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Client: Dyson, Agency: Stephens Francis Whitson,Art Director: Ken Underhay, Copywriters: Heidi Stephens, Neil Francis.

This, however, must be a first: a customer management programme for the maker of a vacuum cleaner. Of course, only Dyson, with its brand that somehow transcends the sector, could putt this off.

It’s pleasing to see direct mail that finds its own way to express Dyson’s functional, yet innovative, approach. I especially liked this rotation brochure from an upsell pack that, naturally, works both ways you read it – front to back, and back to front. How very Dyson.