Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, August 14, 2019

Why the in-store experience is still key for your brand

Want to trigger impostor syndrome? Try this: Imagine being invited to a blind wine tasting. With a bunch of French wine buffs. You’ll have to guess each wine’s region and year and defend your position in an in-depth discussion. Sweaty palms yet?

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Monday, August 5, 2019

What all brands can learn from Rory Sutherland

Rory Sutherland delivered a highly enjoyable discourse on why advertisers are right and economists are wrong at a WARC session at Cannes. Here are five takeaways that I believe are relevant to any brand and its marketing. 

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Monday, July 29, 2019

The simple truth about customer experience

Here is the simple truth about customer experience: it’s complicated. And we all know how much people hate complexity. That is why a measure like NPS has become so popular. One number, that’s the answer…except when it is not.

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Monday, July 22, 2019

How marketers can learn from a mechanical marvel

This blog post is written for those of you who are willing to learn and do not just want to be spoon-fed what they already know. Do you know what a flywheel is? If not, and you are willing to learn why this mechanical marvel is relevant to the world of marketing, read on.

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Wednesday, July 17, 2019

Bias in the Asian media and marketing industry

When we started investigating the state of equality within Asia’s media and marketing industry back in 2017, we found that women felt unfairly judged and challenged when they tried to lead. Sadly, an update finds things are changing for the worse.

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Monday, July 15, 2019

The three games every advertiser must play to be effective

In an a WARC newsletter item Keith Weed, then chief marketing and communications officer at Unilever, talks about the need for his company to play two games: support global brands based on universal truths and manage a portfolio of targeted, niche brands. But I would suggest that brands actually need to play three games at once.

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Monday, July 1, 2019

Why marketers need to master momentum to build brand value

Kantar has just issued a new report titled, “Mastering Momentum,” which addresses the challenge of how to grow a brand over the short and long term. We all know marketing needs to generate sales now, but how can marketers also ensure that their activities also build for the future?

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Monday, June 10, 2019

Does marketing need a new lexicon?

The nice thing about attending a client conference as one of the speakers is that you get to hear some interesting presentations. While I am not sure that I agreed with Diego Bolson’s take on what the future will bring, I was intrigued by his belief that the language of marketing was holding companies back from making disruptive decisions.

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