Categories
(Click any of the below to expand the subcategories)
Media Leader of the Year
The Media Leader of the Year award celebrates an outstanding Canadian media agency leader who has gone above and beyond for clients, staff and partners, setting the bar for performance and achievement. Nominations will detail accomplishments such as the launch of new services, addition of new roles and skills within the agency, development of new data practices, creation of new professional development or DE&I initiatives, major wins and business growth. All top organizational leaders across Canadian media agencies are encouraged to submit nominations for this year's Media Leader of the Year (nominations can also be made by employees or industry peers).
Nominate a Media Leader.
Nominate a Media Leader.
Media Agency Innovation
Showcasing innovative new thinking and evolving strengths at media agencies across Canada, pulling focus on new skills and practices, as well as emerging talent. Entry into these categories are restricted: only media agency network companies or independent media agencies are eligible to submit in Emerging Talent and Media Evolution.
Emerging Talent: New Media Thinking
Celebrating the next generation of industry trailblazers, this category recognizes junior to mid-level media agency team members who are actively taking Canadian media in new directions. Submissions should showcase the nominee's innovative strategic thinking, diverse skill set, and unique ability to champion meaningful change. The jury is looking for individuals who are opening new doors – whether by elevating a specific planning discipline, introducing fresh practices, or delivering out-of-the-box solutions for their teams and brands.
Media Evolution: New Media Solutions
This category honors the innovative practices, proprietary tools, or operational solutions developed by media agencies to solve complex brand challenges and unlock new market opportunities. Rather than outlining a full campaign plan, submissions should clearly articulate the unique value proposition, development success, and real-world impact of the solution itself. The jury will evaluate the ingenuity of what was built and its proven ability to deliver measurable, transformative results for clients.
Media Collaboration: Best Partnering
Entries should showcase unique, brave and bold campaign collaborations between media agencies and media companies. This award recognizes the media partners who stretch beyond the expected to create new custom opportunities and capabilities. Entries should describe the collaborative planning, innovation and flexibility required to make the program a success.
Best Use of Media
Best Use of Commerce Media *NEW*
This category recognizes the creative and effective use of commerce media platforms and environments to engage consumers along the path to purchase. Open to campaigns leveraging any form of commerce data, shopping properties, or commerce ecosystems, entries should showcase strategic collaboration that connects brands with audiences both online and in physical stores. The jury will evaluate overall strategic ingenuity and how successfully the media execution influenced shopper behavior to drive meaningful business results, campaign engagement, or sales growth.
Best Use of National Media *NEW*
This category celebrates and rewards campaigns/executions that best leveraged Canadian-owned and operated media content brands (TV, publications and content environments) through strategic, innovative plans, programs and partnerships that drove impact.
Best Use of Local Media
Entries should demonstrate use of local media content channels e.g., newspapers, radio, community websites, local TV whose editorial focus, content distribution, and audience reach are fundamentally tied to a specific, bounded geographic community, municipality, or region) rewarding hyper-local, community-first executions or campaigns. The campaign must target a specific municipality, city, neighborhood, or defined regional cluster (e.g., the Tri-Cities, Northern Ontario, or a specific borough in Montreal) rather than a coast-to-coast or province-wide footprint. National campaigns that use geo-targeting are not eligible. The entry must demonstrate that the media was selected specifically because of its unique connection to that geographic audience's local culture, community habits, or immediate regional needs.
Best in Audio Platforms
Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to, executions in radio, podcasts, and streaming audio services.
Best in Experiential/Stunts - Budget Under $150,000
Entries should showcase a relevant and compelling use of experiential and stunts to reach a target audience and achieve brand goals. This is any activity aimed at generating product adoption and increased sales that does not rely on a traditional medium as its primary channel. This Includes, but is not limited to, activations, live events, shows, concerts and festivals, etc. The budget for the event should not exceed $150,000. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.
