Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, April 19, 2017

What can digital do for your brand?

A couple of weeks ago I was in India taking part in the Kantar Millward Brown Media and Digital Enclave in Mumbai, Bangalore and Delhi. In each city the team took part in interviews with the media and an assumption underlying most of the questions seemed to be that India was lagging behind when it came to spending on digital.

Monday, February 27, 2017

Is our fragmented culture eroding brand strength?

I recently read an article in Market Leader by Judie Lannon titled, ‘Lost in translation: is the digital age weakening brand meanings?’ I think her proposition that cultural fragmentation has eroded brand strength is valid, but in part it has to do with how marketers are using digital media. 

Monday, December 12, 2016

Look out marketers, here comes Gen Z!

The end of the year is approaching and Kantar Millward Brown has just issued its 2017 Media & Digital Predictions. As usual the predictions are packed with thought-provoking ideas, but the one that stood out for me was Joline McGoldrick’s prediction that marketers will shift attention from Millennials to Generation Z.

Wednesday, December 7, 2016

Best practice in mobile advertising

The Mobile Marketing Association (MMA) and Kantar Millward Brown have just released the second Global Mobile Trends Report. The report is designed to help marketers implement more effective mobile marketing campaigns by focusing in on what differentiates an award-winning mobile campaign from the runners up.

Monday, December 5, 2016

What 20 years of media evolution means for brands

20 years ago, I walked into a hotel ballroom in New York to find a standing room only crowd waiting to hear a research presentation. Rex Briggs (then research director at HotWired, now the Founder and CEO of Marketing Evolution) and I were going to share proof that online advertising could build brands. Since then a lot has changed, but perhaps what is most important is what has remained the same.

Wednesday, November 16, 2016

GM’s OnStar and IBM’s Watson have ads for you

With the announcement of OnStar Go your car is going to be a full on digitally connected device – and you know what that means don’t you? More ads. Let’s just hope Watson really is as smart as IBM says it is.

Monday, November 7, 2016

What do we really mean by 'personalized'?

Every time that I read the word 'personalized' in the context of digital marketing I cannot help but frown. I am not sure that what marketers mean by personalized is really… personal. Yes, personalized advertising is tailored to our activities, but it is not really personal to us as individuals. Perhaps we really ought to use the word 'contextualized' instead?

Monday, October 24, 2016

Pepsico takes digital ad testing to the next level

Last week I joined a webinar titled ‘Linking Pepsico’s Digital Success To Automated Pre-Testing’ which revealed how Gatorade is using a custom test and learn platform to improve the in-market performance of its ads. By automating much of the process of research and analysis Gatorade not only gets quick feedback on specific ads but can also create new learning to guide future execution.