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Straight Talk with Nigel Hollis

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

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Monday, August 24, 2015

Programmatic creative takes a big step forward

In his 2015 prediction, “Programmatic Gets Creative”, Drew Myers stated,

“A next step is evolving video to be customized with distinct vignettes with smart sequencing …determined via your digital behaviors and psychographics.”

Well Unilever’s Axe just took that step in Brazil – or should I say 100,000 steps?

Wednesday, August 19, 2015

The big mistake that almost every marketer makes

Ask almost any investor what they look for in a stock, and they will say the potential for value growth. Ask almost any CEO what they need to do to be successful, and they will say grow the value of their business. Ask almost any marketer what they need to do, and they will say grow sales. Does anyone else see a disconnect?

Monday, August 17, 2015

How to sense and respond successfully in social media

So you have invested all that money in your social media command center and staffed it to work 24/7. Now what? How do you use social media to market your brand effectively? Without a clear idea of what the brand stands for, your new team is probably just pushing out banal posts that might undermine people’s relationship with the brand. After all, why follow a brand unless it offers you something that is worth your time?

Wednesday, August 12, 2015

Shake Shack aims for effectiveness not efficiency

Last year I had the temerity to suggest that “judging by the line in Madison Square Park in New York, Shake Shack is doing just fine”. Well, make that more than fine. The “anti-chain, chain” has 71 restaurants and is growing, although not as fast as investors might like.

Monday, August 10, 2015

Brand loyalty shortcuts the paths to purchase

Millward Brown Digital in the USA have produced a report titled, "Demystifying the Consumer Journey”, which addresses the fundamental challenge of delivering a seamless customer experience across multiple touchpoints. One of the key findings from the report confirms the importance of creating attitudinal predisposition before consumers even enter the purchase process.

Wednesday, August 5, 2015

Meaningful innovation makes the difference

My recent post titled, “Getting realistic about the odds of marketing success” sparked a couple of interesting comments. Take, for example, this quote from a comment by Shann Biglione,

“If marketers spent more time influencing salience rather wanting to be seen as innovation junkies, we would have better marketing.”

Monday, August 3, 2015

One essential thing that marketers should depend upon

I wish I could write like Mark Ritson, award-winning columnist for Marketing Week, but I can’t. It is not that I cannot drop a few swearwords into my posts, it is just that I don’t have the same ability to sum things up so pithily. So, rather than focus on seven essentials lessons as Ritson did in a recent column maybe I should just focus on one.

Wednesday, July 29, 2015

Getting realistic about the odds of marketing success

In Brand Premium: how smart brands make more money I noted that,

“When marketing a brand, the best we can hope for is to maximize the potential of a positive outcome and minimize the risk of a negative one.”