---
title: "Three 2025 MediaPost Planning & Buying Award Wins"
url: https://stacklist.com/card/95893c0b-3a19-4049-89c0-5f947d119f63
source_url: "https://www.mediapost.com/planningandbuyingawards/winners/"
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summary: "MediaPost's 2025 Planning and Buying Awards recognize three outstanding campaigns: McDonaldland VR by ADMERASIA for McDonald's, MINI USA's cross-tier Q4 strategy by Comcast Advertising, and BMW's Hacks partnership by Critical Mass. These award-winning campaigns demonstrate excellence in media planning, brand partnerships, and experiential marketing across automotive, entertainment, and consumer goods sectors."
tags: "awards, marketing-campaigns, media-planning, brand-partnerships, experiential-marketing, digital-innovation, advertising"
key_entities: "MediaPost (organization), McDonald's (organization), ADMERASIA (organization), MINI USA (organization), Comcast Advertising (organization), Critical Mass (organization), BMW of North America (organization), McDonaldland VR (technology), cross-tier strategy (concept), MOTORTOBER (event), Rare Beauty LLC (organization), MilkMoney Holdings, Inc. (organization), Selena Gomez (person), Mark Indelicato (person), NYC (location), 2025 Planning and Buying Awards (event)"
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---

# Three 2025 MediaPost Planning & Buying Award Wins

Winners View Previous Winners 2025 2024 2023 2022 2021 2020 2019 2018 2017 2016 2015 2014 2013 2012 2011 2010 2009 2025 Best in Show Planning & Buying Awards McDonaldland VR by ADMERASIA  for  McDonald's McDonald’s launched McDonaldland VR, inviting fans to step inside the limited-time meal offering that reimagined nostalgia for the digital age. Technology let fans reconnect with the iconic places such as the Apple Pie Tree Forest, Hamburger Patch, and Filet-O-Fish Lake, as well as meet characters like Grimace, Hamburglar, Birdie, and Mayor McCheese. Influencers shared in-world adventures, while media outlets such as TrendHunter and Pop Insider spotlighted innovation. The campaign delivered 22.8 million impressions and over $1.8 million in earned PR value, transforming nostalgia into a playable world that became an immersive storytelling experience. Credits: Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Courtney Harris, Manager, U.S. Marketing, Customer Engagement, McDonald's Nathaniel Gaynor, Sr. Marketing Manager, Brand Partnerships, McDonald's Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Media Director, ADMERASIA Alex Nguyen, Media Supervisor, ADMERASIA Christina Yang, Media Supervisor, ADMERASIA Read More Planning & Buying Awards 2025 Winners Automotive MINI USA Cross-tier Q4 2025 Strategy by  Comcast Advertising  for  MINI USA For MINI USA’s biggest sales moment of the year, MOTORTOBER, the brand set out to elevate awareness, improve audience reach, and create true alignment across its media efforts. Comcast Advertising offered a custom cross‑tier strategy that unified targeting data and allowed each tier to play a distinct but coordinated role. The campaign drove significant lifts in brand awareness and consideration, ultimately fueling a 5x increase in high-intent user actions on miniusa.com. The unified approach successfully moved shoppers deeper into the purchase funnel. Affiliated Agency: Critical Mass - Advertising Agency Credits: Rene Clements, Director Automotive Brand Strategy, Comcast Advertising Patrick Jurga, National Media Manager, MINI USA Helen Ray, National Communications Manager, MINI USA Kate Leinenweber, Group Director, Critical Mass Read More Branded Entertainment: Brand/Product Placement Hacks Partnership by  Critical Mass  for  BMW of North America BMW of North America partnered with Hacks, the Emmy Award-winning TV show, to create a co-branded commercial spot. This spot featured Mark Indelicato, who plays Damien, the main character Deborah Vance’s assistant in the show. He appears as himself to highlight how BMW vehicles have the same precision and flair his character displays. Leveraging clips from the series, he also shows how he brings Damien’s character to his everyday life, while demonstrating the ways that BMW X7’s design and performance mirror his own high standards. Credits: Tim Mosback, EVP, Client Partner, Media, Critical Mass Ashwin Khanchandani, SVP, Investment, Critical Mass Kim Fitzgerald, Vice President, Media, Critical Mass Caroline Navarro, Vice President, Media, Critical Mass Stacey Larson, Chief Investment Officer, Critical Mass Liz Smith, Associate Media