Straight Talk with Nigel Hollis

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

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Latest Entry
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.

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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?

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Wednesday, January 16, 2019

Our 2019 Media Predictions for AI, Voice and more

Connected intelligence is leading the way in transforming media, and we asked some of our global experts across Kantar to create 12 lively predictions for 2019. They are intended to be useful and practical, not grand airy-fairy concepts. We want to help marketers and agencies tackle their media and effectiveness challenges head on.

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Wednesday, November 28, 2018

Brands need to balance short and long-term

I was browsing the Kantar Media’s 2018 Dimensions report (well worth a read), when I came across a section on the need to strike a better balance between short and long-term. This seems to be a topic of increasing interest to marketers, but how do you find the right balance?

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Monday, November 26, 2018

Listen, marketers, smart speakers are the new radio

One of the biggest challenges facing marketers today is reaching people at a time when they are willing to pay attention to advertising. The shift to digital consumption and on-demand content means that people are more intolerant of interruption. But maybe smart speakers bring a new, more passive audience willing to listen to ads.

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Monday, October 29, 2018

Measuring the influence of brand marketing on sales

Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy.  But what data and analytic approaches help us to understand the influence of brand marketing on sales?

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Wednesday, October 24, 2018

How brands can earn attention in our digital world

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.

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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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