Media’s critical contribution recognized with new award
The inauguration of the Media Cristal awards signals understanding among European professionals that media planning is now as important as messaging in marketing campaigns.
The sixth annual Méribel Ad Festival, which takes place in Suresnes, France, from December 12-17, will include the newly launched Media Cristal award – the first European competition dedicated to excellence in media strategy. The intention, say organizers, is ‘to reward the contribution made by a media strategy to the originality, creativity and performance of a campaign.’
A jury made up of agencies and clients from France and Europe will reward the best media strategy developed for a campaign in three criteria: the pertinence, originality and execution of the media strategy; its innovative character and appropriateness for the message and target; and the qualitative or quantitative ROI. The Cristal Media awards will be handed out during a showcase session at the festival that will include a Q&A session to evaluate the winning entries.