Admap Prize 2013 - Judges Comments

"The theme of this year's Admap prize was both timely and prescient. More than ever we need to mobilise the power of marketing communications to promote sustainable behaviours and lifestyles. It was reassuring to see so many high quality thought provoking and stimulating entries, which shows how far this theme has struck a chord. It would be great to have an annual Admap sustainability prize." Miguel Veiga-Pestana, VP Global External Affairs & Media Relations, Unilever

"The brief is an important reflection of the debate writ large in advertising and culture right now, as the more destructive elements of hyper-capitalism are examined and re-examined. The papers reflected a breadth of ideas and points of view, and there were several highlights that married style, wit, creativity and the intellectual and commercial rigour necessary if we are to get clients to move towards a holistic, integrated approach towards making money now in a way that does not rob the future." Faris Yakob, Chief Innovation Officer, MDC Partners/KBS+

"The best essays stood on the shoulders of giants by adding brand expertise to established business theory. They make a good case for brands as an important lens on the big questions of the dance between commerce and society. There were several good nuggets that I shall take away, such as, 'Profits look to the past, while brands look to the future' and 'When brands listen to the voice of the commons, they find enormous opportunities'." Colin Mitchell, Worldwide Head of Planning, Ogilvy & Mather

"It was a pleasure to judge the Admap prize, not least because of the wonderful diversity of answers to a disarmingly simple question. The best essays offered a new way of thinking about the connection between business and social good. They helped make the new feel familiar and easily understandable." Gareth Kay, Chief Strategy Officer, Goodby, Silverstein and Partners