The Direct Marketing Association (DMA) today announced the Diamond finalists for the 2012 International ECHO Awards competition, which will take place during the DMA2012 Conference & Exhibition in Las Vegas.  The five Diamond finalists are:  Aspen Marketing Services, BBDO New York, BMF Australia, Colenso BBDO/Proximity New Zealand, and Shackleton Madrid.

The ECHO awards will be presented October 16, during a gala ceremony at the Mandalay Bay— emceed by Sheryl Underwood, co-host of the popular TV show, “The Talk.”

These prestigious awards honor the world’s outstanding marketing campaigns that demonstrate exceptional creativity, visionary strategy, and results. The Diamond ECHO is the most prestigious award of the ECHO program. Selected from among the Gold winners, the Diamond ECHO is considered the best-in-show and is awarded to the top campaign overall.

“This year’s ECHO Awards will be more exciting than ever.  We are thrilled that Sheryl Underwood, one of the best comediennes in the business, will be hosting the show.” said Barbara Parker, DMA’s director of awards programs.  “And the 2012 Diamond finalists are sure to dazzle, as they demonstrate outstanding innovation, creativity, and effectiveness.”

Diamond ECHO Finalists

AT&T You’ve Got a Case

Agency: BBDO New York

Advertiser: AT&T

Category: Retail & Direct Sales

AT&T wanted to help young people convince their parents they deserve a new 4G smartphone for the holidays. But smartphones are pretty pricey gifts. If they really deserve one, they’d need a convincing argument. So BBDO New York created Kent Wesley, the world’s #1 Facebook attorney, to help them prove they deserve one.

Barbie Girl

Agency: BMF Australia

Advertiser: Meat & Livestock Australia

Category: Product Manufacturing & Distribution

The annual Australia Day campaign is the centerpiece of Lamb’s yearly advertising. The new “Barbie Girl” initiative featured “Lambassador” Sam Kekovich as a “chop star” of a nationwide music video touting lamb’s cool factor.

Kraft Canada Sampilcious

Agency: Aspen Marketing Services

Advertiser: Kraft Foods Canada

Category: Product Manufacturing & Distribution

First Taste “Samplicious” is a program designed to connect Kraft’s most valued consumers with the Kraft brands they love by delivering full-sized product samples, high value coupons, and What’s Cooking magazine directly to their doorstep. This program was targeted to key food influencers — those most likely to try, taste and talk about their food experiences across a wide circle of friends and family.


Agency: Colenso BBDO/Proximity New Zealand

Advertiser: Mars NZ

Category: Product Manufacturing & Distribution

Pedigree Adoption Drive is an annual Pedigree initiative to help promote the plight of homeless dogs. Doggelganger is an innovative human to canine facial recognition software that allows us to connect real homeless dogs with real people.

The Share Experiment

Agency: Shackleton Madrid

Advertiser: Action Against Hunger (Spain)

Category: Not-for-Profit

As part of World Food Day Action, the NGO Against Hunger launched a campaign to raise awareness and funds among the general public concerning the world’s hunger problem with particular emphasis on acute child malnutrition, a disease that kills over 3.5 million children each year.

Be sure to the attend the ECHO Gala to find out who wins this coveted award!

About DMA’s International ECHO Awards

Introduced in 1929 as the “Best in Direct Mail” contest, the DMA International ECHO Awards honor excellence in creativity, marketing strategy, and response results in direct marketing campaigns.  With over 1,000 entries submitted by direct response agencies worldwide, DMA’s annual ECHO Awards recognize every type of media used in direct and interactive marketing campaigns.

For more information about the International ECHO Awards, which will be presented October 16, 2012 during the DMA2012 Conference and Exhibition, please visit   To register, or for additional information about DMA2012, please click here.

About DMA2012 Conference & Exhibition

The DMA2012 Annual Conference & Exhibition:  The Global Event for Real-Time Marketers is the world’s largest gathering of cross-media/channel marketing professionals.  DMA2012, which will be held October 13-18 in Las Vegas, will feature keynote presentations, educational sessions, roundtables, case studies, white papers, and research reports.  DMA2012’s exhibit hall will feature hundreds of exhibiting companies.  For additional information, or to register for the six-day multichannel marketing event of the year, please visit

For information about DMA2012 exhibition and sponsorship opportunities, please contact Kevin Fox at 212.790.1468 or

About Direct Marketing Association (DMA)

The Direct Marketing Association ( is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing.  Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States.  Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales.  In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US.  Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.


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