Media Mavens

Clutter cutters will have the inside track, says Chris Ingram, jury president for the 2001 Media Lions Awards.

“An awful lot of conventional research doesn’t make allowances” for work that stands out from the clutter, says Ingram, who is chairman of Tempus Group (the owner of CIA Media network).

His team of 13 media executives will sift through 643 entries for the third annual Media Lions Awards. (Last year, 502 entries competed from 39 countries.) They will be looking for “special insights in touch with the brand or media. Is there a big strategic idea? Is it inspiration or perspiration?”

Judges represent the top media shops around the world (Starcom, Optimedia, Universal McCann, MindShare, Zenith Media), major ad agencies (DDB, Dentsu) and local or regional players (The Media Shop, Control Media and ThomasKochMedia).

This year, Lions will be awarded in nine “best use of” categories by medium (television, cinema, magazines, radio, etc.) because, as Ingram says, “media should not be put in separate boxes.” Eight other awards will honor excellence in reaching key target audiences (children, young adults, business-to-business and so on).

“We’ll be shut in a room for five or six days,” says Ingram with a sigh. “Very cruel in such a lovely place.”