Media Plan of the Year

The 2007 Mediaweek Media Plan of the Year has it all, spotlighting award-winning marketing strategies in support of two movies (Universal McCann’s campaign for last summer’s Da Vinci Code, the winner in the Spending More Than $25 Million category, and Initiatives’ Saw III promo, which took the Best Use of Mobile prize), two breakfast cereals (Starcom’s Kellogg’s Special K push, which took honors in the Spending $10 Million to $25 Million category, and ZenithGPE’s campaign for General Mills’ Cheerios, selected as Best Use of National TV and Cable), plus standout plans in support of household brands ranging from McDonald’s to Starbucks, Target and Apple’s iPod.