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.

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