPYWRITER – Max Kitchen 

ART DIRECTOR – Paul Carter 

PRODUCTION MANAGER – Brett Griffi ths 

DESIGNER – Brooke Steel 

GROUP ACCOUNT DIRECTOR – Nick Cleeve 

CLIENT – AUSTAR 

CUSTOMER RELATIONSHIP & MARKETING MANAGER – Julie Hutton 

GENERAL MANAGER – MARKETING – Jo Mullaley 

64 

PUBLISHING / 

ENTERTAINMENT

BRONZE 

RANDOM HOUSE MONDADORI NEEDED TO LAUNCH 

THE SPANISH TRANSLATION of a highly acclaimed book on 

education. Instead of promoting the book, it opened up a debate 

about education. Stoking an already hot debate about education 

in Spain, a viral video showed a doctored video of the minister of 

education receiving her offi cial minister’s briefcase with the word 

“education” misspelled on it. The video ended with a URL for a 

site where anyone could participate in the debate. Sales people 

and booksellers were also engaged in the campaign. Book sales 

reached 352% of the goal and the campaign generated an ROI 

of 251%. 

CAMPAIGN NAME – Education with an H 

BUSINESS-TO-BUSINESS AND CONSUMER 

ADVERTISING MEDIUM – Multimedia 




INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo 

GENERAL MANAGER – Javier Suso 

ACCOUNT MANAGER – Javier Perales, Asun Sela 

CREATIVE DIRECTOR – Alvaro González 

CREATIVE SUPERVISOR – Oscar Moreno 

THE DISNEY CHANNEL WANTED TO PROMOTE 

ITS NEW TELEVISION MOVIE “Camp Rock” to tweens. 

An online campaign took advantage of the popularity of cast 

members Demi Lovato and the Jonas Brothers. Ads appeared 

on popular sites and featured the stars, who popped up on 

different areas of the screen and interacted with one another. 

The stars also encouraged users to download a Guitar Herolike 

game. Each week the game introduced a new song and 

the Camp Rock’s stars interacted with users and counted 

down the weeks until the premier. In four weeks, 20,000 kids 

downloaded the game, and the movie drew a record audience 

of 8.9 million. 

CAMPAIGN NAME – “Camp Rock” Desktop App 

CONSUMER ADVERTISING MEDIUM – Web Advertising & Other 

AGENCY – True North Inc. 

CHIEF CREATIVE OFFICER – Tom Goosmann 

ASSOCIATE CREATIVE DIRECTOR – Bart Henderson 

ART DIRECTOR – Billy Thompson 

SENIOR COPYWRITER – Sean Sullivan 

DIRECTOR OF R&D – Derek Little 

DIRECTOR OF CLIENT SERVICES – John Como 

ACCOUNT DIRECTOR – Jennifer Hires 

PUBLISHING / 

ENTERTAINMENT 

COPYWRITER – Jorge Martínez 

ONLINE ART DIRECTOR – Jordi Suribas 

DIGITAL ACCOUNT TEAM – Sascha Kraft, Ana Caballero 

DIGITAL PRODUCTION TEAM – Carlos Wassmann, Carlos Jiménez 

AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Cristina Cortizas 

CLIENT – Random House Mondadori 

WEB PRODUCER – Andrew Dzija 

CLIENT – Disney Channel 

VICE PRESIDENT MARKETING – Frank Keating 

SENIOR MARKETING MANAGER – Jackie Bunda 

65

GOLD 

66 

RETAIL / DIRECT SALES 

CEPSA CEP HOPED TO GET A JUMP ON THE COMPETITION 

BY GAINING MOTORCYCLE OWNERS’ fi rst lubricant orders 

of o the season. Cepsa knew that caring for a motorcycle wasn’t just 

maintenance, m it was a statement of personality and identity— 

so s its campaign presented the idea of “Motortherapy.” A mailing 

sent s to bike owners included a tuning fork used to achieve the 

perfect p engine sound, along with a CD of ten legendary motorcycles 

and an their sounds. To introduce prospects to Cepsa products, a 

brochure b was included that invited them to visit the Motortherapy 

site. s Online and print ads also drew prospects. The campaign 

purred like a well-tuned engine, lifting lubricant orders 11.2%. 

CAMPAIGN NAME – Motortherapy 



GENERAL G 

CREATIVE DIRECTOR – Juan Nonzioli 

EXECUTIVE CREATIVE DIRECTOR – Alfonso Marián 

CREATIVE DIRECTOR & COPYWRITER – Antonio Herrero 

COPYWRITER – Raúl Lazcano 

ART DIRECTOR – Alfredo Ustara 


PRODUCTION ASSISTANT – Susana Herráez 


ACÓN PRODUCER – Pablo García 

ACCOUNT MANAGER – Sebastián Torme 

ACCOUNT EXECUTIVE – Eduardo Baigorri 

CLIENT – Cepsa

SILVER 

IKEA WANTED TO DRAW THE ATTENTION OF 

CONSUMERS WHO WOULD BE INTERESTED IN 

STORAGE SOLUTIONS. Naturally, their key audience 

included many people who live in smaller apartments. 

A campaign combined the idea of storage and apartments by 

transforming an entire apartment building into monumental 

IKEA drawers and boxes on a busy Frankfurt street. IKEA 

representatives were put on location to hand out catalogs and 

response postcards. The event provided exposure to 12,000 

passersby each day and generate local media attention. Postcards 

returned a response rate of nearly 18%, and the local Ikea store 

reported a marked rise in store traffi c. 

CAMPAIGN NAME – IKEA “Bigger Storage Ideas” Sampling Event 

CONSUMER ADVERTISING MEDIUM – Alt./Insert Media & Other 

AGENCY – OgilvyOne worldwide GmbH 

EXECUTIVE CREATIVE DIRECTOR – Michael Koch 

CREATIVE DIRECTOR – Thomas Hofbeck 

CREATIVE DIRECTOR – Lars Huvart 

PRODUCTION – Fabian Schrader 

ART BUYING – Martina Diederichs 

ART BUYING – Caroline Walczok 


THE TH WAREHOUSE LIMITED WANTED TO DRAW MORE 

MMALE 

CUSTOMERS TO ITS STORES. Tapping its email 

database, da the company sent offers to help men impress their special 

someone so on Valentine’s Day. The email asked men to register online 

and an write a personalized message to their loved one. The email also 

provided p special offers, including one for an all-important webcam. 

On O Valentine’s Day, men simply had to hold a coded ad from the 

newspaper n in front of their webcam to launch a customized 

Valentine V for their sweetheart. The launch email had an astounding 

48% open rate and 58% click-through, and Valentine’s Day sales 

rose signifi cantly. 

CAMPAIGN NAME – Get In On the Secret, Part 2 



CREATIVE DIRECTOR – Dave King 

HEAD OF INTERACTIVE ART – Aaron Goldring 

DIGITAL PRODUCER PRODUCE – Andrew Simpson 

DIGITAL PRODUCER PRODUCE – Amanda Theobald 

SENIOR DIGITAL DDESIGNER 

– Jason Vertongen 

TECHNOLOGY PLANNER PLA – Ian Hulme 

ART DIRECTOR – Dan Fastenedge 

ACCOUNT MANAGER – Karen Boulton 

ACCOUNT SUPERVISOR – Marco Bisello 

ACCOUNT EXECUTIVE – Sascha Riedel 

CLIENT – Ikea Deutschland GmbH & Co. KG 

PROJECT MANAGER MARKETING – Jens Helfrich 

ACCOUNT EXECUTIVE – Patrick Rowley 

WEB DEVELOPER – Cameron Crosby 

WEB DEVELOPER – Robin Southgate 

WEB DEVELOPER – Bruno Imbrizi 

CLIENT – The Warehouse Limited 

67

BRONZE 

LABORPRINT WANTED TO CREATIVELY EDUCATE PROSPECTS 

ABOUT DIGITAL PRINTING. Demand was up compared to offset printing, 

but customers still didn’t understand digital printing’s exceptional fl exibility. 

Using a prospect list developed by its salespeople, the company used 

direct mail and follow-up email to introduce prospects 

to an online tool that allowed them to customize a calendar 

and appointment book with uploaded photos, 

important dates, and special occasions. The calendars 

and appointment books were then printed and mailed 

to prospects, for a yearlong reminder of what digital 

printing could do. Viral effects were strong, and customized 

print work increased 35% over the previous year. 

CAMPAIGN NAME – Make Your Own 2009 


AGENCY – e|ou Marketing de Relacionamento 

PLANNING DIRECTOR – Eduardo Soutello 

CREATIVE DIRECTOR – Eduardo Rodrigues 

ACCOUNT DIRECTOR – Fábio Souza 

ART DIRECTOR – Felix Martins 

COPYWRITER – Vitor Leal 

WEB – Diogo Pace 

68 

WEB – Virgínia Porpino 

CLIENT – Laborprint 

MARKETING DIRECTOR – Pedro Henrique Camiloti 


MAKRO WANTED TO INCREASE PURCHASE SIZE 

AND REPEAT VISITS TO ITS STORES, despite the 

economy. In a gloomy time when most consumers were 

feeling fee the pinch at the pump, Makro invented the 

fairytale fa story of John McRoe, a Texan who had 

found oil in Belgium and wanted to give away 

gasoline. A viral CNN-style clip about John 

McRoe launched the campaign, and later it was 

revealed that John McRoe was actually John Makro. 

