Straight Talk with Nigel Hollis

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

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Wednesday, August 24, 2016

Is digital advertising an industry in crisis?

Speaking at the Advertising Research Foundation's Audience Measurement Conference earlier this year Bob Liodice, President/CEO of the Association of National Advertisers suggested that a good chunk of the digital advertising industry could go away due to ad blocking, viewability, fraud and transparency issues.

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Monday, August 22, 2016

The hidden cost of retail scanning technologies

If you read this blog on a regular basis you will have noticed that I am not an unmitigated enthusiast when it comes to the application of technology to business. All too often companies rush in to seize the efficiencies of some new technology and then suddenly find out that there are unexpected negative consequences.

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Wednesday, August 17, 2016

To build brands you need more than speed

The other week I was in Peru, visiting with our clients there and then presenting at the 15th Congreso Anual de Marketing Peru, otherwise known as CAMP 2016. The CAMP program offered us a varied feast of topics largely focused on the future of business and marketing. However, in spite of the focus on emerging technologies the comment that resonated with me most was ‘old goals, new tools.’

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Monday, August 15, 2016

Getting Digital Right makes the case to unify marketing

Millward Brown Digital has just released its ‘Getting Digital Right’ report based on feedback from over 300 U.S. brand, agency, and media company senior marketers, which explores the current state of marketing in a connected world.

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Wednesday, August 10, 2016

Drivers of brand value in Indonesia

The BrandZ™ Top 50 Most Valuable Indonesian Brands 2016 was announced  today. The ranking provides some interesting insights into what it takes to grow a strong brand in a developing economy like the Republic of Indonesia.

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Monday, August 8, 2016

Is original content the solution to marketing’s woes?

Everyone is doing it. Creating original content that is! Apple is “not trying to compete with Netflix but it is developing shows like Planet of the Apps. Pepsi is setting out to create original content that will be sold on to media companies. It seems like brands have realized that content really is still king.

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Wednesday, August 3, 2016

Do we need to redefine mass media?

In last week’s post I stated, “as yet, digital is not a mass medium.” Shortly thereafter I got an email from Jonathan Sinton, Director of Global Market Development at Kantar Insights questioning my definition of a mass medium. If platforms like Facebook, Twitter and Snapchat can reach millions of people worldwide, should it not be considered a mass medium, he asked?

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Monday, August 1, 2016

The Internet of Things builds more brand inertia

A whole new layer of complexity is being added to the digital ecosystem. No longer is your fire alarm, your car, or your TV a dumb device, it is connected to that cloud. The Internet of Things offers huge opportunities for marketers, but creates yet one more layer between marketers and the people they need to motivate.

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