THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: CREATIVITY IN DM - ART DIRECTION

WINNER

WINNER



Client: Abbey Life



Agency: TBWA Payne Stracey



Copywriter: Jacqui Cullen



Art director: Polly Beale



SECOND



Client: Rover Cars



Agency: Ammirati Puris Lintas



Copywriter: Simon Wood



Art director: Mick Oxberry



THIRD



Client: Saatchi & Saatchi



Agency: In-house



Copywriter: Gary Sharpen



Art director: Dave Hobbs



WINNER



Vets and dentists were targeted in Abbey Life’s offer of a financial

planning service and review if they contacted the company’s call

centre.



The brief was to obtain pre-qualified appointments for follow-up at a

reduced cost per lead compared with other solicitations.



For this, the pack required an approach that would enable it to bypass

the system where surgery staff or receptionists intercept and discard

promotional mailings.



The device employed was a mock X-ray, which at first sight appeared

authentic, and which on closer examination established the

proposition.



It is noted by the agency that while professional groups represent

potentially high-value customers, their lifestyles make them difficult

to communicate with.



Nevertheless, careful selection, from professional body mailing lists,

and strong creative work resulted in a 50% reduction in the target cost

per response.



The judges applauded the X-ray device and other art direction. ’It was a

big idea without a tremendous amount of money behind it,’ they said.



It was also pointed out by the judges that this is a difficult category

upon which to adjudicate, since personal taste is involved. ’It goes

beyond layout and design; the art director has input in the copy and

headlines also, which were well considered and crafted.’



SECOND



The Mini was first designed by Alex Issigonis on the back of an envelope

but, 40 years later, art director Mick Oxberry probably employed a more

sophisticated approach for this pack. It was designed to bring out the

fun and enthusiasm of the brand, offering options from accessory packs -

sports, luxury, retro and fashion.



As well as promoting this year’s Mini range, it set the scene for the

launch of a new model in the millennium year.



THIRD



Saatchis’ graduate recruitment pack won the category for creative copy,

and this award recognises that the excellence of the text was

complemented by the art direction.



The pack was designed to enthuse graduates about joining the agency,

explain the Saatchis culture and aid selection (or rejection) by setting

tasks which would disclose whether the applicant would fit in.



’It’s the first time that creativity has been applied to an application

form,’ the agency claims.



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