ZenithMedia

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Toyota and New york-based Zenithmedia have been working as partners in developing media plans for the edgy Scion brand since 2003. So it’s no surprise that Zenith—known for developing programs for Scion that are distinctively, well, off-road—takes the first-ever award for Best Use of Mobile Media.

“One of the challenges of Scion is to stay ahead of the curve and figure out what will be intriguing,” says Neil Ascher, executive vp, director of communications services at Zenith, which is part of Publicis Groupe’s ZenithOptimedia Worldwide.

In fact, the entire Scion brand is about the ability to personalize the car...

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