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The Admap Prize 2013 – Shortlist

The Admap Prize encourages and rewards excellence in strategic thinking in brand communications. The essay topic for the 2013 Prize is:

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Article

This paper disputes the belief that brands need to align themselves with a social purpose or good cause to be successful.

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Corporate social responsibility is often a loose term employed to cover a diverse and constantly-fluctuating set of initiatives.

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This paper argues that corporations have historically always been in pursuit of one goal - profit - due to a sole focus on the interests of shareholders, and that a brand's concern for social good and its commitment to a purpose greater than itself only manifests when its profits are threatened.

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This paper focuses on the importance of purpose to the influence and success of businesses and brands.

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Companies are undertaking an increasingly ambitious range of initiatives under the banner of corporate social responsibility.

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This paper argues that companies can serve the public good and maximise profit, illustrated by the example of the changes to the global trade in diamonds and the move towards demand for "conflict free" gems.

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This paper argues that evolving business thinking and a more receptive marketplace are enabling brands to maximise both profit and social good, rather than concentrating on one goal or the other.

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This paper asks what companies can do to regain consumer trust following the 'Great Recession' of 2008.

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This paper accepts the premise that brands can maximise profit and be a force for good, and so focuses on how they should do it.

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This paper argues that it can make good business sense to build brands that focus on the bottom line but which also tackle social issues.

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This essay looks at how society has moved away from the binary view that businesses can either maximise profits or be a force for social good, and discusses the implications for marketing strategy.

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This paper uses the case study of 'Dirt is Good', a campaign by carried out by Unilever laundry detergent brands around the world, as an example of a brand maximising profit by doing good.

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This paper argues that it is not possible for brands to maximise profit and, at the same time, be a force for good.

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This paper describes results of a research project looking at how consumers see brands' capacity to do good in society - and what kinds of marketing messages best illustrate this capacity.