NEW YORK (AdAge.com) -- In an effort to show that media proficiency no longer resides solely inside the walls of agencies, the Valencia Festival of Media has included a media owners' category to its first awards festival, complete with 10 subcategories in which magazines, newspapers, broadcasters, radio and out-of-home media owners will be vying for top prize.
"One of the reasons for having the awards is to recognize that media expertise no longer fit purely within the agency environment," said Alastair Ray, awards director for the festival. "Media owners are now important players in terms of doing great work, and they are also struggling with the same challenges that agencies are, so they need to be just as innovative in terms of their business model."
Mr. Ray said the concept of media and neutrality is "very difficult" in the media-owner space, which is why the awards festival has categories for nearly every type of medium as well as multiplatform. The categories include: local deal of the year, magazine of the year, digital-media owner of the year, regional and global deal of the year, media-owner sales team of the year, newspaper of the year, TV broadcaster of the year, out-of-home media owner of the year, radio owner of the year, multiplatform-media owner of the year.
Mr. Ray said the multiplatform award will spotlight the media owners who have shown an understanding that in order to meet the needs of their clients and demands of the marketplace they have had go beyond just the same old system.
He would not venture a guess or discuss how many entries the festival is expecting in the media-owners category. "We are not putting numbers against what we're expecting but we think there are a lot of media owners who have a good story to tell and who have done well in a very competitive environment," Mr. Ray said.
Judging in the media-owners category will be broken down as such: understanding of consumer behavior: 10%; understanding of your clients needs: 10%; innovation in adapting to a changing media market and in meeting customer need: 40%; change in perception of brand within the media market: 10%; and results delivered for the business: 30%.
The site for the festival and the awards festival were launched last week. Advertising Age is a partner in the awards this year.