Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, March 18, 2019

Can subscription DTC brands break with Double Jeopardy?

A couple of weeks ago, I posted about Direct-to-Consumer (DTC) brands and suggested that in order to scale they would eventually have to reach out beyond their social media audience to bring in new customers. In this post I want to explore the implications of the subscription model that many DTC brands have adopted.

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Wednesday, March 13, 2019

Is this the best time ever to be an insights client?

As an insights client you might agree that the description offered by Charles Dickens in A Tale of Two Cities is equally applicable today, “It was the best of times, it was the worst of times”. Never has there been more need for insights but never has there been less time in which to deliver them. But now that conflict has reduced with the launch of the Kantar Marketplace.

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Monday, March 11, 2019

Will digital advertising ever be truly relevant?

Let us cut to the chase. Facebook, Google and probably Amazon store everything you do in the digital domain. But any marketer who believes that true ad relevance is ever achievable should take a hard look at how the sites and apps they use classify them as individuals.

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Wednesday, March 6, 2019

Spark the magic between brand and customer experience

Celebrations big or small remind us of people’s desire to enjoy a magical moment and escape the mundane. Yet, when it comes to customer experience, Kantar’s first CX+ report for retail banking in the U.S. finds many companies fail to create the magical moments that will help them stand out from the crowd.

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Monday, March 4, 2019

When did brand building get divorced from sales?

Is it me, or have many people forgotten that the only reason to invest in brand building is to help drive sales? The constant debate about whether to invest in brand building or sales activation seems to imply that sales elasticity is independent of the strength of the brand. To my mind that is just plain wrong.

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Wednesday, February 20, 2019

Bon-Ton’s demise reminds us that difference does matter

Bon-Ton may not be a familiar name to you, but it was a group of department stores in the U.S. that was finally liquidated in 2018. Right now Sears is in the news as it emerges from bankruptcy but if the new Sears is to succeed it could learn a lot from Bon-Ton’s failure.

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Wednesday, February 13, 2019

Goodbye to the big idea, hallo everyday creativity?

Daren Poole, Global Head of Creative at Kantar, recently asked on Kantar’s Workplace what people thought of an article by Zac Martin, writing in Mumbrella, which tells us to not sweat the big idea. So, is the big idea dead, misunderstood, or as important as ever?

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Monday, February 4, 2019

Will helicopter brands please stop hovering?

A post on The Financial Brand defines ‘Helicopter Banking’ as always-on, both distant and accessible, a trusted advisor available in a moment of need. But does the definition match the name and does it only apply to banking?

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