Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown

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Monday, November 30, 2015

Where does your brand come from? And does it matter?

I am not a gamer, so it came as a bit of a surprise to me that Grand Theft Auto originates from Scotland, not one of the American locations that form the template for Liberty City, Vice City or San Andreas. But why does that surprise me and does it matter?

Wednesday, November 25, 2015

Why three rights can still make your ad targeting wrong

A while back, my colleague John Svendsen published a Point of View (POV) on programmatic media buying. In it, he questions the ability of programmatic as practiced to really deliver on its promise, and proposes that brand data needs to play a key role in both targeting and creative development. Now a study reported in the Harvard Business Review (HBR) lends further evidence to support his case.

Monday, November 23, 2015

Asian consumers’ use of digital media leapfrogs Europe

When I travel, I enjoy identifying the commonalities and differences between the countries I visit. One commonality is that wherever I go, the vast majority of people are welcoming and eager to share their culture with visitors. One difference is the reach and usage of different media. The latter has huge implications for marketers.

Wednesday, November 18, 2015

From product demonstration to product spectacular

What do the words ‘product demonstration’ mean to you? An old-style TV commercial with someone in a white coat touting the benefits of a brand? These days the humble product demo has evolved to become a fully-fledged product spectacular. Lights, camera, action!

Monday, November 16, 2015

Social marketing success lies in a disciplined approach

For some time now, I have been advocating that marketers need to approach social-led marketing campaigns with the same discipline as traditional ones. Success lies in clearly identifying the campaign objective, finding a compelling idea and ensuring people get to see the campaign rather than relying on viral dissemination. Warc’s Seriously Social 2015 report comes to similar conclusions.

Wednesday, November 11, 2015

Applying brand learning to politics

Uninspired by the choice of movies on a recent Emirates flight, I picked up a copy of The Economist and came across an article titled ‘Berning Up’, chronicling—and dismissing—presidential candidate Bernie Sanders’ run for the White House. However, something struck me as inherently wrong with the analysis. If Bernie Sanders was a brand would I draw the same conclusion?

Monday, November 9, 2015

Adapt video advertising to be effective across devices

The findings from our AdReaction Video study have been widely reported, but the focus has been on time spent on the different video platforms and ad receptivity. In parallel to the main survey, we also tested 20 video ads across TV, online and mobile platforms.

Wednesday, November 4, 2015

Using the power of improv to reinvent qualitative research

Firefly Millward Brown is out to change the creative development process, and have a few laughs along the way. Last week I made time to attend a demonstration of Consumer Theater, Firefly Millward Brown’s collaboration with The Second City which uses the power of improvisation to uncover deeper insights for idea creation and development, and it was time well spent.