Director, Critical Mass Read More Branded Entertainment: Contests/Events/Experiential Rare Beauty’s Eau de Parfum Launch by  MilkMoney Holdings, Inc.  for  Rare Beauty LLC Rare Beauty partnered with MilkMoney to launch Selena Gomez’s Eau de Parfum using a scratch-and-sniff out-of-home campaign across NYC. Consumers physically sampled the fragrance through interactive billboard placements. A QR code directed consumers to Shopify’s Shop App, where they could claim a free rollerball sample. The campaign delivered 426M social media views, 401.3K social engagements, and a 7.98% engagement rate, with additional lift driven by organic sharing and earned media. Reach was further amplified through national coverage from media including NY Times and Variety. Affiliated Agency: N/A Credits: -Katie Welch, Chief Marketing Officer at Rare Beauty -Ashley Murphy, Vice President of Marketing at Rare Beauty -Josh Gurrie, Execute Vice President of Creative at Rare Beauty -Amanda Millan, Head of Brand Partnerships at Shop from Shopify -Sam Keywanfar, CEO at MilkMoney Read More Branded Entertainment: Original Film/Video IKEA Ready For College by  Warner Bros. Discovery / Courageous Studios  for  IKEA / HBO Max College students find comfort and self-expression in their living environments and the content they watch, and families often watch nostalgic shows together. The Comfort Viewing campaign drew inspiration from iconic shows "Friends" and "One Tree Hill," creating inviting, functional college environments featuring IKEA products. A film narrated by a Hollywood set designer showed how design brings meaningful stories to life. The campaign earned 4.5M+ impressions on Shop HBO Max, with a 52% click-through rate for scanned QR codes. Affiliated Agency: Carat Credits: Courageous Creative Cassandra Evanisko Rose Annis Chris Billings Jillian LaVinka Julia Epstein-Norris Isabel Bragg Paul Sundue Courageous Production Dominique Prudente Shannon Fitzmaurice Bianca Ortiz Yvette McNaught Jessie Gleason Courageous Activations Ashley Rosenfeld Laura Hyde Courageous Design/Ad Products Krystalina Tom Ian Driskill Ed Chow Grayson Holt Marlee Carlino Seida Saidi Julie Stewart Sean Brown Courageous Post Diako Pahlevan Amanda Lundquist Mimi MeeJo Shwarts Andy Karandganian Nathan Flanagan-Frankl Matt Chao Jake Vest Steve Lilly Sanja Blau Steve Boyadzhyan Cause + Effect Brett diPretoro Jason Zemlicka Dave Adams (Freelance DP) Marko Orso (Freelance Production Designer) HGTV Chelsey Chang Nettie Ferrara Adam McAllister Jordan Russell Lindsey Cittadino (Red Arrow) Trish Scanlon Sales Jessica Shah Caitlin McMichael BSS Crystal Nelson Jackie Fitzgerald Courageous Presale Rose Annis Sara Intrator MAX Talent Kellie Jo Tinney IKEA Laura Hoban Lauren Schneider Alicia Sayadi Carat (Agency) Amanda Azzi Kristen Naimi Emily Anderson Isabelle Gordon Read More Business Media Confluence: Set Knowledge Free by  Noble People x Atlassian Creative Studio  for  Atlassian Confluence Confluence, Altassian’s AI-powered connected workspace, helps organizations bring information, decisions and documentation into one place. Yet it was widely perceived as a “developer wiki.” Confluence launched a campaign featuring humorous “Love Stories’ films across YouTube, Meta, and LinkedIn CTV and a 12-part Marketoonist comic series on LinkedIn. Ben Stiller and Adam Scott appeared in The Severance Podcast. Awareness more than doubled, brand familiarity rose +6-points and LinkedIn delivered a +17-point brand lift, 8x the norm. Engagement grew by 120% when brand storytelling preceded conversion campaigns. Credits: Matt Borchard - Managing Director, Client Services Olivia Young - Managing Director, Creativity & Brand Stefan Toussaint - Associate Director, Strategy Adebayo Adeyemo - Media Director Leah Gomes - Associate Media Director Gina D'Andrea - Media Supervisor Sebastian Maroun - Media Planner Jamie Reilly - Group Creative Director Rob Calabro - Creative Director Christopher Metoyer - Head of Brand Marketing Siyang Liu - Senior Art Director Christina Jirachavalong - Senior Art Director Liam Nelson - Senior Creative Producer Patrick Kavanaugh - Art Director Josh Warner - Media Planner Cindy Weydt - Product Marketing Lead Danilo Caforio - Lead Researcher Jeff Meltz - Global Head of Social Media Winnie Jiang - Brand Marketing and Strategy Robert Lodge - Head of Brand Matt De Vicentis - VP of Product Marketing Zeynep Ozdemir - Chief Marketing Officer Irina Lyapis - Director Trademark and Brand Monique Barreto - Marketing Program Manager Josh Higgins - VP, Executive Creative Director