Media Lions

All food and drinks.

Beauty, cleaning products, other household goods, other FMCG.

Pharma, OTC drugs, wellness.

Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

Vehicles, other automotive.

Retail, eCommerce, restaurants, fast food.

Travel, tourism, transport.

Live events, museums & galleries, gambling, sports, gaming, other recreation.

Music, film, television, publications & media, books, news, digital platforms, other media.

Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

Government, public information, other not-for-profit, military, charities, non-profit.

Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

Including TV, video-on-demand platforms (VOD) and other online service providers. Screens other than TV might include, but are not limited to, screens that require interaction with the consumer e.g. touch screens and responsive displays.

Including radio, podcasts and other audio technology.

Including, but not limited to, newspapers, magazines, inserts and trade journals. Outdoor channels include traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.

Non-traditional outdoor/billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and other executions that utilise a space or an existing permanent feature.

Including live shows, festivals, concerts, sporting events, event sponsorship etc.

Including guerrilla marketing, large and small scale stunts, one off experiential events, etc.

Online platforms or associated technologies and the harnessing of a digital environment in a media campaign. These might include, but are not limited to, websites, microsites, games, search engines, banner ads and instant messaging.

Mobile technology including smartphones, tablets, Bluetooth, SMS, MMS, WAP, GPS, mobile games and applications, etc.

Media campaigns that use social networking sites, blogs, wikis, video-sharing sites, hosted services, etc. to create and/or enhance relationships with consumers.

Use of existing or new technology to execute or support a media campaign. Including, but not limited to, artificial intelligence, augmented and virtual reality, robotics, gadgets and electronics, wearable and interactive technology etc. Does not include prototypes of early stage tech.

Entries in this category should demonstrate how data was used to uncover or generate insights that contributed to the effectiveness of a media campaign.

Entries in this category should demonstrate how data, created or used in real-time, provided dynamic content or enabled an on-going consumer relationship.

Entries in this category should demonstrate how the creative use or interpretation of data delivered effective targeting. Entrants should show how data contributed either to programmatic targeting, or provided a key quantitative insight that helped define the target, brand message or channel.

Including product placement and branding in film, TV, mini-series, web series, music video, streaming services, sponsorship, etc.

Including branded social media, websites, microsites, mobile applications, games, native advertising, etc.

Entries in this category will be judged on how a media campaign unlocked insights and understanding of consumer behaviours/needs in order to develop a customised media strategy to meet a client’s specific business objectives, marketing goals and overall brand’s positioning.

Entries in this category will be judged on how successfully media platforms were sourced and selected to deliver a brand's message. Entrants should detail reach, penetration and frequency of the message to generate the desired response.

Entrants should demonstrate how media thinking and skilful negotiations with media owners contributed to the execution of a campaign across selected channels and achieved business goals. Consideration will be given to the buying of media as part of brand storytelling and to the creative delivery.

Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign and must demonstrate how well the different mediums complement and build on each other to communicate the brand’s message.

Campaigns for brands distributed in a single locality or market which resonated with a specific target audience.

Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo.

Campaigns that aired or ran in a single country / region / market. Entries should describe how the campaign was designed for the specific target market.

Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.

Strategic and creative use of modest budgets and/or resources to create maximum impact.