*Wunderman Postal Campaign Wins Top Prize at Caples

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NEW YORK -- A simple but sharp-humored marketing package, "Direct mail delivers," produced for the U.S. Postal Service by Wunderman Cato Johnson, New York, took best of show at yesterday's 21st Annual Caples Awards in New York.


Every year, the International John Caples Awards recognizes outstanding creative achievements in direct marketing by presenting awards to artists, copywriters, creative and broadcast directors in 26 media categories ranging from consumer television, print and direct mail to business catalog, nonprofit, multimedia and collateral. RappCollins Worldwide, New York, and Foote, Cone & Belding Direct, New York, received the most awards this year: RappCollins winning one 1st-place, two 2nd-place and five 3rd-place awards; Foote, Cone & Belding winning one 1st-place, one 2nd-place and four 3rd-place awards.


This year's Max Sackheim Award/Best of Show winner was produced under Wunderman's creative direction of Jill McClabb and Mark Miller by copywriters Joe McInery, Charlie Kane and Aaron Alpern and art directors Megan Hughes, Heath Matyjewitz, David Dalessandro and Tony Valenzuela. The piece also received first place in the business single-medium campaign category.


"This campaign was designed to help businesses make better use of direct mail," said Dalessandro. "Our U.S. Postal Service assignments are always varied, which keeps it interesting"


A number of memorable campaigns have been produced for the USPS over the years, including the popular annual holiday barb, "We Deliver for Yule."


The USPS earns a significant portion of its revenue from advertising mail, and well-thought-out campaigns that help companies better target their customers are an important part of keeping its business-to-business relations strong and visible in the eyes of consumers and business leaders alike.


Dalessandro said there are "big opportunities and little opportunities with this client -- many different departments at the postal service, and they are all very good to work with. They're also very good in terms of knowing and recognizing good work."


A headline from one of the components in the postal service's award-winning package reads, "At work use direct mail to increase sales. At parties tell everyone you do commercials."


Other presentations at the ceremony included the Caples Courageous Client Award, which went to Goldsack Harris Thompson, Wellington, New Zealand, for the Crippled Children's Society; the Andi Emerson Award to Sid Liebenson, executive vice president of DraftWorldwide, Chicago; and the Irving Wunderman Award to Randy Belcher, senior vice president and associate creative director at The Martin Agency, Richmond, VA.


First place for this year's commercial consumer television category went to Foote, Cone & Belding Direct/SF, San Francisco, for AT&T Wireless. The nonprofit consumer television prize was awarded to Wickersham Hunt Schwanter, Boston, for the Connecticut Coalition Against Domestic Violence.


The Caples Awards are produced each year by volunteers in association with an eight-member board of directors and 24 committee chairs, all leading agency executives and creative directors.


**********************


Award winners:


Max Sackheim Award/Best in Show


First Place, Business Single Medium Campaign


Creative Director: Jill McClabb, Mark Miller


Copy: Joe McInerny, Charlie Kane, Aaron Alpern


Art: Megan Hughes, Heath Matyjewitz, David Dalessandro, Tony Valenzuela


Agency: Wunderman Cato Johnson, New York


Client: U.S. Postal Service


Courageous Client Award


First Place, Consumer Single Medium Campaign -- Nonprofit


Copy: Tracy O'Halloran


Art: Graeme Harris


Agency: Goldsack Harris Thompson Advertising Ltd., Wellington, New Zealand


Client: Crippled Children's Society


Consumer TV


First Place


Creative Director: Laird Miller


Copy: Leslie Karzen


Art: David Rossi


Agency: Foote, Cone & Belding Direct/SF, San Francisco


Client: AT&T Wireless


Second Place (tie)


Creative Director: Bruce Lee


Copy: Sandy Evans


Art: Mark Braddock


Agency: OgilvyOne, New York


Client: Shell Oil Co.


