Marketing Direct gets liberated by Engine Creative

The Data Liberation Front (DLF) has hit the front page of Marketing Direct with the winner of a cover wrap competition aimed at demonstrating the power of digital personalisation.

Engine Creative have partnered with Lorien Unique, DMA and Hewlett-Packard (HP) to form the DLF and the response to the competition has resulted in an overwhelming response from agencies.

A group of leading direct marketing buyers gathered at the offices of the DMA to judge a shortlist of 10 entries from a total of 76 entries received. Judging criteria included the visual impact of the creative, use of reader data and of variable imagery. Extra credit was given for the inclusion of personal URLs, which are so effective for capturing data.

All the shortlisted entries ticked the key criteria boxes for the judges but the cover designed by digital DM agency Mobious, a leg in a plaster cast with handwritten messages, really stood out.

In order to promote the marketing direct wrap Lorien Unique worked very closely with Engine Creative and HP. Engine Creative worked with Lorien to build a brand that could be used in all communications and a website that could be accessed to provide guidelines, back ground and the rules.

Dan Pike, Marketing & Business Development Director of Lorien Unique, comments:

“Engine Creative offered us a fantastic creative approach, their understanding of the concept behind the competition was excellent and it was great working with them on this project.”

Go on! Set your data free!

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