A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Friday, March 09, 2007


The AIM Proximity team will be on their way back from New York tomorrow armed with an unprecedented nine major accolades from the 29th Annual John Caples International Awards 2007, one of the most prestigious events for the global direct and interactive marketing industry. AIM Proximity NZ was the most awarded agency on the night, with a horde equal to the second most awarded network worldwide.
M&C Saatchi Sydney was the leading individual agency in the world with 8 Gongs while Aim Proximity Auckland (6) and Wellington (3) combined to get 9. BMF Sydney with 4 was the other big winner from the region.
The best in show went to the mail pack, Cyriel (84) Needs a job. from I DO in Belgium, the same piece that won the Cannes Grand Prix.
AIM Proximity’s awards include two First Places for Bank of New Zealand’s ‘Body Parts’, in the Consumer Multi-Media Campaign Category and ‘S.P.E.M.’ for Haunui Farm in the Business Single Medium Campaign Category.
The wider Proximity network was the most awarded network on the night, picking up 24 honours in total. The closest competitor network won nine. Proximity London won three second places and one third. Proximity TTP in South Africa won two firsts, one second and two thirds.
The 16 AIM Proximity campaigns in the Caples finals represented a wide range of Auckland and Wellington clients including Haunui Farm, Bank of New Zealand, SIS Insurance, Lexus, NZ Post, IAG, Toyota, Air New Zealand, Yellow Pages and Pharmacybrands.
Darryn Melrose, CEO of AIM Proximity, comments on the continued domination at international and national level: “This is another great achievement for the entire AIM Proximity team. This caps off a fantastic twelve months for our agency having picked up a raft of awards at the Echos, Cannes and last month’s NZ Direct Marketing Awards.
“It demonstrates that our clients share our passion for innovation and creativity. If they weren’t willing to take a few creative risks with an idea or concept, we couldn’t achieve the results that we do,” says Melrose.
The first place winning campaign, ‘S.P.E.M.’ (Society for the Protection of Equine Morality), was developed on behalf of Haunui Farm. It was designed to sell the stud services of two top stallions. Its original concept brought a traditional subject to life. The results exceeded the original targets and its irreverent and humorous approach hit home with the target market.
‘Body Parts’, the second AIM Proximity campaign to take a top prize, was developed for the Bank of New Zealand and aimed at promoting the Campus Pack student account. The success of the campaign was helped by the innovative use of media. A range of ambient and advertising media options were used in and around campuses – adverts, posters, DM packs, handouts, online ads and more.
AIM Proximity was presented with the awards at the Metropolitan Pavillion, New York. For further information about the John Caples Awards visit www.caples.org


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