Advertising agencies from Australia and the United States earned more than half of the top prizes given during the XXV John Caples International Awards Showcase, taking five first-place trophies each out of a total of 17 awarded. The prizes are given for excellence in direct marketing creative efforts.
U.S. agencies winning first place awards included the Martin Agency and Rodgers Townsend, which took two each, and Doner, which earned one.
Australia's M&C Saatchi went home with three, while co-countrymen from Mercerbell Pty Limited and Rapp Collins Worldwide earned one apiece.
New Zealand agency Clemenger BBDO Direct won two first place awards, while UK agency Draft Worldwide and Philippines agency BCD Pinpoint carted off one first place award each.
Additionally, a group from Spain's CP Comunicacion Proximity agency received the 2002 Maxwell Sackheim Award, which is given for best of show, as well as a first place award. The Maxwell Sackheim Award recognized the group's effort on behalf of their client, Nike. The campaign combined direct mail with permission-based lists taken from Web registrants – a necessity, given the underage nature of the target audience.
One segment of the recipient base received a direct mail package with a note on the cover reading, "I'm sorry, but this letter is not for you, it's for your son."
The campaign, which was geared toward increasing retail traffic, building a database and strengthening Nike's image, offered potential football recruits a chance to take part in a training session with members of the Spanish football league.
The Caples judges also bestowed 38 second place honors and 40 third place awards. Of the 96 categories, 28 had no winners. The Caples judges received a total of 900 entries.
A team from OgilvyOne Worldwide, Hong Kong, won the 2002 Courageous Client award, which is given for a promotion with unusual format or content. In an effort to boost brand awareness and subscriptions to the Economist in Singapore, the agency sent out a simple letter mailing with a small catch: The letter had been shredded before.
Once reassembled by the recipient, the letter notes that Economist readers don't shy from challenges, and that recipients should purchase a subscription in order to stay abreast of the news.
"For 25 years Caples has been the one organization that has searched the creative advertising world for the most talented and inspired individuals who, by their singular efforts, have produced directly profitable orders and inquiries for their clients," said Andi Emerson, founder of the John Caples International Awards, in a statement.