Postcards, P emails, and in-store promotion increased 

interest, int and the company gave away 200,000 liters of 

gas, with w 

a winner every 15 minutes. Revenues rose 7% 

at a time when competitors’ were falling. 

CAMPAIGN NAME – Operation Free Petrol 




CLIENT – Makro

GOLD 

TOURISM QUEENSLAND HAD A MISSION TO 

MAKE THE ISLANDS OF THE GREAT BARRIER 

REEF an international destination. During the northern 

hemisphere’s winter, and at a time of rising unemployment, 

a campaign recruited candidates for the world’s 

best job: Islands Caretaker, a legitimate, salaried position. 

In-store posters, along with newspapers and online ads, 

recruited candidates, and an information site supported 

by a strong social media presence got the word out. 

Applicants were asked to submit a video application 

demonstrating their knowledge of the islands. The 

campaign captured global media attention, exceeded 

application goals by twofold, and drew nearly 7 million 

unique visitors in 56 days. 

CAMPAIGN NAME – The Best Job in the World 


AGENCY – CumminsNitro Brisbane 

EXECUTIVE GENERAL MANAGER MARKETING – Steve McRoberts 

MANAGER DIGITAL MARKETING – Chris Chambers 

MARKETING MANAGER – Amy Newman 

ART DIRECTOR – Ralph Barnett 

ART DIRECTOR – Cristian Staal 

COPYWRITER – Merrin McCormick 

STRATEGY PLANNING DIRECTOR – Darren McColl 

ACCOUNT DIRECTOR – Anne-Maree Wilson 

ACCOUNT MANAGER – Anna Austin 

DIGITAL PRODUCER – Jason Kibsgaard 

DIGITAL ACCOUNT DIRECTOR – Adam Ford 

CLIENT – Tourism Queensland 

TRAVEL & HOSPITALITY 


69

SILVER 

INTERCONTINENTAL HOTELS GROUP (IHG) WANTED TO 

MAKE ITS PRIORITY CLUB REWARDS PROGRAM work harder. 

It reached out to highly targeted members with a campaign using 

behavioral, transactional, and third-party data. Right-time direct mail 

and email communications featured photographs taken by Priority Club 

members at IHG properties, sharing the member’s name, enrollment 

year, and property location. Members whose photos were used received 

a gallery-style framed photo and sincere message of thanks. This righttime 

strategy, coupled with the unique member-centric approach, paid 

off with winning results, including a revenue per email rate 30 times 

higher than the average. 

CAMPAIGN NAME – Lifecycle Marketing Campaign 


AGENCY – Boost 

ART DIRECTOR – Sonjia Cummings 

PROJECT MANAGER – Tamara Reed 

COPYWRITER – John Severson 

CREATIVE DIRECTOR – Jim Williams 

CLIENT – InterContinental Hotels Group 

MANAGER, GLOBAL CONSUMER MARKETING – Kevin Hickey 

VICE PRESIDENT, CRM & MULTI-BRAND MARKETING – Lincoln Barrett 

DIRECTOR, GLOBAL CONSUMER MARKETING & CRM – Ken Bott 

BRONZE 

SCANDINAVIAN AIRLINES WANTED TO PROMOTE ITS 

ECONOMY EXTRA CLASS to business travelers in its EuroBonus 

rewards program. To engage its audience, it sent letters and emails 

launching Travel Day, an online game, and included a special summer 

booking offer. An invitation encouraged recipients to play Travel Day, 

which required players to guide a traveler through a trip while making 

sure he took advantage of all the benefi ts of Economy Extra class. Participants 

received a follow-up with the EuroBonus points they earned 

for playing and a reminder of the summer booking offer. The campaign 

generated an ROI of 31 and sales of $23.3 million. 

CAMPAIGN NAME – SAS – The Travel Day 


AGENCY – RelationshusetGekko 

CREATIVE MANAGER – Sonja Lund 

ART DIRECTOR – Camilla Dragsted Hassing 

COPYWRITER – Sonja Lund 

MARKETING STRATEGIST – Jan Køhler 

PROJECT COORDINATOR – Pernille Bengston 

ACCOUNT DIRECTOR – Finn Overgaard 

CLIENT – Scandinavian Airlines Denmark A/S 

70 

TRAVEL & HOSPITALITY 


ASSOCIATE MANAGER LIFECYCLE MARKETING – Courtney Tierney 

SENIOR EMAIL MARKETING CONSULTANT – Joseph Wanandi

Visit us at Discover.com 

©2009 Discover Financial Services 

“Business has 

only two 

functions— 

marketing & 

innovation.” 

Peter F. Drucker, business philosopher and father of 

modern management 

Discover ® congratulates the 

2009 ECHO Award winners for 

their excellence in both.

DMEF LEONARD J. RAYMOND 

COLLEGIATE ECHO DIRECT/INTERACTIVE 

MARKETING CHALLENGE 

72 

H 

ABOUT DMEF 

eadquartered in New York City, the Direct Marketing Educational Foundation 

(DMEF) works to attract, educate, and place top college students in the business of 

direct/interactive marketing, and thereby, expands and enriches the talent pool of 

trained, market-ready direct marketers. 

Since its founding, thousands of students – many of whom are today’s direct marketing 

leaders – have taken advantage of DMEF’s educational programs, including 

Collegiate ECHO Direct/Interactive Marketing Challenge, established in 1986. 

For additional information about the DMEF, its mission, and its programs, visit 

www.directworks.org. 

THE 2009 CHALLENGE 

This year’s Collegiate ECHO challenge was to create a $300,000 innovative and integrated 

multichannel campaign, targeting the parents of school-aged children in grades 

3-6, that included web and viral marketing, blogs, social networks or other media. 

To help enhance the overall learning experience for the students, DMEF partnered 

with NextMark to provide the competing teams with free access to their List 

Research System. This system, used by practitioners and major businesses, is a list 

selection tool that is used for direct marketing campaigns. Since 2004, more than 

2,600 students have used the system. 

SPONSORING THE 2011 CHALLENGE 

DMEF is looking for the next sponsor for our Collegiate ECHO Challenge. 

Join the ranks of companies like American Express, HBO, ING DIRECT, Pitney 

Bowes, and now Microsoft in providing students with a unique opportunity to learn 

about your business and to work on the real-world marketing challenges you face. 

“Students really are the experts when it comes to digital marketing today,” said 

Terri L. Bartlett, DMEF president. “DMEF’s Collegiate ECHO Challenge is the 

opportunity to tap into this wealth of knowledge. It offers innovative solutions, fresh 

ideas, and real-world business experience that go beyond the classroom.” 

Past sponsors of the challenge have been pleased by the quality of work the 

students have produced. “Their presentation demonstrated great knowledge of the 

industry and identifi cation of the target market. The media plan was thought out 

and well defi ned. Creative was on brand and on target. With these young profession-

als being trained for the marketplace, the entire industry can only benefi t and we are 

proud to have been able to participate in this DMEF challenge.”– ING DIRECT 

The work is agency quality. “DMEF’s Collegiate ECHO Awards competition 

provides an outstanding and challenging real life learning opportunity for students in 

Eastern Michigan’s Integrated Marketing Communication’s master’s degree program,” 

said David W. Marold, faculty advisor to Eastern Michigan University’s winning 

graduate team. “Having worked in direct marketing for more than 25 years and been 

an ECHO award judge, I can vouch that the campaigns developed by many of the 

student teams are on par with major agency campaigns. On behalf of the students, 

myself, and Eastern Michigan University, we thank DMEF for sponsoring this invaluable 

competition.” 

The competition bridges your company to future talent. “The challenge encouraged 

and guided the students to think strategically in this world of interactive 

marketing,” said Jooyoung Kim, faculty advisor to the University of Georgia’s 

winning team. “We are so appreciative to DMEF for making this opportunity available 

to students.” 

A HISTORY 

The DMEF Collegiate ECHO Direct/Interactive Marketing Challenge is named for 

the Leonard J. Raymond, founder of Dickie-Raymond, the agency that became The 

DR Group, and is now RAPP COLLINS WORLDWIDE. Often referred to as the 

father of direct marketing agencies, Leonard J. Raymond created the basic rules of 

direct mail marketing and saw its potential as a medium for sophisticated sales and 

advertising. 

2009 COLLEGIATE ECHO AWARDS 

COLLEGIATE 

GOLD ECHO AWARD 

CAMPAIGN NAME: The One Who Jams! 

SCHOOL: University of Georgia School 

TEAM: Evan Cobb, Auzelle Epeneter, 

Megan Powell, Lee Taylor 

FACULTY ADVISOR: Jooyoung Kim 

GRADUATE COLLEGIATE 

GOLD ECHO AWARD 

CAMPAIGN NAME: Study Jams! 

Where Fun and Learning Collide 

SCHOOL: Eastern Michigan University 

TEAM: Courtney Bliznik, Stacey Folsom, 

Kristen Gaither-Aben, 

Dianne Koval Butler 

Faculty Advisor: David Marold 

FORMING THE BAUM AGENCY, the student team of Evan Cobb, Auzelle 

Epeneter, Lee Taylor, and Megan Powell provided a winning campaign to DMEF. 

The challenge was to bring new target parents of school children in grades 3-6 to 

subscribe to a new online math and science tutoring product. The positioning portrayed 

the product as a resource that would distinguish a student, help them achieve 

academic success, and allow them to have fun at the same time. Advertisements 

showcased students who improved their knowledge by using a tool that celebrated 

their uniqueness and creativity. The $300,000 campaign used direct mail, print 

advertising in parenting and teaching magazines, online advertisements on popular 

parenting websites and blogs, and summits for teachers. A predicted 28% of free trial 

users would convert to loyal subscribers. 

