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Mindshare Trends 2015: Mass Personalisation

At Mindshare, our future_medialab programme drives our ambition to invent the future of media for our clients. Throughout the year, the future_medialab teams collect new developments in the media, science and creative industries. These are used to identify the themes and issues that will shape the space where data, content and technology collide, helping us to create valuable experiences for brands.

In October last year, we fed all these manifestations into a future_medialab Trends Day. The whole agency – over 400 people, across all disciplines – was involved in brainstorms and ideation sessions to unpick anything interesting happening in media and technology. We used our collective insights to organise these manifestations into six ‘mega trends’ that we believe will shape our industry over the next 12 months and beyond.

Thereafter, our teams looked at these trends through the lenses of their specialisms to identify how they will impact on channels and platforms in 2015. These are the challenges and opportunities we’ll be facing in the coming year – here’s to working together to take full advantage of them.

Mass Personalisation

Customisation is going mainstream. 2015 will be the year of Mass Personalisation, when personalisation becomes the norm. From insurance policies to cars and technology, it’s now becoming a standard consumer expectation that products and communication should be tailored to their individual needs and this will simply be best practice for brands who want to efficiently engage with their customers.

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