Straight Talk with Nigel Hollis

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

Please register to be notified of blog updates

Latest Entry
Wednesday, March 22, 2017

Why marketers must adapt video to media channel

How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it.

Monday, January 23, 2017

Excessive frequency is not just a digital problem

Recent exposure to live TV over the New Year holiday reminded me that excessive ad exposure is not just an online phenomenon. There is something fundamentally wrong when the same ad airs ten times or more in the space of an hour. Maybe this excessive frequency is a phenomenon of lack of ad inventory or the practicalities of media buying or does it reflect a misplaced belief in the power of repetition?

Wednesday, January 11, 2017

Who loves ya, selfie? Brands do.

For brands, selfies are both an opportunity for engagement and a means to gather information, however, this year’s AdReaction: Gen X, Y, Z findings might give marketers pause for thought on how representative selfie-lovers might be.

Monday, January 9, 2017

Do not underestimate the power of brand equity

Writing last week’s post about marketing in the moment got me thinking more about the role of brand equity in driving sales. I am seriously concerned that our industry risks underestimating quite how much brand equity drives sales, because many of the industry’s analytic tools focus on identifying change over time.

Wednesday, December 28, 2016

How to ensure your brand story builds your brand

We all know people love stories but not all stories are equally compelling, particularly when it comes to brand building. Great marketers recognize that the focus of the story should be the brand. The story is a means to an end, not an end in itself.

Monday, December 19, 2016

Measuring the effectiveness metrics that matter

Facebook’s latest revelation of miscounted metrics is reported to have agencies in a spin. One top ad agency executive is reported to have said that it is freaking out people because “It’s hard to explain to clients”. But really you have to wonder if clients should be worrying about the minutiae of metrics about individual posts. Perhaps we all need to take a step back and look at the bigger picture.

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.

Monday, November 28, 2016

Dear brand, stop emailing me!

Every day I get unsolicited email trying to sell me professional services, tout the latest breakthrough in analytics or offer me the chance to interview some self-described expert. Newsflash people: I just delete them. But even worse are the emails brands send after I have bought something. A transaction does not imply I want to hear from you. Stop it.