*Wunderman Postal Campaign Wins Top Prize at Caples

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

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