FCBi Campaign Takes Top Tempo Award
The effort garnered first place for creative achievement and second for marketing results in the $500,000-plus business direct marketing category. The agency tied for first place in the loyalty/frequency marketing category. Targeted to maverick real estate brokers, the Heller Financial campaign positioned the company as the ideal financial partner to network with and urged calling. FCBi sent brokers a copy of the "Little Black Book," which is pre-filled with numbers of Heller reps and quotes from happy clients.
More than 30 business clients responded to Heller sales contacts. Heller closed 170 transactions valued at $1.2 billion, 65 percent of that a consequence of repeat business from existing clients.
A panel of CADM's past presidents reviewed all first-place winners to name the Heller Financial effort as the best among all entries submitted. The 47-year-old CADM judges Tempo candidates based on creative achievement and marketing results. It offers first-, second- and third-place awards. This year, 114 awards were presented to agencies and marketers for direct marketing efforts for multinational marketers to local firms. There were 12 ties.
Among other major honors, the Townsend Agency won the second annual Jay Gondelman Award for "The Snowman," an e-mail advertising series created for IBM Corp.'s data storage equipment and printers. Chosen by the CADM's e-commerce special interest group, "The Snowman" series won third place for marketing results in the contest's e-mail advertising category.
Five entries this time won first place out of 17 categories for creative achievements and marketing results in the same category. The first-place winners were OgilvyOne's direct response campaign for Ameritrade, an integrated marketing campaign for FreeSamples.com by FCBi and a consumer direct mail, $400,000-plus, effort by FCBi for client John Deere.
A consumer space advertising campaign by LKH&S for HomeExperts and an online display campaign by the same agency on the same account won two first-places. This is the first time since the Tempo's inception that an agency has garnered firsts in two categories for the same client.