Second Place (tie)


Creative Director: Sachi Mukerji


Copy: Brenda McNeilly


Art: Martin Strazovec


Agency: Grey Direct, Toronto


Client: Sprint Canada


Third Place (tie)


Creative Director: Richard Eber


Copy: John Steinhardt


Art: Liz Wynn


Agency: McCann Relationship Marketing, New York


Client: MasterCard/MBNA


Third Place (tie)


Creative Director: Maria Phillips


Copy: Anne Hackett


Art: Juliet Carter


Agency: WWAV Rapp Collins, London


Client: Transnational


Consumer TV -- Nonprofit


First Place


Creative Director: Amy Hunt, Ross Rackliff


Copy: Ross Rackliff


Art: Paul Cornacchini


Agency: Wickersham Hunt Schwantner, Boston


Client: Connecticut Coalition Against Domestic Violence


Second Place


Creative Director: Jamie Mambro, Ernie Schenk


Copy: Paul Harrington


Art: Doug Gould


Agency: Hill, Holliday, Connors, Cosmopulos, Boston


Client: John Hancock


Third Place (tie)


Creative Director: Maria Phillips, George Boyter


Copy: David Brown


Art: Andy Mawson


Agency: WWAV Rapp Collins, London


Client: Shelter


Third Place (tie)


Creative Director: Maria Phillips


Copy: Maria Phillips


Art: Chris Albert


Agency: WWAV Rapp Collins, London


Client: NSPCC


Long-Form Consumer Infomercial


Second Place


Creative Director: Bill Whitney


Copy: David Shulman


Art: Leo Zanis


Agency: Rapp Collins Worldwide, New York


Client: U.S. Navy


Consumer Electronic Interactive


Second Place (tie)


Creative Director: Julie Medina


Copy: Rebecca Lauer, Brian Nash, Lisa Ehrle


Art: Kristine Paulson, Patrick Smith, Gil Chavez


Agency: Blau Direct Edge, Chicago


Client: The Associates


Second Place (tie)


Creative Director: Steve Stretton


Copy: Simon Antenen


Art: Steve Stretton


Agency: BBH Unlimited, London


Client: Audi UK


Third Place


Creative Director: Michael Simons


Copy: Fiona Upward


Art: Judith Calov


Agency: FCB Sydney, Prymont NSW, Australia


Client: Encyclopedia Britannica


Consumer Print


First Place


Creative Director: Michael Cavers


Copy: Andy Green


Art: Dean Jones


Agency: Tequila Worldwide, London


Client: Nissan Motor Ltd.


Second Place


Creative Director: Amanda Parton


Copy: Lynn Chiam


Art: Ng Pei Pei, Amanda Parton


Agency: Ogilvy & Mather Worldwide, Singapore


Client: American Express


Third Place


Creative Director: Jane Walsh, Scott Carlton


Copy: Doug Feinstein


Art: Shawn Kelly


Agency: Wunderman Cato Johnson, New York


Client: Amtrak Student Advantage Program


Business Print


Second Place


Creative Director: Kevin Owens


Copy: Beth Stone


Art: Emily Gallardo


Agency: Ingalls One-to-One Marketing, Boston


Client: FTP Software


Consumer Print -- Nonprofit


First Place


Creative Director: Amy Hunt, Ross Rackliff


Copy: Martha Connor Van-Dyke, Ross Rackliffe


Art: Stacey Shine, Paul Cornacchini


Agency: Wickersham Hunt Schwantner, Boston


Client: Connecticut Coalition Against Domestic Violence


Consumer Direct Mail


First Place


Creative Director: Grace Garguilo


Copy: Grace Garguilo


Art: Grace Garguilo


Agency: GG Creative, New York


Client: Mad Magazine


Third Place (tie)


Creative Director: Pat Ellis


Copy: Carol Murphy


Art: Adrianna Jacobs


Agency: Bates Direct, New York


Client: UDV North America, Hartford, CT


Third Place (tie)


