McCann tops Echo winners

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Mccann relationship Marketing, with five awards, and Russ Reid Co. with three awards, led U.S. agencies at the Direct Marketing Association's 71st Annual International Echo Awards competition. The awards honor direct-response ad campaigns targeted to consumer and business audiences.

Overall, U.S. and international advertisers and their agencies received 14 gold, 20 silver and 23 bronze awards during a ceremony Oct. 15.

"Financial and business services work was exceptional this year," says Brian Anderson, associate VP-strategic services at Save the Children in Westport, Conn., and chairman of the Echo Committee. "The dimensional mailings were creative, exciting and had wonderful results."


One of the big winners, Aim Direct, Auckland, N.Z., received three gold awards for financial services campaigns that Mr. Anderson calls fun and targeted. One, "The America's Cup Invitation" for client Bank of New Zealand, consisted of sail boat-shaped invitations in a canvas bag envelope designed to look like the bag sails are packed in.

Mr. Anderson points to OgilvyOne Worldwide, a gold winner for its "PeoplePC" campaign, as having used an interesting and exciting strategy to market the advertiser's bundled technology (See below for more about the campaign).

He calls the campaign one that stands out, capturing 800,000 responses in a highly competitive market cluttered with new players. It also took home the Diamond Echo, for being best of show.

Other top awards included the Henry Hoke awarded to Lautman & Co., Washington, DC for its fundraising campaign for the U.S. Holocaust Memorial Museum. The USPS Gold Mailbox went to DP&A, London for its talking direct mail piece for Wildfire.

"We are growing as an international award ceremony," Mr. Anderson says. "Every year we receive more overseas entries."

The awards ceremony was part of the DMA's 83rd Annual Conference & Exhibition in New Orleans.

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