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From the pulpit

Issue 59 | June 2021

The case for the Directory Big Won rankings

Issue 22 | March 2012

It’s the publication of the global rankings of 2011’s most awarded campaigns, agencies and people. “Where are we?” I hear you ask. “Did we beat DDB?” “How can we be one of the most awarded agencies and I’m not on the top ECD’s list?”
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The Directory Big Won Creative Rankings 2011

Issue 22 | March 2012

The 2011 rankings are compiled from some 6,000 awards won by 4,048 campaigns on behalf of 2,461 clients by 1,302 agencies rewarding the efforts of 272 Chief Creative Officers, 690 Executive Creative Directors, 2,373 copywriters and 2,472 art directors.
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They didn’t call it creativity

Issue 22 | March 2012

In researching and writing his book, 'The Real Mad Men' about the Golden Age of Advertising, Andrew Cracknell was forced to ponder on the meaning of creativity. He interviewed over fifty people who were in on Madison Avenue’s heyday including the legendary George Lois and Jerry Della Femina.
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A geek’s look at Lions

Issue 21 | December 2011

When I collate the data for the media-specific categories, we see dimensional mail and large ambient attract a lot of attention, getting 124 entries each. Naturally, integrated and the broad digital stream get the lion’s share (excuse the pun) with 148 and 176 respectively.
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Direct Mail in a Digital World

Issue 21 | December 2011

Malcolm Auld is the Principal of Malcolm Auld Direct – or MAD. He is a passionate advocate of Direct Marketing though he accepts that getting people to respond in an increasingly advertising-averse, time-poor world is getting increasingly hard.
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From placement to movement

Issue 21 | December 2011

Directory in conversation with Ray Barrett, CEO of Hey Harry Worldwide, Toronto.
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How to win a Lion

Issue 21 | December 2011

I know the Cannes Lions were a good five months ago, but following my stint on the judging panel I returned with a wealth of information and insights on the biggest award show in our industry. For weeks afterward, the geeky direct marketer in me crunched the numbers to work out some statistics around the Direct Lions. Which makes this the perfect time to share my findings as we all have just six months left to produce our big ideas to enter them in 2012.
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The Case for Creativity

Issue 21 | December 2011

Advertising awards shows exist in order to recognise and reward creativity. But for decades the argument has raged back and forth, does creativity sell?
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The Case for the Directory Big Won Rankings

Issue 21 | December 2011

“Where are we?” I hear you ask. “Did we beat DDB?” “How can we be one of the most awarded agencies and I’m not on the top ECD’s list?” Such important questions - dueling for significance only with the one that I suspect the more abstemious in our midst are asking: “WTF?!” And I do think that you have to admit it’s a fair query. Because let’s be honest - The Big Won Report does look suspiciously like a kind of KFC for egomaniacs gorging on their vanities.
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The Directory Big Won Creative Rankings 2011

Issue 21 | December 2011

The ‘traditional’ agency no longer exists. All agencies are driven by decreasing budgets and by the migration of audiences to find solutions to their clients’ problems in areas other than the ‘traditional’ response of TV and print. So we see DDB London, a regular top agency in the Big Won rankings of the past through its press and TV now ranked the 5th most successful Digital agency in the world and Abbott Mead Vickers BBDO similarly achieving a Top 10 ranking as a digital agency and Colenso BBDO Auckland listed as the No.1 Direct agency in the world.
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Cannes 2011

Issue 20 | September 2011

The Direct and Promo Gold Lions
We bring you the principle winners in the Direct and the Promo categories at the awards ceremony on Tuesday June 21st.
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Exploding The Message Myth

Issue 20 | September 2011

We hear a lot these days about neuroscience and psychology; but what do we do with this kind of new learning about the brain?' Because it seems obvious that there are lots of major implications here for how we create and how we judge advertising.
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My Goodness

Issue 20 | September 2011

The big changes in ‘pro bono’ communications as revealed by Cannes 2011.
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Welcome to Directory 20.

