Personalisation is toast

This article argues that while micro-targeting individuals, too many marketers are prepared to ignore vast swathes of their potential target market.

Personalisation is toast

Jeremy Nye Channel 4

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

Children are fussy eaters: they like their toast with the crusts removed. No sensible parent gives a child a whole slice, as the simple expedient of cutting it in two provides a crust-free access-point. But this edge is still outnumbered by crusted sides, and tiny-mouthed crust-averse children struggle to reach the corners.

Thoughtful parents have developed a clever work-around – cut the slice diagonally...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands