Media Plan of the Year 2010

Any marketer looking to move more product or increase market share in 2009 was in for a tough time. Read through this year’s group of Media Plan of the Year winners, and that fact emerges in virtually every single story. But that didn’t stop sharp media planners at agencies big and small from getting their clients that extra bump in share — and more, in most cases — without busting the budget during one of the toughest media economies on record.

It’s also a sign of these media-obsessed and -fragmented times that several clients are among the winners: HBO, Starz, Syfy — media companies looking to stand out in some way from their competitors. Thanks to their media agencies and innovative planning activations, they achieved their aim.

This year’s group of winners, besides being more numerous, are also more varied. We tried to reflect the changing ways in which media is planned, bought and executed. Gone are the days of a siloed TV campaign or an out-of-home-only effort. Every plan involves several media working in concert to achieve clients’ marketing ambitions. Hence our use of dollar ranges are married to a particular medium (which had to represent at least one-third of that campaign’s spend). For those radio-heavy agencies and media companies, please note that we did not have a single submission from which to pick a winner in the $10 million-$25 million, focus on radio category.

Additionally, we live in a time where the end user gets a say, and we would be remiss if we didn’t allow our readers and subscribers to weigh in. Hence, a big shout-out to the three People’s Choice winners. First place goes to Fallon, for its work on Syfy’s Alice premiere, which happens to be our winner in the less than $1 million, focus on out-of-home category.
In second place, The Gate Worldwide also employed an innovative blend of old- and new-school out-of-home executions on behalf of financial client State Street Global Advisors. Third-place honors go to fledgling firm Merlino Bauer for its low-cost use of key radio and transit ads (Katz 360) and a print partnership (with RDA’s Every Day With Rachael Ray) for client Nature’s Path, an organic food company.

Congratulations to all the winners. Well done.


Branded Content – $25 Mil. or More

Integrated Campaign – $25 Mil. or More

Digital – $10-25 Mil.

Digital – $1-10 Mil.

Digital – Less Than $1 Mil.

Best Multicultural Campaign

OOH – $10-25 Mil.

OOH – $1-10 Mil.

OOH – Less Than $1 Mil.

Print – $10-25 Mil.

Print – $1-10 Mil.

Print – Less Than $1 Mil.

Radio – $1-10 Mil.

Radio – Less Than $1 Mil.

TV – $10-25 Mil.

TV – $1-10 Mil.

TV – Less Than $1 Mil.

Branded Content — $25 Mil. or More

Draftfcb, U.S. Census Bureau

By Richard Brunelli

On the face of it, Tyler Perry, George Lopez, U.S. Olympian Julie Chu, Nascar’s Greg Biffle, CBS Sports’ Clark Kellogg and Dora the Explorer would appear to have very little in common. But that was before the 2010 U.S. Census came along.

The diverse group of celebrities — and many more — created the backbone of a massive, multimedia campaign for the 2010 U.S. Census, a campaign that had a straight-forward but seemingly impossible goal: to educate every man, woman and child in the United States and its territories about the importance of filling out and returning the U.S. Census form.

To accomplish that, Draftfcb New York, the agency that won the assignment of devising and implementing the campaign’s media strategy, assembled an unprecedented branded-content initiative that included more than 400 ad executions playing out on TV, radio, print, out-of-home, digital, cinema, social media, events and sponsorships. The end result was a media blitz that built an emotional connection around filling out the Census form and a higher-than-expected 72 percent response rate as of May 1.

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