Heather Hanrahan - Head of Creative Production Tracy Kim - Senior Strategist, Brand and Creative Danny Weisman, Head of Planning Read More Consumer Packaged Goods DenTek Ultimate Fantasy Football Punishment by  The Shipyard  for  Prestige Healthcare People talk sports easier than dental woes. The DenTek Fantasy Guards campaign used fantasy football to discuss stress-induced teeth grinding, affecting millions of fans. The clever cross-channel push, including Yahoo, DraftKings hosts and TikTok, directed fans to purchase night guards on Amazon, as well as enter the Ultimate FF Punishment Contest and redeem coupons on DenTek.com. Yahoo Sports contributed 19 million impressions and 13,000 clicks. Heightened awareness among target males more than doubled and dental-guard sales rose 10%. Score! Affiliated Agency: BBDO Chicago – Campaign Creator, Creative, and Strategy Lead ; Conundrum – Public Relations ; GlobalOverview - Ecommerce ; StoryAI - Influencer ; Philly Marketing Labs - Web Credits: Mallory Janszen, Media Supervisor, The Shipyard Kelli Lannamann, Account Supervisor, The Shipyard Nate Blum, Media Planner, The Shipyard Megan Isler, Media Director, The Shipyard Jess Branson, VP Account Management, The Shipyard Addy French, Account Manager, The Shipyard Shannon Price, Senior Programmatic Trader, The Shipyard Emily Henggeler, Performance Marketing Planner, The Shipyard Nick Frye, Paid Search Specialist, The Shipyard James Ou, VP, Data Intelligence, The Shipyard Andrew Ameter, Associate Director, Data Strategy, The Shipyard Daven Murphy, Program Manager, The Shipyard Read More Corporate Responsibility/Non Profit Wounded Warrior Project: Check-In Chain by  The Many  for  Wounded Warrior Project Veteran suicide is an urgent and underreported public health crisis. Wounded Warrior Project partnered with The Many to expand the conversation and reach both veterans and Gen Z during National Suicide Prevention Awareness Month. Believing that small actions create meaningful change, it promotes the “Check-in Chain,” a social-first campaign in which veterans are asked, “How are you really doing?” The campaign has generated 17.6 million impressions, 865K+ engagements, and a 64.7% view-through rate. It also drew significant lifts in awareness and ad recall on YouTube. Affiliated Agency: Thibault Debaveye - Director, Union Production - Post Editorial Credits: Kate DeMallie, Senior Brand Director, The Many Jeremiah Watson, Group Creative Director, The Many Jon Menager, Senior Project Manager, The Many Crystal Chou, Group Media Director, The Many Maxine Francisco, Media Planner, The Many Alex Huang, Digital Director, The Many Ryan Tucker, Manager - Creator Management, The Many Mariam Boyadjian, Digital Specialist, The Many Dave Sonsky, Content Marketing & Social Media Director, Wounded Warrior Project Judith Edwards, Manager, Social Media, Wounded Warrior Project Read More Content Marketing Bliss x Gilmore Girls Collection by  Bliss  for  Bliss Bliss, a provider of spa-grade skincare products, tapped into the nostalgia trend by launching a co-branded collection with the comfort show Gilmore Girls. Actress Kelly Bishop was the face of the campaign. Bliss offered a limited-edition collection of six Bliss products. The campaign earned 773 press placements and over 4 billion press impressions. On launch day, blissworld.com sessions were up 68%, with a conversion rate up 110% over the day prior. The collection drove a 496% increase in net sales over the prior 30 days. Credits: Kelly Bishop - Talent Sara Mitzner - VP of Brand Marketing, AS Beauty Group Haley Lim - Director of Brand Marketing, AS Beauty Group Julie Singer - Brand Marketing Manager, AS Beauty Group Alexandra Franklin - Associate Brand Marketing Manager, AS Beauty Group Maggie Senft - Brand Marketing Coordinator, AS Beauty Group Molly Hyde - Social Media Associate Manager, AS Beauty Group Aileen Olmedo - Social Media Director, AS Beauty Group Tia Allen - Marketing Manager Influencer and Paid Media, AS Beauty Group Hallie Johnson - Junior Manager Influencer and Paid Media, AS Beauty Group Ari Michelson - Photographer Louise Michelson - Digital Tech Alicia Bridgewater - Casting Amber Wilson - Account Supervisor, Alison Brod Marketing Communications Kaitlin Lucchesi - Senior Account Executive, Alison Brod Marketing Communications Amanda Weiss - Account Executive, Alison Brod Marketing Communications Rayna Greenberg - Senior Vice President, Alison Brod Marketing Communications Neal Pittman - Laura Geller Hair Stylist Sophie Ono - Makeup Artist Tiffany Bianco - VP of Creative, AS Beauty Group Laura Onuska - Associate Creative Director, AS Beauty Group Carly Weilheimer - Design Manager, AS Beauty Group Read More Data How Casey’s Used Real-Time Data to Deliver a Bigger Slice of the Pie by  Kelly Scott Madison  for  Casey's To improve brand awareness for Casey’s 2,900 locations, agency Kelly Scott Madison (KSM) used real-time data to identify a major opportunity in pizza sales. Through Marketing Mix Modeling, KSM discovered that broad food-and-beverage messaging was diluting campaign impact. To fix this, they leveraged first-party data and Lookalike Audiences to sharpen targeting across all digital channels. Foot traffic in stores rose 1.6% YoY, and in-store and online sales grew more than 2.5%. Casey’s saw a 3.1% lift in whole pizza sales per store, per day, compared to the previous year. Credits: Justin Coaldrake, Sr. Director Marketing, Digital Experience, Casey's Ryan Fitzgerald, Marketing Manager, Media, Casey's Steph Hoppe, Executive Sponsor, Casey's Luke Fowler, VP Business Leadership, KSM Sara Lemmermen, VP Business Leadership, KSM Peyton Hofherr, Director, Integrated Planning, KSM Hannah Cheng, Supervisor, Integrated Planning, KSM Ridhima Jain, VP Analytics & Data Technologies, KSM Read More Health/Wellness Wellness Women Can Trust by  Exverus by Brainlabs  for  Theralogix Women’s supplement brand Theralogix, with 18% less media budget, sought to improve social ROAS by a minimum 50%, and grow sales at least 10%. Placing the brand’s “Wellness Women Can Trust” campaign, Exverus used AI-powered segmentation tools, various kinds of TikTok ads and Instagram’s One Click Multi-Retailer. It also prioritized peer recommendations instead of competing with crowded listings on Amazon. Social results: Meta quarterly ROAS more than doubled, TikTok Search ROAS rose 293%. Overall metrics: purchases rose 18%, ROAS, 21%, and sales grew 19.5% YoY. Credits: Georgia Schreiner, Media Director, Exverus by Brainlabs Jillian Telman, Senior Media Planner, Exverus by Brainlabs Karla Calderon, Assistant Media Planner, Exverus by Brainlabs Ryan Schuster, Director of Search & Social, Exverus by Brainlabs Sean Edwards, Director of Programmatic & E-commerce, Exverus by Brainlabs Michael Robbins, Associate Director of Paid Search, Exverus by Brainlabs Lexi Semanskee, Senior Programmatic Planner, Exverus by Brainlabs Charles Lai, Director of Analytics, Exverus by Brainlabs Aaron Silva, Associate Director of Ad Operations, Exverus by Brainlabs Hillary Kupferberg, VP of Performance Media, Exverus by Brainlabs Melissa Andraos, SVP of Strategy, Exverus by Brainlabs Jack Win, Head of Operations, Exverus by Brainlabs Talia Arnold, Managing Partner, Exverus by Brainlabs William Durrant, Executive Director, Exverus by Brainlabs Read More Influencer Marketing Google Pixel x The White Lotus by  Warner Bros. Discovery / Courageous Studios  for  Google / HBO Max Warner Bros. Discovery and Courageous Studios enlisted podcaster and pop culture influencer Evan Ross Katz for an effort focusing on HBO Max’s partnership with Google. Katz used his trusty sidekick: the Google Pixel with Gemini to create an 8-part miniseries featuring Season 3 cast member Nicholas Duvernay released after each new episode of The White Lotus, throughout Season 3. Each outing follows Evan’s mission to experience the sights, flavors, and culture of Thailand with no prior planning, making his Google Pixel and Gemini the ultimate travel companion. Affiliated Agency: Media Futures Group Credits: Warner Bros. Discovery Courageous Studios Stept Studios Media Futures Group (Agency) Read More Media Plan Yes on 50, The Election Rigging Response Act by  Polaris Campaigns  for  Yes on Prop 50 California's Proposition 50 redistricting measure faced uncertain funding and many hurdles - but a data-driven strategy helped propel it to victory. The campaign included integrated media buys across broadcast, cable and satellite TV, CTV, digital video, radio and streaming audio, hyper-targeted technology, and in-language programming investments. A deal with YouTube's NFL Sunday Ticket generated 200 million impressions on streaming sports apps. The campaign reached 95% of adults 18 and up in CA, and the measure passed with 64% support. Affiliated Agency: Bearstar Strategies, Creative & Production Credits: Tom Pino, CEO & President, Polaris Campaigns Audrey Elman, Media Director, Polaris Campaigns Collin Moore, Director of Research & Analytics, Polaris Campaigns Lidya Mesgna, Director of Client Strategy, Polaris Campaigns Caitlin Berreitter, Media