Service excellence and efficacy are the hallmarks of the MOST Awards, which seek to drive media owners and agencies to strive for increased excellence in these areas. Together with providing the industry with a benchmark, the awards acknowledge and reward the service media owners and agencies provide to each other.

Not only do the MOST Awards celebrate excellence displayed by industry players, they also promote a sense of competition within the industry, which is crucial to drive performance. The awards aim to recognise leading industry players in the areas of service delivery, knowledge and innovation.