October 16, 2012 — The Direct Marketing Association (DMA) last night presented its 2012 International ECHO Awards at the Mandalay Bay in Las Vegas, during the DMA2012 Conference & Exhibition, which concludes Thursday, October 18. This year’s awards were entered, categorized, judged, and presented in 12 primary business categories.  Nine went to nonprofit campaigns.

Of the campaigns submitted for this year’s ECHO honors, nine campaigns were honored with Gold, 23 with Silver, and 42 with Bronze.  In addition, 6 campaigns, received special awards, which include the Diamond ECHO.

Reflecting the increasingly global nature of multichannel direct marketing, DMA’s 2012 ECHO Awards were presented to campaigns from numerous countries including:  Australia, Brazil, Canada, Denmark, Germany, India, Mexico, New Zealand, Spain, the United Kingdom, and the United States.

Listed below are the recipients of the 2012 Special International ECHO Awards.

Diamond ECHO

Target Audience:  Consumer

Category:  Product Manufacturing & Distribution

Client:  Mars NZ ― Auckland, New Zealand

Agency:  Colenso BBDO/Proximity ― Auckland, New Zealand

Campaign:  Doggelganger

The Diamond ECHO is the most prestigious award of the entire ECHO program.  The Diamond is considered “best in show” and is presented to the top campaign overall.

ECHO Governors Award for Strategic Innovation

Target Audience: Business-to-Business

Category: Consumer

Not for Profit

Client: GRAACC ― São Paulo, Brazil

Agency: OgilvyOne Brasil ― São Paulo, Brazil

Campaign: Donate Your Fame

This award is given to a campaign that took strategic thinking to a whole new level.

Green ECHO

Target Audience:  Business-to-Business

Category:  Business & Consumer Services

Client: Vestas ― Aarhus N, Denmark

Agency: Vertic Inc ― New York, USA

Campaign: Energy Transparency Campaign

The Green ECHO recognizes the most creative and strategic use of eco-responsible marketing tactics to deliver outstanding results, from a response or a return-on-investment perspective, while producing results that affect the environment in positive ways.

Henry Hoke Award

Target Audience: Business/Consumer


Client: Action Against Hunger (Spain) ― Madrid, Spain

Agency: Shackleton ― Madrid, Spain

Campaign: The Share Experiment

Selected by Hoke Communications, this annual award reflects the campaign with the most courageous solution to a difficult sales marketing problem.

Personal Connections ECHO Award

Target Audience:  Business-to-Business

Category:  Information Technologies

Client: Microsoft ― Seattle, USA

Agency: Wunderman Seattle ― Seattle, USA

Campaign: Enterprise Customer Care

The Personal Connections ECHO Award, sponsored by Pitney Bowes, recognizes companies and marketers that lead the way in customer communications by using customer insights and marketing to create personal, long-lasting consumer relationships.

USPS Gold Mailbox Award

Target Audience: Consumer

Not for Profit

Client: Arts Centre Melbourne ― Melbourne, Australia

Agency: Ogilvy ― Melbourne, Australia

Campaign: Sally’s First Show

The campaign that earns the USPS Gold Mailbox Award, which is sponsored by the United States Postal Service (USPS), employs mail in a groundbreaking way.

For more information please visit www.echoawards.org.  For a complete list of 2011 DMA International ECHO Awards winners, please visit http://www.the-dma.org/cgi/dispannouncements?article=1653.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) 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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