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The Admap Prize is an essay contest that encourages and rewards individual excellence in strategic thinking in brand communications. Essays are judged by a panel of the industry's foremost thought leaders.
The Admap Prize is a unique opportunity to get recognition for the quality of your strategic ideas and for those ideas to be published in Admap magazine, which for over half a century has been synonymous with new ideas, insight and evidence of effectiveness in marketing communications. Essays for the Admap Prize need to be rooted in practical application to marketing challenges/opportunities, and address a specific marketing category.
The Admap Prize is free to enter, with a $5,000 cash prize to the author of the Gold-awarded essay. Selected essays will be published in Admap and on warc.com.
The topic for the 2017 Prize is: How should TV and Social be used to maximum effect?
The Admap Prize recognizes great thinking and innovation by dissecting the biggest problems brands are facing.
Jason Burby • President, Americas, POSSIBLE, Admap Prize Judge
Entries are now closed and are currently being judged. In the meantime you can still:
The topic for the 2017 Admap Prize is How should TV and Social be used to maximum effect?
We think this is a big issue with many brands, including P&G, Mars and McDonald's, having jumped in to experiment with social media – in some cases taking money from traditional media to do this – are now re-evaluating.
There is a body of opinion that believes the value of mass targeting through advertising around highly valued content in times of leisure, such as TV programming, has been undermined by the rush to embrace new media. At the same time, even some social media evangelists are questioning whether Facebook has been used properly thus far, and foresee a big re-evaluation of how social media is used. Then there are some who believe that the future of marketing is around full automation of the creative and the delivery, personalised with the right message to the right individual, probably through Facebook. Among this range of views, I think there is also a broad issue around how traditional media and new media fit together in the marketing landscape.
Of course, different marketing categories often require different advertising and channel strategies. This is why we ask that in addressing the central question you consider a specific marketing category – FMCG, autos, retail, financial services, food, telecommunications, etc – or a more granular product/service category within a marketing category. And that you name this category on the Entry Form. Essays can employ new thinking but should be rooted in practical application.
In addressing the central question, there are a wide range of considerations and possible approaches. The following is a brief (and not exclusive) list to get your brain juices flowing:
Good luck! I and the judges look forward to reading your essays.
An eminent judging panel of agency experts will be reading the entries.
The fifth Admap Prize in 2016 asked How Should Marketing Adapt to the Era of Personalisation?
Oliver Feldwick, Head of Digital Strategy at CHI & Partners, won the Gold award with his essay The Uncanny Valley of Personalisation.
The essay explores the possibilities offered by machine learning tech deployed on big data, but warns that adland may be more excited about developments than the customers. The growth of ad blocking shows that many people are opting out of these 'exciting marketing innovations' and research has shown that the current incarnation feels 'creepy' or intrusive. Marketers need to build serendipity into personalisation, be transparent in their messaging, and inject human insight and empathy into digital marketing.