LONDON/WASHINGTON: Admap, Warc's flagship magazine, today launches the Admap Prize 2013, offering $5,000 in cash to the best essay that debates whether brands can mix the pursuit of profit with social responsibility.

The Prize, now in its second year, is free to enter and seeks to reward excellence in strategic thinking. All entries must answer the question: "Can brands maximize profits and be a force for social good?"

A selection of free articles on this subject, more details about the submission process and entry forms for the Prize are available here. The closing deadline for submissions is January 31st, 2013.

"Consumers now expect that brands will not only sell them useful products and services, but that they will make a positive difference to society," said Colin Grimshaw, the editor of Admap.

"The question for brands is: Are the pursuit of profit and doing social good conflicting objectives, or does one beget the other?"

Louise Ainsworth, Warc's chief executive, will launch the Prize at the American Association of Advertising Agencies' Strategy Festival in New York.

She will be joined by Gareth Kay, chief strategy officer at Goodby, Silverstein and Partners, and one of the judges for the Prize.

"If advertising is to be welcome in the world going forward, we need to demonstrate to the industry and our clients that commercial and social imperatives are not mutually exclusive but can be one and the same," he said.

"I'm looking forward to be challenged and to see what we do differently by judging these entries.  And I can't wait for the debate it triggers."

Kantar, the global insight arm of WPP Group, will sponsor the competition. Mandy Pooler, a director at the firm, suggested corporate responsibility was a subject of particular relevance to brands.

"Thought leadership is at a premium now, as our clients require guidance through very complex times, hence our joining forces with Admap on this unique scheme," she said.

Gold, Silver and Bronze awarded essays, and those commended by the judges, will be published in Admap and on The judging panel comprises thought leaders on the topic, including Miguel Pestana, vice president, global external affairs at Unilever, the FMCG group.

• Separately, the eighth Annual Planner Survey also went live yesterday, seeking to uncover the latest trends and insights reshaping the discipline around the world. To participate in this poll, click here.

Data sourced from Warc