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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
Monday, January 26, 2015

Getting native advertising right

One of our 2015 Digital & Media Predictions authored by Jon Salm predicts that native advertising—online ads created to blend in with a publishing platform’s format—will be huge in 2015. It is expected that $21 billion will be spent on this format in 2018, but as Jon notes without research a lot of that money will go to waste.

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Wednesday, January 21, 2015

Can media depth really replace reach?

A recent article in Admap asks “Is depth is best way to achieve reach?” Written by Omaid Hiwaizi, Chief Strategy Officer, UK at Geometry Global, and Dan White, Chief Marketing Officer at Millward Brown Europe, the article suggests we turn the established media model upside down by creating brand experiences that resonate with the target audience and promote greater engagement and advocacy.

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Monday, January 19, 2015

Snapchat users positive about advertising on the app

The range of potential social communication platforms is growing bigger and marketers need to know which ones will best reach and engage their target audience. However, when dealing with emerging platforms opinions differ on which one will work well for brands and when. That’s where pioneering research like that conducted by Millward Brown Digital in partnership with Snapchat can prove helpful.

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Wednesday, January 14, 2015

Will Coach Inc.’s purchase of Stuart Weitzman solve its problems?

Last week it was announced that Coach, the luxury fashion house, had agreed to buy shoemaker Stuart Weitzman for a half billion dollars. No doubt the management team at Coach hopes that this will be the start of a much better year, following a sales slide in 2014. But is this acquisition really going to solve the Coach’s problems?

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Monday, January 12, 2015

What does Google’s search review of 2014 tell us?

It’s strange to think that Google has only been in existence for a little over sixteen years, but it has changed the way most of us explore our world; whatever we need to know we google it. That gives Google unparalleled insight into what we need and are interested in, but ultimately it gives insight into the things that motivate us as humans.

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Wednesday, January 7, 2015

Marketing in a fluid world

I was browsing through Dan Calladine’s 10 Trends for 2015 and was struck in particular by his slide titled, Long Term Megatrends. While he lists five specific trends related to media it seems that we could collapse them into one: the world is increasingly fluid.

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Monday, January 5, 2015

Getting micro-video right demands discipline and focus

As anticipated in Millward Brown’s annual predictions, 2014 was a big year for micro-video. Ideal for the booming world of mobile marketing micro-video has grown strongly with Vine, Instagram and Tumblr the dominant platforms. Brands as diverse as Oreo, Nike and Virgin Mobile have all jumped on the bandwagon and yet our research suggests many are struggling to make micro-videos like Vine work for them.

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Monday, December 29, 2014

Are we forgetting the power of memory to influence purchase?

For years marketers have capitalized on the mind's capacity to imagine and remember. Today, however, we risk losing the ability to create long lasting brand associations in favor of engaging people while they are shopping. We assume that engaging people as close to the point of purchase as possible is more effective than relying on the vagaries of memory. But is this really true?

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