Best in Experiential/Stunts - Budget Over $150,000
Entries should showcase a relevant and compelling use of experiential and stunts to reach a target audience and achieve brand goals. This is any activity aimed at generating product adoption and increased sales that does not rely on a traditional medium as its primary channel. This Includes, but is not limited to, activations, live events, shows, concerts and festivals, etc. Any plans executed on a budget under $150,000 should be entered into Best in Experiential/Stunts - Budget Under $150,000. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.
Best Integrated Campaign - Budget Under $500,000
Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.
Best Integrated Campaign - Budget Over $500,000
Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.
Best in OOH Platforms - Budget Under $150,000
Entries should showcase a relevant and compelling use of OOH platforms to reach a target audience and achieve brand goals. Indoor, outdoor, digital, traditional, small scale and place based executions may be entered into this category. This includes, but is not limited to: billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centers, bars and restaurants, gas stations, flyers, etc. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.
Best in OOH Platforms - Budget Over $150,000
Entries should showcase a relevant and compelling use of OOH platforms to reach a target audience and achieve brand goals. Indoor, outdoor, digital, traditional, small scale and place based executions may be entered into this category. This includes, but is not limited to: billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centers, bars and restaurants, gas stations, flyers, etc. Any entries executed within a budget of $150,000 should be entered into Best in OOH Platforms - Budget Under $150,000. Please provide a ballpark estimate of total costs to the jury. See details of budget elements here.
Best in Video Platforms (Includes, but is not limited to, television, online, and cinema)
Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals.
Best Use of Digital
Best in Online *NEW*
This category recognizes innovative media strategies that leverage the open-web ecosystem to capture consumer attention and drive deeper brand engagement. It honours both the paid media used to find an audience and the owned digital environments built to tell a brand's story. Submissions may focus on a breakthrough programmatic or direct display media campaign, a highly creative and interactive website/microsite experience, or a seamless combination of both that effectively guides users along a digital campaign journey.
Best in Data
Entrants should demonstrate a unique way of using data to meet a campaign's objectives through, for example, improved targeting or conversion. Entries may also include programmatic or retail media ad buying, cleanroom activations, and privacy-first data collaborations.
Best in Location-Based Marketing
The use of geo-targeting to reach consumers living in a specific region, community or even neighbourhood. Entries using new and/or updated ways to reach customers will be of particular interest in this category.
Best in Search
Entrants should demonstrate a unique way of using search to meet a campaign's objective, including how they capture, shape, or convert a searcher’s intent to communicate a brand message. This may include, but is not limited to, SEO, SEM, GEO, AEO, and emerging AI-driven or platform-based discovery experiences such as voice, conversational search, or retail search environments.
Best in Social
Inventive use of one or more social media platforms to further a brand’s reach in an online community. May also include the building of a new or existing brand community online.
Best in Tech Innovation
Awarded to work that demonstrates innovation through the creative application of technology to solve problems, unlock new behaviours, or create new forms of engagement. This includes the use of emerging and established technologies such as AI, immersive and interactive experiences, platforms, and digital tools. Entries may showcase new ways technology is used in brand activations, content, commerce, or experiences, or represent a first within a specific industry or category, with a focus on meaningful impact, accessibility, and utility.
Best Use of Content
Best in Brand Integration
The effective promotion of a brand's values and position by integrating the brand within existing media properties, content or events. The jury will pay particular attention to the content strategy at play.
Best in Branded Content
The creation of original content for any medium, including television, radio, print, online, etc. by or for a brand. The jury will consider how the content enhances the brand's values and positioning.
Best in Consumer Engagement
Brand-based campaigns that produce strong engagement with the consumer, either through individual participation, new technology or the use of a personalized communication strategy that engages the target audience. Judges will look for proof of engagement metrics, including "time spent with brand," "number of interactions," "number of downloads," etc.
