Annual Media Strategy Awards of 2025: Innovative Concepts with Triumphant Implementation

2025 Media Plan of the Year Awards: Celebrating Innovative Marketing Campaigns

The 2025 Media Plan of the Year awards have been announced, recognising the most creative and effective marketing campaigns of the year. Here are some of the winners in various categories:

Best Use of Native Advertising: Telefónica’s campaign The Authorized Hack by Havas Media Network Madrid took home the award in this category. The campaign, a creative coordinated effort involving six brands, aired synchronized ads across five major TV networks as a centenary tribute, reaching nearly 20 million viewers.

Best Use of Insights: The trio of Attain, Kargo, and SmartCommerce won this category.

Best Cause Marketing: The NGO UNITED24’s campaign The Donation Map won Best Cause Marketing.

Best Use of Branded Content/Entertainment Less Than $500,000: Sheba’s "Gravy Race" campaign, featuring eight internet-famous cats competing for the title of fastest licker during March Madness, won in this category.

Best Use of Streaming Media/OTT: Domino’s Emergency Pizza 2.0 campaign, offering a pizza for unique emergencies within online communities during football season, won this category.

Best Use of Experiential Less Than $1 Million: HBO's "Raise Your Banners" campaign, executed by Giant Spoon New York, won in both the Best Use of Experiential Less Than $1 Million and Best Use of Out of Home Less Than $1 Million categories.

Total Campaign Over $10 Million: Nike's "Winning Isn't For Everyone" campaign, celebrating athletes who work hard, train long, and put everything on the line, using a roster of Nike ambassadors including LeBron James, Sha'Carri Richardson, Cristiano Ronaldo, and A'ja Wilson, won this category.

Total Campaign $500,000-$1 Million: Jameson Irish Whiskey's "St. Patrick's Eve" campaign, which turned the historically slow St. Patrick's Day sales day into a full-fledged party night by inventing St. Patrick's Eve, with iconic rituals from other major events across the calendar, won in this category. The campaign also won Best Use of Out of Home Over $500,000.

Best Use of Out of Home Over $500,000: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign, which brought the museum's collection of over 2.8 million objects to special interest magazines, streetwear stores, and TikTok, also won in this category.

Best International Campaign: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign also won this category.

Best Use of Alternative Media: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign also won this category.

Best Use of Voice: No specific winner was identified in the search results for this category. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of AI/Machine Learning: No specific winner was identified in the search results for this category. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of Social: No specific winner was identified in the search results for this category. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of Branded Content/Entertainment $1 Million-$2 Million: The winner for this category was not specified in the provided information. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of Out of Home Less Than $500,000: The University of Oregon Foundation's "B1G Duck" campaign, which placed a 65-foot inflatable Oregon Duck on the White River in downtown Indianapolis to establish the Oregon Ducks as a force to be reckoned with in the Big Ten conference, won in this category.

Best Use of Experiential More Than $1 Million: No specific winner was identified in the search results for this category. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of Streaming Media/OTT $1 Million-$5 Million: The winner for this category was not specified in the provided information. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of Streaming Media/OTT More Than $5 Million: No specific winner was identified in the search results for this category. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Cause Marketing Campaign Over $1 Million: The Foundation to Combat Antisemitism's #TimeOutAgainstHate campaign, aiming to reframe antisemitism as part of the broader fight against all forms of hate, won in this category.

Best International Campaign: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign also won this category.

Best Use of Alternative Media: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign also won this category.

Best Use of Branded Content/Entertainment More Than $500,000: The winner for this category was not specified in the provided information. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best Use of Out of Home More Than $500,000: No specific winner was identified in the search results for this category. For comprehensive information, a direct inquiry or visit to the official Adweek 2025 Media Plan of the Year awards announcement page or related press releases may provide the winner list.

Best International Campaign: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign also won this category.

Best Use of Alternative Media: The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign also won this category.

The Victoria and Albert Museum's "If You're Into It, It's in the V&A" campaign won for Best Use of Alternative Media, Best Use of International Campaign, and Best Use of Alternative Media again.
The Foundation to Combat Antisemitism's #TimeOutAgainstHate campaign was the winner of Best Cause Marketing Campaign Over $1 Million.
In the category of Best Use of Branded Content/Entertainment Less Than $500,000, Sheba’s "Gravy Race" campaign took the win.
Telefónica’s campaign The Authorized Hack by Havas Media Network Madrid won for Best Use of Native Advertising.
The trio of Attain, Kargo, and SmartCommerce claimed the Best Use of Insights award.
UNITED24 won Best Cause Marketing with their campaign, The Donation Map.
The "Raise Your Banners" campaign, executed by Giant Spoon New York for HBO, won in both the Best Use of Experiential Less Than $1 Million and Best Use of Out of Home Less Than $1 Million categories.

Annual Media Strategy Awards of 2025: Innovative Concepts with Triumphant Implementation