Campaign Media Awards 2005: Real integration is key to successful media strategy

Creating outstanding media work has never been easy. It's just that today the challenges and opportunities surrounding us dwarf previous generations.

Sometimes we're allowed to embrace change, marshall our best ideas and ensure robust measures are put in place to assess effectiveness beyond simply price. More often we're not. While it's easy to criticise others, the fault normally lies closer to home.

It was therefore good to learn that entries to this year's Campaign Media Awards had risen by more than half compared with last year, even though there was a sense among the judges that quality hadn't completely kept pace with the increased quantity.

Compelling evidence of real integration was hard to find; it was the same for clear business results. Tactical ideas were generally strong but how they translated into longer-term strategy was less obvious.

However, the shortlisted entries thoroughly deserve their status. You'll see an excellent range of work that manages to combine passion for the brand and the task as well as some great thinking. Like last year, a special mention has to go to the sales teams. True, unlike the agencies they had the chance to pitch their entry but, even so, you were all brilliant.

I would like to thank my fellow judges who worked their way through literally hundreds of entries, managed to arrive at a group of worthy winners and still got away on time.

Finally, on behalf of all of us, I would like to congratulate everyone who entered.

THE JUDGES David Emin - Director of advertising, News Group Newspapers Sue Unerman - Director of strategic solutions, MediaCom Justin Sampson - Director of CRM, ITV Mark Craze - Joint managing partner, Media Planning Group James Ledger - Managing partner, MindShare Colin Gottlieb - (chairman of the judges) Chief executive, OMD Europe Iain Jacob - UK group managing director, Starcom Robert Ray - Marketing director, The Newspaper Society Andy Tilley - Partner, Ingram Neil Jones - Managing director, Carat Jerry Hill - Executive vice-president, EMEA, group chief executive, UK & Ireland, Initiative Mark Holden - Executive planning director, PHD Media Jason Gonsalves - Partner, Michaelides & Bednash Tom George - Managing director UK, Mediaedge:cia Mike Parker - Head of strategic sales and commercial marketing, Channel 4 Jed Glanvill - Chief executive, MindShare Simon Orpin - ITV sales controller, ITV

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