Straight Talk with Nigel Hollis

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

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Latest Entry
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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Monday, September 24, 2018

Ad blocking continues to rise and we are to blame

The latest data from GlobalWebIndex finds that ad blocking is still on the rise in globally. While it is not a surprise, the news did remind me that I have seen far less coverage of this issue lately. It is almost as if the industry shrugged its shoulders and said, ‘well, it can’t be helped’. Except, of course, it can.

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Wednesday, September 12, 2018

The big potential downside of zero-based marketing

In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?

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Monday, September 3, 2018

What ads for slippers can tell you about targeting

This post follows on from the one about why ad delivery is so dominant in the digital domain. That post sought to identify why targeting and ad delivery needs to be far more nuanced, and take audience attitudes and emotions into account as well as more factual data.

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Wednesday, August 29, 2018

What is to blame for our obsession with targeting?

In a recent point of view on Campaign, Rory Sutherland discusses the origins of our “targeting-obsessed scientism” which leads us to focus on ad delivery to the exception of anything else like creative or the recipient’s mindset. Rory calls out Silicon Valley for tricking advertisers, but is this single-minded focus really just the fault of the tech companies?

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Monday, July 9, 2018

Social and personal: divergent ad industry trends?

A couple of weeks ago I was at Cannes Festival of Creativity and was struck by an interesting divergence within the creative industry. On one hand we had brands trying to hack the cultural conversation and on the other we had brands using AI to personalize their ads. But could the two trends be mutually exclusive?

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Wednesday, May 16, 2018

Social media boycott in Morocco hits leading brands

#Boycotters is a hashtag that is being used to try to force three leading Moroccan brands to lower their prices. The boycott is a fascinating social response to something that has traditionally been solved by individuals. Don’t like the price? Buy a cheaper brand. But the boycott may perhaps signal that these brands are ones people still want to buy.

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