Niche Marketing
Best in CSR
Purpose focused work that celebrates the most impactful, innovative plans for commercial brands and media companies' corporate social responsibility and cause-related programs. **Public service work should be entered in the Public Service stream**
Best in Niche Targeting
Nailing the niche. This category recognizes media programs that effectively targeted a distinct group of consumers or community with a tailored media strategy. Successful entries will showcase how the media strategy engaged and influenced the audience, and achieved increased engagement, brand awareness, lead generation, or conversion rates. The focus should be on the uniqueness of the target audience and how the media plan found new ways to reach the desired community. Niche audiences include, but are not limited to pet owners, new mothers, sports enthusiasts, gamers etc.
Best in Sponsorships
The promotion of a brand through the sponsorship of an event or events. Entrants should provide a clear sense of the client’s goal, and how the brand delivered on its integrated sponsorship plan. Judges will look for ingenuity in the way a brand’s messaging was integrated with the event. Engagement metrics and ROI will also be taken into consideration by the jury.
Best Use of Influencers & Creators
Moving beyond typical product placements and surface-level sponsorships, this category recognizes how the strategic alignment of influencers and creators effectively captured audience attention to drive meaningful brand outcomes. Submissions should demonstrate how the creator strategy was developed and implemented, what channels – including emerging formats – were leveraged, and how the execution authentically engaged the target audience to achieve core brand goals. The jury will evaluate the strategic ingenuity of the partnership, channel selection, and definitive proof of campaign results.
Products and Services
These categories will be judged for their innovation and clever use of media within a particular vertical. Cases should explain how the campaign utilizes media uniquely for the product, service or brand, and include any "first uses" of media within the category.
It is recommended that entrants submit an updated version of any case studies entered into the previously listed categories for the categories noted below.
Best in Automotive
Influencing one of the bigger ticket purchases consumers make requires a range of precision targeting and timing, reaching some ultra niche targets, and also delivering broad reach. The jury will look to award planning that effectively brought consumers into the brand fold, or achieved goals such as innovatively addressed the purchase funnel. Entries may include advertising for vehicles as well as auto parts, products and services.
Best in Consumer Goods
This category has evolved from tried and true formulas to one of the most innovative areas of advertising. Engaging the right consumers at the right time is therefore one of the toughest planning challenges now. Jury will award entries that cleverly targeted and successfully stood out from the pack. Entries may include, but are not limited to, media plans for the advertising of food and beverages, personal care, pet care, home maintenance products, etc. Please note – alcoholic beverages should be entered into the regulated products category.
Best in Finance and Services
The stakes are high in this category, with the goal of establishing and maintaining long-term relationships. Jury will look for plans that cleverly reach new consumers and/or engage existing clients, using insights, situational and targeting intel to achieve this goal. Entries to this category may include advertising for banking institutions, investment companies, the insurance and real estate industries, telecommunications, utilities and other consumer-facing services.
Best in Regulated Products
From regulatory parameters to niche targets, this category presents unique media challenges – and the opportunity for effective solutions. The jury will look to award entries that find inventive ways of using media to reach consumers within this vertical. Entries to this category include media programs for Alcoholic Beverages, Cannabis, OTC and prescription products and health services.
Best in Retail and QSR
The retail experience is more diverse than ever, with shoppers seeking deals and convenience both online and in stores. As the retail brand landscape expands, consumers are inundated with choice - and messaging - creating a media challenge to find ways to stand out. The jury will look to award clever ways to get the attention of shoppers and engage consumers along the path to purchase. Entries to this category may include media programs for any type of retailer, both brick and mortar and online.
Best in Travel and Tourism
Disruption in the travel biz – new challenges (like pandemic pivots) and new opportunities (like local focused travel) – makes the category a tough, yet exciting media challenge. The jury will look to award new and ingenious ways of targeting consumers for both international and domestic travel. Entries may include advertising for tourism organizations, airlines and other transportation companies, the hotel and resort industry, and tourist destinations (including theme parks, exhibitions, etc.)
