Canucks Kraft, P&G and Starcom shortlisted for media awards

Starcom MediaVest Group gets four nominations for two media campaigns in the North America-wide Creative Media Awards - the only Canadian media agency to be nominated.

The Canadian branch of global communications agency Starcom MediaVest Group has received four nominations for its media work with clients Kraft Canada and Proctor and Gamble in the 2009 Creative Media Awards.

The only Canadians nominated as finalists for the New York-based awards, Starcom was recognized for its work in four categories: Creative, Consumer Magazines, Media Plan and Newspapers. The Kraft nods were earned in Consumer Magazines and Creative for the Kraft Tassimo ‘Clearly Engaging’ campaign, which negotiated the editorial/advertising divide to place clear acetate overlays of the Tassimo brewer before an editorial image of a kitchen countertop, thereby laying the coffee maker ad on top of the editorial spread.

Meanwhile, the P&G acknowledgements in Media Plan and Newspapers followed the ‘Swiffer Condo Program,’ which used media including commuter newspapers, subway cars and magazines to surprise audiences by integrating advertising and editorial content, this time by sweeping up or ‘Swiffering’ editorial content from the pages of the newspaper onto the Swiffer ad on the back cover, for instance.

Established in 2003, the Creative Media Awards recognize creativity in the media industry, specifically in media buying, planning and strategy. Qualifying campaigns had to have been executed between July 1, 2008 and June 30, 2009. Three finalists have been chosen for each category.

The awards will be handed out on Sept. 23 in New York City.