THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: STRATEGIC USE OF DM - INTEGRATION

WINNER

Client: Goldbrand Development

Agency: dp&a/Simons Palmer

Copywriter: Dan Douglass

Art director: Dave Edwards

SECOND

Client: Health Education Authority

Agency: Duckworth Finn Grubb Waters

Copywriters: James Fryer, Brendan Wilkins

Art directors: Mike London, Paul Hancock

THIRD

Client: Tony Stone Images

Agency: IMP

Copywriter: Ken Richman

Art director: David Harris

WINNER

Two new credit cards were launched every day in 1996. The most memorable

and successful is probably the Goldfish card, through its multiple media

approach to deliver awareness and recruitment.

Direct mail, take-one/ have one, press inserts, OTP, TV, DRTV, radio and

outdoor advertising were all deployed to deliver a consistent brand

approach. The brand personality conveyed was honesty (’tell it like it

is’), inclusiveness (’for people who want to find things in common with

others, not points of difference’), simplicity and challenge. Together,

the various media were employed to provide brand encounter, invitation,

application, fulfilment and ongoing relationship.

The programme scored first place in numerous surveys and

measurements.

These included Marketing’s Adwatch and Royal Mail’s research of

financial services direct marketing. NOP identified it as the UK’s

fastest-growing credit card - 20% of all cards issued in the campaigning

period were Goldfish.

Little surprise, then, that this campaign also won this year’s Grand

Prix.

’It is a wonderful example of how you can integrate the process of

direct marketing into the whole campaign,’ the judges commented. ’It is

fully integrated, the brand proposition runs through everything. It

looks good, and is very well put together. Results have been

superb.’

SECOND

Few young people know the facts about the health risks associated with

drug taking, and what they think they know is often myth. The challenge

was to present the facts to an audience distrustful of authority.

’Traditional media alone wouldn’t have been enough, so we use guerrilla

tactics,’ says the agency. Devices employed were water bottles, record

bags and leaflets in clubs, record shops and at festivals, together with

trusted teen magazines, radio and the style press.

THIRD

The Tony Stone stock photography library supplies images to creative

personnel across advertising and design agencies, in-house marketing

departments, and magazine and book publishers. Activities to promote the

service included trade advertising, theme catalogues, Christmas cards,

calendars and a welcome pack for new customers.

The campaign set Tony Stone apart from its competitors as the picture

library that really understands its market of creative people. The wide

variety of communications created a high level of spontaneous awareness

and a large uplift in sales.

This article was first published on Marketing