Doner USA received the Caples Awards’ Sackheim Best in Show honor last month at a ceremony at the Roosevelt Hotel in New York.
The agency won the award for its “Umbrella” TV spot for client L.A. Cable. The winning team included creative directors John DeCerchio and Randy Belcher, copywriter Randy Belcher, art director Ken Spera and production manager Jill Ray-Prost.
Seventy-four percent of all award-winning entries for this year’s Caples came from outside the United States; 67% of all honors (winners and finalists) went to entries from outside the States. Countries with the most awards were the United States (27); United Kingdom (26); Australia (11); New Zealand (11); and Spain (10).
Arthur Parshotam, executive creative director of Draft London, received the Irving Wunderman award. The honor is presented to an individual who, for a decade or more, has combined the highest levels of talent, imagination, curiosity and human insight into a unique body of creative work.
Richard Rosen, president of AlloyRed, a Portland, OR-based integrated advertising and marketing firm, was this year’s winner of the Andi Emerson award. The honor, named for the Caples’ founder, is given to an individual who has contributed outstanding service to the creative community in direct marketing.
The Courageous Client award went to Pepsi-Cola of Canada for its “Diet Pepsi Home Taste Challenge” effort via Proximity Canada. The winning team included creative director Michael J. McGovern, copywriter Stuart Silverman, art director Curtis Wolowich, and production manager Deborah Flippance.
The Caples Awards were founded in 1978 in honor of the legendary direct response pioneer and author John Caples (1900-1990). First-place honors in this year’s Caples went to:
Direct Mail Standard Under $400M — Consumer — Single: “Mini — Italian Job,” BMW New Zealand; AIM Proximity, Auckland, New Zealand.
Direct Mail Standard Over $400M — Consumer — Single (three first-place honors): “Looking Up,” Volkswagen U.K.; Proximity London, London. “Fiat MPV,” Fiat; Arc, London. “Fiat Seicento Memory Loss,” Fiat; Arc, London.
Collateral/Alternative Media — Consumer — Single (two awards): “In the Next Town Postcards,” The Association of Train Operating Companies (ATOC); Craik Jones Watson Mitchell Voelkel, London. “World Press Photo,” World Press Photo; Clemenger BBDO, Wellington, New Zealand.
Web Site — Consumer — Single (three awards): “Citi Cash Card Web Site Spend Wisely Section,” Citibank; Euro RSCG Brann, Chicago. “The Tetley Drawstring Test,” Tetley Tea; EHSBrann Cirencester, Cirencester, U.K. “CuervoNation.com,” Jose Cuervo; International Draft, New York.
Online Ad — Consumer — Single: “Dive In,” American Express; Digitas, Boston.
Television Under $250,000 — Consumer — Single: “Virgin Plastic Surgery TV,” Virgin Money; iLeo, Sydney, Australia.
Television Over $250,000 — Consumer — Single (two awards): “Umbrella,” LA Cable; Doner, Southfield, MI. “Irreplaceable Lori,” Monster; Draft, Chicago.
Single Medium Campaign — Consumer (two awards): “Messing About,” Levers London; London. “Try Our Search Engine,” Telefonica Publicidad e Informacion; OgilvyOne Worldwide Madrid, Madrid, Spain.
Single Medium Campaign — Business (two awards): “Restricted Access,” Varma, S.A.; CP Comunicacion Proximity Spain, Madrid, Spain. “The Blue Season Media Campaign,” St. Louis Black Repertory Co.; Rodgers Townsend, St. Louis.
Single Medium Campaign — Business — Nonprofit: “The Cap and The Coin,” Fundació Éxit; DEC, Barcelona, Spain.
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