UK agencies have picked up 14 gongs at the John Caples International Awards, including one gold, three silvers and 10 bronzes at the ceremony held in New York.
Archibald Ingall Stretton came out top, with the only gold won by a UK agency for O2. The mailing, which targeted IT directors, achieved a conversion rate of 525 sales (15 per cent of the target audience), with 35 per cent of the target being cold prospects.
Proximity London (for Royal Mail), Elvis Communications (for Honda) and AIS again (WRAP), all secured silvers.
Meanwhile, bronzes were won by Proximity (two for Royal Mail), Kitcatt Nohr (two for WaterAid), Elvis (Virgin Media), OgilvyOne (IBM), DDB (Volkswagen), Arc UK (Kraft), Chemistry Communications (Blackberry) and AIS (O2 3D rugby).
Elsewhere, Lester Wunderman, the man widely credited with coining the term “direct marketing” more than four decades ago, scooped the 2010 Andi Emerson Award, presented each year to an individual for outstanding service to the DM community.
“Wunderman the agency and Lester Wunderman the person created direct marketing as we know it,” said Patrick Fultz, president and chief communications officer at the DM Creative Group and president of the Caples Awards.
The Awards, which are designed to honour the best in direct and interactive marketing around the world, were founded in 1978 by DM pioneer Andi Emerson to honor well-recognised copywriter John Caples. With international chairs in 50 countries, the Caples are judged by more than 60 senior-level, international creative professionals.
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