COI Communications has scooped the top prize at this year's Marketing Direct Awards for its work on the Army's recruitment campaign.
The TV and radio 'Be The Best' ads, created by Saatchi & Saatchi, won the Grand Prix after generating 4500 calls in its first four days, compared with its average annual figure of 9000 enquiries. The work also won the Gold award for TV and cinema, ahead of The Children's Country Holidays Fund and Cable & Wireless Communications.
HPT Brand Response won Gold for best copywriter, while Guinness UDV won the Consumer Mail (Low Volume) award for work on its Gordon's Gin brand by roster agency Craik Jones.
In the DM industry's other main awards, Cable & Wireless is leading the pack in the nominations for the Royal Mail/DMA ceremony, to be held on December 18.
The telecoms firm bagged six final places for work by Rapier, ahead of Highland Distillers and UDV. Army recruitment notched up four finalist slots. Craik Jones is the most nominated agency, with 11 final places.