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Straight Talk with Nigel Hollis

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

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Wednesday, March 25, 2015

Getting creative with programmatic

Earlier this year Drew Myers, Director, Client Management, wrote one of Millward Brown’s 2015 Digital and Media Predictions titled, Programmatic Gets Creative. In his prediction he envisaged how programmatic might evolve to not just target customers better, but serve them customized ads as well. Based on some recent reporting, it looks like Myers is not alone in thinking creative is where the action will be in future.

Monday, March 23, 2015

Marketers need to think in five dimensions

Next Wednesday I will be presenting at AnPost’s Engage the Senses event at The Guinness Store House in Dublin, Ireland. AnPost is the state-owned provider of postal services in Ireland and the event is focused on how direct mail can be used to more deeply engage consumers with a brand.

Wednesday, March 18, 2015

Digital marketers suffer from blind faith

“Blind faith in your leaders, or in anything, will get you killed,” so said Bruce Springsteen in his introduction before performing the song War. While Duncan Southgate, our Digital Global Brand Director, does not believe that blind faith in optimization based on behavioral metrics will kill you, he does think it can undermine your overall return on digital marketing investment.

Monday, March 16, 2015

Why Coca-Cola’s “one brand” strategy makes sense to me

As I am sure you have heard by now, Coca-Cola is trying something new, particularly in Europe. There the iconic brand is folding Coca-Cola, Coca-Cola light, Coca-Cola Zero and Coca-Cola Life brands together under the Coca-Cola umbrella (by the way, check out the different names and package designs Coke plans to use across the USA and Europe – global but local).

Wednesday, March 11, 2015

Getting pragmatic about programmatic

Programmatic advertising is a huge leap forward in how digital advertising is bought and sold. Marketers can target ever more defined target audiences, and all the laborious admin work is handled automatically. What’s not to like? Well, it all depends on your brand’s communication objectives.

Monday, March 9, 2015

Digital media makes it riskier to ignore complaints

People have always complained about bad products and service. Take, for example, this Mesopotamian letter from Nanni to Ea-nasir, complaining that Ea-nasir was not acting in good faith. True, it is imprinted onto a clay tablet and longer than 140 characters, but otherwise it is indistinguishable from many of today’s complaints that are so apparent in digital and social media.

Wednesday, March 4, 2015

How Australia came to buy a Jeep

When an Australian suggested that I had bought a Jeep, I was confused. We had not been talking about cars, had we? It turned out that she was referring to a successful ad campaign for Jeep that has been running in Australia since 2012. Not only has the campaign entered the Australian vernacular, but it has also helped rejuvenate the Jeep brand.

Monday, March 2, 2015

The Anatomy of Humbug explores how we think advertising works

The subtitle of Paul Feldwick’s book, ‘The Anatomy of Humbug’, is ‘How to Think Differently About Advertising’. The book lives up to its purpose by examining the history of advertising and the different paradigms that have guided its practice from the early 1900s to today. In the process you may come to find that your beliefs about how advertising works are actually rooted in ideas which are nearly one hundred years old.