THE OVERARCHING THEME for the winning graduate campaign–“Where Fun 

and Learning Collide,” presented a comprehensive IMC marketing mix strategy. 

Leveraging both traditional and non-traditional marketing tactics, the campaign met 

four key communications goals by using email, public relations, points promotion, 

blog insertions, online advertising, search advertising, corporate and internal partnerships, 

affi liate programs and internet strategies. Ideas for alternative language offerings, 

accessibility, database marketing and movie advertising were explored. Collegiate 

ECHO Judges were particularly impressed with the team’s competitive analysis, 

choice of target audience, and use of media budget. 

73

We salute you not only for doing your best, but for contributing to something beyond yourself. 

Thank you for challenging us all to be better. 

www.dmwdirect.com

LEADERS 

Campaign Names are listed in blue. 

AUTOMOTIVE 

10 YEARS SMART: SOUNDS FROM THE BACKSEAT 

Automotive/Consumer 

Client: Daimler AG - smart — Stuttgart, Germany 

Agency: Proximity Germany — Hamburg, Germany 

AUDI Q5 - THE 5EARCH 


Client: Audi Australia — Botany, Australia 

Agency: MassMedia Studios — Surry Hills, Australia 

BLACK OR WHITE? 


Client: Land Rover Germany — Bad Schwalbach, Germany 

Agency: Wunderman GmbH — Frankfurt, Germany 

GOLF 6 PRE LAUNCH/LAUNCH 


Client: Volkswagen Group UK — Milton Keynes, UK 

Agency: Proximity London — London, UK 

INTERNATIONAL ADVANTAGE 

Automotive/Business-to-Business 

Client: Navistar, Inc — Warrenville, IL 

Agency: Fathom Communications — Chicago, IL 

MIDAS PROGRAM 


Client: Midas — Tres Cantos, Spain 

Agency: Shackleton — Madrid, Spain 

NEW GENERATION MAZDA3 — 

GENERATING NEW LEADS 


Client: Mazda Australia — Melbourne, Australia 

Agency: Simon Richards — Melbourne, Australia 

ON THE ROAD AGAIN 


Client: General Motors — Miramar, FL 

Agency: SUN/MRM Wolrwide — São Paulo, Brazil 

PEUGEOT 308 SW LAUNCH 


Client: Peugeot Norway — Lørenskog, Norway 

Agency: Rapp — Oslo, Norway 

Q5 GENERIS 


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

Agency: Rapp — CP Proximity - ????, Spain 

READY TO WORK 

Automotive/Business-to-Business 

Client: Citroën Denmark — Kobenhavn SV, Denmark 

Agency: GUAVA — Kobenhavn, Denmark 

RENDEZVOUS 


Client: Ford Australia — Campbellfi eld, Australia 

Agency: Wunderman Melbourne — Melbourne, Australia 

VOLVO XC60 - FROM SWEDEN WITH LOVE 


Client: Volvo Car Corporation — Göteborg, Sweden 

Agency: Euro RSCG 4D Amsterdam — Amstelveen, Netherlands 

BUSINESS & CONSUMER SERVICES 

COUPONS INC. ‘GOODBYE, GRANDMA’ 

Business and Consumer Services/Business-to-Business 

Client: Coupons, Inc. — Mountain View, CA 

Agency: Farstar — Frisco, TX 

ENVIRONMAILIST CAMPAIGN 


Client: United States Postal Service — Washington, DC 

Agency: Campbell-Ewald — Warren, MI 

ERROR IN THE DATABASE 


Client: Proximity Data — Lisboa, Portugal 

Agency: Proximity Portugal — Lisboa, Portugal 

GIANTS 

Business and Consumer Services/Consumer 

Client: Comunique-se — Rio de Janeiro, Brazil 

Agency: Salem — São Paulo, Brazil 

IBM GLOBAL CEO STUDY 


Client: IBM — Armonk, NY 

Agency: Ogilvy & Mather — New York, NY 

IMMIGRATION NEW ZEALAND’S MAGNET PROGRAMME 


Client: Department of Labour — Wellington, New Zealand 

Agency: Rapport Advertising and Marketing — 

Parnell, New Zealand 

LOST 


Client: DPD Dynamic pArcel Distribution GmbH – 

Aschaffenburg, Germany 

Agency: Red Urbam GmbH – Unterhaching, Germany 

75

LEADERS continued 


OF ABSOLUTELY NO INTEREST TO MOST PEOPLE 


Client: NORDMA - the Norwegian Direct Marketing 

Association — Oslo, Norway 


RETHINK CRISISCAPER 


Client: Associació Empresarial de Publicitat (Advertising 

Business Association) — Barcelona, Spain 


SHAW 6’HUN 


Client: Shaw Communications — Calgary, ABCanada 

Agency: Proximity Canada — Toronto, ONCanada 

TELMO & LUIS 


Client: CEPSA / Buenviajecepsa.com — Madrid, Spain 


TEST PILOT 


Client: Posten Norge — Oslo, Norway 

Agency: McCann Direkte MRM Partners — Oslo, Norway 

ULTIMATE PITCH 


Client: Getty Images — London, UK 

Agency: Touch DDB — London, UK 

COMMUNICATIONS / UTILITIES 

AT&T ‘WHATEVER’ DMS CAMPAIGN 

Communications/Utilities/Business-to-Business 

Client: AT&T — Bedminster, NJ 

Agency: Rodgers Townsend — St. Louis, MO 

E-INSPIRATION 

Communications/Utilities/Consumer 

Client: Telenor — Fornebu, Norway 


EURO IS COMING 


Client: Setanta Sports — Sydney, Australia 

Agency: BMF — Pyrmont, Australia 

FREE YOUR UTILITY COMPANY! 


Client: HEAG Südhessische Energie AG (HSE) – 

Darmstadt, Germany 

Agency: OgilvyOne Worldwide GmbH – Frankfurt, Germany 

76 

LA AVENTURA 


Client: Qwest Communications – Phoenix, AZ 

Agency: Aspen Marketing Services – New York, NY 

NETCOM TURBO 3G 


Client: NetCom as — Oslo, Norway 


SHINING 


Client: Telecom Argentina — Buenos Aires, BAArgentina 

Agency: CP Comunicación Proximity — 

Buenos Aires, BAArgentina 

TURNING CO2 INTO O2 


Client: Electrabel — Brussels, Belgium 

Agency: Proximity BBDO — Brussels, Belgium 

FINANCIAL PRODUCTS AND SERVICES 

CAKE 

Financial Products and Services/Business-to-Business 

Client: Commonwealth Bank — Sydney, Australia 

Agency: BMF — Pyrmont, Australia 

CAMPAIGN FOR GOOD SERVICE 

Financial Products and Services/Consumer 

Client: American Express Company — Mexico City, Mexico 

Agency: OgilvyOne Mexico — Mexico City, Mexico 

FLY FASTER 


Client: American Express Int’l. Inc. — Hong Kong, Hong Kong 

Agency: Ogilvy Hong Kong — Hong Kong, Hong Kong 

WHAT’S YOUR MANULIFE ONE NUMBER? 


Client: Manulife Bank — Waterloo, Canada 

Agency: OgilvyOne worldwide — Toronto, ONCanada 

INFORMATION TECHNOLOGIES 

DISRUPTION CAMPAIGN 

Information Technologies/Business-to-Business 

Client: TANDBERG, Inc. — Reston, VA 

Agency: Goodman Marketing Partners Inc. — San Rafael, CA 

HP MOBILE BROADBAND NOTEBOOKS ‘WORK IN 3G’ 


Client: Hewlett Packard Company – Houston, TX 

Agency: McCannWorldgroup – San Francisco, CA

OPERATION CHRISTMAS 


Client: Exceda — São Paulo, Brazil 

Agency: e|ou Marketing de Relacionamento — São Paulo, Brazil 

READY FOR AUGUST 1ST? 


