Foreign Marketers Win Big at Caples

BOSTON The best campaigns in direct response marketing were recognized last night at the 26th annual Caples Awards.

“The Caples is one of the most important awards programs for the direct industry,” said David Sable, vice chairman and president of worldwide operations of Wunderman and Caples general chairman of this year’s competition, in a statement. “The campaigns that are recognized in this competition truly reflect the power of targeted communications and why direct is the engine that drives the marketing business forward.”

Seventy-four percent of the award-winning entries came from outside the U.S., and 67 percent of all honors (winners and finalists) went to entries from foreign DRM shops, according to statistics provided by the show. Entries from 17 different countries were among the winners.

Doner USA won this year’s Sackheim Best in Show Award for its “Umbrella” TV spot for L.A. Cable. Production credits on that spot include creative directors John DeCerchio and Randy Belcher and art director Ken Spera.

First-place winners included Digitas, Boston, for best online ad for American Express; Rodgers Townsend, St. Louis, for best single medium business campaign for the Saint Louis Black Repertory Company; and Draft, Chicago, for best TV over $250,000 for Monster.

Proximity in London took home two first-place prizes for best direct mail standard for Volkswagen and best single medium campaign for Levers. Other international first-place winners included AIM Proximity in New Zealand, Arc in London, DEC and CP Comunicacion Proximity, both in Spain, and iLeo in Australia.

Arthur Parshotam, executive creative director of Draft London, received the Irving Wunderman Award. The Andi Emerson Award, given to an individual who has made outstanding contributions to the direct marketing creative community, was presented to Richard Rosen, president and CEO of AlloyRed, Portland, Ore.

The awards were presented at the Roosevelt Hotel in New York.