Adweek Names the Top Media Plans of 2010 | Adweek Adweek Names the Top Media Plans of 2010 | Adweek
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Media Plan of the Year

Adweek names the most effective and innovative media planning work from leading agencies

Illustration: Nicholas Blechman

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The medium is the message—and never before has there been so much different media and, hence, so many ways to shade, inflect, blow out, or screw up your message. Marshall McLuhan’s formulation, more than half a century old, is more relevant now to the advertising business than ever before. The choice of media is the most complex, strategic, and formative part of any campaign. In many ways, media choice and strategy defines the brand. What’s more, the difficulties of achieving mindshare (not coincidentally the name of one major media buyer), once accomplished by mere repetition, have expanded exponentially. This issue celebrates the brains behind media planning. While often thought of as mere administrative function, as the winners of Adweek’s media planning competition show, the men and women who choose the space are some of the advertising business’s truly creative and innovative people.

Adweek this year selected 30 leading media agencies and asked them to submit their best TV, print, and integrated planning work across four dollar thresholds. The agencies were also asked to submit plans in three open categories: mobile, branded entertainment, and alternative. The following selections represent, in the estimation of Adweek’s editors, the most strategic use of media to best define message and maximize mindshare.

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