Client: Schultz Information A/S — Valby, Denmark 

Agency: Dialog Factory — Copenhagen, Denmark 

INSURANCE 

2008 DRUG TREND SYMPOSIUM 

& REPORT ‘PREDICTIONS’ 

Insurance/Business-to-Business 

Client: Medco Health Solutions, Inc — Franklin Lakes, NJ 

Agency: Medco Health Solutions, Inc — Franklin Lakes, NJ 

TALISMAN 

Insurance/Consumer 

Client: Vereinigte Spezial Versicherungs AG / Allianz 24 

— München, Germany 

Agency: Red Urban GmbH — Unterhaching, Germany 

ZURICH HELPPOINT D2W CAMPAIGN 

‘TAKE THE KEY’ 


Client: Zurich Insurance Company Ltd — Zurich, CH 

Agency: OgilvyOne worldwide GmbH — 

Frankfurt am Main, Germany 


‘LOW COST-SALVATION’ 

Not-For-Profi t/Consumer 

Client: The Salvation Army, Denmark — 

Copenhagen, Denmark 

Agency: Recommended — Aarhus C, Denmark 

NAVIGATE 

Not-For-Profi t/Business-to-Business 

Client: American Marketing Association (AMA) — Chicago, IL 

Agency: Jacobs & Clevenger — Chicago, IL 

OPERATION HOLIDAY HOPE 


Client: Metro Ministries International — Brooklyn, NY 

Agency: Stratmark — Richardson, TX 

OUTREACH INTERNATIONAL 

‘SUSTAINABLE GOODS’ BAG DM 


Client: Outreach International — Independence, MO 


PRAYER GUILD INVITE 


Client: Maryknoll Fathers and Brothers – Ossining, NY 

Agency: Amergent - Peabody, MA 

SCRATCH OFF AND WIN 


Client: Graacc — São Paulo, Brazil 

Agency: OgilvyOne — Sao Paulo, Brazil 

SCULPTURES BEGGING FOR HISTORICAL BUILDINGS 


Client: Deutsche Stiftung Denkmalschutz — Bonn, Germany 



THE $4 CAMPAIGN 


Client: Outreach International — Independence, MO 


THE CLINICLOWNS CLICK 

Not-For-Profi t/Both 

Client: CliniClowns — Amersfoort, Netherlands 

Agency: Downtown Actiemarketing — Amsterdam, Netherlands 

TIME IS NOW CAMPAIGN 


Client: American Bible Society — New York City, NY 

Agency: Stratmark — Richardson, TX 

TOOTHBRUSHES FOR THE TROOPS 


Client: AdoptaPlatoon — San Benito, TX 

Agency: Fund Raising Strategies, Inc. — McLean, VA 

PHARMACEUTICAL / HEALTHCARE 

MIRAPEX RESTLESS LEG SYNDROME (RLS) 

Pharmaceutical/Healthcare/Consumer 

Client: Boehringer-Ingelheim — Ridgefi eld, CT 

Agency: Ogilvy Healthworld — New York, NY 

ORENCIA PROMISE CAMPAIGN 


Client: Bristol-Myers Squibb — Plainsboro, NJ 

Agency: MRM Worldwide (Princeton Offi ce) 

— Lawrenceville, NJ 

PREMARIN/PREMPRO MPOWERED WOMAN 

RM PROGRAM 


Client: Wyeth Pharmaceuticals, Inc. — Collegeville, PA 

Agency: Ogilvy Healthworld — New York, NY 

PRODUCT MANUFACTURING AND DISTRIBUTION 

M&M’S STREET 

Product Manufacturing and Distribution/Consumer 

Client: M&M’S / MARS CHOCOLAT FRANCE – 

Haguenau, France 

Agency: Proximity BBDO Paris - Boulogne-Billancourt cdx, 

France 

77

LEADERS continued 


PALERMO 180 


Client: PUMA — Pilar, Argentina 

Agency: DDB Argentina — Buenos Aires, Argentina 

TOGETHER EVERYWHERE 


Client: PUMA AG Rudolf Dassler Sport — 

Herzogenaurach, Germany 

Agency: TouchWorks GmbH — Duesseldorf, Germany 

VORWERK DOORBELL STICKER 


Client: Vorwerk & Co. KG — Wuppertal, Germany 



PUBLISHING / ENTERTAINMENT 

NO BALLS 

Publishing/Entertainment/Consumer 

Client: Paddy Power — Dublin, Ireland 


PEOPLE VERTICAL GIFT CERTIFICATE 


Client: Time Consumer Marketing Inc. — New York, NY 

Agency: Time Inc. — New York, NY 

VALENTINE´S DAY? 

Publishing/Entertainment/Business-to-Business 

Client: NBC Universal — Madrid, Spain 



2008 MONOPOLY AT MCDONALD’S 

Retail/Direct Sales/Consumer 

Client: McDonald’s — Oakbrook, IL 

Agency: The Marketing Store — Oakbrook Terrace, IL 

ANDIAMO - CROWDSOURCING WORKS 

FOR SHOE RETAILER 


Client: Kenkäkesko Oy — Espoo, Finland 

Agency: Kenkäkesko Oy — Espoo, Finland 

FREE BALLS FOR YOUR FOURBALL 


Client: Callaway — Surrey, UK 

Agency: Stephens Francis Whitson — London, UK 

78 

KMART SPRING STYLE SHOWOFF 


Client: Kmart – Hoffman Estates, IL 

Agency: Draftfcb – Chihago, IL 

SUBWAY SUBCARD LOYALTY PROGRAMME 

Retail/Direct Sales/Both 

Client: Subway New Zealand — Auckland, New Zealand 

Agency: justONE — Auckland, New Zealand 

THE CANDY LAB 


Client: Mars Direct — Hackettstown, NJ 

Agency: imc2 — Dallas, TX 

TRANSITIONS LENSES 


Client: Laubman & Pank — Macquarie Park, Australia 

Agency: Lavender* — Sydney, Australia 

TRAVEL & HOSPITALITY / TRANSPORTATION 

BC ESCAPES 2008 

Travel & Hospitality/Transportation/Consumer 

Client: Tourism British Columbia — Vancouver, BCCanada 

Agency: Cossette — Vancouver, BCCanada 

DSB S-MORE 


Client: DSB S-train — Copenhagen, Denmark 

Agency: Wunderman Copenhagen — Copenhagen, Denmark 

EASIER WAY TO SCORE POINTS 

Travel & Hospitality/Transportation/Both 

Client: Hilton Hotels Corp — Memphis, TN 

Agency: Draftfcb — Chicago, IL

FINALISTS 


AUTOMOTIVE 

BE A VOLKSWAGEN BOFFIN 


Client: Volkswagen Group Australia — Sydney, Australia 

Agency: Friend — Sydney, Australia 

BMW EFFICIENTDYNAMICS 


Client: BMW Group Austria — Salzburg, Austria 

Agency: Demner, Merlicek & Bergmann — Vienna, Austria 

CAR ART 


Client: Mercedes-Benz — Brussels, Belgium 

Agency: Proximity BBDO — Brussels, Belgium 

FIND THE WAY 


Client: American Suzuki Motor Corporation — Brea, CA 

Agency: Meredith Integrated Marketing — Los Angeles, CA 

FORD FIESTA OPENING 

Automotive/Both 

Client: Ford Motor Company A/S — Ballerup, Denmark 

Agency: Wunderman Copenhagen — Copenhagen, Denmark 

GENUINE DIRECT LOYALTY (GDL) 


Client: Ford Customer Service Division — Dearborn, MI 

Agency: Ogilvy Team Detroit — Dearborn, MI 

HONDA DEALER MEETING PROGRAM 

Automotive/ 

Client: Maritz — Fenton, MO 

Agency: Garlich Printing Company — Fenton, MO 

HOW TO BUY A 4X4 WITH YOUR EYES CLOSED 


Client: Generals Motors Argentina — Capital Federal, 

BAArgentina 

Agency: MRM Worldwide Argentina — Buenos Aires, 

BAArgentina 

IRRESISTIBLE CAR 


Client: Toyota Comart — Sao Paulo, Brazil 

Agency: urban summer — Sao Paulo, Brazil 

BUSINESS & CONSUMER SERVICES 

CANADA POST - MAPLE GROVE COMMUNITY - 

SECOND LIFE 

Business and Consumer Services/Both 

Client: Canada Post Corporation — toronto, ONCanada 

Agency: Canada Post Corporation — toronto, ONCanada 

DATABASE MANAGEMENT HELLO STICKER 

CAMPAIGN 


Client: United States Postal Service — Washington, DC 

Agency: Campbell-Ewald — Warren, MI 

DHL SEND-TO-A-FRIEND 


Client: Deutsche Post AG — Bonn, Germany 

Agency: OgilvyOne worldwide GmbH — Frankfurt am Main, 

Germany 

ELSPAREFONDEN - THE TREND-BREAKING DEAL 


Client: Elsparefonden — Copenahgen S, Denmark 

Agency: RelationshusetGekko — Copenhagen OE, Denmark 

EPOST SIMPLER IS SMARTER 


Client: Canada Post — Ottawa, ONCanada 

Agency: Draftfcb — Toronto, ONCanada 

EVERYONE WINS EMAIL ACQUISITION CONTEST 


Client: AIR MILES Reward Program — Toronto, ONCanada 

Agency: Direct Antidote — Toronto, ONCanada 

FASHION IS LIKE A WARM GUN 


Client: Proximity Germany — Hamburg, Germany 


MANITOBA INSPIRED LIVING DM TEST 


Client: Loyalty One /AIR MILES Reward Program — 

Toronto, ON, Canada 

Agency: Direct Antidote — Toronto, ONCanada 

ONEUPWEB.COM 


Client: Oneupweb — Traverse City, MI 

Agency: Oneupweb — Traverse City, MI 

79

FINALISTS continued 


OSTRICH 


Client: DPD Dynamic Parcel Distribution GmbH– 

Aschaffenburgh, Germany 

Agency: Red Urbam GmbH – Unterhaching,, Germany 

SHAGUN 


Client: DHL Express (India) Pvt. Ltd — Mumbai, India 

Agency: OgilvyOne Worldwide — Mumbai, India 

COMMUNICATIONS / UTILITIES 

BT VISION 


Client: BT Retail — London, UK 

Agency: Ogilvy London — Canary Wharf, UK 

I LOVE FREE HD 


Client: Comcast Colorado — Denver, CO 

Agency: DMS Marketing — Mission Viejo, CA 

MORE MOBILE MUSIC-LAUNCH 


Client: Telenor — Fornebu, Norway 


RECYCLED MAIL PACK 


Client: Origin — Melbourne, Australia 

Agency: Wunderman Melbourne — Melbourne, Australia 

WORK STATIONS 


Client: Telefonica Empresas — São Paulo, Brazil 


FINANCIAL PRODUCTS AND SERVICES 

ENJUTO MOJAMUTO 


Client: Caja Madrid — Madrid, Spain 


FINANCIAL CRISIS COMMUNICATION 

Financial Products and Services/Business-to-Business 

Client: Nordea Liv & Pension — Ballerup, Denmark 

Agency: OgilvyOne worldwide — Copenhagen, Denmark 

‘ORGULLOSOS’ (PROUD) 


