Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, September 11, 2019

Using experiences to turn loyalty to a show into loyalty to a media brand

'How will the end of Game of Thrones impact HBO’s subscriber base?' was a question frequently heard over the last few months as the show wrapped up its final season. It isn’t an unusual question. Channels often face a wave of cancellations when a big show ends – or even after a season finale.

ends – or even after a season finale.

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Monday, September 9, 2019

Are CEOs responsible for the decline of brand-building campaigns?

My colleague Daren Poole pointed me to a study by the Financial Times (FT) and the Institute of Practitioners in Advertising (IPA) designed to understand why the balance of marketing spend has shifted from brand-building to performance campaigns. It suggests that poor knowledge of how brands create value over the short and long-term may be at fault.

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Wednesday, September 4, 2019

Is sustainability simply too important to be a selling point?

I bought my favourite moisturiser last week out of habit, only to discover that Simple had made a packaging change. Not one that impacts how I used the product or makes the pack more beautiful, but one that makes me love the brand a little more. Simply discovering that your brand has done the right thing can be more powerful than being told it has.

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Monday, September 2, 2019

Corporations hate chaos, but creativity originates from it

This title sums up the premise of a talk held by WARC at Cannes Lions 2019. The talk was given by Martin Weigel from W+K Amsterdam and Rob Campbell from R/GA London who promoted chaos as an enabler of creativity.

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Wednesday, August 28, 2019

Are we creating ads doomed to drown in the digital melting pot?

As I sat patiently through another irrelevant YouTube ad recently, I reflected on why so many ads fail to grab my attention or create a lasting impression. But in a world where marketers can create content for a few thousand dollars and ‘noise’ supersedes quality, why should they exercise caution? Everyone else is doing it so why shouldn’t they?

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Monday, August 26, 2019

Brand learning from a successful, artisan cheesemaker

What can you say when one of the founders of a company says, “My job is to create meaning for others”? I think you must give them a round of applause and admire what they have achieved because adding meaning is what turns a company into a strong brand.

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Wednesday, August 21, 2019

The marketing industry is being blinded by data

A combination of the emergence of big data, artificial intelligence and influential voices, such as Byron Sharp, calling for more scientific rigour have promoted the use of data to support marketing decision-making. But if the industry is to progress we need more than just data. We need understanding.

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Monday, August 19, 2019

Brands are an evolving accumulation of ideas, feelings and experiences

It is very easy to think of brands as a fixed entity defined by a logo and a set of specific characteristics; however, because the real power of brands originates in people’s minds maybe we need to think about a brand as an evolving entity that morphs and changes over time. Our job as marketers is to shape that evolution to best grow sales.

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