Interesting trends: Overall there were 2,578 entries, and under 10% made it to a shortlist. The jury awarded one Grand Prix and 13 Golds. Of those top 14, six went to Australia and New Zealand, resulting in a standout 2013 performance for that region. Many entries tugged at the heartstrings and had an emotional approach, including one that John Immosoete, chief creative officer at the Ryan Partnership, said was particularly good: “Driving Dogs,” a pet-adoption campaign by DraftFCB in New Zealand. There’s been a falloff in the traditional direct-mail campaigns, and the vast majority of entries in this category now are an experience or some kind of event or stunt that involves customers. Said Emma de la Fosse, executive creative director at OgilvyOne in the U.K., “One of the Gold winners was what you might describe as a much more traditional piece of direct mail, so it can still be done, but there wasn’t a huge amount of work like that being entered.”
Posted on: Wed, 19 Jun 2013 03:35:31 +0000
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