
The Media Innovation Awards (MIAs) gala has come to a close for another year, with Initiative taking home the night’s Best in Show. The prize was bestowed upon the agency for its “See You There” campaign for Black and Abroad.
The campaign also picked up four Gold medals in Best Media Insights, Best Use of Digital, Best Use of Digital and Best in Travel and Tourism, as well as a Silver in Niche Marketing.
The second top prize, Public Service Best in Show, was awarded to Courage for its “What No One Tells You When You’re Expecting” for North York General Hospital Foundation. The campaign also picked up three Gold medals in Public Service – Best Use of Content, Public Service – Best Use of Media, and Public Service – Best Use of Media.

The MIAs also recognized Karine Courtemanche with Media Leader of the Year award. Courtemanche was selected for her efforts to transform Plus Company since stepping into the EVP role at the agenncy only 18 months ago. She restructured its media operations, evolving from standalone agencies to an integrated network spanning Canada and the U.S. In addition, Courtemanche also prioritized specialization by creating hyper-focused roles in data, commerce, and attribution.

Before Courtemanche took the the stage to accept the Media Leader prize, Mikayla Smith at OMD was recognized as an Emerging Talent (new to the MIAs) for her work on McDonald’s “Menu Song,” a Gen Z-focused revival of the iconic 1989 track, which used a social-first strategy to engage young Canadians through TikTok, Snapchat and Spotify.
Full details on the Media Innovation Award winners and the jury that selected the winners can be found on the MIAs website. The Gold medal winners are listed below:
Cossette Media
Montreal Children’s Hospital Foundation, “April Fools”
Public Service – Best Use of Media
UM / MBCS / FCB
BMO, “Bills Paid on Time”
Best Use of Content
Best Use of Media
Niche Marketing
UM / FCB
BMO, “BRB Screen”
Best Use of Digital – Best in Social
Best Use of Digital – Best Use of Display
Products and Services – Best in Finance and Services
BMO, “Business Carols – Move over Mariah”
Best Use of Media – Best in Audio
BMO, “Rainbow Deposits X Pride Placements”
Best Media Insights – Planning with a Purpose
Best Use of Media – Best in OOH Platforms Budget Over $100,000
Products and Services – Best in Finance and Services
Urbania
Acadie Nouvelle, L’Actualité, Les Affaires, Les Coops de l’info and Le Devoir, “Fake News, Real Impact: Quebec Media Unite Against Meta News Blocking with a ClickBait Stunt”
Media Collaboration – Best Partnering
Dentsu
SkiptheDishes, “Inflation Cookbook”
Best Media Insights – Best Data Insight
Best Use of Digital – Best in Emerging Technology
Best Use of Digital – Best in Websites and Microsites
Angry Butterfly
Stok’d, “Next to Stok’d”
Best Media Insights – Best Disruption
Niche Marketing – Best in Niche Targeting
Products and Services – Best in Regulated Products
DonerNorth/Veritas
Interval House / Sport Chek, “She Runs”
Public Service – Best Use of Media
Public Service – Niche Marketing – Best in Niche Targeting
Initiative
CBC, “The Blackberry Museum”
Best Use of Media – Best in Experiential/Stunts Budget Over $100,000
Courage
Skyscanner, “TrollBoards”
Best Use of Media – Best in OOH Platforms Budget Under $100,000