Last week, PRWeek's sister publication, DMNews, hosted the 31st annual John Caples International Awards, a singular global awards program that honors the best creative in direct marketing. Caples judging is done by a panel of international creative directors over a period of four days. The focus is exclusively on the creativity of the concept, while results are, if not an afterthought, at least tangential to the merits of the piece.
 
The fact that results aren't the first consideration ...