Creative critique.

Precision Marketing, March, 2003

...is a weekly look at direct marketing initiatives by a panel of agency creatives. Carlson Marketing Group creative directors Joe Videan and Tim Bennett put a call out for cutting edge creative work. Some answered the call, others were a wee bit deaf. Here's a sample to digest.

Nescafe

Simply attractive We're not into Hollyoakes, but someone at OgilvyOne must be. The agency has really pegged its audience. The clapper board design and personalisation of this Nescafe mailing must have been budget busting, but they're worth every clutter-busting penny.

The competition calls for what Hollyoakes needs and offers what recipients want: sex-filled Nescafe-inspired script ideas for the series and set visits for winning fans. Simple yet attractive -- which...