Client: Banco Itaú Argentina S.A — Buenos Aires, Argentina 

Agency: di Paola — Buenos Aires, BAArgentina 

80 

THE UNKNOWN SIDE 


Client: American Express International, Inc. — 




TROUBADOURS 


Client: Urbi — Mexico City, Mexico 

Agency: OgilvyOne Mexico — Mexico City, Mexico 

INFORMATION TECHNOLOGIES 

INTEL FEARSOME FOURSOME 


Client: Intel — Vancouver, WA 

Agency: Babcock & Jenkins — Portland, OR 

THE SEARCH FOR THE LOST E-MAIL 


Client: IBM — São Paulo, Brazil 

Agency: Ogilvy — São Paulo, Brazil 

INSURANCE 

A SWEET SURPRISE 


Client: FM Global — Windsor, UK 



ALLIANZ BROKERS GRAND PRIX 


Client: Allianz Seguros — São Paulo, Brazil 


ALLSTATE REFERRAL REWARDS 


Client: Allstate — Northbrook, IL 

Agency: UMarketing — Lombard, IL 

EMBLEMHEALTH SPECIAL NEEDS CAMPAIGN 


Client: HIP Health Plan of New York — New York, NY 

Agency: Hacker Group — Seattle, WA 

HORIZON BCBSNJ DRTV ‘ALL YOU CAN GET’ 


Client: Horizon Blue Cross Blue Shield of NJ — Newark, NJ 

Agency: Harte-Hanks — Yardley, PA

UNION FAMILY INSURANCE - SIMPLIFIED 


Client: Alka forsikring — Hoeje Taastrup, Denmark 



APPETITE FOR DOG 


Client: Dog Aid Australia — Frankston, Australia 

Agency: Clemenger Proximity Melbourne — 

Melbourne, Australia 

CLAIM FOR A BETTER WORLD 

Not-For-Profi t/Both 

Client: Multishow TV Channel — São Paulo, Brazil 

Agency: Fábrica Comunicação Dirigida — São Paulo, Brazil 

NSPCC MONKEY 


Client: NSPCC — London, UK 

Agency: Rapp — London, UK 

SNOW BED 


Client: Crisis — London, UK 

Agency: Rapp — London, UK 

SPCA A VERY SILENT NIGHT 


Client: SPCA NZ — Auckland, New Zealand 

Agency: Draftfcb New Zealand Ltd — Auckland, New Zealand 

THE ANIMAL QUIZ 


Client: Dyrenes Beskyttelse (The Danish Society for the Protection 

of Animals) — Frederiksberg, Denmark 

Agency: 3rdDimension — Hellerup, Denmark 

THE BAPTISM LETTER 


Client: Evangelischer Regionalverband Frankfurt am Main — 




THE LEGENDS OF JAZZ 


Client: KCSM-FM — San Mateo, CA 

Agency: Goodman Marketing Partners Inc. — San Rafael, CA 

PHARMACEUTICAL / HEALTHCARE 

BREAST HEALTH AWARENESS CARD 


Client: Sanofi -Aventis – Bridgewater, NJ 

Agency: Promotions Unlimited – Chester, NJ 

HUGGIES JEANS WARDROBE 


Client: Kimberly Clark — Buenos Aires, Argentina 

Agency: OgilvyOne worldwide — Capital Federal, B.A.Argentina 

NICORETTE WHITE ICE MINT CAMPAIGN 


Client: GlaxoSmithKline — Parsippany, NJ 

Agency: RTC Relationship Marketing — Washington, DC 

PATIENTS WITH BREAKTHROUGH CANCER PAIN 

Pharmaceutical/Healthcare/Business-to-Business 

Client: Nycomed — Roskilde, Denmark 


PERSONALIZED MEDICINE ‘RIGHT DRUG. RIGHT DOSE.’ 

Pharmaceutical/Healthcare/Business-to-Business 

Client: Medco Health Solutions, Inc — Franklin Lakes, NJ 

Agency: Medco Health Solutions, Inc — Franklin Lakes, NJ 

SAM-E COMPLETE 


Client: Pharmavite/Nature Made — Northridge, CA 

Agency: Ogilvy West — Culver City, CA 

PRODUCT MANUFACTURING AND DISTRIBUTION 

ALWAYS THE RIGHT AMOUNT OF LOVE - MAILING 


Client: Mars GmbH — Verden (Aller), Germany 

Agency: argonauten G2 GmbH - a member of Grey | G2 Group 

— Berlin, Germany 

ORIGASMIQUE 


Client: Bijoux Indiscrets SL — BARCELONA, Spain 

Agency: CP Proximity — spain, Spain 

TAKING RELATIONS TO A HIGHER LEVEL 

Product Manufacturing and Distribution/Business-to-Business 

Client: FLSmidth Automation — Valby, Denmark 

Agency: Klausen + Partners — Frederiksberg, Denmark 

THE PERFECT FIT 


Client: Lodge and King — Sydney, Australia 

Agency: Blue Star Print Group — Sydney, Australia 

PUBLISHING/ENTERTAINMENT 

AVID NEW THINKING 


Client: Avid Technology — Tewksbury, MA 

Agency: White Rhino Productions — Burlington, MA 

BROADWAY IN DETROIT 2008-09 SEASON TICKETS 


Client: Nederlander Detroit — Detroit, MI 

Agency: SMZ Advertising — Troy, MI 

81

FINALISTS continued 


KIDNAPPED 


Client: MTV NETWORKS ESPAÑA — MADRID, Spain 

Agency: CP Proximity — spain, Spain 

MUSIC IS OUR PASSION 


Client: Musikhaus Thomann — Burgebach, Germany 



PUB WITH NO SPORT 


Client: AUSTAR Entertainment — Ultimo, Australia 

Agency: Rapp Sydney — Ultimo, Australia 

SUPERSECRET DAY 


Client: Cartoon Network — Sao Paulo, Brazil 

Agency: Rapp Brasil — Sao Paulo, Brazil 

USA TODAY & THE ARBOR DAY 

FOUNDATION PROGRAM 


Client: USA TODAY — Mc Lean, VA 

Agency: USA Today — Mc Lean, VA 

RETAIL/DIRECT SALES 

1,2,3 HIDE & SEEK 


Client: El Corte Ingles — Madrid, Spain 


BEST BUY FOR BUSINESS - 

BOOST YOUR BUSINESS DAY 

Retail/Direct Sales/Business-to-Business 

Client: Best Buy — Minneapolis, MN 

Agency: Engauge — Atlanta, GA 

INNOVATION THROUGH CREATIVE TEST DESIGN 


Client: Weight Watchers — New York, NY 

Agency: Company C — New York, NY 

LIFE EASY 


Client: Sprinfi eld — Madrid, Spain 

Agency: OgilvyInteractive — Madrid, Spain 

LOOK FAMOUS 2008 MINI MAGAZINE 


Client: Sunglass Hut — Sydney, Australia 

Agency: Moon Communication Group — Sydney, Australia 

82 

LORRY MAILER 

Retail/Direct Sales/Business-to-Business 

Client: Universal Graphics — Emyvale, Ireland 

Agency: RMG Target — Dublin, Ireland 

NIKE DYNAMIC DM CAMPAIGN 


Client: Nike Inc. — Beaverton, OR 

Agency: Nimblefi sh — San Francisco, CA 

SHOW YOUR BACK-TO-SCHOOL STYLE 


Client: Kmart — Hoffman Estates, IL 

Agency: Draftfcb — Chicago, IL 

TRAVEL & HOSPITALITY/TRANSPORTATION 

ARTIFICIAL TRIP GENERATOR 


Client: NSB National Railway — Oslo, Norway 


CAR2GO 


Client: Daimler AG - smart — Stuttgart, Germany 


LA RONDE - IT’S SCREAMIN’ AWESOME 


Client: La Ronde — Montreal, QCCanada 

Agency: Blitz — Montreal, QCCanada 

SAS – THE TIME DIALOGUE 


Client: Scandinavian Airlines Denmark A/S - 

Copenhagen S, Denmark 

Agency: RelationshusetGekko – Copenhagen OE, Denmark 

TOUCHDOWN AT HAMPTON, WAKE UP A WINNER 

Travel & Hospitality/Transportation/Both 

Client: Hilton Hotels Corp — Memphis, TN 

Agency: Draftfcb — Chicago, IL 

TWINS TERRITORY SMALL BUSINESS 

LEAD ACQUISITION 

Travel & Hospitality/Transportation/Business-to-Business 

Client: The Minnesota Twins — Minneapolis, MN 

Agency: Volkart May & Associates, Inc. — Minneapolis, MN 

WYNDHAM REWARDS LIFECYCLE & REACTIVATION 


Client: Wyndham Worldwide — Parsippany, NJ 

Agency: Campbell-Ewald — Warren, MI

HOW ECHO 

JUDGING WORKS 

T 

he International ECHO Awards represents 

the oldest and most prestigious honor in 

direct marketing. Supported by the DMA, 

the ECHO is the only international award 

where judges rigorously assess entries based 

on strategy, creative execution and results – 

recognizing the whole picture of a campaign’s 

success. 

