VALENCIA (AdAge.com) -- Microsoft collected two awards last night at the inaugural Festival of Media Awards here. The software giant won the Local Deal of the Year award for Microsoft Advertising's work for Coca-Cola Co. in Ital, while Microsoft was also honored as Digital Media Owner of the Year.
Other winners include MTV, Metro International, The Week, Media Mountain, Yahoo and BBC Worldwide.
Alastair Ray, the awards director, in a statement said the winners represented media owners that had shown the ability to best adapt to the changing landscape by producing solutions that not only appeal to consumers but provide effective platforms for advertisers.
"The changing media landscape challenges media owners as much if not more than advertisers and agencies," Mr. Ray said. "These media owners have adapted their businesses to the new, always-connected consumer and provided integrated platforms for brands to deliver business success. Creativity and innovation are now an important part of any successful media owner's DNA."
More 2009 Festival of Media Coverage:
Starcom MediaVest Named Media Agency Network of Year
Digitas USA and Microsoft Also Get Top Prizes
P&G, Coke Say Now's the Time to Get Closer to Media Agencies
Both Marketers to Continue Spending During Recession
Media Agencies Still Figuring Out Multiplatform Buys, Social Media
But Top Managers Say Progress Is Being Made on Both Fronts
Havas CEO Sees At Least Two More Years of Grey SkiesUnilever Wins Two Awards for Axe, Dove Media Campaigns
Fernando Rodes Vila Calls for Focus on Green Initiatives in Meantime
OMD, MediaCom Also Big Agency-Side Winners at Festival of Media
The Festival of Media also announced the remaining winners in the campaign categories last night, and WPP's Mindshare and Omnicom Group's Goodby Silverstein & Partners were honored twice for their work.
Mindshare's two awards brought its tally for the festival to three. On Sunday night it was honored for its work on Unilever's Axe brand in Europe, Middle East and Africa. Last night it won for work on Unilever's Pond brand in Indonesia and its Dove brand in China. The awards also brought Unilever's total for the festival to five.
Goodby was honored for work in the U.S. and North America for its work for the California Milk Processors Board and Haagen Dazs, respectively.
Local Deal of the Year
Winner: Microsoft Advertising (Coca-Cola), Italy, Starcom Italia
Regional and Global Deal of the Year
Winner: MTV Networks International (Hewlett Packard), Latin America, U.S., Asia Pacific and Europe
Media Owner Sales Team of the Year
Winner: Yahoo Global
Newspaper of the Year
Winner: Metro International, Global
Magazine of the Year
Winner: Dennis Publishing (The Week), North America, U.K., Australia
TV Broadcaster of the Year
Highly Commended: CNBC, Europe, Middle East and Africa
Out-of-Home Media Owner of the Year
Winner: MediaMountain, Europe
Digital Media Owner of the Year
Winner: Microsoft, Global
Multi-Platform Media Owner of the Year
Winner: BBC Worldwide, Global
Best Communications/Entertainment Platform
Winner: Miracle of Love, Ponds, Mindshare, Indonesia
Best Communications Strategy
Winner: Condoms, BBC World Service Trust, Madison Media, India
The Consumer Benefit / Advertising As Service Award
Winner: Simple Gift of Time, Philips, Carat, China, DDB
Best Event / Activation
Winner: Guru.sol.no, Sol Guru, Dist, Norway, Carat
Best Use of Content
Winner: Dove Meets Ugly Betty, Dove, Mindshare, China, OgilvyAction, Tribal DDB
Best Youth Campaign
Winner: White Gold, California Milk Processors Board, Goodby Silverstein & Partners, U.S.
The Media Responsibility Award
Winner: Haagen Dazs Loves Honey Bees, Haagen Dazs, Goodby Silverstein & Partners, North America, Ketchum
Best Targeted Campaign
Winner: Dove Sleepover for Self Esteem, Dove Self Esteem Fund, PHD, Canada, Capital C, Harbinger