Australia took three Golds in the Media Lions category, but all of the winning campaigns were led by creative agencies.
McDonald's, Coca-Cola and Metro Trains brought home the bacon for DDB Sydney, Leo Burnett Sydney (with Leo Burnett Chicago) and McCann Melbourne respectively.
Jury chair Jack Klues, chairman and founder of Vivaki, said that didn't mean media agencies had not been involved - and that the industry had moved on from a “media category for media people”.
Cheuk Chiang, head of OMG APAC, echoed the sentiment and said that just because a creative agency had taken the award, it “did not mean that a media agency has not been involved.”
Jim Vail, president of RJ Palmer, said that when judging, “the people who submitted was not known to us” and that it could be seen as a positive: “Silos are being broken down”.
Melanie Varley, global chief strategy officer at MEC said that “it could be a helpful development in the future that we have a lead agency and a support agency”.
McCann Melbourne also took a Silver Lion for Dumb Ways and DDB Sydney took a silver for McDonald's becomes Maccas.
Leo Burnett Sydney and Ikon Sydney took two Bronze Lions for their Bundaberg Rum Road to Recovery work, and separately, Leos won a Bronze for its Small World Machines work for Coke. The Razor Joy unit brings home a Bronze Lion for the Nike She Runs the Night campaign.
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