Buyer, Polaris Campaigns Read More Multicultural/LGBT Media "Get More Than You Expect"— McValue Lunar New Year Red Envelope by  ADMERASIA  for  McDonald’s McDonald’s launched McValue, a platform designed to increase customer visits by highlighting the benefits of everyday value. The campaign from ADMERASIA aimed to connect with Asian American adults aged 18+ in a culturally relevant way. The McValue launch coincidentally aligned with Lunar New Year. The campaign generated 37.8 million impressions and a 33.6% behavioral lift, with red envelope creatives significantly outperforming standard formats. By strategically tying McValue to Lunar New Year and leveraging cultural insights, the campaign delivered both emotional resonance and measurable business impact. Credits: Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Caroline Spartis, Manager, Media Strategy, McDonald’s Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Media Director, ADMERASIA Charles Chang, Associate Media Director, ADMERASIA Amy Lin, Media Supervisor, ADMERASIA Alicia Zhang, Senior Media Specialist, ADMERASIA Zoe Wong, Senior Media Specialist, ADMERASIA Read More Native Marketing Command Goes Back to College with Dorm Therapy by  Colle McVoy  for  3M – Command Decorating dorm rooms is essential — so is protecting walls. That means 3M’s Command to the rescue. Its damage-free hanging solutions lets students personalize a special space with ease. But rather than targeting parents, 3M zeroed in on college students, utilizing social media, YouTube and influencers to ensure loyalty. It also partnered with Dorm Therapy, a key resource for student living. Rooms look brighter, and 3M earned an 18-point lift in purchase intent and a 28-point lift in brand affinity. That’s an A. Affiliated Agency: Apartment Therapy/Dorm Therapy, Media Partner, Co-Content Creator Credits: Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Jessica Lieberman, VP, Group Media Director, Colle McVoy Ashley Marcellus, Associate Media Director, Colle McVoy Rebecca Engelking, Senior Media Planner, Colle McVoy Jessica Henrichs, Chief Executive Officer, Colle McVoy Ciro Sarmiento, Chief Creative Officer, Colle McVoy Tricia Lynch, VP, Group Account Director, Colle McVoy Kristin Murray, Global Consumer Experience Director, 3M Valerie Inglis, Global Brand Communications Manager, 3M Whitney Zustiak, Global Brand Communications Director, 3M Shawna Thacker, Global Consumer Experience Manager, 3M Ivy Peterson, Manager, Brand Innovation & Strategy, Apartment Therapy/Dorm Therapy Kate Edler, Executive Director, Brand Innovation & Strategy, Apartment Therapy/Dorm Therapy Reece Cooper, Account Manager, Brand Activation, Apartment Therapy/Dorm Therapy Anna Hoffman, Executive Creative Director, Apartment Therapy/Dorm Therapy Peggy Lin, Producer, Creative Studio, Apartment Therapy/Dorm Therapy Angie Prendergast, Senior Director, Brand Partnerships, Apartment Therapy/Dorm Therapy Elizabeth Entenman, Senior Branded Content Editor, Apartment Therapy/Dorm Therapy Courtney Balestier, Senior Writer, Apartment Therapy/Dorm Therapy Leah Martin, Senior Influencer & Talent Manager, Apartment Therapy/Dorm Therapy Haley Rodriguez, Associate Creative Producer, Apartment Therapy/Dorm Therapy Read More New/Emerging/Experimental Media Panda Express x Super League Gaming Integration: “Leveling Up” with first-to-market media by  The Many  for  Panda Express Panda Express met Gen Z inside gaming environments where fans frequently connect with beloved brands. The brand brought back Hot Orange Chicken for a limited time, and launched a campaign integrating Hot OC directly into Fortnite and Roblox gameplay. Teaser messages were created and run across in-game billboards in Roblox. 3D Characters featuring Pei Pei, the brand’s beloved mascot, were launched on Fortnite. Performance grew to 16% engagement rates in Roblox, and 537,000 in Fortnite. The campaign increased brand relevance, memorability, and overall time spent with the brand accounting for 450,000 engagements, as well as 265,000 cutscene views that did not interrupt gameplay. Affiliated Agency: n/a Credits: Quintin Debley, Associate Media Planner, The Many June Park, Senior Media Planner, The Many Christian Pettinelli, Associate Media Director, The Many Nicole Reinertsen, Media Director, The Many Crystal Chou, Group Media Director, The Many Joe Kim, Senior Brand Manager, Panda Restaurant Group Danny Aguilar, Brand Marketing National Campaign Lead, Panda Restaurant Group Read More Outdoor Media Welcome to Fabulous by  R&R Partners  for  Las Vegas Convention & Visitors Authority R&R Partners spread the message “Welcome to Fabulous Las Vegas” to three major OOH touchpoints, generating 5B impressions and $100M in earned media value. 