BtoB's Best - Direct (Multi): CDW Corp.

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CDW Corp. Agency: Ogilvy & Mather, Chicago Campaign: “CDW Small Business Inception DM” Launch date: January 2012 Creative credits: Creative director: Brendan Gately; associate creative director: Monica Haddock; Printer Inception DM art director: Steve Hahn; copywriter: Katie Rivard; Desktop Inception DM art director: Randy Pfeil; copywriter: Lauren Bell; Software Inception DM art director: Steve Hahn; copywriter: Lauren Bell Why we liked it: The mailers each open with a factoid likely to present a challenge to a small-business IT pro, such as, “Desktops older than 3 years are cheaper to replace than to maintain.” The pieces go on to explain how CDW can help, presenting the details in succinct copy laid out in separate sections about the company's people, products and plan. Design is bold and clean, with black and white photography and the company's signature red color featured prominently. Also helpful, the mailers feature photos of the products, along with information and pricing—exactly what the target audience wants to see as they glance over their mail.

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