How should marketing adapt to the era of personalisation? The necessary debate

Mandy Pooler

This short article introduces the winning and commended entries to the Admap Prize, which asked, how should marketing adapt to the era of personalisation.

How should marketing adapt to the era of personalisation? The necessary debate

Mandy PoolerKantar

A different approach is needed if we are to persuade consumers to drop the ad blockers and embrace the era of personalisation - this year's crop of Admap Prize essays offers interesting ideas that could point to the way forward for the industry, says Mandy Pooler, director of communications for Kantar, sponsor of the Admap Prize.

I've often said that Jeff Bezos is the only man who has ever really understood me.

Having read this year's fascinating entries to the Admap Prize, I think I...

WARC subscribers can sign in to keep reading

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