LONDON: The deadline for this year's Admap Prize has been extended to February 15, while executives from POSSIBLE and BBH New York have joined the judging panel.
Inspired by Kantar, the topic of this year's Prize is "How should marketing adapt to the era of personalisation?"
Three new judges have joined the judging panel, including Jason Burby, President, Americas at digital creative agency POSSIBLE (and whose book Does It Work was reviewed in a recent issue of Admap), Sarah Watson, Chief Strategy Officer at advertising agency BBH New York, and Pippa Glucklich, co-CEO at media agency Starcom Mediavest Group UK, and. Full details of the judging line-up are also available on the Prize website.
Ivan Pollard, vp/Global Connections at The Coca-Cola Company, one of the judges, has suggested the Prize essay topic fits perfectly with the marketing zeitgeist.
"We need to build brands that mean the same thing to everyone, but at times mean something special just to you. So we need mass personalisation at a cost that makes it economically viable," he said.
The subject is certainly taxing people across the industry. Marissa Mayer has described Yahoo as "really a personalisation company", while Todd Cullen, Global Chief Data Officer at Ogilvy & Mather sees potential in the information generated by the "quantified self" movement.
James Murphy, editorial director of global consumer trends and insight firm Future Foundation, says that "personalisation is now the strategist's top topic, a start-up stampede and app avalanche – and the promise that virtually every brand wants to be able to make".
He defines personalisation as "the capacity of the modern marketer to use all manner of increasingly sophisticated technological devices to bring specially crafted messages and offers directly to individual consumers – people whose appetites and habits the marketer has come to know very well indeed".
Data sourced from Warc