Andrew Sims: Direct marketing of newspaper advertising

The campaign included a blank booklet listing recent gold CAANZ print winners.

And this year's direct marketing award goes to ... newspaper.

Congratulations to all the good folk responsible for the gentle (well, maybe not so gentle) reminder that there's a medium out there, which for the most part, we as an industry are ignoring.

The morning paper.

"What do you mean you're ignoring it," I hear 99.89 per cent of the population cry.

"Every day, I sit down with my cuppa, snap open my crisp, fresh copy of the daily and I'm assaulted by loud, unintelligent, poorly crafted full-page homages to 30 to 50 per cent off."

Now don't get me wrong, I for one feel great comfort in the knowledge that I can get a half dozen wine glasses for $19.99.

But when that's not the task at hand, where are all the great press ideas? The beautifully crafted copy? The lovingly placed type?

For those who don't know what I'm talking about, let me explain.

Every year, we as an industry gather together, dress up in our finery and politely applaud our peers for producing advertising that steps outside the bounds of mediocrity.

This year, the people responsible for making newspapers took a long hard look at themselves "Why," they asked, "aren't press ads winning these awards?"

It's a bloody good question.

And one, that as a result of their targeted direct marketing campaign, I'm forced to ponder.

Are we as a nation obsessed with television? It's easy to flop down in front of it with the missus and hum along to the latest jingle.

Or, is it the ad industries fixation with the ambient stunt? You know, man does or doesn't fall out of a helicopter.

The good ones make it on to, you guessed it, the telly. It's a surefire way of picking up at the awards.

But maybe, just maybe the problem runs a little deeper. Do the people charged with creating press ads actually know what to do?

From memory (yes, I too have been slave to current trends) it takes a long time, you need a copywriter that can actually write a well-considered and interesting argument.

An art director that knows what to do when the idea requires more than just four words tucked into the bottom right hand corner next to the tiny logo.

And, God forbid, a client that realises that with a little time and money you can build a strong brand, and achieve great results in print. (See international advertising awards for examples.)

"So what's the solution?" I hear you ask. "How can I enjoy a witty and intelligent press ad with my eggs?"

Well, the newspaper folk have done a fine job of getting the topic back on the kitchen table. I, for one, will be trying harder. But I think the long-term solution lies in training, inspiring the next generation, showing them how powerful this age-old medium can be.

This direct marketing campaign motivated me but the proof of its effectiveness? Well, we'll see at next year's Axis.

* Andrew Sims is creative director of Sugar Advertising.

Each week, the Business Herald asks an advertising industry figure to nominate the best (or worst) locally produced campaign they've seen recently - not from their agency - and explain why.