Going direct to the Loeries

Stathacopoulos, who argues that far too many people consider direct marketing as an uncreative but 'necessary evil' in the marketing mix, suggests that people may even have hidden behind this thinking to produce average work.

"Genuine, clever and indeed brilliant direct marketing will engage the consumer both emotionally and transactionally. And innovation is required to produce new successes. To be effective, direct work should be entertaining, surprising and delightful. It must be compelling, clever and involving.

"Through this, you will be effective and efficient. In short 'Creativity = Effectiveness'. No more, no less.

The Loerie Awards recognise that integrated communication is vital for the success of any brand. No single media is wholly successful on its own -this is why the awards include all brand communication from interior design and architecture, to CRM campaigns.

"The time is now. Direct agencies have the opportunity to show their best work to a broad audience of agencies, marketers and media owners - and not just preach to the converted.

"The Loerie Awards are about creativity and innovation, and also about results - the entry process is simple and easy to complete - including the opportunity to describe your strategy, creative solution, execution and your results," Stathacopoulos says.

The Direct sub-categories include: Flat media, dimensional mail, direct response TV, direct response radio, direct response print, direct response digital, alternative media, internal marketing programme, field marketing, campaign and strategic CRM campaign.

"Of course no direct piece is complete without a Call To Action: Go now to HTTP://www.loerie.org.za/information/categories/direct/ and enter."