“To be chosen as a winner means the problem-solving strategy and execution was judged ‘excellent’ and the creative ‘superb’,” says Nici Stathacopoulous, CEO of proximity#ttp.

“While international recognition shows our thinking to be in line with direct marketing standards around the world, it is always encouraging to be evaluated positively for both creative and execution, as these two components are equally significant in designing winning campaigns for our clients,” she adds.

“Dirty Joke Book”, on behalf of Va Va Broom, won in the Business Standard Direct Mail category, while “Lonely Finger”, on behalf of 5FM, won in the Consumer Multi-Media Campaign category.

A second place was awarded for the consumer electronic interactive website that was set up for the “Lonely Finger” campaign. Proximity also received two third place awards, one for the “Abbreviated Oliver Twist” campaign for Sandton Library in the Miscellaneous Non-Profit category, and the other for Va Va Broom’s “If it’s dirty, we’ll clean it” campaign in the Multi-Media Business category.

A finalist award for proximity’s “Win a House” campaign for Metro FM was in the Consumer Television category. Since non-winning finalist entries may have scored only a point or two below actual winners, they are included in the display of winning entries.

Caples Awards go to individuals that make up the teams that have created the “most brilliant” advertising solutions to real-time marketing problems. The competition pulled entries from 33 different nations, with creative teams from 22 countries among this year’s winners and finalists. There were 12 South African entries this year, several of which were selected as winners and/or finalists.

[12 Mar 2007 16:17]

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