Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, February 13, 2019

Goodbye to the big idea, hallo everyday creativity?

Daren Poole, Global Head of Creative at Kantar, recently asked on Kantar’s Workplace what people thought of an article by Zac Martin, writing in Mumbrella, which tells us to not sweat the big idea. So, is the big idea dead, misunderstood, or as important as ever?

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Monday, February 11, 2019

To scale, direct-to-consumer brands will need to advertise

As Marsha Appel points out, we have been here before. Direct-to-consumer (DTC) is not a new business model, it is an old one. What is different is the technology that facilitates the business model. What is not different is that people still buy the brands that are meaningful to them.

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Wednesday, February 6, 2019

The advertising efficiency trap and how to avoid it

In a recent article on Campaign Live Rory Sutherland suggests that we all adopt “the efficiency bubble” to describe the way media logistics, not creativity, have come to dominate the conversation about advertising. But our fixation on efficiency is not just a bubble, it is a trap.

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Monday, February 4, 2019

Will helicopter brands please stop hovering?

A post on The Financial Brand defines ‘Helicopter Banking’ as always-on, both distant and accessible, a trusted advisor available in a moment of need. But does the definition match the name and does it only apply to banking?

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Wednesday, January 30, 2019

An emotional journey of gender discovery

Yesterday, we released the AdReaction: Getting Gender Right report, following many months of analytic investigation into the roles of gender in marketing. As the mixed response to Gillette’s “We Believe” film has shown, society and the marketing industry are still far from certain about how gender progressive brands should and could be. Our own gender journey has confirmed some of existing beliefs but also thrown up many surprises along the way. So, what have we learned, and how has that made me feel?

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Monday, January 28, 2019

Three Ss help make consumer insight more effective

Last week I took part in a roundtable with some of our clients in Poland. The conversation, led by Pavel Ciacek ranged from the big picture to the specific, but when it came to making data more meaningful three things stood out.

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Wednesday, January 23, 2019

How digital behaviours relate to brand equity

Recently a client asked how various digital behaviours impact brand equity. Answering this question is challenging; not just because of the widely varying forms of digital behaviour, but because that behaviour can both influence equity and be influenced by it.

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Monday, January 21, 2019

How can we offset our present bias in marketing?

Reading an article in The Atlantic made me realize that one of the biggest barriers to successful brand-building is probably our own inherent bias to short-term outcomes. If so, what might we be able to do to offset that bias?

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