Media Lions

The Media Lions celebrate the context of creativity.

Entries will need to demonstrate the creative implementation of ideas through the use of media. That is, work which is enhanced and amplified by a game-changing channel strategy to produce measurable results.A number of criteria will be considered during judging and weighted as follows: 30% insight and idea, 20% strategy and targeting, 20% execution, 30% impact and results.

Media Lions Sections

  • A. Media: Sectors

    The same entry can be submitted only once in this section.

    • A01 Food & Drink

      All food and drinks.

    • A02 Other FMCG

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

    • A03 Healthcare

      Pharma, OTC drugs, wellness.

    • A04 Consumer Durables

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

    • A05 Automotive

      Vehicles, other automotive.

    • A06 Retail

      Retail, eCommerce, restaurants, fast food.

    • A07 Travel

      Travel, tourism, transport.

    • A08 Leisure

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

    • A09 Media / Entertainment

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

    • A10 Consumer Services / Business to Business

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

    • A11 Not-for-profit / Charity / Government

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

    • A12 Corporate Social Responsibility (CSR) / Corporate Image

      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.

  • B. Channels

    Work in these categories will be judged specifically on creativity and innovation within a channel as a medium regardless of the product/service advertised.

    • B01 Use of TV & Other Screens

      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.

    • B02 Use of Audio Platforms

      Including radio, podcasts and other audio technology.

    • B03 Use of Print / Outdoor

      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.

    • B04 Use of Ambient Media: Small Scale

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

    • B05 Use of Ambient Media: Large Scale

      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.

    • B06 Use of Events

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

    • B07 Use of Stunts

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

    • B08 Use of Digital Platforms

      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.

    • B09 Use of Mobile

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

    • B10 Use of Social Platforms

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

    • B11 Use of Technology

      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.

  • C. Data

    Entries in these categories must demonstrate how a media execution was enhanced or driven by data.

    • C01 Use of Data-driven Insight

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

    • C02 Use of Real-time Data

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

    • C03 Data-driven Targeting

      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.

  • D. Branded Content & Entertainment

    Work in these categories will be judged on how successfully the placement of the content was used to engage with the consumers and deliver measurable results. Please note that the entries in these categories will not be judged on the content itself, but the role of media in creating, leveraging, and amplifying the content.

    • D01 Use of Brand or Product Integration into a Programme or Platform

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

    • D02 Use of Branded Content Created for Digital or Social

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

  • E. Excellence in Media

    In these categories your entry will be judged on how the work demonstrates exceptional and creative best practice within media.

    • E01 Excellence in Media Insights & Strategy

      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.

    • E02 Excellence in Media Planning

      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.

    • E03 Excellence in Media Execution

      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.

    • E04 Use of Integrated Media

      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.

  • F. Culture & Context

    • F01 Local Brand New!

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

    • F02 Challenger Brand New!

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

    • F03 Single-market Campaign New!

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

    • F04 Social Behaviour & Cultural Insight New!

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

    • F05 Breakthrough on a Budget New!

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

Find the right categories for your work

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Media Lions Jury
Full jury announced in 2019

Karen Blackett OBE President

WPP UK Country Manager & MediaCom Chairwoman UK & Ireland, WPP

Karen is a proven business leader with a track record in creating vibrant cultures, energising teams and consistently delivering business growth and success. She is currently UK country manager for WPP, the world’s largest marketing services group, and Chairwoman of MediaCom, the largest media agency in the UK.

Karen champions diversity and equality of opportunity throughout the advertising industry. In 2012 Karen launched the first ever Government backed Apprentice Scheme for the sector.

In June 2014, Karen received an OBE in the Queen's Birthday honours and in 2015 Karen was the first business woman to be named Britain’s Most Influential Black person in the Power List.

Karen is an external advisor to the UK Government Civil Service and a Business Ambassador to the Department of International Trade. Karen was recently appointed Race Equality Business Champion by the UK Prime Minister, Theresa May. Karen sits on the board for Creative England, is a council member for the Creative Industries Federation, and Chancellor of the University of Portsmouth.

Past winners of the Media Lions

Tesco's Food Love Stories

2018 · BBH London/Mediacom for Tesco


Tesco’s Food Love Stories is a story of success - their most effective campaign ever, driving an incremental sales uplift of 38% YOY, with £231 million of sales being attributable to the campaign.Tesco tasked us with boosting quality perceptions, so we innovatively partnered data with media to deliver a campaign personalised to food preferences.

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