The Year’s 23 Best Media Plans Sparked Conversation With Next-Level Innovation and Creativity

Brands used audacious tactics to effectively reach consumers

In this ever-expanding brand marketing ecosystem, the challenge for advertisers to effectively reach their targeted audience calls for an audacious media plan. Sometimes it’s a simple execution with a powerful message, and then there’s a need for an off-the-wall, completely bonkers campaign to cut through the clutter. This year’s crop of Media Plan of the Year honorees celebrates 23 winning teams that check those boxes and everything in between with extraordinary campaigns that sparked national conversations. From Droga5’s quiet, yet impactful “The Free Press” campaign for The New York Times to MullenLowe MediaHub’s creepy, futuristic “Altered Carbon” bus shelter campaign (see the full story here), agencies’ next-level innovation and creativity continued to shine bright in 2018. —Lisa Granatstein

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This story first appeared in the September 17, 2018, issue of Adweek magazine. Click here to subscribe.