Tag Talks Panel Discussion to Push Brands to Rethink Personalisation in the Algorithm Age

‘What is the future for hyper-personalised marketing?’ is the question that experts will be answering in the second instalment of Tag’s Tag Talks series, taking place at the Soho HQ on Thursday, May 8th. The conversation will be led by Gill Huber, MD, Ingenuity+, and a panel of experts including Sabrina Godden-Tuma, global creative director, Vodafone; Jennifer Dyne, former general manager ice cream UK & IE, Unilever; and Bram Mueleman, global head of strategy, Carat.

The power of personalisation is undeniable and it’s something all brands know and participate in. With the advent of new tools – AI, automation, and data to create tailored content at scale – everyone gets a chance to play and therein lies the issues.

When every brand is delivering a personalised experience, what differentiates them from one another in consumers’ eyes?

Tag’s strategy director Dan Davies posits that the key “is to see personalisation differently.” Since the same algorithms that “drive your marketing personalisation are driving your competitors, brands need to become more individual. By recognising that as individuals, we are increasingly forming communities around the things we care about, and by personalising marketing to these communities we can more effectively engage people as individuals. Ignore mass personalisation, forget one-to-one, think one to one-collective, shared interest,” he explains.

The panel discussion will further dive into these sentiments to uncover how to put ‘personal’ back into personalisation using a combination of technology, creative strategy, and content production. Crucial to getting it right will be the collaboration between data and storytelling if brands and marketers are to deliver the maximum impact they’re after.

Join the Tag Talks discussion to learn more about how brands can break from the expected, reimagine personalisation, and build more meaningful, profitable connections in an automated world.

The panel will also cover:

- Assessing the future of personalisation: Is the demand for ‘hyper-personalisation’ helping brands grow, or causing them to lose distinctiveness in an industry driven by the same data and algorithms?
- Navigating the algorithmic era: Exploring how algorithms shape audience connections, creative decisions, and what it really means to be "relevant" today.
- Redefining creativity for a new age: Discussing how brands can stand out creatively when everyone is optimising for the same metrics and platforms.
- Reclaiming human connection: Imagining a healthier, more emotionally resonant approach to personalisation - one that fosters collective experiences and brand growth beyond efficiency alone.

“This session will better arm you for the algorithmic era. Learn how to shape algorithms for competitive difference. See how AI and PI can be twinned to win. And discover how the flawed, imperfect beauty of the creative mind can increase the efficiency of automation,” adds Dan.

You can reserve your spot for the discussion here, which will be followed by networking.