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Even the best campaign can’t make its deserved impact without a dynamic media strategy. Our 2025 Media Plan of the Year awards recognize the media agencies and brand-side planners on the front lines of innovation, culture, and social relevance.
This year, we’re recognizing honorees across 22 categories, ranging from Best Use of AI to Best Use of Social, chosen by a jury of fellow industry professionals. Whether it’s reviving a brand’s lost history for a new generation, a B2B business finding a more general audience, or even creating a new holiday, these media plans took risks and showed impressive results.
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Mondelēz | “Elevate Your Snacking Playbook”
Technology: Attain
Media Agency: VML
Category: Best Use of Insights
Football season elevates snacking to its own sport. To raise the profile of its Nabisco cookie and cracker brands, Mondelez enlisted a team of purchase analytics and attribution experts to craft an add-to-cart shopping experience at Walmart. The campaign centered on a shoppable connected TV experience, allowing viewers to add featured snacks directly to their Walmart cart via a QR code. With the message “Elevate your snacking playbook,” the creative also highlighted Nabisco’s NCAA sponsorship to extend the campaign’s relevance.
Agency Kargo led the CTV strategy, combining SmartCommerce’s Click2Cart technology and Attain’s real-time, permissioned sales data to link integrated advertising with ecommerce functionality. The campaign included high-impact display, home screen placements, and in-pod CTV ads, creating a fully measurable and shoppable media ecosystem. This data-driven approach enabled mid-flight optimizations and ensured every ad dollar was tied to sales outcomes, driving a 12% lift in new buyers and achieving 10 times higher CTV conversion rates than industry benchmarks—proving commerce-enabled CTV can significantly impact both brand awareness and sales.
