UK agencies clean up at US Caples Awards night

by Staff,, Brand Republic 01-Mar-04, 07:00

NEW YORK - British direct marketing agencies cleaned up at the XXVI Caples Awards, scooping 26 awards in all, just one behind US agencies, with Proximity, Arc and Craik Jones Watson Mitchell Voelkel all winning.

The ceremony in New York also saw Arthur Parshotam, executive creative director of Draft London, receive the Irving Wunderman Award. Named after one of the world's most inspirational copywriters, the special award is presented by the Caples Board to an individual who, for a decade or more, has combined the highest levels of talent, imagination, curiosity and human insight into a unique body of creative work.

Proximity London won a first prize in the Direct Mail Standard over $400m for its "Looking Up" campaign for the Volkswagen Beetle Cabriolet while Arc won two firsts in the same category for work on the Fiat MPV and Fiat Seicento.

In the Collateral/Alternative Media category Craik Jones won a first for its client the Association of Train Operating Companies.

EHS Brann Cirencester won a first in the Website Consumer category for work on its campaign for the Tetley Drawstring Test.

In the Single Medium Campaign category Proximity London won its second award for its Messing About campaign for Lever Faberge.

After the US with 27 awards in total and the UK with 26, Australian agencies picked up 11 and New Zealand shops took home 11.

David Sable, vice-chairman and president worldwide operations for Wunderman who chaired the judges this year, said: "The campaigns that are recognised in this competition truly reflect the power of targeted communications and why direct is the engine that drives the marketing business forward."

The Best in Show award went to Doner USA for its "Umbrella" TV spot for client LA Cable.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.