This award rewards a media strategy that has distinguished itself by its approach and by its execution. A good strategy is distinguished in particular by:

• the translation of the different objectives in the mediamix
• developing the strategy taking into account the available budget and the objectives
• applying the knowledge and media expertise acquired through a clear analysis of the target and the situation of the brand
• innovation within the sector
• the effectiveness of the strategy for the campaign objectives, verifiable by figures (effects on sales, awareness or on the way the brand is perceived by consumers, or any other metric to estimate success)