Thomson Holidays campaign wins WDMP a Diamond Award

by Sarah Johnson, Marketing Direct 30-May-08, 10:20

LONDON - WDMP Communications and CreatorMail picked up the top prize at the 2008 Institute of Direct Marketing Business Performance Awards for their work with travel agent Thomson.

The Diamond Award was announced last night with the other top prizes going to Rapier and OgilvyOne Worldwide.

WDMP worked with CreatorMail to produce a personalised mail pack, which delivered over £1m in extra sales in a single month.

The judges said: This is a classic example of data segmentation. It did not depend on the size of the budget – this sort of work is within the reach of all direct marketers.

Rapier took the Silver award for its campaign to launch Virgin Media and the Bronze went to OgilvyOne Worldwide for its work with BT Business promoting its broadband service.

Mike Colling & Co and Whitewater were Highly Commended for their work for RSPCA.

IDM managing director, Derek Holder said: We were particularly impressed with the standard of entries for the Diamond Award. The individual awards also reflected excellent work in terms of strategy, planning and execution.

The award winners

BPA Diamond winner
Client: Thomson
Agency: WDMP/CreatorMail
Campaign: Personalised customer direct marketing campaign

Silver winner
Client: Virgin Media
Agency: Rapier
Campaign: The launch of Virgin Media

Bronze winner
Client: BT Business
Agencies: OgilvyOne Worldwide
Campaign: BT Business Total Broadband

Highly commended
Client: RSPCA
Agency: Mike Colling & Co/Whitewater
Campaign: Home for life

The Facets

Acquisition
Winner: COI & DfES / CMW
Campaign: Active Kids
Runner-up: RSPCA / Mike Colling & Co/Whitewater
Campaign: Home for life

Retention
Winner: Thomson / WDMP
Campaign: Personalised customer direct marketing campaign
Runner-up: Evening Standard / HH&S
Campaign: Eros rewards card launch

Creative
Winner: Royal Mail / Proximity London
Campaign: Chocolate Letter
Runner-up: Tourism Ireland / Mabox
Campaign: The Dream Reward

Innovation
Winner: The Army / Tequila\London
Campaign: Pathfinder
Runner-up: Royal Mail / Proximity London
Campaign: Mr Complete

Customer Insight
Winner: Help the Aged / Tangible Data
Campaign: Mobilising supporter and performance insight to maximise Raffles income
Runner-up: LV= / Occam Direct
Campaign: Dynamic Database – a profitable dynamic partnership

Targeting
Winner: Barnsley Primary Care Trust / Dr Foster Intelligence
Campaign: Barnsley Healthy Breathing Campaign
Runner-up: (no runner-up awarded)

Best use in B2B
Winner: Rapid Racking / Blue Sheep
Campaign: Blue Sheep delivers the pathway to success

Acquisition
Winner: Cushman & Wakefield / Concep
Campaign: Cushman & Wakefield Knowledge Center
Runner-up: Alliance & Leicester / Greenlight
Campaign: Alliance & Leicester natural search campaign

Retention
Winner: Scottish Widows / Scottish Widows in-house
Campaign: Scottish Widows adviser extranet – Becoming easier to do business with
Runner-up: Barclays / Dare
Campaign: Woolwich Intermediaries Fantasy League

Branding
Winner: The Carphone Warehouse / CHI & Partners
Campaign: X Factor challenge
Runner-up: Cadbury / CMW Interactive
Campaign: Cadbury’s Creme Egg – Goo play

Creative
Winner: The Carphone Warehouse / CHI & Partners
Campaign: X Factor challenge
Runner-up: The Army / Publicis Modem
Campaign: One Army recruiting