By Published on .

Top honors in the Direct Marketing Association's 69th International Echo awards went to GMC Trucks' "The Quest for Denali" campaign by McCann-Erickson Worldwide's Relationship Marketing, New York. The Diamond Echo was announced at the DMA's 81st annual conference in San Francisco last night.

And while McCann was lauded for its GMC work, last year the agency's Troy office lost the $70 million client to Ammirati Puris Lintas, New York.

The DMA announced 10 gold, 25 silver and 20 bronze winners. Janine Miller, Tenafly, N.J.; FCB Direct, New York; Orsatti & Partners, Boston and Rapp Collins, Dallas, were among multiple winners. Below is list of the gold winners.

-Agency: McCann Relationship Marketing, New York. Advertiser: GMC Trucks. Campaign: "The Quest for Denali"

Trying not to disappoint current customers who waited 10 months or more to claim their Yukons, GMC geared up to offer its best customers a chance to be first to own the new Denali. In a direct mail campaign created to convince car buyers to purchase a luxury sport utility vehicle they'd never seen, GMC was able to generate a response rate of nearly 17% or 1,974 orders. With a limited production schedule, this was nearly 20% of the 10,000 Denalis scheduled for the first year of production.

-Agency: McCann-Erickson UK, Prestbury. Advertiser: Christie Hospital NHS Trust Centenary Appeal. Campaign: "Teaming With Success-Christie Hospital"

The goal of this fund-raising project was to raise money for Christies Hospitals by recruiting new advocates and collecting donations. With only 40 pieces sent out, Christie managed to fill the tables for its charity dinner and collect twice its monetary target..


Agency: DP&A, London. Advertiser: GoldBrand Development. Campaign: "Goldfish Year One"

Proving that major consumer brands can be created via direct marketing strategies, Goldfish became the UK's fastest growing credit card during its campaign period. The year long campaign reached 68 million and created a response rate of 1.8%. It created a wholly inclusive brand that had mass market appeal establishing a strong hold in the UK credit card industry. Now, Goldfish Card represents 25% of all UK credit cards.

Agency: OgilvyOne Worldwide, Dublin. Advertiser: Bank of Ireland Internet Business. Campaign: "Banking 365 Online"

Bank of Ireland looked to gain new prospects for its view-only, online banking service -- a product never before seen in Ireland. It used the strategy "We're building. Help us build," to convince customers to try the new service. Bank of Ireland placed this slogan in two national newspaper ads on one day. With an audience of 501,000, it created a conversion rate of 98% from the 1,542 customers who responded to the Web site or by phone.


Agency: Ron Weber & Associates, Milford, Conn. Advertiser: Deere Credit Services Campaign: "Deere Credit Services."

Deere Credit Services used a database developed through newspaper classified advertising for its telemarketing approach to recreational vehicle owners. The campaign generated a 1.5% conversion rate and created 130 orders for a revenue of nearly $4 million. The total cost of the program was $60,000.

Agency: Earle Palmer Brown, Bethesda, Md. Advertiser: Blue Cross/Blue Shield Federal Employee Program. Campaign: "Black White and Blue"

Blue Cross/Blue Shield had a window of four weeks to reach federal employees who were selecting healthcare providers. It had to compete with more than 300 other providers. Blue Cross achieved a retention rate of 99.2% and boosted total subscribers by 82,000. The campaign focused on breaking through the clutter of competitors with target print ads.

-Agency: In-house. Advertiser: Phoneworks. Campaign: "I Found Your Wallet"

Phoneworks introduced its new interactive marketing system, SmartSpiffs, in a clever campaign by sending out wallets with a note attached reading, "I found your wallet!" Inside the wallet were subtle notes inluding, an ATM receipt, a phone message, matchbook cover and a lottery ticket, all relating to SmartSpiffs. The campaign cost $5,340 and generated nearly $5 million in sales over an eight-month period.

-Agency: FCB Direct, New York. Advertiser: AT&T Corp. Campaign: "Nothing To Hide"

A print campaign aimed at business travelers attempted to expose the hidden cost of competitors. In newspaper and magazine ads, AT&T supplied consumers with a calling card that could be cut out and activated.

-Agency: Carmichael Lynch, Minneapolis. Advertiser: American Standard. Campaign: "We Want You To Love Your Bathroom"

American Standard's print, direct mail and fulfillment cards campign repositioned its brand and generated qualified leads to increase showroom traffic.

-Agency: McCann Erickson, Los Angeles. Advertiser: Nestle USA's Quik brand. Campaign: "Clinging Bunny"

Fighting through the color and clutter of Nickelodeon magazine, Nestle Quik was able to bring in a 1.4% response rate during a four month run. Nestle used a toll-free telephone offer for a Quik Bunny sticker that adheres to a child's glass of milk. The goal was to capture kids' attention and create brand awareness that lingered in the household after the initial advertising exposure.

-Those who won Silver awards include:

Agency: Epsilon, Burlington, Mass. Advertiser: Covenant House. Campaign: "Covenant House -- Bed & Blanket Appeal"

-Agency: Malchow Adams & Hussey, Washington. Advertiser: World Jewish Congress. Campaign:"File Folder Package"

-Agency: Malchow Adams & Hussey, Washington. Advertiser: World Jewish Congress. Campaign: "Swiss Banks -- Nazi Gold Prospect"

-Agency: Salem Comunicacao e Marketing Directo, Sao Paulo, Brazil. Advertiser: BFB (Banco Frances e brasileiro). Campaign: "French Revolution"

-Agency: Janine Miller, Tenafly, N.Y. Advertiser: The CIT Group/Equipment Financing. Campaign: "Tooled For High Performance"

-Agency: DP&A, London. Advertiser: GoldBrand Development Ltd. Campaign: "Goldfish Year One"

-Agency: OgilvyOne Worldwide, Amsterdam. Advertiser: British Tourist Authority. Campaign: "BTA DM Programme 1997"

-Agency: Orsatti & Partners, Boston. Advertiser: ShopLink Campaign: " ShopLink Customer Acquisition"

-Agency: W.B. Doner & Co., Baltimore. Advertiser: Sylvan Learning Centers. Campaign: "Success is Learned"

-Agency: FCB Direct, New York. Advertiser: AT&T Corp. Campaign: "AT&T Back-to-School 1997" for its college market.

