A Canadian first at the Festival of Media

Touché and OMD, the two agencies to represent Canada at the show, both took home statues at the ceremony in Rome.
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For the first time in its nine-year history, the Festival of Media Global Awards has presented a Canadian agency with the title of Media Agency of the Year.

Touché, which also received two gold awards during the night, took home the title.

The night was an overall success for Canada, with both agencies that made the short list from the country — Touché and OMD — taking home award statues. The two gold-winning Canadian campaign winners were both executed by Touché, one for retailer Sport Chek and its “Fastest Olympic Campaign” (Best Use of Video), and the other for the Canadian Safe Schools Network’s “Campaign that Bullied Influencers” (Best Use of Programmatic Technology).

Other wins for Canada included:

  • Silver for Best Sponsorship Activation — “The Fastest Olympic Campaign” by Touché for Sport Chek;
  • Silver for Best Use of an Influencer — “The Campaign That Bullied Influencers” by Touché for the Canadian Safe School Network;
  • Silver for Best Use of Geo-Location — “A Winter Way to Travel” by Touché for Via Rail;
  • Bronze for Best Targeted Campaign — “The Campaign That Bullied Influencers” by Touché for the Canadian Safe School Network;
  • Bronze for Best Engagement Strategy — “Doritos Roses” by OMD for Doritos; and
  • Bronze for Best Use of Video — “Blind Love” by Touché for l’Alliance de l’industrie touristique du Quebec.

Canadian campaigns received a total of 12 nominations.

Karine Courtemanche, VP and media director of Touché, told MiC the agency’s focus on data has helped propel it down the correct path and has led to some of its biggest campaign successes.

“We feel that data and creativity are intertwined,” she said. “If we do not measure the impact or the efficiency of our creativity, then it’s impossible to prove that it was all worth it.”