The marketing push behind Goldfish, tracked during the summer as
the UK’s fastest-growing credit card, has been voted the best direct
marketing campaign of the year.
The work of dp&a and TBWA Simons Palmer, it took the top prize, and won
the category for best integrated campaign, in this year’s Direct
Marketing/Royal Mail Awards, on Tuesday.
Guinness, with its St Patrick’s Day campaign by Brann, won the DRTV
category, while a new class for the use of direct marketing in FMCG was
headed by Jacob’s Club, with a collection scheme devised by Clarke
Hooper to provide musical instruments to schools.
Other winners included Tesco for the launches of Tesco Direct
(innovation category) and the Tesco Baby Club (customer acquisition),
and Range Rover for customer retention or loyalty. Gillette’s most
successful sampling programme ever, designed to convert users of rival
disposable products to its SensorExcel system, topped the door-to-door
category, while Audi got the judges’ vote for brand building.
Full details of all the winning entries can be found in the supplement
with this issue.