Personalisation: A losing game?

Karen Saba

This essay argues that marketing has always been in an era of personalisation, that has adapted and manifested in many different ways: brands, now as ever, belong to the public.

Personalisation: A losing game?

Karen Saba

Company: Kantar and WPP

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.

Let's start off by looking back in time, back to when brands where first born, created and built. Maybe not as far back as the 1800's when soda and nicotine were marketed as medicinal products. I'm thinking more around the 1950's, when mad men ruled the scene with a cigar in one hand and a whiskey-on-ice in the other. The good old...

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