The Process

The Media Agency of the Year process began with an open call to media agencies across the country. Agencies answered the call by submitting brief descriptions of three top media campaigns from the past year.

The agencies invited to participate in the second round are listed below. Each shortlisted agency then submitted three media campaigns representing work executed for three different brands over the previous 12 months.

The judges were asked to provide a creative and strategic mark for each campaign. Working in isolation, the judges gave each campaign two marks from zero to 10 based on strategic insight and the ability to execute creatively. Judges who declared conflicts were omitted from the scoring on relevant cases and/or agencies.

The scores were totalled and averaged, with equal weighting. The agency with the highest final score was the winner.

The MAOY jury also selected the Media Director of the Year (p. 31) and the 2010 Next Media Star (p. 32).

The Scores

Here are the judges’ averages that determined the 2010 Media Agency of the Year:

Creative scoresStrategic scoresOverall scores
PHD 8.17 PHD 8.06 PHD 16.23
Starcom MediaVest Group 7.98 Starcom MediaVest Group 7.79 Starcom MediaVest Group15.77
Cossette 7.51 MediaCom 7.48 Cossette14.87
Media Experts 7.40 (tie) Cossette 7.36 MediaCom14.78
ZenithOptimedia 7.40 (tie) Media Experts 7.32 (tie) Media Experts 14.72 (tie)
MediaCom 7.30 ZenithOptimedia 7.32 (tie) ZenithOptimedia 14.72 (tie)
Bleublancrouge 7.24 UM 7.22 UM14.34
UM 7.12 Bleublancrouge 7.04 Bleublancrouge14.28
Mindshare 6.78 Carat 6.84 OMD13.36
OMD 6.61 MEC 6.79 Carat 13.36 (tie)
MEC 6.57 M2 Universal 6.78 MEC 13.36 (tie)
Carat 6.52 OMD 6.76 Mindshare13.31
Initiative 6.47 Initiative 6.57 M2 Universal13.22
M2 Universal 6.44 Mindshare 6.53 Initiative13.04