Stop selling and start building
Ed Melvin Publicis Dublin
The opportunity in personalisation is far greater than individualised communication – it's about making marketing (not sales) inextricable from the delivery of a unique customer experience. We can learn from brands such as Nike to develop compelling brand experiences across all touchpoints.
The Admap Prize 2016 This essay was Commended by The Admap Prize 2016 judges. For more information visit the Prize page.
Marketing should adapt to the 'era of personalisation 'by attempting to do something it has not yet managed to do with the 'era...