Mass personalisation: The future or foe of successful brands?

Is mass personalisation the future of brand growth or the foe? Thinkerbell’s Adam Ferrier and PHD’s Stewart Gurney debate.

Adam Ferrier, founder of Thinkerbell, says people don’t want personalised messaging from brands because they like to follow and any brand that promises to be real, different or personalised is bullshitting. Stuart Gurney of media agency PHD disagrees....