This is the first time that media excellence has been honoured since the quarterly awards were relaunched last year.
McDonald's took the top accolade for an outdoor campaign, developed by Optimum Media Direction, while San Miguel snared the silver prize for an execution created by MindShare.
In its citation, the judges said that the McDonald's campaign fully utilised the flexibility of the MTR medium to reinforce the branding message of the hamburger giant.
JCDecaux Pearl & Dean general manager, Stephen Wong, said that contributions to the outdoor medium have been largely neglected.
"In advertising in the MTR, where a lot of very creative achievements have been made, we believe the contributions should be properly recognised.
"Therefore, we created the 'Best Use of Media' awards, which will work together with the creative awards to honour the best of outdoor advertising in the MTR."