Creative Director: Steve Stretton


Copy: Simon Antenen


Art: Steve Stretton


Agency: BBH Unlimited, London


Client: Virgin Direct


Third Place (tie)


Creative Director: Jo Gesing, Walter Plötz


Copy: Oliver Glitz


Art: Ina Kaufmann


Agency: Publicis Dialog Marketing, GmbH, Hamburg, Germany


Client: Deutsch Renault AG


Consumer Direct Mail -- Nonprofit


Second Place


Creative Director: Heather Higgins, Bob Cesiro


Copy: Rebecca Reese, Kathleen Fitzgerald, Abby Jacques


Art: Jason Zangrilli, Mark Hriciga


Agency: Foote, Cone & Belding Direct, New York


Client: Citymeals-on-Wheels


Third Place


Creative Director: Lon-Given Chapman


Copy: James L. Hussey


Art: John McArdle


Agency: Malchow Adams & Hussey, Washington, DC


Client: Democratic National Committee


Business Direct Mail


First Place (tie)


Creative Director: Liz Poole, David Drohan


Copy: Steve Walsh


Art: Mike Kenna


Agency: Grey Direct Marketing Group Inc., New York


Client: Lexmark Inc.


First Place (tie)


Creative Director: Carole Weitz, Shelley Lanman


Copy: Tomas Mendez


Art: Lynn Herring


Agency: DraftWorldwide, New York


Client: Compaq Computer Corp.


First Place (tie)


Creative Director: Pamela Craik


Copy: Terence Bly


Art: Peter Vincent


Agency: Craik Jones Watson Mitchell Voelkel Ltd., London


Client: Land Rover UK


Second Place


Creative Director: Steve Walpole


Copy: David Hudson


Art: Steve Walpole


Agency: Clark McKay Buckingham Ltd., London


Client: Grant Thornton


Third Place (tie)


Creative Director: Paul Huber


Copy: Alexandra Tyler, Lynn Landry, Scott Waltz


Art: Don Lucchesi


Agency: Inhouse, Miller/Huber Relationship Marketing, San Francisco


Third Place (tie)


Creative Director: Folker Wrage


Copy: Folker Wrage


Art: Oliver Hönnicke, Irena Pawelczyk


Agency: Inhouse, OgilvyOne Worldwide, Frankfurt


Business Direct Mail -- Nonprofit


Third Place


Creative Director: Peter Louiseaux


Copy: Johan Verest


Art: Laurent Van Loon


Agency: 4 Real, Brussels


Client: Vlerick Alumni


Consumer Direct Mail Dimensional


First Place


Creative Director: Anne Moore, Susan Logar


Copy: Anne Moore, Leslie Schneider, Loretta Shipley


Art: Joe Pas


Agency: C-E Communications, Warren, MI


Client: Chevrolet


Second Place (tie)


Creative Director: Hélène Côté


Copy: Jill Horowitz


Art: Jim Newell


Agency: Rapp Collins Worldwide, New York


Client: Mercedes-Benz


Second Place (tie)


Creative Director: Kerry Feuerman, Ron Schapiro


Copy: Valerie Foley, Michael Mullen


Art: Aurica Green


Agency: The Martin Agency, Richmond, VA


Client: Saab Cars, USA Inc.


Second Place (tie)


Creative Director: Bob Crampton


Copy: Sven Hughes, Bob Crampton


Art: Kevin Reece, Paul O'Brien


Agency: Brann Ltd., Cirencester, UK


Client: Guinness Ltd.


