Media Plan of the Year: 24 Strategies That Inspired, Informed and Cut Through the Noise

Whether it’s adapting to the potential of emerging apps or pivoting a multimillion-dollar ad buy when faced with a world-altering pandemic, media agencies and brand-side planners are on the front lines of innovation, with the stakes always high—and highly measurable.

This year, Adweek’s annual Media Plan of the Year awards—chosen by a jury of industry professionals—honor 24 campaigns spanning the globe and a wide array of industries. Here’s a look at the bold ideas, well-crafted executions and insight-driven strategies that took top honors for 2021:

Uber | ‘Move What Matters’

Media agency: MediaCom
Honored in:
• Best in Show
• Best Cause Marketing Campaign Spending $1 Million+
• Best Use of Out-of-Home in Campaigns Spending $500,000+
• Best Total Campaign Spending $5 Million-$10 Million

At the beginning of the pandemic, when New York City hospitals were taking in 1,500 new Covid-19 patients each day, Uber and its partners at MediaCom and Wieden+Kennedy came up with the “Move What Matters” campaign within 48 hours.