Zut alors, Proximity first DM agency to win in Cannes

Proximity London has become the first UK direct marketing agency to strike it rich in Cannes, after its digital marketing campaign for The Economist scooped gold in the creative effectiveness category.
While British agencies have already picked up a number of golds, silvers and bronzes in the promotions and direct categories, they have all been won by ad agencies.
The Economist campaign, which also won DMA gold and the grand prix, has unlocked a new audience for the publication by using provocative creative directly linked to The Economist’s perception-changing content.
Devised by Proximity and media agency UM London, the campaign has shown the depth of The Economist’s content with articles that go beyond its usual coverage of economics and politics.
It also displays this content in a dynamic way using in-feed advertising and real-time creative to serve ‘smart content’ in contextually relevant and unexpected places. Importantly, the campaign has generated 5.2 million clicks and 64,000 new subscribers worth £51.7m in lifetime revenue.
Economist chief marketing officer and managing director of circulation Michael Brunt said, “In a machine-driven digital marketing world where every individual interaction has a value, it’s easy to think creativity no longer matters. But we’re not machines and we act from the heart as often as we act from the head. Ignoring creativity means ignoring the impulse buy, the passion, the loyalty and the value customers place on brands.”