McKim, MBS share honors

McKim Media Group and Media Buying Services shared top honors in Strategy's first annual search for the country's Best Media Operation. The two-way tie is the result of a confidential poll conducted in November of approximately 70 media sellers and major...

McKim Media Group and Media Buying Services shared top honors in Strategy’s first annual search for the country’s Best Media Operation.

The two-way tie is the result of a confidential poll conducted in November of approximately 70 media sellers and major rep houses across Canada representing broadcast, print and out-of-home media operating in both official languages.

We tried, as much as possible, to make this competition more than a popularity contest.

The intention, we told those polled, was to allow media sellers and reps to give credit where credit was due and to help promote those on the media buying side who are helping to establish standards of excellence in the industry.

Respondents were asked to nominate up to three companies for Best Media Operation and score them 3, 2 or 1 based on the following criteria: their demonstrated understanding of the respondent’s medium; their negotiating ability; and their creativity, both in terms of generating ideas for new and innovative ways of using that medium and receptivity to such ideas.

We then asked them to nominate individuals to Strategy’s Media All-Star Teams (see page 20).

Respondents were asked to identify up to three individuals for best media director, best in the respondent’s medium and best in research/trend watching.

In the case of research/trend watching, we told respondents we were looking for either an in-house individual or a freelance resource that appeared to have a good grip on interpreting existing and emerging trends in the media.

The decision to assess the media function separately came out of last year’s Agency of the Year competition, in which only the media departments of advertising agencies would have been eligible.

The structure of this year’s competition widens the field to all media operations.