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Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, July 1, 2015

What Getting Digital Right tell us about digital marketing

Recently, Millward Brown Digital published its 2nd annual Getting Digital Right study providing an overview of the state of digital in the USA. 400 marketers spanning brands, media companies, and agencies shared their current opportunities, challenges, and concerns. Here are some of the findings that I found most noteworthy.

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Monday, June 29, 2015

Millward Brown uses humor to uncover consumer insights

Firefly Millward Brown has teamed up with comedy troupe Second City to produce "Consumer Theater”, a radical new way to unearth consumer insights. Forget technology and big data, sometimes a little humor is all you need to transform your understanding.

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Wednesday, June 24, 2015

Why people follow your brand on social media

The most obvious reason why people follow your brand on social media is because it is there. As the lottery advertising says, you have to play to win. However, besides showing up what else predicts whether someone will want to follow your brand?

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Monday, June 22, 2015

Do not let a crisis turn into a media disaster

As I noted in my previous post, I do not believe that the advent of social media has changed the way companies need to respond to a crisis. Rather our ‘always-on’ culture has made it even more important that companies act quickly, and communicate compassionately when crisis strikes.

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Wednesday, June 17, 2015

Why Whole Foods is launching a cheaper spin off

Whole Foods, the leading organic grocery store in the U.S., has announced that it will launch a new store offering value prices to snake people aka millennials. ‘Branding down’ is a tried and tested strategy in packaged goods and luxury cars, but why is Whole Foods launching a new store and will the venture be successful?

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Monday, June 15, 2015

Has social media changed the crisis recipe for brands?

These days it seems that crisis is just around the corner.  In the last year or so we have seen HSBC deal with a tax scandal, AirAsia suffer the loss of flight 8501 and Target, Anthem and Sony suffered hacking attacks. While these real crises put social media ‘crises’ in context, many question whether the old crisis rules still apply in a new media world.

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Wednesday, June 10, 2015

Helping AOL measure the effectiveness of Connected TV

While overshadowed by the news that AOL was being bought by Verizon, a couple of weeks ago, I was interested to learn that Millward Brown Digital had added to a long line of “first to measure” claims by helping AOL measure the effectiveness of connected TV.

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Monday, June 8, 2015

Mindless customer service leads to frustration and churn

It always amazes me how companies and brands become vulnerable to churn, simply because they focus on sales to the exception of customer satisfaction. They seem to believe that an existing customer is nothing but an opportunity to upsell or add additional services. Add in call center staff who are working from a script, and you have a recipe for plenty of frustrated customers.

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