With other sources of funding drying up, many producers have chosen to cut out the middleman and work directly with advertisers to create great content.

Playback and sister marketing publication strategy want to celebrate the best of those collaborations with the new AToMiC Awards. The Awards celebrate those accomplishments that challenge the media status quo, and show the way forward for the overall Canadian media industry.

AToMiC brings together the new partners whose collaboration is key to  deeper connection with audiences – across advertising, media,  technology and content categories –  to recognize the programs and plans  that embody the best thinking across this new mediaverse.

AToMiC was developed with an advisory panel, co-chaired by Lauren Richards, CEO of Media Experts and Mark Childs, VP marketing of Campbell Canada. The AToMiC advisory board spans all sides of the mediascape, and will join judging co-chairs Richards and Childs as the first AToMiC jury: Cossette VP of digital solutions Nick Barbuto, marblemedia executive producer and partner Mark Bishop, CBC executive director of media sales and marketing Alan Dark, John St. creative director Stephen Jurisic, Unilever marketing director Sharon MacLeod,  AOL general manager Graham Moysey and Barbara Smith, director, brand  engagement, of the Globe and Mail

The first AToMiC Awards show is this fall and the winners will be featured in the October issue of strategy, and at Strategyonline.ca, Mediaincanada.com and Playbackonline.ca. The deadline to throw your hat into the ring is July 15.