About the Caples Group

Caples Background

Founded in 1978 by Andi Emerson, President, Emerson Marketing Agency, the international advertising contest is unique in direct marketing. Now in its 29th year, with international chairs in 53 countries, the company is funded by industry agencies, clients and suppliers, 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.

It is named for John Caples -- an outstandingly successful Direct Response pioneer and internationally acclaimed author. He defined and codified Direct Marketing -- the unique discipline that statistically evaluates the present and future re-contact value of data collected from those who respond to emotion-based, ethical advertising requesting an immediate (interactive) response. 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

Each member of a Finalist team receives a handsome FINALIST Certificate, as do the corresponding agencies and clients, and all Finalist entries, including those that become Winners, are physically displayed at the Winners Celebration on Caples Night.

Members of winning Gold (1st Prize), teams have their names engraved on the Permanent Caples Trophy and receive personalized copies of the trophy, while Silver and Bronze (2nd and 3rd Prize), winners get miniature copies. Agencies and clients of all winning teams get Display Plaques listing team members, name of entry, category, agency and client.

The year-long effort by over 300 international volunteers culminates in the Caples Night Party, a glittering cocktails-and-buffet-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.

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.

General Chairs -- 1978-2006

1978    Andi Emerson -- President, The Emerson Marketing Agency
1979    Andi Emerson -- President, The Emerson Marketing Agency
1980    Benjamin Ordover -- President, Columbia House, div. CBS
1981    Michael Slosberg -- President, Wunderman, Ricotta & Kline
1982    William Egan -- President, DMMC/Egan Advertising
1983    Jerry Reitman -- President, Scali, McCabe Sloves Direct
1984    Jerome Pickholz -- President, Ogilvy & Mather Direct
1985    C. James Schaefer -- President, DR Grp, NeedhamHarper WW
1986    Earl Bahler -- President, J. Walter Thompson Direct
1987    Leon Graham -- President, Scali, McCabe, Sloves Direct
1988    Richard Colligan -- Vice Chairman, Wunderman Worldwide
1989    Emily Soell -- Vice Chairman/Exec CD, Rapp Collins Marcoa
1990    Stephen Cone -- Senior VP/Direct Marketing, American Express
1991    Christopher Linen -- President/CEO, Warner Music Enterprises
1992    John T. Kuendig -- Director, Dir. Mktg, Kraft General Foods
1993    Worth Linen -- President, BMG Direct Marketing
1994    Deborah Newkerk -- President/CEO, Saatchi & Saatchi Direct
1995    Tina Cohoe -- President -- FCB Direct
1996    Wendy Riches -- Chair/CEO, NY Grp, Ogilvy & Mather Direct
1997    Joe Cupani -- Chairman/CCO, The Chapman Agency
1998    Juanita James -- Executive VP, Doubleday Inc.
1999    Juanita James -- President, JJ Ventures, Inc.
2000    David J. Moore -- President/CEO, 24/7 Media. Inc.
2001    Karen Gopalan -- VP/Brand & Mktg Svcs, Chase Manhattan
2002    Lawrence Kimmel -- President & CEO, Grey Direct
2003    David Sable -- Vice Chair/President WW, Wunderman
2004    No General Chair selected
2005    Howard Draft -- Chairman/CEO, Draft
2006    Ian Baer -- Managing Director, iCrossing

Courageous Client Award

Bestowed by the Caples Judging Committee for a promotion so unusual in its format or contents that the Committee concluded no other client would have permitted it to run.

Must also have won a Caples Prize, although not necessarily a First.

1997    Client: Caixa Catalunua -- Bank --Spain
     Agency: Cano Martinez Direct
     (1st Place -- Standard DM)
     
1997    Client: Independent -- Newspaper -- England
     Agency: Craik Jones Watson Mitchell Voelkel
     (2nd Place -- Standard DM)
     
1998    Client: Crippled Children's Society -- New Zealand
     Agency: Goldsack Harris Thompson
     (1st Place -- Non-Profit Single Medium Campaign)
     
1999    Client: No Frills Funerals -- Australia
     Agency: Saatchi & Saatchi,
     (1st Place -- Dimensional DM)
     
2000    No Award given
     
2001    Client: Women’s Aid Organization -- Malaysia
     Agency: OglivyOne Worldwide
     (3rd Place -- Dimensional DM)
     
2002    Client: The Economist -- Hong Kong
     Agency: OgilvyOne Worldwide
     (2nd Place -- Cons. DM Standard -- Under $400)
     
2003    Client: Pepsi-Cola Canada Ltd. -- Canada
     Agency: Proximity Canada
     (3rd Place -- Cons. Dimensional DM -- Under $5)
     
2004    Client -- NBC Universal -- Spain
     Shackleton Direct
     (1st Place -- Business -- Multimedia Campaign)
     
2005    Client -- Stella Artois/Inbev -- England
     Agency: Draft London
     (1st Place --Campaign -- Multi-Media, Consumer)

The Maxwell Sackheim Best In Show

Given by the Board of Directors of the John Caples International Awards, it’s named after one of the most innovative direct marketers of all time and is given to honor the developer of a new technique, process or system that has revolutionized the realization of the creative process (in italics) -- OR -- to the creator(s) of a promotion nominated by the Final Judges and selected by the Judging Committee as the “Best In Show”.