1: The players entrance at the NFL stadium, getting brand organically shared on NFL broadcasts. 2: The arts festival Complex. 3: Formula 1 Grand Prix. Coverage appeared in top media including USA Today, CBS, ABC and ESPN, and leading travel outlet. Results: six-point jump in positive travel sentiment, quadrupling of web traffic, and week over week doubling of MGM Grand’s bookings. Affiliated Agency: N/A Credits: Fletcher Whitwell, Chief Growth Officer, R&R Partners Mikael Greenlief, EVP Head of Media, R&R Partners Lindsey Patterson, SVP Media & Publishing, R&R Partners Brandi Skrtich, Corporate Media Strategy Director, R&R Partners Kayee Tam, Media Strategy Director, R&R Partners Trevor Blake, Associate Media Strategy Director, R&R Partners Read More Performance Media & Marketing (including Direct Response, TV, Email, etc.) American Cancer Society Donate 2025 by  Crossmedia  for  American Cancer Society Facing waning awareness and economic challenges, the American Cancer Society tasked Crossmedia with overhauling its Giving Season performance media strategy by implementing a framework to improve donations. New and existing donors lost a clear understanding of ACS’ role. Awareness and familiarity had waned, but after 11 months of testing, Crossmedia found the most effective audience segment strategy to use across programmatic, social and search channels. Giving Tuesday became the strongest on record for ACS, driving a 45% increase in web donations, a 47% lift in revenue, and a 78% year over year increase in new donors, more than six times the category growth rate of 13%. Credits: Chris Kelly, VP Growth Marketing, American Cancer Society Laura DePeters, Managing Director, Social, Content & Paid Media, American Cancer Society Becky Lehman, Director, Media Strategy, American Cancer Society Austin Myers, Paid Media Manager, American Cancer Society Sidney Burngasser, Managing Director, Brand, American Cancer Society Rachel Ooms, Executive Client Director, Crossmedia Hayley Fox, Managing Director Planning & Business Leadership, Crossmedia Dave Gardner, Managing Director Biddable, Crossmedia Maria Valente, Associate Director Planning & Business Leadership, Crossmedia Olivia Baronfeld, Supervisor, Integrated Investment, Crossmedia Eddie Stamper, Associate Director, Programmatic, Crossmedia Erin Heim, Supervisor, Programmatic, Crossmedia Rachel Fuller, Director, Search, Crossmedia Ted Nihtianov, Associate Director, Search, Crossmedia Laura Rupprecht, Associate Director, Social, Crossmedia Read More Pharma/Health Wellness Turning Awareness into Action: Activating the First MASH Therapy by  Butler/Till  for  Madrigal Pharmaceuticals / Rezdiffra™ (resmetirom tablets) Madrigal Pharmaceuticals’ campaign for Rezdiffra not only launched a new drug, but activated a new drug category: treatment of MASH (Metabolic Dysfunction-Associated Steatohepatitis). The campaign targeted two audiences: diagnosed patients and those silently progressing towards MASH from fatty liver disease. Videos established legitimacy at scale, while digital, search and point-of-care marketing provided next steps. Results included new to brand prescriptions, significant incremental revenue, and a major increase in additional specialist visits. Affiliated Agency: MRM - Creative AOR Credits: Danielle Fox, Sr. Director, Integrated Planning, Butler/Till Julia McLyman, Manager, Integrated Planning, Butler/Till Morgan Van Der Horst, Senior Integrated Planner, Butler/Till Ricky McCrumb, Account Director, Butler/Till Taylor Wood, Account Supervisor, Butler/Till Shauna Pignone, Senior Account Executive, Butler/Till Ashlee Tumminelli, Senior Account Executive, Butler/Till Dominic Frezza, Senior Total Play Specialist, Butler/Till Elizabeth Iodice, Channel Manager, Social Media, Butler/Till Christopher Palmeri, Senior Paid Search Specialist, Butler/Till Zach Dunton, Senior Paid Search Specialist, Butler/Till Brooke Youngman, Media Operations Specialist, Butler/Till Paul Bradley, Group Director, Campaign Analytics, Butler/Till Jared Coffey, Information Analyst II, Butler/Till Nicole Hamlin, VP, Integrated Planning & Partnerships, Butler/Till Michael Deichmiller, SVP, Client Engagement, Butler/Till Read More Public Service “You Matter. Your Mental Health Matters”. Adolescent Mental Health Campaign by  OpAD Media Solutions, LLC  for  New York State Department of