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- AT&T Sends Controversial ‘American Idol’ Text Message
- Synthetic Blood Drink Sells out in Vending Machines
- TV Universe Loses 1.5M Due to Digital Transition: DTV Transition News, Updated 10-15-09
- Upfront Update, 10-15-09: Cable Volume Sinks 12% to $6.73 Billion
- Local Advertising Slumping - but Will Soar on Handhelds
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Search Gone Wild!
Find Out Why in Oneupweb's Eye Tracking Study on Google's Real-Time Results.- ‘The Daily Wrap:’ 84 Lumber, Wal-Mart, Marks & Spencer
- Lowe’s Plans New Canadian Stores - Update
- How Retailers Should Appeal to Women
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- Behind the Curve: Week Ended March 19, 2010
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- Top 10 Print Media Websites - February 2010
‘Media’ Proves Clout, Gets Own Categories in EFFIES
The prestigious EFFIE awards panel used a modified scoring criteria this year to include a stronger focus on the role of media - another indication that media buyers and planners have more clout than ever in the advertising world and are no longer the under-appreciated minions of the past. Based on the new criteria, 70 percent of a campaign’s final score was based on background, strategy, creative and media in equal parts, Mediapost reports. The other 30 percent is based on proving marketing results.
Previously, campaigns were scored based on the brief and the creative, with the brief score counting for two-thirds of the total.
New, media-specific categories included Media Strategy, Anything Goes Media, and Third Screen Media.
OMD is the most-awarded media agency in the 2006 EFFIE awards, with 17 winning campaigns to its credit, followed by Starcom MediaVest Group (12 wins) and MindShare (7 wins).