Third Place


Creative Director: Shirley Ward-Taggart


Copy: Al Schopp


Art: Jill Chen


Agency: Leo Burnett Company Ltd., Toronto


Client: Camp Oochigeas


Business Direct Mail Dimensional


First Place


Creative Director: Derek Moore


Copy: Amy Derksen, Julie Medina


Art: Cory Kammer, Jeff Burns, Wayne Johnson


Agency: CM Partners Inc., Rolling Meadows, IL


Client: SPS/Goodyear


Second Place


Creative Director: Peter Louiseaux


Copy: Johan Verest


Art: Laurent Van Loon


Agency: 4 Real, Brussels


Client: Bakery De Bruyckere


Third Place (tie)


Creative Director: Nick Moore


Copy: Barney Cockerell


Art: Nick Platt


Agency: Barraclough Hall Woolston Gray, London


Client: Direct Marketing Association


Third Place (tie)


Creative Director: Des Columb


Copy: Des Columb


Art: Jonathon Cullen, Des Columb


Agency: Dialogue Marketing Communications, Dublin


Client: Aer Lingus


Third Place (tie)


Creative Director: Bruce Lee


Copy: Todd Heyman


Art: Julie Lam


Agency: OgilvyOne, New York


Client: Air France


Consumer Direct Mail Retention


First Place


Creative Director: Pamela Craik


Copy: Pamela Craik


Art: Chris Jones


Agency: Craik Jones Watson Mitchell Voelkel Ltd., London


Client: Land Rover UK


Second Place


Creative Director: Pamela Craik


Copy: Pamela Craik, John Spinks


Art: Chris Jones


Agency: Craik Jones Watson Mitchell Voelkel Ltd., London


Client: Land Rover UK


Third Place


Creative Director: Steve Stretton


Copy: Paul Fraser, Dougie Wood


Art: Steve Stretton, Aladair Walsh


Agency: BBH Unlimited, London


Client: Audi UK


Business Direct Mail Retention


First Place


Creative Director: Alan Goldstein


Copy: Jim Roberts


Art: Jan Wisniewski


Agency: Jacobs & Clevenger, Chicago


Client: ComEd


Second Place


Creative Director: Robert Brothers Jr.


Copy: Richard Goldrosen


Agency: B. Direct Advertising, Pluckemin, NJ


Client: AT&T Business Markets Division


Third Place


Creative Director: Heather Higgins, Bob Cesiro


Copy: Mary Jeane Morrisroe


Art: Tom Miano, Dana Betgilan


Agency: Inhouse, Foote, Cone & Belding Direct, New York


Consumer Catalog


First Place


Creative Director: Paul Huber


Copy: Alexandra Tyler


Art: Rich Burns, Don Lucchesi


Agency: Miller/Huber Relationship Marketing, San Francisco


Client: Levi Strauss & Co.


Third Place


Creative Director: Heather Higgins


Copy: Matt Callaway, Tara McCarthy


Art: Amanda VanDoorene, Lisa Diller, Jennifer Keadle


Agency: Foote, Cone & Belding Direct, New York


Client: U.S. Postal Service


Business Catalog


First Place (tie)


Creative Director: Andrea Trotenberg


Copy: Kathryn Evans Wisner


Art: Sharon Haege


Agency: Rapp Collins Worldwide, Chicago


Client: Children's Memorial Hospital


First Place (tie)


Creative Director: Mordeckai Mouyal, Ramy Oliel


Copy: Ramy Oliel


Art: Oran Schneider


Agency: Inhouse, B. Moss Production and Marketing Ltd., Cologne, Germany


Consumer Alternate Media Collateral


Third Place


Creative Director: John Sheridan


Copy: Kate Hinchliffe


Art: John Sheridan


Agency: JDA, Bradford, UK


Client: London Zoo


Business Alternate Media Collateral


Third Place (tie)


Creative Director: David Drohan, Liz Poole


Copy: Steve Walsh


Art: Mike Kenna


Agency: Grey Direct Marketing Group Inc., New York


Client: Lexmark Inc.


Third Place (tie)


Creative Director: David R. Mitchell


Copy: Gare Unnewehr


Art: Laura Marmash, Megan Lane


Agency: Beyond DDB, Chicago


Client: CADM


Consumer Single Medium Campaign


First Place (tie)


Creative Director: Randy Belcher, Mike Hughes


Copy: Randy Belcher, Steve Bassett


Art: Ken Spera, Bob Meagher


Agency: The Martin Agency, Richmond, VA


Client: Geico Direct


First Place (tie)


Creative Director: Michael Cavers


Copy: Andy Green


Art: Dean Jones


Agency: Tequila Worldwide, London


Client: Nissan Motor Ltd.