Health On a vital mission to provide safe, trusted resources for adolescents, The New York State Department of Health's campaign reached 85% of NYS teens. Young content creators shared their experiences across social media, and OOH placements amplified the message. With household-based targeting to reach teens and precise targeting for areas with greater need, the campaign drove 74.1M impressions with 158.7K clicks and 9.59M video completions, and the landing page brought 99% new users with a 1:38 average session duration, 1.8K+ reactions and 90+ shares. Affiliated Agency: • Media Stream Inc, Video, Audio and Still Photo Production, Albany NY ( production of video, audio and still photography creative) •Zebra Strategies, Market Research, NY NY (teen focus groups with community organizations) Credits: • Catherine Scala, Health Education Media Specialist, Bureau of Marketing & Creative Communications, New York State Department of Health • Stephanie Bourgeois, Director, Bureau of Marketing & Creative Communications, New York State Department of Health • Melissa Fraley, Graphic Designer, Bureau of Marketing & Creative Communications, New York State Department of Health • Juliette Castiel, Account Director, OpAD Media Solutions • Sarah Adamo, VP Google and Social Media, OpAD Media Solutions • Mandy Perez, Out-of-Home and Print Media Strategist, OpAD Media Solutions • Devin Morse, Sr. Media Director, Search/Google, OpAD Media Solutions • Rachel Sutphin, Senior Programmatic Media Director, OpAD Media Solutions • Veronica Sullivan, VP Digital Strategy and Client Services, OpAD Media Solutions • Dessy O’Keefe, Chief Client Officer, OpAD Media Solutions Read More QSR CKE Restaurants Transforms Live Sports Advertising into a Measurable Growth Driver by  PMG  for  CKE Restaurants Carl’s Jr. and Hardee’s went local to generate live sports ad engagement. Focused on “Thursday Night Football” nationally and college football regionally, it targeted specific East and West Coast markets. Metrics and messages were determined with surgical precision to align with viewing habits and local stores. Together, they drove greater restaurant visibility, delivering a 63% lift in new buyers and a 107% boost in loyalty sign-ups. Credits: n/a Read More Research/Consumer Insights Bring Out the Bob by  Colle McVoy  for  Bob Evans Bob Evans, a refrigerated comfort food brand, aimed to grow household penetration and build emotional connection through its Bring Out the Bob campaign. Using research and data, the team identified a new target audience, the Full Life Seeker, who is younger, more diverse, and more male. Insights informed a refreshed media mix, adding gaming, streaming, and digital content. Partnerships, including a custom game and branded content, enabled innovation and efficiency. The strategy delivered double digit improvements in brand perception and demonstrated meaningful, insight driven growth. Affiliated Agency: People Inc, Publisher, Custom Content and Distribution; Xbox Media Solutions (formerly Activision Blizzard), Publisher, Custom Content and Distribution Credits: Steve Knapp, Managing Director, Media & Data Science, Colle McVoy Heather Lee, VP, Group Media Director, Colle McVoy Jayne Heitner, Media Supervisor, Colle McVoy Noah Vande Loo, Media Planner, Colle McVoy Kerry Wallace, Programmatic Media Director, Colle McVoy Santana Baker, Senior Programmatic Media Strategist, Colle McVoy Kelly Van Eschen, Paid Social Media Director, Colle McVoy Ben Walbrun, Senior Paid Search Strategist, Colle McVoy Mandy Behling, Paid Social Strategist, Colle McVoy Courtney Klundt, Media Ad Operations Specialist, Colle McVoy Jessica Henrichs, Chief Executive Officer, Colle McVoy Matt Doscher, VP, Group Account Director, Colle McVoy Allison Kuznia, Account Director, Colle McVoy Kelsey Oja, Account Director, Colle McVoy Hannah Erickson, Senior Project Manager, Colle McVoy Ciare James, CMO / Senior Vice President, Bob Evans Jason Roche, VP of Marketing, Bob Evans Jason Walters, Director - Brand Marketing, Bob Evans Emily Cushman, Senior Brand Manager, Bob Evans Wendy DelVecchio, Director Insights & Analytics, Bob Evans Diane Cellentani, Senior Manager, Consumer Insights, Bob Evans Read More Retail SPANX: For Your Consideration by  MilkMoney Holdings, Inc.  for  Spanx LLC SPANX took the occasion of its 25th anniversary to reclaim its place as the unsung hero of fashion. The shapewear brand partnered with MilkMoney to create a campaign called For Your Consideration, which reimagined awards season language through a fashion lens. MilkMoney