LONDON: Senior executives at Coca-Cola, Facebook and Google have joined the judging panel for the 2016 Admap Prize, awarded by Admap, Warc's flagship magazine dedicated to thought leadership.
The Prize offers a $5,000 cash prize to the best essay discussing "How should marketing adapt to the era of personalisation?" Full details and information on how to submit entries are available on the Admap Prize website. The competition is free to enter and the closing date for entries is January 31, 2016.
Ivan Pollard, vp/Global Connections at The Coca-Cola Company, one of the newly announced judges, said 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.
A survey earlier this year by Evergage showed that 91% of marketers intended to use personalisation during the next 12 months, while 51% had staff dedicated to personalisation programmes.
And marketing academics have suggested that personalisation could become the fifth P of the marketing mix, in addition to product, price, promotion and place.
Coca-Cola has famously pioneered personalised marketing in a number of areas, including named bottles and Coca-Cola Freestyle, a touch-screen soda-dispensing fountain.
The latter offers over one hundred different Coca-Cola drink products, including Fanta and Sprite, with custom flavors, with users able to select from mixtures of flavors which are then individually dispensed.
Looking to the future, Pollard said: "Imagine a future where the Freestyle machine reads your personal genome from your phone as you go up to order and then it creates a unique, engineered drink at a molecular level that is precisely tuned to your own physical, emotional and health needs. Now there is the future of personalisation."
Steve Hatch, director/UK & Ireland at Facebook, is also joining the judging panel, alongside Marc Mathieu, chief marketing officer at Samsung Electronics America, and Ben Malbon, former planner and now marketing director at Google.
Sarah Ivey, global chief strategy officer at Initiative, Gareth Kay, co-founder, Chapter, San Francisco, Guy Murphy, worldwide planning director at JWT and Marco Rimini, CEO of the Mindshare Worldwide Central Team complete the line-up so far. More judges will be added in coming weeks.
All Prize awarded essays will be printed in Admap and all shortlisted essays will be published on warc.com.
Data sourced from Warc