Best Media Insights
In these categories, entries will be judged on the caliber of strategic media thinking - the blend of ideas, use of data and creativity that took the media plan in a new direction. Cases should explain how the ideas were arrived at, how they were acted upon and how they worked for the brand.
Planning with Purpose
This category recognizes progressive environmental, social, or community principles were intentionally engineered into the strategic media planning process to achieve positive systemic impact while delivering on core business objectives. Entries should demonstrate how purposeful thinking was embedded into media decisions, from directing investment toward underrepresented voices and diverse media ecosystems to reducing the environmental footprint of media execution.
This may include equitable media investment across BIPOC-owned, 2SLGBTQIA+-owned, and community-led platforms; transparent allocation of spend; and sustainable planning approaches such as optimizing supply paths, selecting lower-impact formats, or leveraging carbon measurement and reduction strategies.
The jury will evaluate how effectively these considerations were built into the media plan, and the tangible impact delivered for both the brand and the broader ecosystem.
This may include equitable media investment across BIPOC-owned, 2SLGBTQIA+-owned, and community-led platforms; transparent allocation of spend; and sustainable planning approaches such as optimizing supply paths, selecting lower-impact formats, or leveraging carbon measurement and reduction strategies.
The jury will evaluate how effectively these considerations were built into the media plan, and the tangible impact delivered for both the brand and the broader ecosystem.
Best Cultural Insights
Using core human truths uncovered by identifying unique consumer behaviour. Entries should outline the underlying unique local market characteristics and/or distinct conventions, habits and ethos of the target group and how that was used to formulate the plan.
Best Data Insight
This category recognizes the use of data insights to drive the success of a campaign. Entries should showcase how the discovery of valuable insights through data analysis led to increased effectiveness of the campaign. This could include the use of data to inform campaign strategy, target audiences, personalize messaging, optimize media placements, or improve overall performance. The focus should be on the unique insights gleaned from the data and how they were applied to achieve the campaign objectives.
Best Disruption
Moving past reach and frequency, the new grail is a media strategy that earns attention through mixing out-of-the-category-box insights with unexpected connection ideas. A truly disruptive media plan can impact a whole category, but a MIAs-winning one should also tie back to business objectives.
Best Launch/Relaunch
The media strategy, ideas and insights behind a successful launch or re-launch. How did your campaign use media to generate awareness and connect with an audience for a new brand, product, or service, or breathe new life into an existing one?
Public Service
All Public Service (i.e. paid for by governments, institutions or corporations to promote a public service message, or created on behalf of registered not-for-profit organizations) must be entered into the Public Service categories and cannot be entered into any other categories.
Public Service - Best Media Insights
In these categories, entries will be judged on the caliber of strategic media thinking - the blend of ideas, use of data and creativity that took the media plan in a new direction. Cases should explain how the ideas were arrived at, how they were acted upon and how they worked for the brand.
Best Data Insight
This category recognizes the use of data insights to drive the success of a campaign. Entries should showcase how the discovery of valuable insights through data analysis led to increased effectiveness of the campaign. This could include the use of data to inform campaign strategy, target audiences, personalize messaging, optimize media placements, or improve overall performance. The focus should be on the unique insights gleaned from the data and how they were applied to achieve the campaign objectives.
Best Disruption
Moving past reach and frequency, the new grail is a media strategy that earns attention through mixing out-of-the-category-box insights with unexpected connection ideas. A truly disruptive media plan can impact a whole category, but a MIAs-winning one should also tie back to business objectives.
Best Launch/Relaunch
The media strategy, ideas and insights behind a successful launch or re-launch. How did your campaign use media to generate awareness and connect with an audience for a new brand, product, or service, or breathe new life into an existing one?
Public Service - Best Use of Content
Best in Brand Integration
The effective promotion of a brand's values and position by integrating the brand within existing media properties, content or events. The jury will pay particular attention to the content strategy at play.
