Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, December 13, 2017

Why do marketers not test digital ads more often?

A new article on our website explores why testing ads is just as important in the digital domain as it is for TV. But I cannot help but wonder if the authors are not being too rational in their analysis. Yes, testing will improve sales response but some marketers just don’t seem to think that is important.

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Monday, December 11, 2017

Amazon Christmas ad makes a lasting impression

Once again Kantar Millward Brown has conducted its annual study of Christmas advertising from brands and retailers in the UK, and Amazon’s Gift has been identified as the execution most likely to engage the audience and motivate people to buy. The ad is very different from last year’s but sticks closely to the five principles outlined in Make a Lasting Impression. 

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Wednesday, December 6, 2017

Strong brands are a reward from satisfied customers

On Monday I posted about how Subaru managed to grow  while making industry-leading margins. In pulling together the case study I could not help but reflect that while my attention focused in large part on the advertising there were many factors that led to Subaru’s success, not just an emotionally engaging ad campaign. 

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Monday, December 4, 2017

How a little love helped Subaru make more money

In this Bloomberg article Subaru of America’s CEO, Tom Doll, remembers how in 2005 the company “were getting the tar kicked out of us”. His solution was to play a different game from the big automakers and it has served the brand well, helping to boost sales by a factor or three with industry-leading margins.

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Wednesday, November 29, 2017

Why is so much digital marketing lazy?

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.

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Monday, November 27, 2017

Will we ever be free of the tyranny of clicks?

Click-through is the most ubiquitous digital metric, freely and immediately available for every digital execution. As a result click-through has become the dominant metric in digital campaign optimization irrespective of all the evidence that clicks have little relationship with brand performance and sales.

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Wednesday, November 22, 2017

The changing nature of e-commerce in China

Hard on the heels of Singles day, during which Alibaba processed 1.48 billion transactions in 24 hours, comes the announcement that the Chinese e-commerce giant is buying a major stake in China's top hypermart operator, Sun Art Retail Group. The $2.87 billion investment represents a huge step towards the realization of Jack Ma’s New Retail vision.

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Monday, November 20, 2017

Brands need to be more human on social media

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.

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