This focus on balanced judging assessment, 

combining top-notch, experienced 

judges and outstanding entries year in and 

out, has played a major role in the ECHO 

Awards representing the best that direct and 

interactive marketing have to offer. 

ENTRY CATEGORIES 

ECHO entries are judged by business category. 

There are twelve separate categories 

representing business segments. Categorizing 

entries by business segment enables 

entries to be evaluated by judging panels of 

direct and interactive marketing professionals 

with actual experience in the relevant 

business category. This leads to a more intelligent 

and insightful evaluation of entries. 

3 ROUNDS OF ECHO JUDGING 

All International ECHO Award winners go 

through three rounds of judging. 

Round 1 is a screening round. Through 

a combination of individual reviews followed 

by collaborative discussion, judging 

panels determine which entries represent an 

effective balance of strategy, creative execution 

and results; and which move on to the 

next round. 

In Round 2, all surviving entries are then 

scored numerically with regard to strategy, 

creative execution and results. After scores 

are totaled and re-checked, the top entries 

advance to the third and fi nal round. 

In Round 3, entries are reviewed individually 

by three senior level judges, all of 

whom are the most experienced direct marketers. 

All earlier scores are wiped out, so 

fi nalist entries start out on equal footing. As 

in Round 2, entries are scored numerically 

with regard to strategy, creative execution 

and results. An entry needs to reach a certain 

minimum score to quality for a Gold, 

Silver or Bronze ECHO. Therefore, it is 

possible for some categories to have multiple 

winners at each level, while other categories 

might have a single Bronze winner, or no 

winners at all. 

SPECIAL ECHO AWARDS 

The Diamond and USPS Gold Mailbox 

awards are selected by the ECHO Steering 

Committee, as pulled from the highest 

scoring entries from Round 3. Other 

special awards – Henry Hoke Award, A. 

Eicoff Broadcast Innovation Award, ECHO 

Digital Award, Green ECHO, Collegiate 

ECHO, ECHO Search Marketing, and 

ECHO Governors Strategic Innovation 

Award – are chosen by selected teams of 

experts from top scoring entries in their 

respective areas. The ECHO People’s Choice 

Award is chosen by individuals who text in 

their choices. 

JUDGE REPRESENTATION 

For the 2009 International ECHO Awards, 

Round 1 judging took place in Denmark, 

Australia and New York City. Rounds 2 and 

3 judging were in New York. Overall, participating 

judges came from cities across the 

United States, as well as from UK, Sweden, 

Spain, Belgium, Denmark, Scotland, Finland, 

Norway, Portugal, Hungary, Australia, 

New Zealand and Malaysia. 

2010 JUDGING 

For more on the benefi ts of participating 

as an ECHO judge next year experienced 

direct response marketers should contact 

Barbara Parker at bparker@the-dma.org or 

212.768.7277 x1450. 

The 2010 DMA 

International ECHO Awards 

go to www.dma-echo.org 

83

Mark Allen 

Service Master 

84 

2009 INTERNATIONAL 

ECHO AWARDS JUDGES 

Shari Altman 

Altman Dedicated Direct 

Judy C. Arnold 

SEI 

Sarah Baehr 

Razorfi sh 

Matt Bailey 

SiteLogic 

Geoffrey Batrouney 

Estee Marketing Group, Inc. 

Martin Bauer 

Wunderman Germany 

Leslie Benjamin 

Marketing Consultant 

Sandra Blum 

Blum & Company LLC 

Simon Bond 

Proximity BBDO 

Eamon Boyle 

The Martin Agency 

Brian Brilliant 

BMD 

Scott Briskman 

Agency.com 

Meta Brophy 

Consumers Union 

Brent Brotine 

Brent Brotine 

Communications 

Jeffrey J. Browe 

Wunderman 

Michael Brzozowski 

Draftfcb 

Marc Canabou 

Yahoo, Inc. 

Mike Capetanakis 

Trump Institute 

Brian Carlson 

Klausen + Partners a/s 

Marcelo Carnevale 

DraftFCB 

Santiago Casares 

Wikreate 

Julia Elena Castanon 

Wikreate 

Brian Castelli 

Progressive Impressions Int’l 

Lisa Charlebois 

OgilvyOne 

Mike Chuter 

Cubed Communications 

Jon Clark 

The Clark Alliance 

Maxine Cohen 

Copy By Max/DM 

& Copy Services 

Jill Cowen 

Citicards 

Chet Dalzell 

Public Relations Consultant 

Megan Devine 

d. trio marketing group 

Glenn Dickson 

Rapp Collins Australia 

Marcy Dome 

Microsoft Corporation 

Andre Doren 

AVD Hispanic Marketing 

Nancy Draughn 

Javelin Direct 

Rick Dunham 

Dunham+Company, Inc. 

Maureen Dyvig 

d. trio marketing group 

Serenity Edwards 


Wayne Elley 

SDS Data Insights 

Rich Feldman 

Source Marketing 

Pam Fields 

Stetson 

John Gagne 

Proximity Canada 

Erin Gallagher 

Simon Richards Group 

Meena Ganeson-Kumar 


Carlos Garavito 

Ogilvy/OgilvyOne Worldwide 

Karina P. Garcia 


Patrick Garrett 

Outrider 

Dan Geaves 

Pareto Fundraising 

Robbin Gehrke 

Russ Reid 

Chrysanthe Georges 

Georges Marketing Group 

Richard Goldsmith 

The Horah Group 

Bernardo Gomez 

EURO RSCG 

Maxine Gooden 

Marketing E. Gooden Mktg 

Consulting 

Carolyn Goodman 

Goodman Marketing Partners 

Inc. 

Tom Goosmann 

True North Inc. 

Andrew Gordon 

Direct Impact Group Ltd. 

Duncan Gray 

Proximity London 

Gabe Greenberg 

Vibrant Media 

Sandra Gudat 

Customer Communications 

Group 

Francisco Guijarro 

Wikreate 

David Hackett 

SpaceCenter Partners 

Andrew Hansen 

Harte-Hanks 

Nancy Harhut 

Consultant 

Yosi Heber 

Oxford Hill Partners 

Kaenan Hertz 

USAA 

Hank Hoke 

Hoke Communications 

Ellen Huabg 

Stewardship 

Angela Hubbert 

Russ Reid 

Warren Hunter 

DMWDirect 

William Ince 

Consultant 

Michael Jacobson 

Direct Media Inc. 

Anne Kenney 

Wunderman 

Jeannette Kirby 

Inviso 

Liz Kislik 

Liz Kislik Associates LLC 

Steve Kissing 

Barefoot Proximity 

Dan Kleps 

Vita-Mix Corporation 

Michael Koch 

OgilvyOne Worldwide 

Jeannette Kocsis 

Harte-Hanks, Inc. 

Mark Kolier 

CGSM

Gloria Kurant 

Kurant Direct Inc. 

Chuck La Tournous 

Prudential Group Ins. 

JP Lafors 

The Martin Agency 

Tina Lance 

Marketing Consultant 

Peter Larnish 

Larnish & Assoicaites 

Bruce Lee 

G2 

Jonas Lembke 

Ogilvy Interactive Sydney 

Matt Leonard 

Consultant 

Jeff Levin 

Direct Media Inc. 

Ed Lisi 

Meredith Integrated Marketing 

Heather Lloyd-Martin 

Searchenginewriting.com 

Lori Magill-Cook 

ALC 

Grace Maher 

Maher Design 

Eileen Mahoney 

G2 

Beatriz Mallory 

Hispan America 

Ruben Martinez 

Wikreate 

Louis Mastria 

NextAction Corp 

Scott May 

American HomePatient Inc. 

Jon Maxim 

Maxim Advertising 

Elizabeth McCaffrey 

EAM Creates 

Tim McCreight 

American Inst. Of Chemical 

Engineers 

Chuck McLeester 

Roska Direct 

Susan Meany 

SKM Group 

Nick Mercer 

Mercell Bell Pty Ltd. 

Paula Milam 

Victor Results Advertising, Inc. 

Kim Miller 

Time Inc. 

Jennifer Monaghan 

Campbell-Ewald 

Rick Moore 

Active Integrated Marketing, 

LLC 

Josh Mortiz 

Customer-Growth 

Joseph Muehlbach 

Quad/Graphics 

Thomas Nelligan 

Blitz-Cossette Communications 

Dave Nelson 

ALC 

Taylor Nicholls 

G2 Direct & Digital 

John C. O’Connor 

JVW Direct 

Akira Oka 

Direct Marketing Japan 

Matt Palumbo 

Palumbo Associates 

Maria Phillips 

Watson Phillips Norman 

Jason Polson 

Draftfcb 

Gayle Prete 

Discover Financial Services 

Elly Puyat 

Ogilvy 

Tony Rambaut 

Friend 

Stan Rapp 

Engauge 

Jenny Raybould 

Creative Director/ 

Copy Consultant 

Joan Renfrow 

Onyx Productions Inc. 

Lee Richards 


Suzy Ridenour 

Ridenour & Associates 

Jonas Roeser 

LTC Financial Partners, LLC 

Matthew Rosenblatt 

Harte-Hanks, Inc. 

Debbie Roth 

Japs-Olson.com 

Adrea Rubin 

Adrea Rubin Marketing Inc. 