Best in Branded Content
The creation of original content for any medium, including television, radio, print, online, etc. by or for a brand. The jury will consider how the content enhances the brand's values and positioning.
Best in Consumer Engagement
Brand-based campaigns that produce strong engagement with the consumer, either through individual participation, new technology or the use of a personalized communication strategy that engages the target audience. Judges will look for proof of engagement metrics, including "time spent with brand," "number of interactions," "number of downloads," etc.
Public Service - Best Use of Digital
Best in Online *NEW*
This category recognizes innovative media strategies that leverage the open-web ecosystem to capture consumer attention and drive deeper brand engagement. It honours both the paid media used to find an audience and the owned digital environments built to tell a brand's story. Submissions may focus on a breakthrough programmatic or direct display media campaign, a highly creative and interactive website/microsite experience, or a seamless combination of both that effectively guides users along a digital campaign journey.
Best in Data
Entrants should demonstrate a unique way of using data to meet a campaign's objectives through, for example, improved targeting or conversion. Entries may also include programmatic or retail media ad buying, cleanroom activations, and privacy-first data collaborations.
Best in Search
Entrants should demonstrate a unique way of using search to meet a campaign's objective, and may include targeting or converting a searcher’s intent to communicate a brand message. Can include SEO, GEO, AEO, or SEM.
Best in Social
Inventive use of one or more social media platforms to further a brand’s reach in an online community. May also include the building of a new or existing brand community online.
Best in Tech Innovation
Awarded to work that demonstrates innovation through the creative application of technology to solve problems, unlock new behaviours, or create new forms of engagement. This includes the use of emerging and established technologies such as AI, immersive and interactive experiences, platforms, and digital tools. Entries may showcase new ways technology is used in brand activations, content, commerce, or experiences, or represent a first within a specific industry or category, with a focus on meaningful impact, accessibility, and utility.
Public Service - Best Use of Media
Best in Audio Platforms
Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to executions in radio, podcasts, and streaming audio services.
Best in Experiential/Stunts
Entries should showcase a relevant and compelling use of experiential and stunts to reach a target audience and achieve brand goals. This is any activity aimed at generating product adoption and increased sales that does not rely on a traditional medium as its primary channel. This Includes, but is not limited to, activations, live events, shows, concerts and festivals, etc.
Best in OOH Platforms
Entries should showcase a relevant and compelling use of OOH platforms to reach a target audience and achieve brand goals. Indoor, outdoor, digital, traditional, small scale and place based executions may be entered into this category. This includes, but is not limited to: billboards, airports, public transit stations/systems, arenas, washrooms, in-store executions, fitness centers, bars and restaurants, gas stations, flyers, etc.
Best in Video Platforms
Entries should showcase a relevant and compelling use of the platform to reach a target audience and achieve brand goals. Includes, but is not limited to, linear TV, Connected TV, BVOD, and Cinema executions.
Best Integrated Campaign
Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements.
Public Service - Niche Marketing
Best in Niche Targeting
Nailing the niche. This category recognizes media programs that effectively targeted a distinct group of consumers or community with a tailored media strategy. Successful entries will showcase how the media strategy engaged and influenced the audience, and achieved increased engagement, brand awareness, lead generation, or conversion rates. The focus should be on the uniqueness of the target audience and how the media plan found new ways to reach the desired community. Niche audiences include, but are not limited to pet owners, new mothers, sports enthusiasts, gamers etc.
Best Use of Influencers & Creators
Moving beyond typical product placements and surface-level sponsorships, this category recognizes how the strategic alignment of influencers and creators effectively captured audience attention to drive meaningful brand outcomes. Submissions should demonstrate how the creator strategy was developed and implemented, what channels – including emerging formats – were leveraged, and how the execution authentically engaged the target audience to achieve core brand goals. The jury will evaluate the strategic ingenuity of the partnership, channel selection, and definitive proof of campaign results.
