Mass personalisation: The future or foe of successful brands?

Brooke Hemphill

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. He says there is evidence to support the effectiveness of personalisation but right now, confining the practice to the bottom of the funnel and using it to only drive short term results is giving it a bad name.

According to Ferrier, mass personalisation is on the fast track to killing brands. PHD’s Gurney took the opposing stance.

Ferrier came out swinging...

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