Listen and learn: How brands are built in the digital age

Mandy Pooler

This article introduces the winner of the Admap Prize 2014, on the topic building brands in the digital age.

Listen and learn: How brands are built in the digital age

Mandy PoolerKantar

The theme of the Gold-winning essay, namely that too many brands talk at consumers, instead of meaningfully communicating with them, chimes with the results of recent research by Kantar and the Futures Company, says Mandy Pooler, director of communications for Kantar, sponsor of the Admap Prize 2014.

There are many awards and prizes in our world. Indeed, our winner will be fêted and rewarded at the ultimate award-fest – the Cannes Lions. It may, therefore, seem ironic that our winner's entry stood out for...

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