Snapchat, LEGO, Disney and Courageous Studios are among the 2025 Digiday Media Buying and Planning Awards finalists

Disney Entertainment’s campaign for “Agatha All Along” on Disney+ delivered a high-impact, omnichannel experience that captivated audiences and drove engagement at scale, earning it a nomination for Best Creative. Partnering with Roku, Disney+ launched an immersive “Fan Experience” offering exclusive sneak peeks, behind-the-scenes content and character introductions, seamlessly linking users to the streaming platform. The campaign generated 870 million impressions, doubled Disney+ signups beyond benchmarks and exceeded streaming hours benchmark by 42%. By integrating awareness, acquisition and engagement strategies, Disney Entertainment set a new standard for creative digital campaigns, leveraging interactive experiences to deepen fan connection and expand Disney+’s reach.

Another finalist standout in the Best Connected/Streaming TV Campaign category is Courageous Studios and NerdWallet. The pair redefined branded storytelling with Super Nerd, an animated superhero created in partnership with DC Comics. As the title sponsor of HBO’s “The Penguin,” NerdWallet seamlessly integrated its message into the streaming landscape, using custom-animated spots and exclusive positioning on Max. The campaign extended across multiple platforms, including the official podcast for “The Penguin” and Batman’s Facebook page. The results were staggering — 5.3 million premiere viewers, and a significant lift in brand awareness and favorability. By fusing entertainment with financial literacy, NerdWallet found an innovative way to engage and educate audiences.

The finalists for this year’s Digiday Media Buying and Planning Awards showcase the power of innovation in marketing, blending technology, storytelling and strategic partnerships to create impactful campaigns. By leveraging cutting-edge technology and creative storytelling, these campaigns go beyond traditional advertising, forging deeper connections and delivering measurable results. Each finalist represents the future of marketing — where creativity meets precision, and audience engagement is not just a goal but an experience.  

See the complete list of finalists below. 

B2B Media Campaign of the Year – NEW

• Flashtalking by Mediaocean: This Ad Could Have Been An Email
• From Airports to Advisors: VanEck at Future Proof
• Grammarly Becomes AI Leader, Boosts Enterprise Recognition (in partnership with 22squared)

Best Agency Partnership

• Luxe Collective Group | Adventures of Adam & Gayle Set Sail
• My Code & Spark Foundry – Starbucks Holiday Traditions
• Nature’s Bakery & Apollo
• Pathlabs & Cayenne Creative – 3X Growth Through Partnership

Best Connected/Streaming TV Campaign

• Ansira x Auto-Owners Insurance Streaming Success
• Disney+ Agatha All Along Fan Experience on Roku
• ENHERTU Not Today DTC Campaign on Thursday Night Football
• NerdWallet & WBD “Super Nerds” Custom Branded Content
• Rakuten & Ocean Media

Best Creative

• Converting creative for a popular game
• Decathlon – Activation July 19
• Disney+ Agatha All Along Fan Experience on Roku
• Nike Holiday ’24 Marathons
• Nike – Winning Isn’t For Everyone – Paris Olympics ’24
• Regeneron, Syneos Health & CMI Media Group: Meant for More

Best CSR Initiative

• Mastercard Strikes a Chord Against Deforestation
• Proof outsmarts a limited budget for a worthy Texas cause
• Tinuiti, Reality Changers, & Sony – HS Internship Program

Best E-Commerce Strategy

• Carhartt x January Digital: Record Holiday Performance

Best Emerging Technology Campaign

• Celebration Key in the Playoffs – Mixed-Reality Activation
• Change Up Your Gameday: Jameson Snap & Swap AR Experience
• Hearts & Science x AT&T Fiber x Fortnite: Warp Speed Tour
• Infillion, Tinuiti, and Kollectiff – A Liquid I.V. Summer
• Nike – Dodgers World Series Reactive ’24
• Snapchat x The LEGO Group – 10 Bricks, Infinite Play

Best First-to-Market Strategy

• Mādin & San Diego FC – Launching a Pro Soccer Team
• The Telegraph launches a real Digital Hero for the industry
• Tinuiti & Blueair: First-to-Market Success with ML & Gen AI

