2001 will be remembered for many things, but certainly not for its exciting and innovative direct marketing. In fact, the year's creative offerings could be summed up in one word: 'pastiche'.

There was Vodafone's mailing that looked like a shopping bill, Land Rover's aspirin pack campaign, and too many other campaigns imitating such things as a box of dates (Royal Mail), a nappy Family Planning Association) and a pair of knickers (ITV - An Audience with Tom Jones). And who could forget Volkswagen's rather unfortunately-timed mailing which landed on doorsteps in a brown envelope just after the Ealing bomb blast with the intriguing message: "...a suspicious package"?

Pastiche mailings took top spot in the Direct Marketing Association awards too - the Grand Prix went to Associated Co-op Creameries for its mailing delivered as a message in a bottle, inviting prospects to start doorstep milk deliveries. It was even described at the awards as 'one of the year's most evocative pieces of direct mail'.

Has the world gone pastiche mad? Whatever happened to quality ideas, intellectually conceived, that rely on copy, art direction and crafting for their success?

The trouble is, as we congratulate creatives for their pastiches and praise their cleverness, so we encourage more people to do the same so they can be 'clever' too. The result of this is an industry mistaking formulaic executions for creative thought.

The industry euphemism for 'pastiche' is 'borrowed interest'. 'Lack of interest' would be more appropriate. It's all too easy. Next we'll see accountancy firms mailing prospective clients with a pastiche of an Inland Revenue communication, complete with brown envelope and a facsimile of an outrageous tax demand. The recipient nervously opens it to discover when he looks closely that it is simply a message from a firm of accountants highlighting what he would be paying in tax if he didn't avail himself of their services. Architects will send mailings in the style of a rolled up blueprint, solicitors will use a writ, and so on.

The great-granddaddy of creative awards, the D&AD (the creative industry's ultimate accolade) this year chose not to give any awards in its direct marketing section. I'm not that surprised that DM agencies haven't yet broken through to the standards set by traditional advertising agencies, which have for many years placed a high emphasis on 'originality'. Direct Marketing is way behind.

I'm not saying that there is never a place for carefully crafted pastiches. And of course there are notable examples of good creative work from DM agencies. But DM creatives should exercise their imaginations and come up with original (not easy) ideas.

ptullo@tmw.co.uk

Paul Tullo is executive creative director of direct marketing agency, Tullo Marshall Warren