The following is a breakdown of the winners in Strategy’s third annual Best Media competition.

Best Media Operation

1. Leo Burnett Company

2. Initiative Media

3. Optimedia

4. BBDO

5. Ogilvy & Mather

Best Media Director

1. Sunni Boot, Optimedia

2. Sue Jaffe, SMW Advertising

3. Terry Sheehy, Leo Burnett Company

Best in Broadcast (three-way tie)

David Cairns, David Cairns and Company Media Management

Cindy Drown, Cossette Communication-Marketing

Tammy Silney, DDB Needham

Best in Print

Darryl Nicholson, Initiative Media

Best in Outdoor

Aileen Grant, BBDO

Best Media Operation, Quebec

Media Buying Services

In interviews that follow, Terry Sheehy, senior vice-president, media services at Leo Burnett, Sunni Boot, senior vice-president and managing director at Optimedia, and Penny Stevens, vice-president and general manager at Media Buying Services in Montreal, comment on the evolution and importance of the media function and the changing relationship between buyer and seller.