Straight Talk with Nigel Hollis

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

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Monday, May 23, 2016

A thoughtful look at marketing to Millennials

Regular readers of this blog will know that I question the hype surrounding marketing to Millennials. Are they really snake people or not? Given my skepticism it was refreshing to read Ola Mobolade’s Warc Best Practice paper on how to market effectively to Millennials

Wednesday, May 18, 2016

Should we ditch segmentation, targeting and positioning?

In a recent post Mark Ritson rejects the idea that segmentation, targeting and positioning are things of the past, and takes a swipe at the belief that all brands should aim for mass market penetration. But are the two practices actually at odds? Might you not segment, target and position in order to build mass penetration?

Monday, May 16, 2016

Share of experience analysis takes a huge leap of faith

’Measure share of experience‘ is the title of an article that recently appeared in Admap. As a piece of self-serving publicity the article is great, but it does not prove that Share of Experience is a predictor of changes in market share.

Wednesday, May 11, 2016

Creating effective ‘advertising’ in the age of immediacy

We live in an age where immediate response is both enabled and expected. When we post to Facebook or Instagram we feel let down if no one likes or shares it immediately. But just because social media enable us to respond immediately, does not mean that what we respond to has changed, or that any less time and effort needs to be devoted to creating shareable content.

Monday, May 9, 2016

Pre-testing needs appropriate action standards

I first shared data on the relationship between key Link pre-testing metrics and short-term sales effects nearly 20 years ago. Since then the evidence that pre-testing does predict in-market effects has grown significantly, but I worry that the findings are being applied too generically, and without reference to the task the campaign needs to achieve.

Wednesday, May 4, 2016

Why does efficiency win over marketing effectiveness?

Chapter 10 of my first book, The Global Brand, is titled ‘Balancing brand strength and business efficiency’ and explores the inherent tension between the two qualities. My proposition was that adopting a global, one-size-fits-all approach can undermine local effectiveness in favor of efficiency.

Monday, May 2, 2016

AARP parallels #LikeaGirl to disrupt aging

As if to prove that a creative solution can be applied to many different issues, AARP, Inc., formerly the American Association of Retired Persons, has taken the award-winning format applied to such good effect in Always’ #LikeaGirl, and used it to try and change how Millennials view older people.

Wednesday, April 27, 2016

Why Tesla does not need advertising (yet)

Thank you Marketing for a great example of clickbait titling: ’Tesla timeline: how the electric car company built a global brand without advertising’ Nice timeline, but am I the only one that remembers a rash of similar claims made in relation to Google, Amazon and Facebook?