Subject Index
 

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

Since 1999, Henkel has been actively involved in social activities, and primarily with school communities. It wanted to create a new project for its washing machine detergent, Dixan, which engaged chi ...

1999-2000 `Stay in Touch campaign' for British Telecom, using the ET character. Objective: to reposition BT as a communications company for the future, and sell new world products. The paper claims to ...

Okobank's aim was to build customer loyalty and increase its number of young customers. TV, movie and Internet advertising was used together with direct marketing of 18 year olds. Objectives were exce ...

A service giving payment to its client in just 24 hours was launched by SEUR, which positioned the company as the fastest in the market. A system of Direct Mail and follow-up Telemarketing was used to ...

Using an emotional and humorous style for mailings, with Hollywood icons such as Marilyn Monroe and Humphrey Bogart, a target audience of 2,500 Spanish advertisers, agencies and media planners were ap ...

This 1998 DMA Silver ECHO winner was created by Grey Integrated for Royal Mail National (United Kingdom). The objective of this multimedia campaign was to educate small and medium sized enterprises (S ...

This 1998 DMA ECHO entry was created by Dimension for Euskaltel (Spain). After 50 years of a telephone monopoly in Spain, Euskaltel entered the market with a competitive long distance service called E ...

This 1998 DMA ECHO entry was created in-house by The Stock Market Photo Agency. With the wide variety of stock photography catalogs and CDs available today, The Stock Market's biggest challenge was to ...

This 1998 DMA ECHO entry was created by FirstDirect for Janssen Pharmaceutica (Philippines). Although Janssen experienced a good acquisition rate for its Retin-A anti-wrinkle product, only 24 % of use ...

This 1998 DMA ECHO entry was created by Cartwright Williams for CIGNA Insurance Asia Pacific (Australia). The objective of this campaign was to convince veterinarians to recommend and sell CIGNA's Pet ...

This 1998 DMA ECHO entry was created by Ernan Roman Direct Marketing for PE Applied Biosystems Division (PE ABD). The objective of this campaign was to generate leads for PE ABD's ABI Prism 7700 Seque ...

This 1998 DMA ECHO entry was created by Business Response for The Lee Company. The objective of this campaign was to encourage employees of companies participating in the Lee National Denim Day fundra ...

This 1998 DMA ECHO entry was created by Reese Brothers for American Red Cross Blood Services, SW Region. The objective of this telemarketing campaign was to build a database of qualified and reliable ...

This 1998 DMA Gold ECHO winner was created by Ron Weber and Associates for Deere Credit Services, Inc. The objective of this telemarketing campaign was to contact owners of recreational vehicles who w ...

This 1998 DMA ECHO entry was created by Dialogue Marketing for Sears. The objective of this telemarketing campaign was to contact an in-house list of Sears appliance purchasers on a cyclical basis to ...

This 1998 DMA ECHO entry was created by Foote, Cone & Belding Direct Canada for IBM Canada. The objective of this multimedia campaign was to generate leads for IBM's new application development softwa ...

This 1998 DMA ECHO entry was created by M/S Database Marketing for ITT/Barton. The objective of this multi-media campaign was to generate leads and orders for ITT/Barton's electronic gas flow meters w ...

This 1998 DMA ECHO entry was created by OgilvyOne Worldwide (Ireland) for PostConsult International (the Irish Post Office). The objective of this direct mail campaign was to generate leads for PostCo ...

This 1998 DMA ECHO entry was created by HispanAmerica Response Marketing for BellSouth Advertising and Publishing. The objectives of this telemarketing campaign were to boost slow circulation growth a ...

North West Water had to contend with considerable public and media criticism during the draught in the summer of 1995. Having learned a lesson' objectives were set in place to (1) set customer expecta ...

Due to mounting costs in London, Benlyn was keen to see if radio could extend the impact of TV by maintaining awareness at a lower cost. The results suggest that radio successfully performed its tas ...

This 1997 DMA ECHO entry was created by Malchow Adams & Hussey for the Democratic National Committee (DNC). The Presidential Partners monthly credit card giving campaign was launched in order to recru ...

This 1997 DMA ECHO entry was created by Response JPS for Medicos Del Mundo (Doctors of the World), a non-profit organization in Spain. Made up of doctors and medical personal, Medicos Del Mundo specia ...

This 1997 DMA ECHO entry was created by Russ Reid Company for Lutheran Hour Ministries. A multimedia campaign was developed that featured the following five communications: 1) a pre-announcement lette ...

This 1997 DMA ECHO entry was created by InfoCision Management Corporation for the Salvation Army - Summit County. The objectives of this telemarketing campaign were as follows: 1) maximize the size of ...

This 1997 DMA ECHO entry was created by Evans Hunt Scott for Tesco Stores, located in the UK The objective of this multimedia campaign was to generate orders for a home delivery grocery service. This ...

This 1997 DMA ECHO entry was created by Reese Brothers for Children's Wish Foundation International. The objectives of this telemarketing campaign were to double CWF's existing donor base and reach ov ...

This 1997 DMA ECHO entry was created by Dialogue Marketing for Nestle Food Company. Contadina's market share for Deluxe Tomato Sauce in restaurants is less than 10% despite its success in taste tests. ...

This 1997 DMA ECHO entry was created by RSVP - Marketing Direto for Banco Sudameris Brasil. The objective of this multimedia campaign was to increase Banco Sudameris' base clients in a very short peri ...