Smaller printers have tasted success at the Australian Catalogue Awards even if the big boys claimed 90% of the prizes.
Melbourne firms Mystique and Print Bound each printed one winning entry as did Sydney firm Carbon8 and regional New South Wales operation Evolve Printing.
The biggest winner on the night was IPMG, which printed 18 of the 39 winning jobs, including two of the three catalogues of the year.
Their victorious clients were Aldi, Coles, Country Road, David Jones, Freedom, Keune Australia, Harvey Norman, Masters, Myer, QVB and Vintage Cellars.
PMP printed eight winning catalogues for Beacon Lighting, Dan Murphy's, Dick Smith, Domayne, Harvey Norman, Mitre 10 and Woolworths.
Franklin Web won six categories through Focus on Furniture, Kmart, Stockland, Super Retail Group and Telstra.
AIW printed one of the catalogues of the year, for RB Sellers, and also produced two winning entries for Rebel Sport.
[Related: AIW prints 30m catalogues for Clark Rubber]
Salmat distributed 23 of the winning entries and PMP distributed six.
Australian Catalogue Association executive director Kellie Northwood said catalogues had "tremendous cut-through" and allowed retailers to speak to "an undistracted audience".
"The awards provide a unique environment in which our industry, [which] includes so many professions, gathers to acknowledge the intelligence and creativity involved in producing what remains one of the most popular and effective marketing mediums," said Northwood.
"It’s tremendous to see some of Australia’s leading retailers, agencies, printers and distributors among the finalists and winners, emphasising the skill and creativity behind catalogues."
Agency of the Year winner M&C Saatchi also talked up letterbox advertising. "Catalogues are still a powerful media, especially when they're done by talented people, who totally get the media," said creative director Tom McFarlane.
The 22nd annual awards were held in Melbourne on 9 August.
[LinkedIn: What's the most effective advertising channel?]
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