Straight Talk with Nigel Hollis

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

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Monday, October 16, 2017

Advertisers can do better than engage people for 2 seconds

Last week Kantar Millward Brown hosted a webinar titled 'Create Digital Ads that Drive Brand Growth'. Tip number one was to “Make people feel something” and tip number two is the closely related “Stand out at the start”. Yes, with digital video you have to engage those emotions quickly.

Wednesday, October 11, 2017

Behavioral economics and the art of making choices

This week Richard H. Thaler, professor at the University of Chicago Booth School of Business, won the 2017 Nobel Prize in Economic Sciences for his pioneering work in behavioral economics. In an interview Thaler promised to spend the prize money as irrationally as possible, a statement that acknowledges that he might otherwise try to make rational decisions.

Monday, September 25, 2017

Amazon Go, BingoBox and Bodega are changing retail

From big boxes to little boxes, companies the world over are trying to change the world of retail. We have Amazon Go and Bodega in the U.S. and BingoBox in China. Which one seems to have the most potential and what, if anything, does it mean for consumer packaged goods brands?

Wednesday, September 20, 2017

Is digital advertising critical for brands?

I was recently asked to address the question ‘is digital critical for brands?’ Much as I was tempted to say no just for the hell of it, let’s just say I think the answer is that ‘critical’ is hyperbole. Can a brand survive without digital? Well, I believe that depends on the brand, category and country.

Monday, September 18, 2017

Is Apple playing the behavioral economics game?

Apple’s iPhone X is now a reality rather than the subject of rumor and, yes, it now has facial recognition, an all-screen design and a significantly faster processor. While commentators debate whether the iPhone X really is the “biggest leap forward since the original iPhone” it seems clear to me that the primary objective of the launch is to set a new price benchmark for the iPhone range.

Monday, September 4, 2017

Are brands resilient or fragile?

A while back the MSI series ‘5 Things I Know About Marketing’ featured Scott McDonald, President and CEO of The Advertising Research Foundation. One of his five things was that brand equity is hard to build and hard to shift – except in a negative direction. But is that always true?

Wednesday, August 23, 2017

Are brand strategies undermining belief in brands?

A while back I reviewed the Kantar North America event, Fragmentnation, which focused on the increasing diversity of needs, mindset and values in the U.S. population, and noted that brands must prepare for a more diverse future. On reflection they must also prepare for a more fickle future.

Monday, August 21, 2017

Is Snapchat the Axe of social media?

Apparently investors were not too excited by Snapchat’s latest usage numbers. Is it me or does the fact that the daily active number of users rose over 20 percent compared to last year outweigh the fact that the absolute number fell short of the expected figure by about 1 percent? Or maybe Snapchat is just different from other platforms?