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Model marketers display scout spirit at ADMA Awards

Tuesday, 02 December 2008
By Print 21 Online Article

Direct mail and creativity were big winners at the 2009 ADMA Awards, which celebrated the best in Australian direct marketing last Friday. The Scouts theme was a positive influence on the crowd of 700 marketers, who behaved themselves after to the rampant looting at last year’s awards.

Dylan Taylor, creative director for direct at Sydney-based agency BMF, was named the Direct Marketer of the Year. Taylor has been a strong advocate for direct mail in the past, with BMF’s lauded Toohey’s Extra Dry and Wonder Bread campaigns making heavy use of printed communications.

Taylor was only the third creative ever to win the Direct Marketer of the Year gong in the awards’ 29-year history. It caps off a very successful year for Taylor, who won the prestigious Caples Irving Wunderman Award for Lifetime Creative Achievement in March, one of the highest honours in the direct marketing industry.

Print-related sponsors of the event included Australia Post, Bluestar Print Group, CPI Paper and PMP Limited’s Dimension Studios and Pacific Micromarketing – or, as MC Paul McDermott rechristened them, “Pacific Microwaving”.

Pictured:  Pacific Micromarketing general manager, Graham Plant and ADMA CEO Rob Edwards.

Other major awards on the night included the Australia Post Winged Messenger Award for best direct mail campaign, which went to Clemenger Proximity and their work for Mercedes Benz Australia. Clemenger also scored a silver ADMA trophy for their ‘Tongue’ campaign for Advance Pet Food, which made innovative use of the mailbox to achieve cut-through.

A big push from Australia Post this year to encourage marketers to put direct mail into their marketing mix paid off, with Australia Post recording a 9.4 percent increase in direct mail volumes.

The ADMA Grand Prix was won by Leo Burnett for their ‘Name it Burger’ work for McDonalds, while Lowe scored the Creative Award of the Year for the ‘Welcome Snoop’ integrated campaign for MTV Australia.

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