You are what you need. Personalisation according to Confucius

This essay argues that personalisation is a concept rooted in the Western idea of the stable individual as portrayed by search histories, and that a more fluid conception of the self is needed.

You are what you need. Personalisation according to Confucius

Ben Essen, Iris Worldwide

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.

The Caterpillar and Alice looked at each other for some time in silence: at last the Caterpillar took the hookah out of its mouth, and addressed her in a languid, sleepy voice.

"Who are you?" said the Caterpillar.

This was not an encouraging opening for a conversation. Alice replied, rather shyly, "I – I hardly know, sir, just at...

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