Letters: The Caples Controversy Heats Up

Share this content:
In response to the flurry of letters concerning the "I Covet a Caples" campaign, I submit the following:

Long hair, short hair, hip young guy, uncool geezer, general advertising, direct advertising ... what a bunch of hoo-ha. Advertising is about ideas. Selling ideas. Some come from DR creatives, some come from general creatives, but what's the difference as long as they stop people in their tracks and sell something?

It seems to me that this attempt to pigeonhole people according to advertising disciplines is antithetical to what creative is all about. As the lines between direct and general continue to blur, as more direct response ads carry parcels of brandness and more general ads carry response mechanisms, I believe that these imaginary, self-serving lines of demarcation will fade away.

We're all ad people. All that differentiates us is the quality of our ideas. And it's that basis upon which we should all be judged. Nothing else.

Steven DiManni, Senior vice president, creative director McCaffery, Ratner, Gottlieb & Lane Board member, John Caples International Awards

sdimanni@mrgl.net


I saw Bob Bly's letter about the Caples awards. My sentiments exactly! Clearly there are those agencies, DM or otherwise, who live for awards and stake their reputation on them. I happen to be a young (NOT old and stodgy), very successful freelance DM copywriter who writes only for client success, having never given thought to winning an award.

Stephen Kimball

Stephen Kimball, DM Copywriting

stephen@skcopywriting.com


I was surprised by Bob Bly's letter regarding the Caples' very fresh call for entries promotion. Rather than revel in the creative camaraderie that the Caples commands in the greater advertising community, Bob chooses to ask for credentials of some of our industry's greatest creative leaders.

Let's hope others recognize the wonderful compliment these leaders pay the Caples for what it is - and respond with entries.

Howard Draft, Chairman/CEO, Draft General chairman, John Caples International Awards

hdraft@draftnet.com


A tip of the cap to Bob Bly for zinging the Caples Awards for rewarding creativity over results. The Caples entry form reads: "Entries are judged based on creativity and appropriateness of the solution." There is no request or requirement for information on response or profitability.

The appropriateness of the solution in direct marketing is decided by the marketplace, not by hip creative directors. The Caples is fine for general advertisers, but direct marketers have other priorities. Response-driven marketers understand that very often, ugly is beautiful. The undersigned wrote one of the ugliest pieces of advertising ever mailed, and stopped counting after 2 million paid orders. (Though the client is still counting, and still mailing.)

Andi Emerson, a brilliant marketer and lovely lady, asked me to enter the Caples 20 years ago. I passed. Like Bob Bly, I covet RESPONSE!!!

Mark Everett Johnson,Copywriter and winner of DMA Echo , Awards and Newsletter on Newsletters Promotion Award

markejohnson@tellink.net


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above