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Straight Talk with Nigel Hollis

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

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Latest Entry
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.”

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Monday, July 27, 2015

Engaging ideas are essential for social media marketing

The way brands seek to engage consumers is changing thanks to social media, but social success is far from easy to achieve particularly if you want to swap out paid media for a socially-led campaign. If anything, social sets the standard for success higher than ever before.

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Wednesday, July 22, 2015

Lack of focus undermines social media effectiveness

In an earlier post I referenced the prevalent influence of ‘internet thinking’ in China. When it comes to social media marketing that thinking is reflected in a belief that brands must act at internet speed. As a result I believe marketing is losing its effectiveness in a sea of ill-thought out and ‘me-too’ messaging.

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Monday, July 20, 2015

In China brands face the bleeding edge of digital marketing

I have just spent a couple of weeks in China meeting with marketers and consumer insight teams from a variety of companies. I am left with the overall impression of a huge market, but one facing massive change and of brands struggling to make the transition to the digital domain.

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Wednesday, July 15, 2015

Declining receptivity is advertising’s climate change

As a follow up to her M&M Global post  Sue Elms has published a Point of View titled “Receptivity and a new share of voice”. In it, Sue suggests that advertisers are causing a decline in audience receptivity by over-delivery of inconsequential, annoying, and repetitive ads.

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Monday, July 13, 2015

The Research Fallacy that Refuses to Die

My colleague Dom Twose, Millward Brown’s Global Head of Knowledge Management, has just had an interesting and potentially confrontational paper, ‘How not to assess advertising effects’ published in Volume 57 Issue 3 of the International Journal of Market Research. In the paper he critiques the use of a widely used method of detecting advertising effects. The following is a short interview with Dom exploring the ideas put forward in his paper.

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Wednesday, July 8, 2015

Brand reputation matters so don’t leave it to chance

Last year my colleague Annabel Wren wrote a paper on reputation management in a crisis that won the B2B award at the MRS Awards 2014. Unlike my posts, which have tended to focus on the communication aspects of managing a crisis, Annabel’s paper covers the whole spectrum of activities, starting with the most important: be prepared.

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Monday, July 6, 2015

Coca-Cola uses its bottle to drive social media engagement

Many brands have used their own packaging as a media channel, but Coca-Cola stands out as one that has done so successfully and on a repeated basis. The lure of seeing one’s own name on the iconic bottle has proved irresistible to millions around the world, but in China they are exploring new ways of using Coca-Cola’s pack to drive social engagement.

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