Winners of the DMA (Direct Marketing Association) International Echo Awards were announced recently at a ceremony in Los Angeles. India found a place among the winners this year. OgilvyOne India bagged a Silver and a Bronze, while Rapp Collins India, a division of Mudra Communication, also kept the Indian flag flying.
Kaizad Pardiwalla, President, OgilvyOne Worldwide, India said, “The Echo is by far the most prestigious direct marketing award in the world, and for us to have won two metals and got two finalists is incredible. What makes this win even more special is that we are the only Indian agency to have won this year. My heartiest congratulations to the team at OgilvyOne and our clients for creating brilliant work that works.”
Reflecting the increasingly global nature of multi-channel direct marketing, DMA’s 2008 Echo Awards were presented to campaigns from 23 countries – Argentina, Australia, Belgium, Brazil, Canada, Denmark, France, Germany, India, Ireland, Israel, Malaysia, The Netherlands, New Zealand, Norway, Portugal, Romania, Scotland, South Africa, Spain, Sweden, the UK, and the US.
The winning work from India included a Silver for a lead generation campaign for American Express Financial Advisory Services and a Bronze for an integrated acquisition campaign for The Wine Society of India. Both had been conceptualised and creatd by OgilvyOne India.
Rapp Collins India won a Leader Award for the ‘I hate going to my bank’ work for HDFC Bank Ltd in the financial product and services/ consumer category.
Reacting to the win, Harshad Hardikar, Vice-President, OgilvyOne Worldwide, Mumbai, said, “This ‘double treat’ is particularly satisfying since Echo Awards are considered the ‘Oscars of Direct Marketing’. This endorses OgilvyOne’s philosophy of partnering with clients to produce result-oriented creative work.”
In an official communiqué with exchange4media, Deepa Kirodian, Creative Director, Rapp Collins, Kidstuff and Terra, said, “Recognition in the international arena is a big step in the right direction. It counts even more since it is for creativity, strategy and results, all put together. Getting an Echo is validation of our efforts and ability.”
This year’s Awards were entered, categorised, judged, and presented in a dozen primary business categories. Twenty-seven went to nonprofit campaigns. Of the nearly 1,000 campaigns submitted for this year’s Echo honours, 15 campaigns were honoured with Gold, 32 with Silver, and 39 with Bronze. In addition, six campaigns received special awards.