DIRECT MARKETING;ECHO GALLERY: 1995'S OTHER GOLD WINNERS

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Agency: Cadmus Direct Marketing, Englewood, Colo.

Advertiser: US West Communications

Campaign: "Close Call Value Plan"

By personalizing direct mail pieces to display calling patterns for each consumer, Cadmus promoted a US West calling plan with a customized map to show customers how the phone company could save them money. The campaign brought a response rate of 24.7%.

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