Straight Talk with Nigel Hollis

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

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Monday, July 15, 2019

The three games every advertiser must play to be effective

In an a WARC newsletter item Keith Weed, then chief marketing and communications officer at Unilever, talks about the need for his company to play two games: support global brands based on universal truths and manage a portfolio of targeted, niche brands. But I would suggest that brands actually need to play three games at once.

Monday, July 8, 2019

How FNB achieved growth in a weak economy

In our report, Mastering Momentum we highlighted the need for brands to grow market share by investing across three stages of the customer lifecycle: experience, exposure and activation. Brands that over-achieved at each of these three stages grew by an average of 46 percent across a three-year time frame.

Wednesday, July 3, 2019

Touching moments: Usage experience is essential in the touchpoint mix

Even in today’s digital world, brands like Apple put high effort in making consumers touch and feel the product in their iconic stores. Why? Because the physical usage experience is still key for decision making and brand building. Brands should therefore find innovative ways to drive these 'touching' moments.

Monday, July 1, 2019

Why marketers need to master momentum to build brand value

Kantar has just issued a new report titled, “Mastering Momentum,” which addresses the challenge of how to grow a brand over the short and long term. We all know marketing needs to generate sales now, but how can marketers also ensure that their activities also build for the future?

Wednesday, June 19, 2019

Are brands missing the point of purpose?

Brands are increasingly turning to the power of purpose to connect with customers and grow sales. But in spite of the growing interest in purpose our analysis suggests that many brands are failing to leverage their true potential and the key lies in how brands communicate with their customers.

Monday, June 10, 2019

Does marketing need a new lexicon?

The nice thing about attending a client conference as one of the speakers is that you get to hear some interesting presentations. While I am not sure that I agreed with Diego Bolson’s take on what the future will bring, I was intrigued by his belief that the language of marketing was holding companies back from making disruptive decisions.

Monday, June 3, 2019

Where should a retailer invest? Refurbishment or marketing?

After delivering my take on what is requires to revitalise a brand, one of my audience asked, where should a retailer invest? In refurbishing existing, older stores, or in marketing to reach new customers? Of course, ideally one would do both, but if you do not keep your existing customers happy their defection may undermine your growth prospects anyway.

Wednesday, May 29, 2019

Do not misinterpret the Excess Share of Voice analysis

Various studies find that there is a consistent relationship between share of voice this year and market share change next year. The more a brand spends compared to its market share, the more likely it is to grow over time. But within a category some brands will fail to obey the general relationship and it is important to understand why.