Second Place


Creative Director: Richard Eber


Copy: John Steinhardt


Art: Jeff Cameron, Elizabeth Wynn


Agency: McCann Relationship Marketing, New York


Client: MasterCard/MBNA, First USA


Third Place (tie)


Creative Director: Gail Schoenbrunn, Ron Wilcox


Copy: Paul Harrington


Art: Paul Tonelli


Agency: Hill, Holliday, Connors, Cosmopulos, Boston


Client: Harvard Pilgrim Health Care


Third Place (tie)


Creative Director: Dave Mullen


Copy: Rebecca Wood, Richard Harris


Art: Dave Mullen, Mark Sermon, John Shannon


Agency: One-to-One Direct Communications, Edinburgh, Scotland


Client: First Direct


Consumer Single Medium Campaign -- Nonprofit


First Place


Copy: Tracy O'Halloran


Art: Graeme Harris


Agency: Goldsack Harris Thompson Advertising Ltd., Wellington, New Zealand


Client: Crippled Children's Society


Business Single Medium Campaign


First Place


Creative Director: Jill McClabb, Mark Miller


Copy: Joe McInerny, Charlie Kane, Aaron Alpern


Art: Megan Hughes, Heath Matyjewitz, David Dalessandro, Tony Valenzuela


Agency: Wunderman Cato Johnson, New York


Client: U.S. Postal Service


Second Place


Creative Director: Mary Robbins


Copy: Brooke Borkan


Art: Fiona Scott


Agency: Robbins Brandt Richter Ltd., Auckland, New Zealand


Client: Telcom NZ


Third Place


Creative Director: Gary Bucca, Joe Cupani


Copy: Gregg Benedikt, Rob Resnick


Art: Laura Mitchell, Rich Degni, Corrin Jacobsen


Agency: Wunderman Cato Johnson, New York


Client: Dow Jones


Consumer Multi-Media Campaign


First Place


Creative Director: Randy Belcher, Mike Hughes


Copy: Randy Belcher, Steve Bassett


Art: Ken Spera, Bob Meagher


Agency: The Martin Agency, Richmond, VA


Client: Geico Direct


Second Place


Creative Director: Shelley Lanman, Carole Weitz


Copy: Rachel Silver, Sheryl White, Dan Trink


Art: Jay Parsons, Lynn Herring, Michael Juriga


Agency: Ammirati Puris Lintas, New York


Client: Ameritech


Third Place


Creative Director: Steve Stretton


Copy: Dougie Wood


Art: David Cloke


Agency: BBH Unlimited, London


Client: Audi


Nonprofit Consumer Multi-Media Campaign


Third Place


Creative Director: Andrea Trotenberg


Copy: Jim Morris


Art: Melanie Fiacchino, Shelley Timm-Thompson


Agency: Rapp Collins Worldwide, Chicago


Client: Lions Club International


Business Multi-Media Campaign


Second Place


Creative Director: Steve Murray


Copy: Colin Mitchell


Art: Steve Murray


Agency: One-to-One Communications, Vickers & Benson, Toronto


Client: Bank of Montreal Electronic Banking Services


Third Place


Creative Director: Heather Higgins, John Kopilak, Danny Klein


Copy: Jim Herbert, Dave Lentini


Art: Melody Henderson, Jen Lewis, Bill Cooper


Agency: Foote, Cone & Belding Direct, New York


Client: U.S. Postal Service


Honorees


Andi Emerson Award: Sid Liebenson, executive vice president, DraftWorldwide, Chicago


Irving Wunderman Award: Randy Belcher, senior vice president, associate creative director, The Martin Agency, Richmond, VA
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