Another new honor in this year's awards went to Procter & Gamble as the first ever "Media Client of the Year," while Crispin Porter + Bogusky was named "Media Department of the Year," and GM Planworks, another unit of Starcom MediaVest Group, was named "Media Boutique of the Year."
The agency and client of the year awards are based on industry innovation, strategy and industry leadership. Starcom led in every respect, pioneering the first ever upfront TV advertising deals tied to audience guarantees that include a consumer "engagement" metric in buys made with Court TV and The Weather Channel. The agency, well-regarded for its research, strategy, and creative media concepts, also took a daring position in 2005, shifting the focus to media buying, a practice traditionally perceived as being highly tactical and lacking a strategic orientation.
Crispin Porter + Bogusky also won for its industry daring, experimenting with breakthrough creative media concepts for clients such as Burger King and MINI, that broke through the clutter, captivated our attention and generated consumer and industry buzz.
Procter & Gamble also exhibited daring, as well as strong industry leadership, galvanizing marketers around big ideas like "communications planning," and organizing support for important initiatives such as Arbitron's and VNU's ambitious Project Apollo system. P&G also began to dramatically alter its own mix, shifting from an over-reliance on TV, and experimenting more aggressively with online, viral and buzz marketing for some key brands.
GM Planworks, always known for its strategic leadership and innovation, surprised some by winning the ultimate prize, General Motors' media buying account.
MEDIA's sister magazine, OMMA also bestowed its annual agency of the year awards, and gave t:m interactive with top honors. The small, Irving, Texas-based unit of Temerlin McClain "blew away the competition," says OMMA Editor Tobi Elkin, "besting many larger digital media and marketing agencies because it emphasizes performance metrics in every aspect of its business.