secured coveted billboards across Los Angeles during Oscars week. These billboards are rarely accessed by fashion brands. A striking red backdrop suggested the red carpet, and a declarative line anchored the effort: “The most worn designer on the red carpet for 25 years.” Credits: -Katie Weeks, Senior Vice President, Brand at Spanx -Stephanie Castillo, Senior Director, PR & Communications at Spanx -Sam Keywanfar, CEO, MilkMoney Read More Social Media Panda Express x Snapchat: Hot Orange Chicken Promoted Places by  The Many  for  Panda Express The Many and Snapchat tested Snapchat's Promoted Places while driving sales for Panda Express Hot Orange Chicken. The Snap Map transformed the brand's locations into a 3D icon featuring a flaming bucket of Hot Orange Chicken, then directed consumers to a Snap Ad for online ordering. The campaign drove a 17.9% increase in visits and overall 18x attributed ROAS, reaching 23M users. The activation generated a 10-point increase in brand favorability and 6-point increase in action intent. Credits: Joe Kim, Senior Brand Manager, Panda Restaurant Group Danny Aguilar, Brand Marketing National Campaign Lead, Panda Restaurant Group Crystal Chou, Group Media Director, The Many Alex Huang, Digital Director, The Many Ailyn Ventura, Senior Digital Specialist, The Many Read More TV or Interactive/Enhanced TV 50 States 50 Stories by  EssenceMediacom USA  for  Google, Google Workspace Millions of under-resourced U.S. small businesses are largely overlooked, even locally. Google Workspace with Gemini launched the "50 States, 50 Stories" campaign that ran during Super Bowl to demonstrate the human impact of AI and how that can change. The challenge was to break through the advertising noise to showcase benefits and reliability of AI. Fifty unique local commercials featured small business stories during gametime. The campaign focused on authentic human stories and demystifying AI by building emotional connections. Web traffic from the campaign surged, and trial conversion rates soared 20x. Credits: n/a Read More Travel/Tourism/Hospitality Street Home Chicago by  TwoxFour LLC  for  NASCAR Chicago Street Race NASCAR needed to expand beyond traditional racing fans, so it repositioned the brand’s events as sporting, and identified experience-seeking audiences like young professionals and families. A full-funnel media approach drove awareness through out-of-home on wallscapes, double-decker bus wraps, and takeover of Chicago’s Ogilvie train station. Local and streaming TV showcased NASCAR racing through iconic Chicago streets, and online search, paid social and influencers captured high-intent consumers planning summer experiences. The campaign delivered the largest crowd in the event’s history, more than 47,000 attendees, and increased ticket sales by 11% YoY and drove audience expansion including an 8% increase in new fans and double-digit growth. Credits: Kaitlyn Collins – Media Supervisor - TwoxFour Elyse Denton – Media Supervisor - TwoxFour Brad Robers – Director, Performance Media and Analytics - TwoxFour Satish Kumar – Group Media Director – TwoxFour Adam Von Ohlen – Chief Creative Officer – TwoxFour Bill Lindsey – Executive Creative Director – TwoxFour Rei Young – Associate Creative Director – TwoxFour Annie Tsikretsis – Director of Production - TwoxFour Ken Pasternak – Chief Strategy Officer – TwoxFour Dan Ouweneel – Strategy Director – TwoxFour Allegra Sunday – Account Director - TwoxFour Read More Wildcard McDonaldland VR by  ADMERASIA  for  McDonald's McDonald’s launched McDonaldland VR, inviting fans to step inside the limited-time meal offering that reimagined nostalgia for the digital age. Technology let fans reconnect with the iconic places such as the Apple Pie Tree Forest, Hamburger Patch, and Filet-O-Fish Lake, as well as meet characters like Grimace, Hamburglar, Birdie, and Mayor McCheese. Influencers shared in-world adventures, while media outlets such as TrendHunter and Pop Insider spotlighted innovation. The campaign delivered 22.8 million impressions and over $1.8 million in earned PR value, transforming nostalgia into a playable world that became an immersive storytelling experience. Credits: Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Courtney Harris, Manager, U.S. Marketing, Customer Engagement, McDonald's Nathaniel Gaynor, Sr. Marketing Manager, Brand Partnerships, McDonald's Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Media Director, ADMERASIA Alex Nguyen, Media Supervisor, ADMERASIA Christina Yang, Media Supervisor, ADMERASIA Read More