Clems and M&C lead in good year for Australia at Caples

It has been a good year for Australian agencies at the John Caples International Awards, which recognise direct and digital marketing.

There were 25 winners from 137 entries – Australia’s best ever conversion – with M&C Saatchi and Clemenger Proximity Melbourne securing three golds between them at the event in New York.

M&C Saatchi won for Acon in the out of home category and EMI Music in the direct mail dimensional category. Clems Melbourne won for Guide Dogs for best integrated campaign.

Among the winners was also BMF Sydney, which took a silver and bronze in the copywriting category.

Among the bronzes was Clemenger BBDO Melbourne for Carlton Dry ‘Dry Dreams’, M&M’s ‘Bare All’  and Sensis Yellow Pages ‘Hidden Pizza Restaurant’, The Brand Agency Perth for Curtin University of Technology ‘The Box’ and BMF Sydney for Schweppes ‘Lost Undies’.

Douglas Nichol, The Caples’ representative for Australia, and director of The Works Sydney, commented: “Brands in Australia tend to communicate is in a pithy way, with charm or humour. That’s the Australian way.”

“This means that we can produce communications that appeal to everyone, including foreigners – and foreign juries.”


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