LONDON: Admap, Warc's flagship magazine dedicated to thought leadership, today launches the Admap Prize 2016, offering a $5,000 cash prize to the best essay discussing how marketing can react to the trend towards personalisation.

The competition is free to enter and seeks to encourage and reward excellence in strategic thinking in brand communications.

Full details on the subject – "How should marketing adapt to the era of personalisation?" – as well as details about how to submit entries are available on the Admap Prize website. The closing date for entry is January 31, 2016.

Admap editor Colin Grimshaw remarked that personalisation had been a buzz topic in Cannes this year. "It is potentially the greatest opportunity for brands, and potentially changes everything for brand owners and agencies," he said.

For the former it may involve a new approach to how products and services are developed. Coca-Cola, for example, has offered personalised named cans and even enabled people to mix their own drinks through its Freestyle machines.

Research agencies will have to reconsider traditional notions of segmentation and demographics. Ann Lewnes, CMO, Adobe, has even suggested that "personalisation is really modern-day segmentation".

For creative agencies, effective personalisation could be a way to counter the growth of ad blocking.

Media agencies are already using personalisation in digital retargeting and mobile messaging, and there are also moves towards a more personalised approach to TV advertising.

But, Grimshaw added, the drive to personalisation also needs to recognise that great experiences are shared, and the traditional ways of building a mass audience through a shared cultural identity should not be devalued.

A distinguished panel of thought leaders from both the agency and client side will judge the entries and they include Marc Mathieu, chief marketing officer at Samsung Electronics America, and Ben Malbon, former planner and now marketing director at Google.

In addition to the $5,000 cash prize, essays awarded Gold, Silver and Bronze will be published in a special edition of Admap magazine and on

Kantar will sponsor the Admap Prize for the fourth consecutive year.

Data sourced from Warc