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.
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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
