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, April 17, 2019

Virtual reality can help brands get new in-store initiatives right

Brands must break through and win at shelf, but with an average supermarket stocking over 40,000 different products, that’s no mean feat. Whether it’s a new pack design, advertising at shelf or off-shelf display, virtual reality can help give marketers the confidence that their money will be well-spent.

|
Monday, March 25, 2019

Why humans are not as predictable as marketers might like

I have been reflecting a lot recently on the efficacy of personalised targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable.

|
Wednesday, March 13, 2019

Is this the best time ever to be an insights client?

As an insights client you might agree that the description offered by Charles Dickens in A Tale of Two Cities is equally applicable today, “It was the best of times, it was the worst of times”. Never has there been more need for insights but never has there been less time in which to deliver them. But now that conflict has reduced with the launch of the Kantar Marketplace.

|
Monday, March 11, 2019

Will digital advertising ever be truly relevant?

Let us cut to the chase. Facebook, Google and probably Amazon store everything you do in the digital domain. But any marketer who believes that true ad relevance is ever achievable should take a hard look at how the sites and apps they use classify them as individuals.

|
Monday, February 25, 2019

Never mind a tipping point for TV, what about brand building?

Duncan Southgate, our Global Brand Director for Media, drew my attention to Mark Ritson’s reaction to the latest Ebiquity report titled ‘TV At a Tipping Point’ . Ebiquity finds that TV’s superiority in building quick, cost effective reach may be coming to an end. Ritson questions whether their analysis allows for how people’s behaviour changes as they grow older. I am more concerned about what the forecast means for brand building.

|
Monday, February 18, 2019

Does outdoor advertising have more impact in the digital era?

I lived the first 30 years of my life in the UK, so it is with exasperation and despair I watch from afar as the chaos of Brexit unfolds. But what caught my attention when I heard Brexit mentioned on the radio was that one group of protesters have resorted to outdoor advertising to register their dissatisfaction. Why would they do that?

|
Wednesday, February 6, 2019

The advertising efficiency trap and how to avoid it

In a recent article on Campaign Live Rory Sutherland suggests that we all adopt “the efficiency bubble” to describe the way media logistics, not creativity, have come to dominate the conversation about advertising. But our fixation on efficiency is not just a bubble, it is a trap.

|
Wednesday, January 30, 2019

An emotional journey of gender discovery

Yesterday, we released the AdReaction: Getting Gender Right report, following many months of analytic investigation into the roles of gender in marketing. As the mixed response to Gillette’s “We Believe” film has shown, society and the marketing industry are still far from certain about how gender progressive brands should and could be. Our own gender journey has confirmed some of existing beliefs but also thrown up many surprises along the way. So, what have we learned, and how has that made me feel?

|

Share