How should TV and social media be used to maximum effect?

This essay was commended by the judges in the Admap Prize 2017.

For more information visit the Prize page.

Any discussion about the new media landscape is going to be purely academic if it is not built upon mid- to long-term success stories. Thus, the best way to look at promoting brands in the current landscape is to examine several success stories to ascertain the common threads emerging from how these brands became powerhouses of considerable size.

To do this in the case of FMCG and consumer packaged goods (CPG), one needs to look eastwards towards emerging markets where local brands have been built successfully over the past decade, even taking on well-established local and international MNC (multinational corporation) brands.