The personalisation paradox
Malky Brown J Walter Thompson
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.
Welcome to the Fourth Revolution. Your coffee is ready, news filtered and the trip has no delays. Everything is just the way you like it, if you like everything just the way it is. This is the personalisation paradox.
Today, we are living through the world's fourth industrial revolution. As with all the previous industrial revolutions, this fourth revolution of creative disruption is...