The AdweekMedia Plan of the Year


AdweekMedia Plan of the Year: Editor's Note

The global economy may be in a shambles. The prospect of world peace may again be at its nadir. The U.S. government may now even own a majority of General Motors. Despite all these dire circumstances and events, it’s a pleasure to present one reliable, stable, happy truth: Some media agencies continue to execute innovative, original and effective plans for their clients to move the needle -- sales or ratings. We salute all this year’s winners, from Goodby, Silverstein & Partner’s White Gold rock god creation (the dude with the guitar) for client California Milk Processor Board, to Greg Castronuovo, who pulls off the rare feat of having a hand in two winning media plans -- at two different agencies (Initiative’s print win for Showtime’s Dexter series and OMD’s mobile win for client The CW).

But we’d be remiss if we did not also salute our first ever People’s Choice winner, Razorfish, which won a popular vote as the best media plan (hey, the customer’s always right). The effort, for client Levi’s, leveraged the media resources of several publishers and Web sites to dispel the notion among young women that the venerable jeans brand was only for men. We tip our hats to the campaign’s popular appeal. --Michael Bürgi


Spending Over $25 Million: GMMB

Spending Between $10 Million and $25 Million: Hill Holliday

Spending Under $10 Million: Goodby, Silverstein & Partners

Spending $1 Million or Less: R&R Partners

Best Use of National TV/Cable: Starcom USA

Best Use of Digital: MediaVest USA

Best Use of Local TV/Cable: CRN/Applegate Media

Best Use of Out-of-Home: Media Storm

Best Use of Radio: Butler, Shine, Stern

Best Use of Print: Initiative

Best Use of Nontraditional: Mindshare

Best Use of Mobile: OMD

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