New Catalog/Spin-Off

SILVER: Print Channel

Wesco Distribution, Green Buyers Guide, 2008

It's not easy being green, especially when you sell electrical products. But with its Green Buyers Guide, Wesco proves that not only can you be green, you can also win a Silver Award while doing it.

WHY IT WON A SILVER AWARD: Wesco “maintains focus throughout and feels genuine — not ‘greenwash,’” a panelist said. The concept is timely and well coordinated, a judge added, “not only in marketing, but with merchandising and creative.”

Said another panelist: “Wesco does a really nice job on finding green alternatives for industry,” from sustainable lighting to wind power generation products to energy systems and controls and cable management products.

What's more, the catalog is “well organized and attractive, despite large charts and not-so-attractive merchandise,” such as circuit breakers, ballasts and lighting controls.

WHY IT DIDN'T WIN A GOLD AWARD: The catalog could have used more brand positioning and more copy in general. “What was there was good, but relying on bullets to tell the whole story doesn't work for me,” said one judge. — MD

Director: Bob Karabinos

Designer/print/production director: John Echement

Creative director: Mitch Rhine

Copywriter: Jason Rubolino

Copy manager: Craig Fessler

Photographer/illustrator: Leon Winkowski

Printer/color separator/prepress provider: R.R. Donnelley

Consultants: JP Enterprises