Direct Marketing News Announces the Winners of the 2013 Caples Awards

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Creative directors from across the globe narrowed the field of more than 500 entries to a selection of 100+ winners.

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The 2013 Caples award winners are in. Hosted by Direct Marketing News and held in NYC, Caples is an annual celebration dedicated to honoring the best creative minds behind the most innovative, engaging, and courageous work out there across 25+ categories, including content marketing, mobile apps, email strategy, and social media. The winning marketing campaigns at Caples 2013 combine big ideas with bold executions. It’s creative direct, digital, and integrated marketing at its best.

Caples judges are senior-level creative directors from countries as diverse as New Zealand, Germany, Australia, Spain, the United States, England, Austria, and more. This year they culled through more than 500 entries to select 95 finalists, 44 bronze, 39 silver, and 19 gold winners from across all categories. The Caples board also selected this year’s specialty award winners, including the Courageous client award, which singles out those who boldly venture into the unexplored and achieve the unexpected.

”You know you’ve seen good work when what you see makes you jealous and wish you’d had the idea first,” says Caples Committee Chair Gary Scheiner. “That’s the kind of work we see every year at Caples and this year was no exception.”

The 2013 Caples specialty award winners are:

Best in Show: “Driving Dogs,” by Draftfcb Auckland for SPCA and New Zealand MINI—By teaching rescue dogs to drive a car, the SPCA generated massive social reach and a 160% sales increase for MINI—and sparked an uptick in adoptions.

Courageous Client: “Good With Money,” by Colenso BBDO/Proximity New Zealand for BNZ—
New Zealand bank BNZ inspired a debate on the nature of money with an unbranded campaign that boldly asked the question: Money—is it good or is it bad? BNZ revealed the answer—“Money is neither good nor bad; it’s what you do with it”—and its involvement in the campaign after several weeks, in the process reaching more than 90% of its target audience.

Andi Emerson Award: Patrick Collister, head of design, Google— “As a way of earning a living, this beats the heck out of being a coal miner,” Collister says.

Irving Wunderman Award: Rei Inamoto, chief creative officer and VP, AKQA—“It’s not how good you are. It’s how good you want to be,” says Inamoto.

Student Campaign of the Year: Claudia Omelanczuk and Olivia Acerra, Fashion Institute of Technology— Challenged with developed a marketing plan to drive awareness to a new hypothetical IKEA location, these FIT students created an integrated campaign that centers on personalization and interactivity. Says Ginger Conlon, editor-in-chief of Direct Marketing News and 2013 SCOTY judge: “Their campaign is savvy and well-researched, and could have been created by any real-world marketing agency today.”

View the full list of 2013 Caples award winners here. In addition, the most current list of judges for Caples 2013 can be found on the website.

For more information, contact Nicole Marshall at nicole (dot) marshall (at), (646) 638-6059, or visit

About Caples Awards. Founded in 1978, in honor of the renowned copywriter Andy Caples, Caples Awards continues to celebrate the boldest, courageous solutions to marketing challenges from agencies from around the world. It is owned and operated by Direct Marketing News, a Haymarket Media brand.

About Direct Marketing News. Direct Marketing News is the leading publication for all things marketing, and the go-to resource for marketers seeking to keep abreast of the latest industry news, hottest strategies across multiple channels, and best tactics to propel campaign ROI. DMN’s audience is an audited based of more than 150,000 senior-level marketing professionals.

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Ginger Conlon
Direct Marketing News
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