Andi traveled the world, presenting speeches and seminars on direct response creativity as illustrated by Caples Award winning entries. Because Caples judging sessions bring together direct marketing creative directors from around the world to share their thoughts and opinions, Andi has created an international network of senior creative talent second to none. John Caples may have written the classic ads and text books, giving inspiration to the awards bestowed in his name, but for the past 30 years, Andi Emerson has been the patron saint of direct marketing creatives.
Caples Wunderman Award - Lifetime Creative Achievement
Dylan Taylor, Creative Director for Direct, Partner and Board Member at Sydney independent BMF.
Caples Andi Emerson Award - Lifetime Achievement and Service to the Direct Marketing Creative Community
Duncan Gray, Proximity London Executive Creative Director and Proximity Worldwide board member, based in London.
Courageous Client Award
Mercedes-Benz Bank and its agency Salem of São Paulo, Brazil.
Decades ago John Caples made history with his now-well-known print ad. He wrote the rules on eliciting a strong emotional reaction from each audience, thereby capturing the largest possible database file for a given market.
What's changed is the location of the audience and the addition of new media (interactive, direct mail, broadcast or mobile gaming-PDA, Collateral, print of even sticks in the park).
Now creative has to push and pull people into entirely new places -- with work that's worthy of a Caples Award.
That challenge requires hands-on knowledge and the best brains in the universe.
Now 53-countries strong, Caples 30 Volunteer Creative Directors run, rule, judge and award the work submitted by all of us. About 100 top level, international CD's pay expenses to spend 4 days in New York City individually scoring, on a scale not a curve, the actual entries. To win, Finalist entries must then accumulate a required point total from six individual 3rd Round judges. Not-for-profit, funded by agencies, clients and suppliers, we are the ONLY not-for-profit, INDEPENDENT DM contest in the world.
In the Philippines, the combined science and magic of integrated marketing communications, particularly direct marketing, is still in its formative years. This does not prevent us, however, from upholding global standards. We are a driven lot, who crave the chance to pit our work against the best creatives in the world. In 2004, our efforts paid off. Out of 1,055 international entries, our piece on the publication inquirer Libre entitled "Cornflakes" won a Caples award.
Many thanks to Andi Emerson, Gary Schelner, Patrick Fultz, Gary Bimblick, Rock Savage; the judges from the United States, Europe and the Pacific Rim; and the scores of industry volunteers who organize the Caples tirelessly year after year. Your contribution to the Caples is a source of inspiration to those who strive to create materials that bear groundbreaking solutions to direct marketing challenges...