AS THE PENULTIMATE year of the second millennium tottered towards its close, doughty direct marketers donned their black ties or little black dresses [and that was just the fellers] and hied themselves to London’s Grosvenor House Hotel for the annual DMA/Royal Mail Awards. Unlike 1998 when Craik Jones Wat-son Mitchell Voelkel selfishly collared sixteen gongs (including six firsts), egalitarianism ruled with no fewer than eight agencies sharing sixteen of the twenty-nine first prizes.

The overall Gold Award was scooped by CMB for its customer retention/loyalty programme for Hyundai Car, also gaining a first in that category; CMB collected another first for the same campaign in the Low Vol-ume Consumer Direct Mail sector. In addition to CMB, the joyful octet of double-firsts included Black Cat Direct, Davies Little Cowley Fiddes, DP&A, oneagency, Rapier, WWAV Rapp Collins and WWAV Rapp Collins Scotland.

Cable & Wireless Communications, which won the Gold Award in 1998, topped the client list for 1999 with four firsts, courtesy of Black Cat Direct (two awards) and Rapier (ditto). C&WC also collected three second places and one third.