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...