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

This essay was shortlisted for the Admap Prize 2017.

For more information and to read the winners visit the Prize page.

Marketing Category: FMCG

The Oxford English Dictionary defines an ecosystem as 'a complex network or interconnected system'. In the digital age, this is what marketers need to create if they are going to deliver the most effective marketing for our Hero, Hub Hygiene current times. A mutually supporting network of channels with a clear role to play in fuelling the brand's growth over the long term.

Greater complexity in marketing

Why do I say this? What's wrong with just planning great creative and distributing it to the selected channels independently? In a world dominated by technology, consumer interaction with advertising has become more complex. While the first goal of marketing should still be to deliver the right message to the right people, there is now more to be considered.