Aurelio Saiz 

SpaceCenter Partners 

Roehl Sanchez 

Blitz direct Data & Promotions 

Rick Sangerman 

A. Eicoff & Company 

Domingo Sanna 

MarCom Strategy 

Ian Sawers 

Wunderman 

Gary Scheiner 

Rosetta 

David Scholes 

Targetbase 

Jason Snyder 

MRM Gillespie 

Bill Spink 

DMW Worldwide LLC 

Roger Stephens 

Fenton Stephens 

Pamela Sullivan 

Sullivan Creative 

Tim Suther 

Acxiom 

Kenneth Tattersall 

Bank of America 

Mary Teahan 

CP Proximity 

Jon Tell 

MRM Worldwide, Princeton 

Pamela Upton 

Bank of America 

Raymundo Valdez 

ALMA DDB 

Maribett Varner 

Bennett, Kuhn, Varner 

Jay van Wagenen 

JVW Direct 

Andy Walsh 

G2 

Eric Webster 

State Farm 

Heidi Wells 

Heidi Wells Creative Services 

Andrew Wetzler 

MoreVisibility 

George Wiedemann 

UMarketing 

Elly Woolston 

DMS England 

Johnathan Yee 

AIU Holdings Inc. 

Felipe Rios Yrarrazaval 

Grupo CP 

Mat Zucker 

OgilvyOne Worldwide, New 

York 

85

Adams Hussey & Associates 

Arlington, VA/ Campaign: Ambassador Cicle 

Business Card Renewal/ Client: World Jewish 

Congress Foundation; Miami, FL/ Award: Silver 

Adams Hussey & Associates 

Arlington, VA/ Campaign: Major Donor Map 

Appeal/ Client: California State Parks Foundation; 

San Francisco, CA/ Award: Silver 

Aim Proximity 

Auckland, New Zealand/ Campaign: Valentines ‘09/ 

Client: The Warehouse Limited; Auckland, New 

Zealand/ Award: Silver 

Aim Proximity & Colenso BBDO 

Auckland, New Zealand/ Campaign: The Yellow 

Treehouse/ Client: The Yellow Pages Group; 

Auckland, New Zealand/ Award: Gold 

Argonauten G2 GmbH 

Berlin, Germany/ Campaign: Goldfach Punkten 

PAYBACK Olympic Campaign/ Client: PAYBACK 

GmbH; München, Germany/ Award: Silver 

Arnold 

Boston, MA/ Campaign: Insurance Superstore/ 

Client: The Progressive Corporation; Mayfi eld 

Village, OH/ Award: Bronze 

Beasley Direct Marketing 

Morgan Hill, CA/ Campaign: BTS Master: A Dimensional, 

Multi-Channel, and Personalized Campaign/ 

Client: Anritsu Company; Morgan Hill, CA/ Award: 

Bronze 

BMF 

Pyrmont, Australia/ Campaign: Dollarmites Mission/ 

Client: Commonwealth Bank of Australia; Sydney, 

Australia/ Award: Bronze 

BMF 

Pyrmont, Australia/ Campaign: TED696 Project/ 

Client: Lion Nathan; Sydney, Australia/ Award: Gold 

Boost 

Minneapolis, MN/ Campaign: Priority Club Rewards 

Lifecycle Marketing Campaign/ Client: InterContinental 

Hotels Group; Atlanta, GA/ Award: Silver 


Warren, MI/ Campaign: Environmailist Campaign/ 

Client: United States Postal Service; Washington, 

DC/ Award: Green ECHO 


Warren, MI/ Campaign: Navy Infl uencer-NAVYFor- 

Moms.com/ Client: United State Navy; Millington, 

TN/ Award: Gold 

CP Proximity Barcelona; Spain, Spain/ Campaign: 

THE SIGNAL/ Client: Random House Mondadori; 

BARCELONA, Spain/ Award: Gold 

CumminsNitro Brisbane 

South Brisbane, Australia/ Campaign: The Best Job 

in the World/ Client: Tourism Queensland; Brisbane, 

Australia/ Award: Gold 

86 

DDB Argentina 

Buenos Aires, / Campaign: Slap the Red On/ Client: 

PUMA; Pilar, Argentina/ Award: Bronze 

Dieste 

Dallas, TX/ Campaign: HP Insider/ Client: Hewlett- 

Packard; New York, NY/ Award: Bronze 

Draftfcb Chicago 

Chicago, IL/ Campaign: The Power of The Human 

Voice/ Client: Blue Cross and Blue Shield of Florida; 

Jacksonville, FL/ Award: Gold 

Draftfcb New Zealand 

Auckland, New Zealand/ Campaign: X6 Launch/ 

Client: BMW New Zealand; Auckland, New Zealand/ 

Award: Bronze 

Draftfcb New Zealand Ltd 

Auckland, New Zealand/ Campaign: The Lowdown/ 

Client: Ministry of Health - New Zealand Government; 

Auckland, New Zealand/ Award: Silver 

e|ou Marketing de Relacionamento 

São Paulo, Brazil/ Campaign: CRONÔMETRO/ Client: 

Resource SiteSeeing; Barueri, Brazil/ Award: Bronze 

e|ou Marketing de Relacionamento 

São Paulo, Brazil/ Campaign: FAÇA SEU 2009/ 

Client: Laborprint; São Paulo, Brazil/ Award: Bronze 

Fund Raising Strategies 

McLean, VA/ Campaign: Attention Sign/ Client: 

Veterans Airlift Command; St Louis Pk, MN/ Award: 

Silver 

Greater Than One 

New York, NY/ Campaign: BabyCenter - Pregnancy 

and Parenting Information/ Client: BabyCenter, LLC; 

San Francisco, CA/ Award: Search Marketing Award 

Hamelin Martineau Inc. 

Montreal, Canada/ Campaign: Spring 2008 SickKids 

Lottery - Danielle/ Client: Brockville, Canada/ Award: 

Silver 

Infi nity Direct 

Minneapolis, MN/ Campaign: 2008 The Show - 

Call for Entries/ Client: Advertising Federation of 

Minnesota; St. Paul, MN/ Award: Silver 

Lewis Kennedy Associates 

Portland, OR/ Campaign: Oregon Zoo Frog Membership 

Drive - Frogs!/ Client: Oregon Zoo Foundation; 

Portland, OR/ Award: Gold 

MicroMass Communications 

Cary, NC/ Campaign: The A.I.R. Program -- Singulair®/ 

Client: Merck & Co., Inc.; North Wales, PA/ 


MRM Worldwide 

Lawrenceville, NJ/ Campaign: ECHO-CARDIOGRAM/ 

Client: The Direct Marketing Association; New York, 

NY/ Award: Bronze 

AGENCY INDEX 

MRM Worldwide Norway 

Oslo, Norway/ Campaign: The Brick/ Client: 

Gjensidige; Lysaker, Norway/ Award: Bronze 

Ogilvy; Stockholm, Sweden/ Campaign 

Bake a Cake/ Client: The Swedish Advertising 

Association; Stockholm, Sweden/ Award: Bronze 

Ogilvy 

Frankfurt, Germany/ Campaign: Bigger Storage 

Ideas/ Client: IKEA; Hofheim-Wallau, Germany/ 

Award: Silver 

Ogilvy 

New York, NY/ Campaign: Mr. Fong/ Client: IBM; 

Armon, NY/ Award: Bronze 

Ogilvy 

New York, NY/ Campaign: Vaseline Clinical Therapy 

- Prescribe The Nation/ Client: Unilever - Vaseline; / 


Ogilvy Team Detroit 

Dearborn, MI/ Campaign: Owner Advantage Communication 

(OAC) Welcome Package/ Client: Ford 

Customer Service Division; Dearborn, MI/ Award: 

Bronze 

OgilvyOne Brasil 

Sao Paulo, Brazil/ Campaign: Web Video Call 

Anhanguera/ Client: Anhanguera Educacional; 

Valinhos, Brazil/ Award: Silver 


Frankfurt, Germany/ Campaign: Kidnapping Charity/ 

Client: Evangelischer Regionalverband; Frankfurt, 

Germany/ Award: Bronze 


Copenhagen, Denmark/ Campaign: One Box to Rule 

Them All/ Client: IBM Denmark A/S & Secure Device 

A/S; Hellerup & Kgs. Lyngby, Denmark/ Award: Silver 


Toronto, Canada/ Campaign: One Million Acts of 

Green/ Client: Cisco Systems Canada; Toronto, 

Canada/ Award: Silver 

Ogilvyone Worldwide 

Madrid, Spain/ Campaign: Shout to Come to Rock 

in Rio/ Client: Movistar; Madrid, Spain/ Award: 

Bronze 

Ogilvyone worldwide 

Madrid, Spain/ Campaign: The Bus/ Client: ING 

DIRECT; Madrid, Spain/ Award: Bronze 

OgilvyOne Worldwide, Malaysia 

Kuala Lumpur, Malaysia/ Campaign: 501/ Client: 

Levi’s Strauss (M) Sdn. Bhd.; Petaling Jaya, Malaysia/ 



Kuala Lumpur, Malaysia/ Campaign: Getting 

Personal/ Client: DHL Express (Singapore) Pte Ltd; 

Singapore, Singapore/ Award: Silver


Kuala Lumpur, Malaysia/ Campaign: Heineken 

SWIPE/ Client: Guinness Anchor Marketing Sdn Bhd; 

Petaling Jaya, Malaysia/ Award: Bronze 

OgilvyOne Worldwide, Malaysia; 