Honorees

1984    Rod Kilpatrick/Julie Vanatta -- Best of Show
     
1986    Richard N. Armstrong, Jr -- Best of Show
     
1987    Leo R. Yochim -- developer, computer letters
     
1988    Robert E. Katz -- patent holder, on-line printing
     
1989    Joseph M. Segal -- founder, Franklin Mint
     
1990    Joseph Sugarman -- 1st to use 800 reply number
     
1992    Alvin Eicoff -- developed direct TV
     
1993    Ted Isaacs -- developer/freestanding stuffer
     
1994    Kurt E. Volk, Jr. (Bud) -- developed Repy-O-Letters
     
1997    Ken Wrightman/Brad Wendkos -- “Phoneworks”
     
1998    McClabb/Miller/McInerny/Kane/Alpern
     /Hughes/Matyjewitz/Valenzuela
     -- Wunderman Cato Johnson, USA
     
1999    Des Columb/Stephen Doogan/Frank Byrne --
     -- Dialogue Marketing, Eire
     
2000    John Mahoney/Cliff Sorah/Ken Spera/Brad Gilmore
     --The Martin Agency, USA
     
2001    Paul Readman/Dawn Kermani/Mark Flett/Brian Lynn
     -- WWAV Rapp Collins, Scotland
     
2002    Orozco/Chica/Alcon/Munoz/Paixa/Merchan/Prats
     -- CP Communicacion Proximity, Spain
     
2003    John DeCerchio/Randy Belcher/Ken Spera/Jill Ray-Prost
     -- Doner USA
     
2004    (tie) Reuben Turner, Luke Sherwin-White, Andy Hepburn,
     Danny Potter, Adam Buxton, Barry Hunter,
     -- Proximity London, UK
     
2004    (Tie) Michel Duval, Samuel Gion, Maximilien Guena,
     -- La Poste -- France
     
2005    Graham Kelly, Justine Lee, Jae Soh, Robin Tan,
     --Saatchi & Saatchi Singapore, Singapore

The Irving Wunderman Award

Named after one of the world’s most inspirational copywriters, it is presented by the Caples Board to an individual who, for a decade or more has combined the highest levels of talent, imagination, curiosity and human insight into a unique body of creative work.

Honorees

1987    Thomas L. Collins   1998    Randy Belcher
             
1988    Bob Stone   1999    Chris Jones (UK)
             
1989    William North Jayme   2000    Bruce Lee
             
1990    Walter H. Weintz   2001    Richard Eber
             
1991    Henry Cowen   2002    Peter White
             
1992    Emily Soell   2003    Arthur Parshotam (UK)
             
1993    Ed McLean   2004    Steven Bassett
             
1994    Robert Fisler   2005    Matt Shirtcliffe (NZ)
             
1995    Andy Cohen         
             
1996    Rosalie Sacks Levine         
             
1997    Joe Cupani         

The Andi Emerson Award

Named for the founder of the John Caples International Awards and created by the Direct Marketing Creative Guild, it is now presented by the Caples Board to an individual who has contributed outstanding service to the Direct Marketing creative community.

Honorees

1990    Andi Emerson   1999    Pam Larrick
             
1991    Denison Hatch   2000    Jim Kobs
             
1992    Stan Winston   2001    No Award Given
             
1993    Ed McLean   2002    Susan K. Jones
             
1994    Martin Baier   2003    Richard Rosen
             
1995    Lee Epstein   2004    Jon Roska
             
1996    Joan Throckmorton   2005    Alan Rosenspan
             
1997    Pat Farley        
             
1998    Sid Liebenson        

53 Caples Countries

Argentina Malaysia
Australia Mexico
Austria Netherlands
Belarus New Zealand
Belgium Norway
Brazil Paraguay
Canada Peru
Chile Philippines
China Poland
Columbia Portugal
Croatia Puerto Rico
Czech Republic Romania
Denmark Russia
El Salvador Singapore
Finland Slovakia
France South Africa
Germany Spain
Greece Sweden
Hong Kong Switzerland
Hungary Thailand
India Turkey
Indonesia Ukraine
Ireland United Arab Emirates
Israel United Kingdom
Italy United States
Japan Uruguay
  Venezuela

John Caples (5/1/00--6/10/90) -- a Brief Bio

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).