It’s not easy. Agencies contend with a saturated media landscape and distracted, bombarded audiences. As this year’s Media Agency of the Year winners show, content integration is key, and leveraging partnerships and sponsorships in creative ways is often what it takes to get brands at the forefront of the media action. So much so, several of this year’s judges noted that the line between media, creative and content is blurring.

This year, the Gold goes to MediaCom, which moved up the ranks from Honourable Mention last year. Media Experts grabbed the Silver, knocking last year’s winner, Starcom MediaVest Group, out of second place, while Mindshare nabbed the Bronze. SMG is still in the winners’ circle, pulling in an Honourable Mention. And this year, we’re presenting two Media Directors of the Year, with Terry Horton of Cossette Media and Mark Sherman of Media Experts having tied for the title.

Judges commented on calibre of the work from all of this year’s shortlisted agencies, and their ability to use new media without forgetting traditional.

“I’m incredibly impressed by the use of multimedia platforms, combined with good, old-fashioned on-the-street campaigns…giving each the right push to give it life,” said judge Kirstine Stewart, EVP of English services, CBC.

Sandra Sanderson, SVP marketing, Shoppers Drug Mart, also lauded the calibre of media innovation: “From small campaigns that demonstrated out-of-the-box thinking, to massive campaigns with outstanding content integration across multiple media platforms…clearly, the bar has been raised this year.”