Straight Talk with Nigel Hollis

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

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Wednesday, October 19, 2016

What cue should you use to elicit ad awareness?

Wow! Reading the paper titled, ‘Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures’, by Kelly Vaughan, Virginia Beal and Jenni Romaniuk was like taking a trip back in time. The experience reminded me of so many debates that I thought had been finished with decades ago.

Monday, October 17, 2016

Digital marketing does not need to be ‘shit’

Daniel Morel, recently retired global chairman and CEO of Wunderman thinks 20 percent of marketing content is “pure shit”. My concern is that he may be underestimating the situation, and that the impact of creative content is being undervalued by modern marketing practice.  

Wednesday, October 12, 2016

E-commerce builds in loyalty for established brands

Kantar Worldpanel has just released its third annual Future of E-commerce in FMCG study and the findings point to interesting times ahead for both retailers and manufacturers. By simplifying the consumer purchase process e-commerce is building in loyalty for established players.

Monday, October 10, 2016

Has Facebook left the door open for WeChat?

You have probably heard that Facebook’s Marketplace mobile-only service got off to a bit of a rocky start last week with many items posted for sale in violation of the site’s own commerce policy. This stumble, however, is unlikely to hinder the short-term success of Marketplace, but it does make me wonder why Facebook chose to create Messenger in the first place.

Wednesday, October 5, 2016

Connected Life highlights complexity of digital media

My colleagues over at Kantar TNS have just launched Connected Life, an annual study of how connectivity is reshaping consumers' lives. Covering 57 markets and 70,000 people, the study explores the major digital trends that influence how marketers reach and interact with consumers around the world. The study confirms that one size definitely does not fit all when it comes to digital marketing.

Monday, October 3, 2016

Mass-market brands still need mass-marketing

A recent article in AdAge titled ‘P&G, GM and Facebook Agree: Big Is Beautiful’reminded me of the furor following the news that P&G was cutting back on the spend it devotes to highly-targeted advertising on Facebook. It was a decision that said more about the nature of P&G’s brands than it did the efficacy of Facebook’s targeting.

Wednesday, September 28, 2016

What to do when your brand is already a leader

You have just been promoted and now are responsible for the leading brand in its category. This may seem like an enviable position, but with it comes the responsibility to hold market share and still meet corporate growth demands. What do you need to do in order to be successful?

Monday, September 26, 2016

Two routes to creating brand value

A while back I wrote about a hypothetical future in which a smart washing machine bought its own detergent. I suggested that with the Internet of Things marketers would find it difficult to incentivize new buyers except with price discounts and special offers. Why? Because machines are unlikely to recognize intangible value any time soon.