Past Winners

Patrick Collister Special Award Winner

Curiosity may have killed the cat—but it’s like mother’s milk to the true creative brain. Patrick Collister is one of those brains, an emissary for direct marketing in the modern world.

When Collister founded Directory magazine in 2007, he did more than create an extensive archive of the best direct marketing work from around the world—he blasted the top off the word “direct,” reminding the industry of its true definition: marketing that makes an impact.

Currently head of design at Google, where he works to make sure advertisers take best advantage of Google’s products, Collister, winner of Caples’ 2013 Andi Emerson Award, has left and continues to leave his own palpable impact on the industry. Collister has a creative résumé that stretches back to the late 1970s, when he started out as a trainee copywriter, first at Ogilvy, Benson & Mather and then at BMP (now absorbed into DDB London) where he met his mentor, legendary adman John Webster.

From BMP—where he got one of his first breaks working with Webster on a Sony campaign featuring a mustachioed robot voiced by John Cleese—Collister continued to blaze his trail at a host of agencies, ultimately earning the executive creative director title at Ogilvy & Mather London and later at EHS Brann. Never satisfied to rest on his laurels, in 2003 Collister launched The Won Report, which produces annual rankings for the best direct marketing campaigns and agencies in terms of awards won, and founded Creative Matters, a training company for agency creatives, in 2004.

He’s a busy man—but he loves it. Says Collister, “As a way of earning a living, this beats the heck out of being a coal miner.”

—Allison Schiff