Point of view: Personalisation in China

This article explores the cultural, commercial and attitudinal differences between the West's cautious view of personalisation and China's leap toward it.

Point of view: Personalisation in China

Edward BellFCB Greater China

Is it a cultural difference or something more? While the West debates the dangers of personalisation over privacy fears, China is taking a new great leap towards it. So, now that everything can be delivered to our personal devices, targeted and personalised, will it be? Or is it the case that as we stand on the brink of the era of mass personalisation, we are seeing something smart in 'dumb advertising'?

Ma Huateng - founder of Tencent and owner of WeChat and other companies that together are responsible for...

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