Letter: Winning Caples Entry Wasn’t Direct Response

Just one tiny little problem with Proximity winning the Maxwell Sackheim award for the Save the Children ads: Namely, they weren’t direct response advertisements (“Proximity Leads Caples With 2 Best of Shows,” Feb. 28). To qualify, you have to sell directly from the page. Slapping an 800 number or a Web address on there doesn’t cut it. Any Madison Avenue copy cub can do that.

You can tell Andi Emerson that if she keeps handing out Maxwell Sackheims to entries that shouldn’t even be in the competition, I’m going to turn mine back in!

Richard Armstrong, Freelance copywriter, Washington, DC

[email protected]

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