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

This article introduces the Admap Prize 2017, which answered the question of how best to use TV and social media.

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

This article introduces the Admap Prize 2017.

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

It was late last summer, just as we were deliberating over the essay topic for this year's Admap Prize, that P&G famously declared an about-face in its marketing strategy. The FMCG giant, the world's biggest advertiser and owner of such brands as Always, Ariel and Pampers, confessed, after an 8% fall in annual sales, that it had erred in switching too much of its marketing budget towards targeting...

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