MEDIA specialist Optimum Media Direction (OMD) Asia-Pacific has clinched Media magazines Media Agency of the Year 2002 award.
Media magazine said OMD had beaten finalists Zenith Media which is last years winner, MindShare and Universal McCann.
The Hong Kong-based magazine said that besides growing its billings in an extremely difficult year, OMD, under chief executive officer Mike Cooper, enjoyed a significantly larger creative reputation.
Since turning heads with its award-winning effort for Hong Kong mobile operator Sunday for its sponsorship of the Saltimbanco circus in 2000, OMD showed that recessionary times havent extinguished a latent creative spark. It displayed its creative flair across a variety of categories for clients like Mc- Donalds, ExxonMobil, FedEx, Standard Chartered and insurance giant ING Life.
For McDonalds, OMD negotiated with Hong Kongs urban rail authorities to turn one train into a burger carriage. Its award-winning campaign for ExxonMobil converted 11 bus shelters into Esso Mobil petrol stations. For Standard Chartered, it created the largest staircase ads in Hong Kongs central business district. The magazine said that OMD, by expanding investment in staff training despite the years difficulties and launching a staff satisfaction survey and rewards for staff, continued to coax the best out of its people.
At a time when media agencies are seeking to move clients beyond gross rating points and cost per thousand, creativity and the staff who create the ideas will provide the vital point of differentiation. By investing in its people, this years (2002) Media Agency of the Year winner is wisely nurturing this all-important quality, Media added.
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