A key creative account at Claydon Heeley that allowed us to pick up Campaign's Direct Agency of the Year.
MERCEDES-BENZ: DIRECT MAIL
One of the most enjoyable – and effective – integrated ideas I’ve written. The ROI was 55:1. It was a testimonial (x6). Carefully selecting then interviewing and test driving with the six highly individual writers was inspirational. It was also a challenge of my editing skills – some of the ‘longer’ writers couldn’t cut down their letters below 500 words – I needed them to be 100 max. Horror writer, James Herbert, however hit the word count on the nail – he'd originally been an ad man heading up the Barclays Bank account.
(He went from rates to Rats...)
CUSTOMER MERCEDES-BENZ: DIRECT MAIL
I wrote this piece with Senior Art Director, Simon Haslehurst. A first – we printed on latex to create surfaces that could be ‘scratched off’ yet still had the necessary polish to represent the brand.