• by Joe Mandese , October 31, 2007

For the second consecutive year, a finalist in the Business Media category - Wired magazine's campaign for Xerox - took Best in Show during Media magazine's 4th Annual Creative Media Awards Tuesday night in New York. The campaign, which was done in collaboration with Xerox media shop Mediaedge:cia, marked the first time a major magazine turned its cover over to a user-generated media campaign. To demonstrate the custom print capabilities of Xerox's iGEN technology, the campaign enabled magazine subscribers to upload their own images to create personalized versions of Wired's cover.

Wired's 2007 Best in Show comes a year after Bradley & Montgomery took Best in Show honors at Media's 2006 Creative Media Awards for a business media campaign that adapted electrical outlets in the Indianapolis International Airport into a new business advertising medium for client Chase Commercial Banking.

The other winners in the 2007 Creative Media Awards categories include:

Consumer Magazines: Mullen for Mass Mutual Life

Newspapers: OMD for the Australian Edition of Hasbro's Monopoly

Online Media (Search): Fallon for Sci Fi Channel's "Eureka"

Online Media (Branding): TM Advertising for Texas Tourism

Email: Spark Communications (formerly Starlink) for the American Medical Association

Outdoor/Place-Based Media: McKee Wallwork Cleveland for New Mexico's Tobacco Use Prevention and Control (TUPAC) program

Television: MindShare for Unilever's Dove

Radio: MerryMedia for ABC's "Ugly Betty"

Interactive/Enhanced Television: Campbell-Ewald for the U.S. Navy

Multicultural: Starcom for Procter & Gamble's Always

Branded Content/Product Placement: Coca-Cola Co. for the "The Extreme Diet Coke and Mentos Experiments"

Research/Consumer Insights: MediaVest for Coca-Cola Co.'s Sprite

Media Plan: Goodby, Silverstein & Partners for Anheuser-Busch's Rolling Rock

Communications Channel Plan: Smith Brothers Advertising for Heinz Ketchup

Creative: OMD for Frito-Lay's Doritos