TV advertising for Korean car maker Daewoo, which led to 55,000 people
providing information about unhappy experiences with car dealers, took
the top prize in this week’s DMA/Royal Mail direct marketing awards.
Daewoo’s launch is claimed to be the most successful by any new marque
in the UK and, according to the DMA judges, Duckworth Finn’s DRTV
campaign shaped its customer-friendly strategy.
Above-the-line agencies competing included Saatchi & Saatchi, Abbott
Mead Vickers, HHCL, Ammirati Puris Lintas, and Barker & Ralston.
The most successful agencies were direct marketing specialists. Craik
Jones earned four firsts, four seconds and five thirds with work for
Land Rover, Freemans, Merloni and Parcelforce. Burnett Associates
claimed four firsts and a second for its charity clients, including
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