International campaigns dominate DMA's ECHO Awards

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San Francisco—The Direct Marketing Association presented its ECHO Awards at its annual conference exhibition here, presenting 93 awards for direct-marketing excellence.

The awards were dominated by the increasing participation of international agencies, with campaigns recognized from Belgium, Brazil, China, Czech Republic, France, India, Malaysia, New Zealand, Philippines, Singapore and South Africa, in addition to the U.S.

Taking home the Diamond ECHO, DMA's best of show award, was FSC Inserta, a Madrid nonprofit that works to integrate disabled workers into companies, for its business-to-business and consumer campaign “Capable.” The company's agency was Shackleton, Madrid.

B-to-b campaigns receiving special honors included “Hassy NYC–Freestyling in the Social Media,” devised by agency RelationshusetGekko, Copenhagen, on behalf of imaging and photo equipment company Hasselblad USA. The campaign took DMA's Hoke Award for “the most courageous solution to a difficult sales marketing problem.”

Czech Republic-based design company and retailer Heex was awarded the USPS Gold Mailbox Award for its b-to-b campaign “Experience the Design and Quality,” a direct-mail program created by agency Proximity Prague that demonstrated “mail in a groundbreaking way.”

The b-to-b ECHO Green Marketing Award went to conservation organization WWF-Australia. Its program, “Plant Spike,” was developed by Wunderman, Sydney.

In addition to these special awards, gold ECHO honors in the b-to-b category went to DHL Express India for its “Yacht Blueprint” campaign devised by OgilvyOne Worldwide, Mumbai; IBM Beijing, for The Proposal, its IBM Rational Software Conference, developed by Ogilvy Beijing; and Scandinavian Airlines System, for its “Flying to the Web” campaign, by RelationshusetGekko.

Besides Hasselblad USA, the only other Gold ECHO winner from the U.S. was Rosetta, whose campaign “Snow Day” was developed by its in-house agency Rosetta, Beachwood, Ohio.

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