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Best consumer direct mail pack

Making consumers who don’t want to think of tomorrow understand the importance of financial services products is one of the perennial challenges of our sector.

This year’s Best Consumer Direct Mail Pack category awards four agencies that meet that challenge with intelligence and skill.

First spot goes to TEQUILALondon for its work for the one account’s Home Improvers campaign. An architect’s drawing of a dream extension gave homeowners a real sense of the potential that could be released from their property by a home improvement loan. Judges described the piece as the best in the category by some distance.

TEQUILA/London’s Youth Banking Campaign for Abbey comes second for its direct style that would immediately appeal to its target market, a section of society that is not yet overmarketed.

Equal third places go to Harrison Troughton Wunderman’s Seed Mailing packet of seeds for M&G Investments and cchm:ping for its bright Mr Men child trust fund campaign for Family Investments.

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