How to look good on paper – use pixels
John Milne, OgilvyOne Creative Director
As you’d expect, there’s some great work among the finalists in the 2009 Cannes Awards for Direct Marketing. What’s more surprising is what’s missing. Paper.
For a marketing discipline which was once jokingly referred to as ‘the folding stuff’, there’s remarkably little of it around this year. Basically, if a campaign hasn’t got a significant digital component it probably won’t win, even though no one suggests that DM is any less effective than it was a few years ago. As a result many entries could equally have won in another category. And in fact the overall winner, The Best Job in the World Campaign for Queensland Tourism, did indeed win a Grand Prix in both Cyber and PR.
It is, of course, only fitting that I should be pointing this out to you in a digital format…