Perspektiv Marketing Group's direct marketing initiative for Gala Bingo was the overall winner at the recent Institute of Direct Marketing Business Performance Awards - the most coveted prize in British direct marketing. Against stiff competition from eight finalists, including Classic FM and BT, Perspektiv Marketing Group and ISD Computer services carried off the Diamond award for what the judges said was a powerful direct marketing initiative.

The Impact system, generically known as Maxim, took over a decade to develop. The end result allows each Gala Club Manager to respond quickly to local conditions such as competitor activity, TV scheduling or even the weather. Targeted data selection, campaign production and dispatch of a striking creative pack can all be completed the same day.

Although average campaign size per club is only 300 items, Maxim/Impact is responsible for peak DM volumes of 70,000 items a day.

George Smith, a judge and former IDM chairman, said: 'the system enabled local managers to react at speed to the market and incorporates a powerful use of technology, from the database right through to print.'