LONDON: Admap, Warc's flagship magazine dedicated to thought leadership, has launched the Admap Prize 2017, offering a $5,000 cash prize to the best essay discussing the subject: How should TV and social media be used to maximum effect?

Admap Editor Colin Grimshaw believes this is a hot topic right now. "We think this is a big issue. Many brands, including P&G, Mars and McDonald's, having jumped in to experiment with social media, and in some cases taking money from traditional media to do this, are now re-evaluating their use of social media.

"But I think there is also a broader issue around how traditional media and new media fit together in the marketing landscape," he added.

This is the sixth year of the Admap Prize, sponsored by Kantar, an essay contest that encourages and rewards individual excellence in strategic thinking in brand communications.

Entry is free, essays are judged by a panel of the industry's foremost thought leaders, with all awarded essays being published in Admap. The closing date for entries is January 31 2017, and there will be a prize giving event in Cannes in June. Full details are available on the Prize website.

Entrants are asked to consider how TV and social media can be used solus or in combination in meeting the challenges and seizing the new opportunities in today's advertising world.

Different marketing categories often require different advertising and channel strategies, so essays will need to consider a specific marketing category – FMCG, autos, retail, financial services, food, telecommunications, etc – or a more granular product/service category within a marketing category.

"Watching TV transform and interact with social media and creating new possibilities will be the biggest revolution in marketing since...the birth of TV," said Marco Rimini, CEO, Central Team, Mindshare Worldwide, and one of this year's judges. "I can't wait to see what the brightest, research-based minds think about what will happen."

Fellow judge Darren McColl, Chief Brand & Marketing Strategy Officer, Global for SapientNitro, commented: "As social media matures, it is clearly becoming another core marketing and content channel like TV. However, the participatory nature of social channels is redefining the landscape for content and marketing. Our expectations are changing, our behaviours are changing, our marketing must change accordingly."

Any readers wanting to enter at a later date or to be reminded of the deadline can register their intention now by emailing and putting 'Reminder' in the subject line.

Data sourced from Admap