Saatchi & Saatchi Singapore received the Maxwell Sackheim Best in Show Award tonight at the 28th Annual John Caples International Awards in New York.
The consumer dimensional mailing, which also won a first place Caples, was created for the Republic of Singapore Navy by Graham Kelly, Justine Lee, Jae Soh and Robin Tan.
In his welcoming remarks, Caples General Chair Howard Draft noted the preponderance of overseas winners, and said he was impressed by their quality.
“Our colleagues deserve an enormous amount of credit for what they achieve,” he said.
Draft also praised Caples founder Andi Emerson, who opened the event.
Andi and John Caples were “ahead of their time” in linking creative with direct response, said Draft, the CEO of Draft Inc. “Andi has raised the creative bar.”
He added that Emerson is “strong, opinionated, gutsy and has a wicked sense of humor, which I value the most.”
Alan Rosenspan of Rosenspan & Associates, Boston, received the Andi Emerson Award for lifetime outstanding service to the direct marketing and interactive professions. The award was presented by John A. Greco, president of the Direct Marketing Association.
“Alan has given a lot back to direct marketing,” Greco said. “He is dedicated to helping others succeed.”
The Courageous Client Award was won by Stella Artois/ InBev UK, and its agency Draft London, for its “The Lost Souls Web Ring” campaign, which also won a first place honor in the consumer multi-media campaign category.
The Irving Wunderman Award for lifetime creative achievement was won by Matt Shirtcliffe, creative director of AIM Proximity, Auckland, New Zealand.
A total of 121 winning campaigns were culled from a field of 1,056 direct marketing entries from 35 countries. Proximity’s worldwide network, including Clemenger Proximity and CP Comunicacion, was the worldwide leader, receiving 24 Caples awards. OgilvyOne followed with 21 awards, Arc Worldwide won eight, Draft won seven and Craik Jones six.
Five first place Caples were awarded in the direct mail standard: consumer/under $400/M category:
* Tribal DDB GmbH, Hamburg, Germany for the DSG – “Changing gear without interruption” campaign for Volkswagen AG; creative director and copywriter Martin Drust; art director, Till Heumann.
* OgilvyOne Worldwide, London, UK for the “I Reserve the Right” campaign for Mothercare; creative director, Rory Sutherland; copywriter, Emma DeLa Fosse; art director, Charlie Wilson; production manager, Bryan Nicholas.
* Mr. John Sample of Barcelona, Spain for “White Mailing” created for Grandvalira Ski Resort; creative director, Borja Orozco; copywriter, Mariano Chica; art director, Pa
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