Goldfish clinches top DM award

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 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.


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