Kuala Lumpur, Malaysia/ Campaign: The Fun 

Factory/ Client: IBM; Singapore, Singapore/ Award: 

Bronze 


Kuala Lumpur, Malaysia/ Campaign: What’s My 

Maxis/ Client: Maxis Communications Bhd; Kuala 

Lumpur, Malaysia/ Award: Silver 


Brussels, Belgium/ Campaign: Internet Is Mine/ 

Client: Belgacom; Brussels, Belgium/ Award: Bronze 


Brussels, Belgium/ Campaign: Operation Free Petrol/ 

Client: Makro; Wommelgem, Belgium/ Award: 

Bronze 


Brussels, Belgium/ Campaign: Wine Cellar/ Client: 

ING; Brussels, Belgium/ Award: Bronze 

Proximity Germany 

Hamburg, Germany/ Campaign: Cardboard Heroes/ 

Client: Panasonic Deutschland; Hamburg, Germany/ 



London, United Kingdom/ Campaign: Growth/ 

Client: Royal Mail; London, United Kingdom/ 



London, United Kingdom/ Campaign: Mystery 

Packages/ Client: RNLI; Poole, United Kingdom/ 



London, United Kingdom/ Campaign: No Excuse/ 

Client: BBC T.V. Licensing; London, United Kingdom/ 



London, United Kingdom/ Campaign: Not a Stress 

Ball/ Client: Royal Mail; London, United Kingdom/ 



London, United Kingdom/ Campaign: Royal Mail 

Heat Pack/ Client: Royal Mail; London, United 

Kingdom/ Award: Silver 

Publicis Dallas 

Dallas, TX/ Campaign: “Seeing Is Believing”/ Client: 

Terminix International; Memphis, TN/ Award: Silver 

Rapp 

Oslo, Norway/ Campaign: A Portion of Hope/ Client: 

Norwegian Red Cross; Oslo, Norway/ Award: Silver 

Rapp 

Oslo, Norway/ Campaign: At the Stroke of a Pen/ 

Client: Norwegian Red Cross; Oslo, Norway/ Award: 

Silver 

RAPP New Zealand 

Auckland, New Zealand/ Campaign: No One Will 

Know You Are Gone/ Client: Telecom New Zealand; 

Auckland, New Zealand/ Award: Bronze 

RAPP New Zealand & Tribal DDB New Zealand 

Auckland, New Zealand/ Campaign: gettingUthru/ 

Client: ANZ Bank; Auckland, New Zealand/ Award: 

Silver 

RAPP Sydney 

Ultimo, Australia/ Campaign: Andre Rieu/ Client: 

AUSTAR; Ultimo, Australia/ Award: Silver 

Red Urban GmbH 

Unterhaching, Germany/ Campaign: Income Tax 

Guide 2009/ Client: Getty Images Deutschland 

GmbH; München, Germany/ Award: Silver 

RelationshusetGekko 

Copenhagen, Denmark/ Campaign: ATP - Your 

Future/ Client: ATP; Hillerød, Denmark/ Award: Silver 

RelationshusetGekko 

Copenhagen, Denmark/ Campaign: SAS - The Travel 

Day/ Client: Scandinavian Airlines Denmark A/S; 

Copenhagen S., Denmark/ Award: Bronze 

RMG Target 

Dublin, Ireland/ Campaign: Guinness - “Delivering 

Remarkable Experiences”/ Client: Diageo Ireland; 

Dublin, Ireland/ Award: Silver 

Russ Reid 

Pasadena, CA/ Campaign: Sponsorship Christmas 

Bounceback/ Client: World Vision US; Federal Way, 

WA/ Award: Bronze 

Russ Reid 

Pasadena, CA/ Campaign: T-Shirt for Orphans 

Campaign/ Client: World Vision Canada; Mississauga, 

Canada/ Award: Silver 

Sepia A/S 

Copenhagen, Denmark/ Campaign: Responsible 

Relationships/ Client: Danske Bank; Copenhagen K., 

Denmark/ Award: Bronze 

Serviceplan 

Munich, Germany/ Campaign: The Sony Ericsson 

FanWalk 2008/ Client: Sony Ericsson Mobile 

Communications International AB; Munich, Germany/ 


Shackleton 

Madrid, Spain/ Campaign: BARRILETE CÓSMICO/ 

Client: CAJA MADRID; Madrid, Spain/ Award: Silver 

Shackleton 

Madrid, Spain/ Campaign: BUSH BYE BYE PARTY/ 

Client: Shackleton; Madrid, Spain/ Award: Bronze 

Shackleton 

Madrid, Spain/ Campaign: EDUCATION WITH AN H/ 

Client: Random House Mondadori; Madrid, Spain/ 


Shackleton 

Madrid, Spain/ Campaign: ESSENSITY/ Client: Henkel 

Iberica S.A. Schwarzkopf Professional; Madrid, 

Spain/ Award: Bronze 

Shackleton 

Madrid, Spain/ Campaign: MALDONADO´S LAST 

WEATHER REPORT/ Client: CEPSA; Madrid, Spain/ 


Shackleton 

Madrid, Spain/ Campaign: MOTORTHERAPY/ Client: 

CEPSA; Madrid, Spain/ Award: Gold 

Shackleton 

Madrid, Spain/ Campaign: RELAX & ENJOY/ Client: 

Caja Madrid; Spain, Spain/ Award: Silver 

Shackleton 

Madrid, Spain/ Campaign: THE VILLAGE WHERE 

NOTHING EVER HAPPENS/ Client: Conect; Madrid, 

Spain/ Award: Silver 

Shackleton 

Madrid, Spain/ Campaign: ZURICH AUTO LOYALTY 

PROGRAM/ Client: Zurich España; Barcelona, Spain/ 


Sun/MRM Wolrdwide 

São Paulo, Brazil/ Campaign: Picasso Painting/ Client: 

Sulamerica Insurance; São Paulo, Brazil/ Award: 

Gold 

TracyLocke-Los Angeles 

Venice, CA/ Campaign: Guaranty Checking Moment 

of Truth Campaign/ Client: x; Dallas, TX/ Award: 

Bronze 

True North Inc. 

NY, NY/ Campaign: ‘Camp Rock’ Desktop App/ 

Client: Disney Channel; Burbank, CA/ Award: 

Bronze 

Ursa Communications 

Sydney, Australia/ Campaign: How Champix Outsmarted 

Cigarettes/ Client: Pfi zer; Sydney, Australia/ 


Wikreate 

San Francisco, CA/ Campaign: Celebrate the Crisis 

- A Singular Wikreate´s Party/ Client: Wikreate; San 

Francisco, CA/ Award: Silver 

Wunderman 

Sydney, Australia/ Campaign: Earth In Your Hands/ 

Client: WWF; Ultimo, Australia/ Award: Silver 

Wunderman; New York, NY/ Campaign: Fun with 

Keywords/ Client: Microsoft; Redmond, WA/ Award: 

Bronze 

Wunderman GmbH; Köln, Germany/ Campaign: 

This is Now: Be Part of It!/ Client: Ford-Werke 

GmbH; Köln, Germany/ Award: Bronze 

Y&R; Auckland, New Zealand/ Campaign: Microsoft 

Security--Virus/ Client: Microsoft NZ; Auckland, New 

Zealand/ Award: Silver 

87

88 

INDEX TO ADVERTISERS 

ADVERTISER PAGE URL 

Big Fuel 8 www.bigfuel.com 

BKV 10 www.bkv.com 

Coolbeans 6 www.coolbeansgroup.com 

Discover 71 www.discover.com 

Draftfcb 12 www.draftfcb.com 

DMA2010 BC www.dma2010.org 

DMW 74 www.dmwdirect.com 

Euro Chicago 37 www.eurorscgchicago.com 

Leap Agency 21 www.leapagency.com.au 

Lieber & Associates 35 www.LieberandAssociates.com 

Location3 Media 18 www.location3.com 

Mella Media IFC www.mellamedia.com 

MRM 4 www.mrmworldwide.com 

Stetson 3 www.Stetson.com

2009 ECHO 

WINNERS PROGRAM 

COPY – Douglas B. Clark, Freelance Copywriter/Consultant 

ART DIRECTOR – Joseph Kantorski, www.kantorskidesign.com 

LAYOUT – Paul Richer 

AWARDS SHOW PRODUCED BY Legend Productions, Inc. Ardsley, NY, 

www.legendproductionsinc.com 

EXECUTIVE PRODUCER – Jeff W. Goldstein 

PRODUCER – Chris Lackner 

GRAPHICS PRODUCER / OPERATOR – Angela Eisermann 

PRODUCTION STAGE MANAGER – Robin Rumpf 

STAGE MANAGER – Jeffrey Pearl 

PRODUCTION COORDINATOR – Daria Askari 

Direct Marketing Association Inc. Staff 

PRESIDENT & CEO – John A. Greco, Jr. 

SVP, CONFERENCES & EVENTS – Julie A. Hogan 

VP, CONFERENCE OPERATIONS – Gerald Longo 

VP, CONFERENCE & EVENTS – Paul A. McDonnough 

DMA International ECHO Awards Staff 

DIRECTOR, AWARD PROGRAMS – Barbara J. Parker 

USB PRODUCED IN THE USA – IP Media Holdings, Inc., Illinois 

DIGITAL PRINTER OF THE 2009 ECHO WINNERS PROGRAM – Movada Media, Canada 

89

2009 ECHO Award - AMDIA

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