Issue 20 | September 2011

We’ve been going five years!
To those of you who have been with us from the beginning (Caitlin Ryan at Proximity, Ian Haworth at Rapp) many thanks.
To those of you who have become staunch supporters (Dylan Taylor at BMF, Marco Eychenne now at BCM, Matt Batten at Wunderman, Sydney, Carl le Blond at Ogilvy Moscow, Michael Killeen at Dialogue Dublin, among others) your friendly emails and your regular submissions have been important to us.
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Directory 19 - Editor’s Introduction

Issue 19 | June 2011

It ain’t easy, editing Directory. Just choosing which section to put a campaign into has become a thorny matter in recent times. These days, ideas work best when they hunt in packs. They may start off in one medium, but when they get people following them from media to media, they become more engaging, more motivating and more likely to generate response.
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DM Dagen 2011 - The Danish Direct Marketing Awards

Issue 19 | June 2011

Directory is delighted to have been invited to showcase the 2011 Danish Direct Marketing Awards sponsored by Post Danmark.What we have on the next pages are the eight Gold winners.
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Information, Inspiration, Innovation. A guided tour of the Mail Media Centre.

Issue 19 | June 2011

The Royal Mail’s Mail Media Centre is both virtual and real. It’s an incredible online archive of facts, figures and case histories assembled in just one website to provide information and inspiration in equal measure.
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Most companies don’t know what to do about social media

Issue 19 | June 2011

I spend a lot of my time training marketing people in different parts of the world. “What to do about social media” is a hot topic of conversation- more so in the past 18 months - and many companies are not sure how to approach it.
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Not all apps are equal

Issue 19 | June 2011

When you’re deciding what app will best serve the needs of your customers, it’s imperative that you consider when and how they’ll be using it.
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What’s appening?

Issue 19 | June 2011

In the world of communications we have seen convergence between technologies and the ways we can use them. With the arrival of digital communications we have seen a dramatic decline in the quality of copy and design not to mention a decline in the quality of the ideas.
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Editor’s Introduction

Issue 18 | March 2011

I was asked recently, ‘Why do you seem to like direct mail so much?’ And it’s true that most of my awards were for TV. But then I started doing my own thing and over the last six years have clawed my way up from an impossible overdraft to being a small business. Hey, Directory even has staff! We wouldn’t be here today without the humble letter. I have written hundreds of them and every one an appeal for help. Subscribe to my magazine or we go under!
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New Zealand Showcase 2010 RSVP & Nexus Award winners

Issue 18 | March 2011

In the past decade, some of the world’s most innovative direct ideas have come out of New Zealand. A relatively small country, it punches far above its weight at international awards shows. The reasons for this are to do with attitude – Kiwis are rarely passive. They like to ‘give it a go’.
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The Directory Big Won creative rankings 2010

Issue 18 | March 2011

Ten years ago, if someone had told me that the most garlanded campaigns of 2010 would include a signpost, a telephone box and a staircase I would have thought they were on drugs. But that’s what has happened. The No.1 campaign in The Directory Big Won creative rankings across all media is Farfar’s ‘World’s Biggest Signpost’ for Nokia.
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The MAA Globes 2010

Issue 18 | March 2011

The MAA Worldwide is a global self-help group run by the senior managers of the world’s leading marketing services agencies for the world’s leading marketing services agencies. It’s a social network that uses its bi-annual conferences to share information and stimulate innovation.
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THINK FRENCH

Issue 18 | March 2011

Few would think of France as the home of cutting-edge marketing. But perhaps the world’s marketers ought to look more closely at France. And wonder why so many New Yorkers insist on drinking French mineral water.
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An e-interview with Tony Granger

Issue 17 | December 2010

Global Chief Creative Officer, Young & Rubicam
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CRYSTAL BALLS?

Issue 17 | December 2010

For some reason, the marketing sector has always been awash with gurus ready (for a fee) to predict what the world of tomorrow will look like.
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Gold - Khede Kasra

Leo Burnett, Beirut
Issue 17 | December 2010

In both the spoken and the written word, most sentences in Arabic are constructed using a male vocative. In other words, it is assumed that the listener or reader is male. This can be changed to a female vocative simply by adding an accent line or ‘kasra’ below the words.
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The 1st Directory Showcase Awards

Issue 17 | December 2010

Directory has been going for four years now and has amassed an archive of well over 600 of the world’s most interesting and most innovative direct campaigns.
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The Directory Big Won Creativity Rankings 2010

Issue 17 | December 2010

The Directory Big Won has been tracking awards across all media categories since 2006. Prior to that, as The Won Report, it was an annual analysis of awards won specifically in the field of Direct Marketing. The Directory Big Won rankings are different to other awards league tables in that they include ‘below the line’ awards shows, which, increasingly, ‘above the line’ agencies are entering as they seek to prove the effectiveness of their work.
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