北京赛车pk10's Media Awards have always been more about great creative media thinking applied to a business objective than opportunistic deals or nifty tactical planning.
With 2009 shaping up to be one of the most challenging in adland memory, clever, considered and creative thinking has never been more vital.
Thankfully, over the years, the media industry's claims to creative thinking have flourished and clients are ever more willing to trust their media partners' creative instincts. The entries into this year's awards offer yet more evidence of this trend.
It would have been nice to see more agencies championing the power of creative media thinking.
Still, as you read through the full list of winners and their work in our online awards book, you'll find plenty of inspiration to fuel new thinking next year.
As for the media owners picking up best-in-class awards for their sales teams, it's clear that the planner/seller is becoming a force to reckon with.
It's not hard to imagine a time when creative media sales teams might frequently end up cutting out the media agency middle man altogether.
And now for a word from our eminent chairman of the jury, Nigel Sharrocks, the chief executive of ?Aegis Media Northern Europe.
He is certainly in no doubt about one thing: "The media industry has never been one for the fainthearted and this is particularly true during these testing economic times.
"Nevertheless, it remains a fantastically exciting time to be in our industry. Digital technology is changing everything and in ways and at a speed that could never have been imagined just a few years ago.
"As we move from the relatively simple, process-driven analogue world of the past and into the much more creative, complex and multi-faceted digital world of the future, it's great to see the industry rising so well to this challenge.
"These awards represent the very best of the latest thinking, and do a great job in showcasing this new world."
Congratulations to all our winners.
Visit www.campaignmediawards.com for a roll-call of all the honours.
Category winners
Alcoholic drinks
Title Gordon's & Gordon
Media agency Carat
Client Diageo
Brand Gordon's Gin
Automotive, Aerospace and Marine
Title Volkswagen Observer Film Quarterly
Media agency MediaCom
Client Volkswagen
Brand Volkswagen
Fashion, Beauty and Healthcare
Title Aquafresh Kids
Media agency MediaCom
Client GlaxoSmithKline
Brand Aquafresh Kids Range
Financial, Corporate and Utilities
Title Sun: Expats
Media agency Profero
Client HBOS
Brand Halifax International
Grocery, Soft drinks and Household
(Joint winners)
Title Twix + Tea
Media agency MediaCom
Client Mars
Brand Twix
Title Go Skittle Yourself
Media agency MediaCom
Client Mars
Brand Skittles
Title Mars Balls
Media agency MediaCom
Client Mars
Brand Mars Bar
Title Galaxy Reading
Media agency MediaCom
Client Mars
Brand Galaxy
IT and Consumer Durables
Title O2 Orgy Of Fun
Media agency ZenithOptimedia
Client O2
Brand O2
Media and Entertainment
Title Cookalong With Gordon Live
Media agency OMD UK
Client Channel 4
Brand Cookalong With Gordon Live
Public Sector and Charities
Title Don't Drink And Drive
Media agency Carat
Client DfT THINK!
Retail and Shopping
Title Divided By H&M
Media agency Universal McCann
Client H&M
Brand Divided
Total Communications programme
Title Ariel Turn to 30
Media agency ZenithOptimedia
Client Procter & Gamble
Brand Ariel
Travel and Leisure
Title Mercurial Vapour lV
Media agency Mindshare
Client Nike
Brand Mercurial Vapour lV