Speaking of ICON Creation

CP has created a campaign that invited people to go into research groups about 'what fast means to you' and sent them DM afterwards with a customised 'fast' which drove them online where you could customise a VW and of-course the t.v. followed with looking after your 'fast' executions. Apparantly sales were 80% above expected. I love the fact that VW has won a direct Lions award for this. Isn't it interesting that an ad agency won a dm award? Or is it an ad agency -:)?