Best Influencer Partnership

• HireInfluence – OREO x IHOP menu specials campaign
• Open Influence x Merkley+Partners Mercedes-Benz ‘Dream Days’
• Proof Influencer Campaign Spurs Audiences to Explore Branson
• Wondery Always On Influencer Campaign

Best Omnichannel Campaign

• Carhartt & Luke Grimes: A Legacy of Hard Work
• Jameson St. Patrick’s Eve
• PMG & BYD – Driving European Expansion
• Regeneron & Syneos Health, CMI Media Group: Meant for More
• SmartNews – Fighting Misinformation with Quality News
• Stella Rising & Suave: A Fresh Omnichannel Look for Suave

Best Out-of-Home Campaign

• Decathlon – Activation July 19
• e.l.f. Beauty – “Change the Board Game”
• Jameson St. Patrick’s Eve – Countdown
•  Nike – Dodgers World Series Reactive ’24
• Oatly’s “Support Your Local Oat Dealers” Campaign
• Skrewball Launches “Skrew The Usual” Out-of-Home Plan

Best Retail Media Strategy

• Kepler – Hasbro: Peppa Pig Prime Video Campaign
• Tinuiti & Honest: NTB Growth Unlocked with Amazon’s FSI

Best Social Commerce Strategy

• January Digital + Carhartt: Bold Social Fuels Ecomm Growth

Best Use of AI

• Breeo & Tatari
• Cognitiv & Sargento Serve Up AI-Driven CTV Sales Growth
• Reticle AI & Mucho Burrito – Love Mucho campaign

Best Use of Data

• Crossmedia & Invesco QQQ’s March Madness Full-Court Press
• Keynes Digital Ups Performance With Dynamic CTV Optimization
• InMarket x Kraft Heinz: Ore-Ida
• Pernod Ricard USA – Measuring the Unmeasurable
• Spectrum Reach & PMG Case Study
• Stella Rising & The Coldwell Banker® Brand
• The Telegraph and Sage, enhancing game time for rugby fans

Best Use of Media Mix Modeling – NEW

• Brunner – Beating Marketing Goals with Media Mix Modeling
• Mint Mobile & Ocean Media
• Stella Rising & Covered California: A Smarter MMM

Best Use of Technology

• Decathlon – Activation July 19
• Harley Davidson’s H-D1 Marketplace
• Mars Petcare Exceeds Sales Goals with PubMatic’s Activate
• MBNA Surpasses Goals by 88% with Quantcast’s Cookieless Tech

Media Campaign of the Year

• Decathlon – Activation July 19
• e.l.f. Beauty – “Change the Board Game”
• Meet Me @ the Mall – Simon Properties Group and Assembly
• Meta Reality Labs Media Campaign by VaynerMedia
• Nike – Winning Isn’t For Everyone – Paris Olympics ’24
• Wondery Exhibit C – It’s Truly Criminal

Media Plan of the Year

• Boathouse Group, Inc., Mass General Brigham Cancer Campaign
• e.l.f. Beauty – “Change the Board Game”
• Hulu’s Only Murders in the Building Goes to Hollywood
• Meet Me @ the Mall – Simon Properties Group and Assembly
• Nike – Winning Isn’t For Everyone – Paris Olympics ’24
• Tentpole Media Plan for HHS Risk Less. Do More. Campaign

Most Innovative Independent Media Agency

• billups
• DAC’s TotalSERP : A 360 Search Approach
• January Digital
• Mile Marker & Freshpet
• PMG
• Rain the Growth Agency

Most Innovative Media Agency

• Kepler Group
• Movers+Shakers

Planning Executive of the Year – NEW

• Jonathan Cole – Tinuiti & CRVFT
• Sam Baron from Critical Mass

Strategy Executive of the Year – NEW

• Blad Norman’s Genre-Defying Vision for Wondery
• Gina Reduto, NBCUniversal
• Innovative Leadership in Strategy: Cayle Rappaport’s Impact

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