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We have an inspiring and thought-provoking topic for this year's Prize, which is fundamental to what we do as an industry, and should have wide appeal. It is: How Brands Are Built in the Digital Age.
Essays will put forward arguments for the most effective way of building brands in the digital era. Among the considerations might be how brands are built using single or multiple communication channels; through innovation, consumer experience, advocacy, purpose etc. Can digital, mobile and social media build brands? What is the role of traditional advertising today? How does brand building differ in different sectors? Amazon and Facebook may have built their brands without advertising, but can an FMCG, or a bank? How does a brand go global? It should be stressed that these are just some of the issues that might be considered. You may well have other ideas.
To assist your thinking, read these relevant articles on Warc for free. And look out for the December issue of Admap, which will contain articles from some of today's most respected thought leaders on the topic of How Brands Are Built in the Digital Age.
Above the line advertising is still a key tool for building brands
Social media: friend or foe?
Building brands online: Starbucks
Marketing to a global audience
Good luck. I and the judges look forward to reading your work.
Colin Grimshaw, Editor, Admap