• by Joe Mandese , September 24, 2009

For the second year in a row, San Francisco-based Goodby, Silverstein & Partners had a near sweep of Media magazine's Creative Media Awards, winning five of the event's 17 awards, and taking Best in Show, which went to an innovative online campaign for Frito-Lay's Doritos brand based on a spooky, virtual "Hotel 626".

That campaign also won the Online Branding category. Other GS&P wins included top honors in the Branded Content/Product Placement category (for Acrobat's Adobe 9 "ESPN Tourney Challenge" campaign), Communications Channel Plan (for the California Milk Processors Board's outlandish "White Gold" campaign), New/Emerging/Experimental Media (for Doritos' "Late Night" campaign), and Research/Consumer Insights (for Cheetos' "Toy Box" research initiative).

The only other multiple winner during the awards presentation in New York Wednesday evening was Starcom, which two top honors in two CMA categories: Creative (for Gardenburger's "Seeds of Inspiration" campaign); and Newspapers (for Procter & Gamble's "Swiffer Condo Program").

Other category winners included:

*Business Media: Euro RSCG New York for The Atlantic's "Think Again" campaign.

*Consumer Magazines: Team One for Lexus' "Mine Magazine" campaign.

*Email: Yesmail for Hewlett-Packard's "Monster Sale" campaign.

*Interactive/Enhanced Television: BrightLine ITV for Unilever's AXE "Dark Temptation" campaign.

*Media Plan: PHD for HBO's "True Blood's" "Hacking Reality" campaign.

*Multicultural: Initiative for Carl's Jr.'s "Deseos" campaign.

*Online Media - Search: MEC Interaction for Pizza Hut's "The Search Is Over For America's Favorite Pizza" campaign.

*Outdoor/Place-Based: Hill Holliday for Dunkin' Donuts' "Breakfast Not Brokefast" campaign.

*Radio: Horizon Media for GEICO's "Piggybacking" campaign.

*Television: Mullen for Ask.com's "Ask Crawl" campaign.

Wednesday's ceremony marked the sixth year of Media's annual Creative Media Awards, which were established to recognize the creative use of media by agencies, marketers and media content and distribution companies.