About the Caples Group

Caples Background

The Caples International Awards was founded in 1978 by Andi Emerson, the legendary direct marketing pioneer. This international advertising contest is unique in direct and interactive marketing. Now in its 31st year, and with international chairs in 53 countries, the company is funded by industry agencies, clients and suppliers; it’s run by industry volunteers and judged by over 100 active, senior level, international creatives. The annual awards go to individuals comprising the teams that have created the most brilliant advertising solutions to real-time marketing problems.

The competition is named for John Caples — an outstandingly successful Direct Response copywriter and internationally acclaimed author. He defined and codified Direct Marketing. His tenets of statistically evaluating the present and future re-contact value of data collected from those who respond are the basis for today’s interactive and digital marketing disciplines. Because he spent years promoting recognition for creatives who work within this rigid discipline, Caples awards are only given to actual members of winning teams.

Awards

The year-long effort by over 300 international volunteers culminates in the Caples Night Party, a glittering cocktails and dinner celebration highlighted by
a spectacular, multi-media presentation of winning entries. Attendees receive a Presentation Book with photos of winning entries, agency, client and team member names, and lists of Finalists. Winners also receive trophies.

Special Awards

4 additional Awards are also presented: the Courageous Client, for innovative advertising an insecure client would never authorize; the Sackheim Best of Show, for an outstandingly ingenious entry; the Irving Wunderman, to a creative for a minimum of 10 years of exceptional direct response work; and the Andi Emerson, to an industry leader for a lifetime of service to the Direct Marketing community at large.

Judging Process

To become a Finalist, each individual entry must be vetted by a triumvirate of creative peers during 2 successively-eliminative judging Rounds. For the Final Round, the Finalists are numerically scored for copy, for art and for concept,
by 2 separate triumvirates of International Judges. The cumulative total of the
6 individual Creative Directors is decisive. If no Finalist reaches the preset score for a prize level, no prize is awarded. If two or more reach the same prize-level score in the same category, there will be multiple winners. Thus, a category may have several Silver (2nd), prize winners, say, without a Gold (1st), etc. etc.

The Publicity

To be chosen as a Winner means the problem-solving strategy and execution was judged "excellent" and the creative "superb". However, 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 mounted on stanchions and shown during the Caples Night celebratory dinner and Awards presentation, and they are listed in the Caples’ Winners Presentation Book.

John Caples 5/1/1900 - 6/10/1990

After receiving a Naval Academy B.S.degree, John Caples became a cub copywriter at Ruthrauff & Ryan in 1925. Two months later he wrote:"They laughed when I sat down at the piano. But when..." In 1927 he joined BBDO, became VP in 1941, a Naval Commander during WW II (a Letter of Commendation in 1944) and returned to BBDO after the war.

In 1983 he fell from the top of a ladder, resulting in a badly broken back, unremitting pain and his consequent resignation from BBDO; 56 years after he was originally hired!

John taught copywriting at Columbia Business School, lectured at the NY Ad Club and wrote dozens of articles and five books: Advertising for Immediate Sales; Advertising Ideas; Making Ads Pay; Tested Advertising Methods and How To Make Your Advertising Make Money. The first two have been translated into
7 languages. His column in Direct Marketing Magazine ran from 1972 until his accident in 1983.

His many awards included: Best Copywriter, National Association of Direct Mail Writers (1969); Advisory Council, ADMA ('71); Leadership, DMCNY ('72); Copywriters Hall of Fame ('73); Advertising Hall of Fame('77); Distinguished Service, DMDNY ('78).

Andi Emerson 11/1/1925 - 2/13/2008

Andi Emerson has done more to raise the level of creativity in direct response advertising on a global level than anyone else in the direct marketing field. As founder and, for the past 30 years, Board Chair of the John Caples International Awards, she has been the world’s leading proponent of creative innovation in direct marketing. The Caples Awards survive and thrive in large part due to Andi’s dedication. The fruits of this labor of love are priceless, and proven by the thousands of working creatives in all parts of the globe who take inspiration from the Caples Winners.

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.