• by Persia Tatar , October 17, 2012

LAS VEGAS -- The DMA celebrated the most exciting international response marketing campaigns of the year here last night during the 2012 edition of the annual ECHO Awards Gala.

The evening of fanciness began with a cocktail reception for finalists and their lucky plus-ones in Mandalay Bay Las Vegas. The seated dinner that followed was just what the audience needed after a busy week of conferencing to get revved up for an evening of awards and presentations – how can you go wrong with a salad within a salad and a big piece of juicy steak?

On to the ceremony! Sheryl Underwood, comedienne and co-host of “The Talk” on CBS, warmed up the audience and warmed their hearts by declaring her love of Valpak, but as the evening progressed it became clear that the response industry is so much more than that now.

GRACC & Ogilvy One Brazil turned over celebrity Twitter profiles to child cancer patients to raise donations for cancer treatments. 

AT&T and BBDO made legal fun, bringing in Lawyer Kent Wesley (aka Will Arnett) to help consumers make a case that they should be getting a new phone for a Christmas Gift.  YouveGotACase.com.

New Zealand and Pedigree created Doggelganger (built by Colenso BBDO) to help increase pet adoptions. Using facial recognition they paired users with their doggie match.

Shackleton of Spain racked up more awards than I could count, Jeff Ragovin made a surprise appearance in his new role at SalesForce alongside Pitney Bowes to present an award and the Aussies were out in full force representing various agencies across their country.

Sheryl Underwood, on her best behavior during her hosting debut, promises dirty jokes next year if she is invited to return. One thing is certain: agencies across the globe will bring it with new and innovative campaigns that go beyond coupons in your mailbox.