-Agency: Generator, Copenhagen, Denmark. Advertiser: Bruhn. Campaign: "I Can Handle the Truth"

-Agency: FCB Direct, New York. Advertiser: U.S. Postal Service. Campaign: "U.S. Postal Service Consolidator Program"

-Agency: Irma S. Mann Strategic Marketing, Boston. Advertiser: The Island of The Bahamas. Campaign: "Preview Magazine"

-Agency: Grey Intergrated PLC, London. Advertiser: Royal Mail Campaign: "Advertising By Post"

-Agency: DraftWorldwide, Chicago. Advertiser: Sprint Corp. Campaign: "Sprint Bundling Test"

-Agency: Mullen Advertising, Wenham, Mass. Advertiser: Nextel Communications. Campaign: "Nextel, NY"

-Agency: Leo Burnett Co., Toronto. Advertiser: Bell Canada. Campaign: "Santa"

-Agency: M/S Database Marketing, Los Angeles. Advertiser: Remington Industrial. Campaign: "Holy Beastly Buildup!"

-Agency: In-house. Advertiser: Lancer Label. Campaign: "Three-Tier Lancer Catalog"

-Agency: FCB Direct, Toronto. Advertiser: DuPont Canada. Campaign: "DuPont Stainmaster Ad Campaign"

-Agency: Carlson Marketing Group, Minneapolis. Advertiser: Hallmark Cards. Campaign: "Hallmark Gold Crown Card Program -- 1997 Core Program Mailings"

-Agency: Carlson Marketing Group, Minneapolis. Advertiser: Hallmark Cards. Campaign: "Hallmark Gold Crown Card Program -- 1997 Preferred Program Mailings"

-Agency: Carmichael Lynch, Minneapolis. Advertiser: Caribou Coffee Co. Campaign: "Signs"

-Agency: Wunderman Cato Johnson, New York. Advertiser: AT&T Corp. Campaign: "Greeting Card"

-Agency: Rapp Collins Worldwide - Dallas, Irving, Texas. Advertiser: Hyatt Hotels Corporation. Campaign: "Hyatt Resorts: Ready. Set. Stay."

-Bronze winners include:

Agency: Leo Burnett Co., Toronto. Advertiser: Camp Oochigeas. Campaign: "An Evening of Summer Dreams"

-Agency: Rapp Collin Worldwide, Chicago. Advertiser: Chidren's Memorial Hospital. Campaign: "Be an Angel"

-Agency: WWAV Rapp Collins, London. Advertiser: Oxfam GB. Campaign: "Water"

-Agency: Orsatti & Partners, Boston. Advertiser: BankBoston. Campaign: "Bill Payment Activation Mailing"

-Agency: Blau Direct Edge, Chicago. Advertiser: The Associates National Bank. Campaign: "Cha-Ching"

-Agency: Janine Miller, Inc., Tenafly, N.J. Advertiser: The CIT Group, Equipment Financing. Campaign: "Who Ever Said the Sky's the Limit"

-Agency: Advertiser: Guaranty Federal Bank. Campaign: "The Best of the 50s"

-Agency: Rapp Collins, Dallas. Advertiser: Hyatt Hotels Corp. Campaign: "Hyatt Resorts: Ready. Set. Stay."

-Agency: Earle Palmer Brown, Bethesda, Md. Advertiser: Blue Cross/Blue Shield Federal Employee Program. Campaign: "Black, White & Blue Campaign"

-Agency: Leo Burnett A/S, Oslo. Advertiser: The Norwegian Royal Mail. Campaign: "The St. Valentine's Day Story"

-Agency: Colle & McVoy Marketing Communications, Minneapolis. Advertiser: Pfizer Animal Health. Campaign: "PreventiCare"

-Agency: MBO Solutions, London. Advertiser: Royal Mail. Campaign: "DNA Appointment Management Programme"

-Agency: Carlson Marketing Group, Minneapolis. Advertiser: Carlson Marketing Group. Campaign: "A Company. On the Edge. "

-Agency: One to One Direct Communications, Edinburgh, Scotland. Advertiser: The UK Direct Marketing Association and The Royal Mail. Campaign: "Don't Get Mad, Get Even."

-Agency: The FOCUS Agency, Dallas. Advertiser: GTE Internet Services. Campaign: "Fear"

-Agency: Bill/Holiday, Boston. Advertiser: Budget Rent-A-Car. Campaign: "Unlimited Budget"

-Agency: Sepia A/S, Copenhagen, Denmark. Advertiser: Dansk Shell. Campaign: "The Roughnecks"

-Agency: One to One Direct Communications, Edinburgh, Scotland. Advertiser: Curtis Fine Papers. Campaign: "Curtis Exchange"

-Agency: Y&R/Wunderman Cato Johnson Partnership, New York. Advertiser: Sears, Roebuck & Co. Campaign: "A Whole New Look At Redecorating"

-Agency: Wunderman Cato Johnson, New York. Advertiser: Wunderman Cato Johnson. Campaign: "Wunderman"

Most Popular
In this article: