Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, November 12, 2018

Capitec disrupts the South African banking industry

Banking is a tough industry for new entrants. People value the availability and trust promised by big, incumbent banks and may not wish to hand their money over to an unknown. And yet, Capitec, now the largest, if not yet the most valuable bank in South Africa, managed to gain a foothold and grow. Capitec’s story highlights the power of disruption.

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Monday, November 5, 2018

Time to revisit the marketing in recession playbook

On a recent visit to Turkey I was asked to revisit the topic of marketing in recession. With exchange rates against the dollar at a low it is not surprising that this topic might be of interest to Turkish clients but given a few warning signs elsewhere in the world maybe we should all review our marketing in recession playbook.

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Wednesday, October 31, 2018

Disruption requires vision and consumer insight

In her latest article in Marketing Week, Helen Edwards declares, “Unless you’re ahead of the consumer, you can’t be ahead of the competition.” And she is absolutely right. The problem is that too many marketers seem to have defaulted to blindly following their consumers, rather than trying to stay ahead of them.

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Monday, October 29, 2018

Measuring the influence of brand marketing on sales

Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy.  But what data and analytic approaches help us to understand the influence of brand marketing on sales?

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Wednesday, October 24, 2018

How brands can earn attention in our digital world

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.

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Monday, October 22, 2018

Undifferentiated, Sears finally declares bankruptcy

Sears, the once-iconic brand has been run into the ground by a continued strategy of store closings and sell-offs that has done nothing to alleviate the essential problem facing the company: people do not find it an attractive place to shop compared to the alternatives.

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Monday, October 15, 2018

Why are integrated media campaigns so challenging?

The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?

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Wednesday, October 10, 2018

Why brands need to defy category conventions

A few years ago, I made regular trips to Shanghai. Part of my routine was to walk down Nanjing Road from my hotel to the Kantar Millward Brown office and along the way I would be exposed to outdoor ads of a genre I call “lonely person with watch”. When all ads in a category obey the same conventions, they become totally unremarkable.

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