Straight Talk with Nigel Hollis

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

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Monday, January 16, 2017

What marketers must do to appeal to Gen Z

The latest AdReaction: Gen X, Y, and Z study confirms that marketers will have to work much harder if they are to reach and motivate the digitally-oriented Gen Z audience. To do so they will need to understand the underlying motivation behind generational differences and not just accept the difference at face value.

Wednesday, January 11, 2017

Who loves ya, selfie? Brands do.

For brands, selfies are both an opportunity for engagement and a means to gather information, however, this year’s AdReaction: Gen X, Y, Z findings might give marketers pause for thought on how representative selfie-lovers might be.

Monday, January 9, 2017

Do not underestimate the power of brand equity

Writing last week’s post about marketing in the moment got me thinking more about the role of brand equity in driving sales. I am seriously concerned that our industry risks underestimating quite how much brand equity drives sales, because many of the industry’s analytic tools focus on identifying change over time.

Wednesday, January 4, 2017

Prepare your brand for the moments that matter

One of the big trends of 2016 was ‘marketing in the moment’. People were talking about the need to use data and technology to target people at specific moments of need, but very few were talking about content. By definition, a ’micro-moment’ is specific to an individual’s needs and situation, so unless the content is tailored to match it does not matter how smart the targeting might be, the ad will likely be ignored.

Wednesday, December 28, 2016

How to ensure your brand story builds your brand

We all know people love stories but not all stories are equally compelling, particularly when it comes to brand building. Great marketers recognize that the focus of the story should be the brand. The story is a means to an end, not an end in itself.

Wednesday, December 21, 2016

Different routes to holiday advertising success

Kantar Millward Brown in the UK has once again tested a selection of holiday ads from the country’s best-known retailers, and the results remind me that every brand needs to find its own route to advertising success. What works for one brand might not work for another and this year’s crop of ads produced some dramatic contrasts.

Monday, December 19, 2016

Measuring the effectiveness metrics that matter

Facebook’s latest revelation of miscounted metrics is reported to have agencies in a spin. One top ad agency executive is reported to have said that it is freaking out people because “It’s hard to explain to clients”. But really you have to wonder if clients should be worrying about the minutiae of metrics about individual posts. Perhaps we all need to take a step back and look at the bigger picture.

Wednesday, December 14, 2016

Availability only helps if you have a brand people want

Earlier this year Ben Marshall steered me to an article on The Wall Street Journal talking about Cadillac’s plans to introduce virtual reality to their stores, however, what really caught my eye was a statement that challenges the assertion that all marketers need worry about is building mental and physical availability.