Personalisation must be conversational and sometimes evolutionary
David Wright
Company: Kantar
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.
When I was about ten, I remember watching a movie called The Boy in the Plastic Bubblewhich starred John Travolta. The movie was loosely inspired by the lives of David Vetter and Ted DeVita, who were both born without a properly functioning immune system. Their lives were spent in incubator-like conditions. The movie – no Oscar winner – did...