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BEYOND

Issue 60 | September 2021

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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Utility: it’s the new creativity

Issue 17 | December 2010

Without really noticing, we have evolved our product away from digital advertising, banners, microsites and the like, and even away from web design which we think of as visible creativity, towards invisible creativity. In fact, go to most of the sites we have designed and you won’t notice anything special about them. Why? Because you will be too busy using the product or service.
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Welcome to Directory 17

Issue 17 | December 2010

Talking of awards, in Issue 17 we bring you Directory's very own awards showcase, the best work published in the magazine since we started publishing four years ago. Do please look at pages 14 to 29 for the winners in our 8 categories, judged for us by the students at the School of Communication Arts.
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Your Brand is an Ape - Chris Clarke

Issue 17 | December 2010

David Ogilvy is quoted as saying, “the consumer is not a moron, she's your wife.” And yet for years the majority of advertising has patronised, flattered and shouted its way to our attention from its protected position within a closed and arrogant media.
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4320 LA/SYD

DROGA5 Sydney Australia
Issue 16 | September 2010

To demonstrate how much you can cram into three days in LA, print, radio and online ads set out to find three energetic Aussies who would fly to LA for 72 hours of non-stop action. The catch was, they had to twitter every minute of their trip. 4,320 tweets per Aussie.
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6.5 seconds that matter

Issue 16 | September 2010

An email interview with Jonathan Harries, Chief Creative Officer for DraftFCB Worldwide. I first came across the 6.5 Seconds That Matter idea when I ambled into DraftFCB London and began reading some of the posters they had up on the walls there to tell their own people what it was all about.
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Audio Annual Report

Serviceplan Munich Germany
Issue 16 | September 2010

The annual report was turned into music. The most important parts were interpreted and sung by a leading opera company in Germany. Facts and figures were turned into arias, overtures and chorales.
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Brand presence online can’t be bought. It has to be earned.

Issue 16 | September 2010

The most popular add-on for Firefox gets downloaded 851,121 times per week.[1] It’s a simple program, written in the spare time of a software developer named Vladimir Palant. It’s called AdBlock Plus and it essentially throws a switch on your browser that turns off all the ads on all the web pages you visit. And it works really, really well. You never even have to turn it on. As soon as you install it, the ads just disappear.
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Cardboard Record Player

Grey Vancouver Canada
Issue 16 | September 2010

Everything vinyl represents seemed to fit GGRP perfectly. From that creative leap emerged a new brand identity and website. To promote the changes, the original plan was to send out vinyl records but nobody has a gramophone any longer.
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Choose A Different Ending

Abbott Mead Vickers BBDO London UK
Issue 16 | September 2010

21 films were shot and put up on Youtube. Social media, search media, in-game posters, blogs and radio and TV steered the target audience towards these. Each put the viewer in the position of a teenage boy on a London estate. Each film ended with an invitation to choose what happens next. Once a viewer has concluded the path they have chosen, they’re invited to ‘Choose a Different Ending.’ An ending both for the film, and for their life.
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Drama Queen

ATBWA/PHS Helsinki Finland
Issue 16 | September 2010

The idea was to give a good script to an inexperienced director and then put it up on Youtube and seed it in blogs read by production companies and film-school students, where it could inspire other equally inexperienced young film-makers to give the competition a go.
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Eternal Moonwalk

Mortierbrigade, Brussels, Belgium
Issue 16 | September 2010

By offering Michael Jackson fans a platform to create their own memorial, Studio Brussels hoped to strengthen their position as a music station that really cared about music.
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Facebook Showroom

Forsman & Bodenfors, Gothenburg
Issue 16 | September 2010

Using Facebook as a platform, the creative leap was to take advantage of one of the site’s most popular functions, photo-taggng. A Facebook profile was created for the new store’s manager, Gordon Gustavsson.
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Hidden Sound Campaign

Leo Burnett, Hong Kong
Issue 16 | September 2010

Zoo Records embedded the songs and profiles of 14 indie bands into 14 different QR Codes, shaped like the animals that live hidden in the city. These were posted all over Hong Kong.
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Live Rescue

DDB Auckland New Zealand
Issue 16 | September 2010

By staging a live rescue event, the New Zealand Coastguard hoped to give the country a wake-up call – to behave more sensibly when at sea and to encourage greater funding from Government.
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Nothing soft gets in

Saatchi & Saatchi,Sydney, Australia
Issue 16 | September 2010

In a nutshell, Toyota set out to remind country-people in Australia only Toyotas are as tough as they are.
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Orcon & Iggy Pop

Special Group Auckland New Zealand
Issue 16 | September 2010

The strength and originality of this campaign was that Orcon actually used its broadband service to enable a world-first technical feat – connecting nine Kiwis from their homes across New Zealand to Iggy Pop’s studio in Miami, and re-recording the classic track 'The Passenger', live and online.
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Photochains

Leo Burnett, Sydney Australia
Issue 16 | September 2010

A photochain was created and showcased in TV, print and online advertising, which directed people to the photochains website. Here they could upload photos to continue the chain. They could also start their own photochains or join those created by others.
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Sandwich

Abbott Mead Vickers BBDO London
Issue 16 | September 2010

There is a small town not far from where Directory is produced called Sandwich. To prove Walkers can make absolutely any sandwich more exciting, a series of surprise events was designed to make Sandwich more exciting.
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Smash Guitar Born To Be Destroyed

Hakuhodo, Tokyo, Japan
Issue 16 | September 2010

Instead of creating a normal advertisement, the agency’s suggestion was a guitar made to be destroyed, SMASH guitar.
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The View from Downunder

Issue 16 | September 2010

Whilst we may not have won the Cannes Direct Grand Prix this year, I’m still feeling good about the state of direct marketing in Australia. Twelve Lions – including 4 Gold - is a fantastic result. And we still hold the #1 ranking in the world for direct marketing according to the (current) Big Won Report!
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Welcome to Directory 16

Issue 16 | September 2010

Welcome to Directory Issue 16, in which we look back across some of the great work recognised at the Cannes International Advertising Festival before looking forward with some of our case histories to next year’s award winners. Once again, the editorial section of the magazine is fatter than ever, with a mixture of analysis, opinion and quick one-page case histories of the major Direct winners. At Directory, we always worry that we will not be able to get in enough good work to honour our pledge to our subscribers to be “the bible of Direct”. This time was no different.
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World’s Biggest Signpost

Farfar, Stockholm Sweden
Issue 16 | September 2010

Nokia doesn't create content. Nokia is an enabler for others to create and share content. With that in mind, a giant signpost, 50 metres high, was built near Tower Bridge in London. People could submit a location to the signpost through text messages or by dropping a pin on the online map and within moments the signpost swivelled to display the direction and distance to that location.
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Customer Service

Issue 15 | June 2010

In a world where information is shared so quickly and reputation is everything, I am amazed that any organisation can still think it can get away with bad customer service.
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MCCA Best Awards - Best of the Best

Issue 15 | June 2010

The MCCA, or the Marketing Communication Consultants Association, doesn’t mince around when it hands out its annual prizes. It calls them The Best Awards. There have been times in the past when that claim could have been challenged under the Trades Descriptions Act but in the last couple of years the standard of work has been high.
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MCCA Best Awards - More best of the Best

Issue 15 | June 2010

Other awards that caught the eye included Touch DDB’s work for The Financial Times which picked up for Best Business to Business Communication, Best Use of a Small Budget, Best Copy and BestDirect Communication.
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