For Immediate Release Contact: Linda Barba, Project Marketing, Inc., 610-889-2036 or via e-mail at lbarba@projectmarketinginc.com DMW HONORED WITH TELLY AWARD FOR ANTHEM “DIRECT ROUTE” TELEVISION SPOT

Wayne, PA – April 9, 2003 – DMW, a full-service direct response advertising based in Wayne, PA announced that it has been honored with a bronze Telly Award.   

DMW’s award-winning entry was created for client Anthem Blue Cross and Blue Shield to market its major medical coverage, which offers insurance to individuals under age 65.  The spot, which continues to run as a co-control for Anthem, first aired in third quarter 2002 in Kentucky, Ohio, and Indiana. 

The out-of-the-box spot titled “Direct Route” consists of a highly animated blue line, which serves as Anthem’s spokesperson.  The personable line squiggles, jumps, and contorts into a variety of shapes and images as it introduces the well-known Blue Cross and Blue Shield card and logo.  An accompanying voice-over touts the plan’s many benefits.

“The spot utilized an advanced 3-D animation technique that is attention-grabbing and very different from what we – or anyone in this insurance arena – have done before,” explains Bambi Homan, regional marketing manager, Anthem Blue Cross and Blue Shield. 

“This ‘blue line with attitude’ creative truly stands out and has rocketed Anthem into new territory – and with positive results,” concurs Cheryl Biondi, DMW’s creative director for the program. 

Campaign results were impressive.  “The spot continues to generate leads at a cost per inquiry that is lower than the industry average for this product category,” says Carol Goldstein, senior account supervisor.  “Direct Route consistently performs 10 to 20 percent below the targeted cost to acquire a lead.”   

DMW is Anthem’s turnkey direct marketing agency of record. 

The coveted Telly Awards showcase and give recognition to outstanding non-network and cable TV commercials.  Entries – which compete against a high standard of excellence, not each other – are rated on a 10-point scale with those scoring 7.0 to 8.9 named finalists to receive the bronze Telly.  Those scoring 9.0 or higher receive the silver Telly.  With more than 10,000 entries, the competition is fierce with an average of only 14-18 percent receiving finalist scores and 7-10 percent receiving winner scores.  The judging panel consists of highly qualified production professionals who have at least one silver Telly Award to their names. 

About DMW
DMW is a full-service direct response advertising agency with offices in Wayne, PA and Plymouth, MA.  The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion.  Industries served include consumer products, financial services, B2B, non-profit, healthcare, and insurance.

For more information about DMW, contact Warren Hunter at 610-407-0407 or via e-mail at whunter@dmwdirect.com.  Visit the DMWWeb site at www.dmwdirect.com.