The Year’s 32 Best Media Plans, From Always and Nike to Oreo and Taco Bell

The best creative work loses all its power if it isn’t seen or experienced in the right setting or context. That’s why we at Adweek honor the media plan, arguably the most important part of the marketing process.

For more than 20 years, Adweek has run the Media Plan of the Year competition (though for many of its first years it ran in former sibling publication Mediaweek), which celebrates the best executions and communications plans created by media departments big and small for their clients. 

The plans celebrated in this year’s section bristle with tech innovations, from our inaugural Programmatic, Data and Insights plans to the first International plans from across the world. From the personalization of TV spots to “magic mirrors” that transform your ordinary wheels into the car of your dreams, the variety is staggering. (One quick aside: there are 32 winners but the eagle-eyed will only count 29 stories—that's because three agencies won in two categories.)

But, coming full circle, it’s the creativity and originality of these plans that make them deliver the goods for the client—and tie them together to this section. Congratulations to all the winners below, grouped by category and budget.

We wouldn’t be able to evaluate and select the winners without help from you. The Media Plan of the Year competition earns its credibility from the panel of industry peers who judge the work. Adweek offers a hearty thanks to:

• Baba Shetty (jury chair), DigitasLBi

• Theodor Arhio, TBWA\Helsinki

• Justine Bloome, Carat USA

• Jeff Brooks, Assembly

• Pele Cortizo-Burgess, MEC

• Greg James, Havas Media N.A.

• Rob Jayson, ZenithOptimedia

• Eva Kantrowitz, Horizon Media

• Krista Lang, 22Squared

• Joshua Lowcock, UM

• Barry Lowenthal, The Media Kitchen

• Anush Prabhu, Deutsch N.Y.

• Juha Matti-Raunio, TBWA\Helsinki

• Shelby Saville, Spark

• Ian Schafer, Deep Focus

• Will Wiseman, PHD

• Julian Zilberbrand, ZenithOptimedia

—Michael Bürgi