Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, December 4, 2019

2020 Media Trends & Predictions: the digital paradox

What does 2020 look like for the media industry? Kantar’s experts around the world have identified 12 trends and changes that are poised to impact the media industry landscape in the coming year. Our aim is to help marketers navigate today’s ‘digital paradox’ with confidence.

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Wednesday, September 18, 2019

Getting Media Right: Marketing in Motion

If you don’t have access to all the data you need to create actionable insights, you’re not alone. Only eight percent or less of marketers think they have all the data they need. That’s according to our latest study, Getting Media Right: Marketing in Motion, which highlights that advertisers are struggling to use data to effectively guide media investments.

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Wednesday, September 11, 2019

Using experiences to turn loyalty to a show into loyalty to a media brand

'How will the end of Game of Thrones impact HBO’s subscriber base?' was a question frequently heard over the last few months as the show wrapped up its final season. It isn’t an unusual question. Channels often face a wave of cancellations when a big show ends – or even after a season finale.

ends – or even after a season finale.

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Wednesday, May 29, 2019

Do not misinterpret the Excess Share of Voice analysis

Various studies find that there is a consistent relationship between share of voice this year and market share change next year. The more a brand spends compared to its market share, the more likely it is to grow over time. But within a category some brands will fail to obey the general relationship and it is important to understand why.

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Wednesday, May 22, 2019

James Charles highlights the challenges of influencer marketing

Influencer marketing is one of the most hyped marketing strategies today. However, in a world that rises and falls on public opinion, at the speed of digital, there are dangers in an influencer strategy. We can look to James Charles and The Jolly Green Giant for lessons on how to navigate this new opportunity.

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Wednesday, May 15, 2019

Jeff Bezos proven right: Word of Mouth is the future

Jeff Bezos said of the future of marketing,

The balance of power is shifting toward consumers and away from companies… in the old world, you devoted 30 percent of your time to building a great service and 70 percent of your time to shouting about it. In the new world, that inverts.”

And our research proves that future is already here.

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Wednesday, April 24, 2019

TV is still king, but the crown is slipping

TV advertising’s state of health remains the source of heated discussion and debate. Depending on the report you read, and the evidence you choose, it could be thriving, dying, evolving, or at the tipping point. One thing is for sure, our CrossMedia data finds TV’s brand building power is not what it used to be.

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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.

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