*Best of Europe Awards Bake Some Surprises

Share this article:
STRASBOURG, France -- A mailing that went out to only 25 prospects took home two Best of Europe awards at the Federation of European Direct Marketing Forum here this week.


The mailer -- created by agency 4Real for client Bakery De Bruyckere -- received a gold award in the business-to-business products category as well as the award for best low budget campaign. The distributed packages of breads, each with three cakes hidden inside, offered a guarantee to buy back any unused products during the first month. The campaign cost less than 1000 British pounds.


OgilvyOne Worldwide received five awards -- best creative campaign, a gold, a silver and two bronzes -- for its offices in the United Kingdom, Spain and Germany. The creative award was for Seur Espana, which included 32,000 mailings that offered 10 free trials of a 24-hour cash-on-delivery service. Seur hoped to gain 1,200 prospects and exceeded that number by 32 percent.


Gold award winners and special awards went to:


* Consumer Products: Target Marketing, Guinness' "Hudson Blue Club Look Tour 98."


* Consumer Services: Joshua, Cable and Wireless' "Let's Simplify Things."


* Internet and New Media: OgilvyOne Worldwide UK, Lotus Development UK Ltd.'s "Lotus Dev Net."


* BTB Services: DMB&B Clarion, IFS Norge's "Headhunter."


* BTB Products: 4Real, Bakery De Bruyckere's "You Can Recognize the Best Bread by What's Inside."


* Multinational: Ahead, Lego's "Lego Duplo & Primo."


* Retail: Palla Koblinger & Partner, OMV's "Top '98."


* Best Relationship Campaign: CP Comunicacion, CEPSA Agricultural Fuel's "Agroclub."


* Best Database Campaign: Carlson Marketing, British Airways' "Travel Service Recruitment and Ongoing Communication."


* Best E-Commerce and Innovation Campaign: Ahead, ISO's "The Individualized Supermarket."


* Best Creative Campaign: OgilvyOne Worldwide Spain, Seur Espana's "24-Hour Cash on Delivery Service."


* Best Staff Motivation Campaign: Palla Koblinger & Partner, The Australian National Bank's "Future."


* Best Low-Budget Campaign: 4Real, Bakery De Bruyckere's "You Can Recognize the Best Bread by What's Inside."


* Best Telemarketing Campaign: Pell & Bales, IFDW's "Champions for Animals."
Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.