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Engagement drives Saab campaign: DraftFCB London's Minnec
LONDON -- DraftFCB won an Echo award at DMA06 in San Francisco for its Saab 9-3 SportsWagon campaign that combined Internet and direct mail. At a meeting in the DraftFCB London office, agency president John Minnec told this writer that the key to success in today's direct marketing is to build a strong idea first and the channel next.