Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, April 17, 2017

Effective advertising needs more than gut feeling

On a recent visit to Bangladesh I took part in a roundtable discussion on the use of research in advertising development. The consensus opinion appeared to be that good gut feeling was more important than research when it came to developing advertising. But that raises the question of how do you develop good gut feeling?

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Wednesday, April 12, 2017

Video everywhere but mostly on TV

A recent report by Thinkbox finds that TV accounted for 93.8 percent of video ads that were viewed in the UK in 2016. Now, accepting that Thinkbox’s mission is to promote commercial TV, this statistic does give pause for thought. If nothing else, the fact that so much video advertising is still seen on TV suggests that the medium is still alive and well no matter what digital promoters might tell us.

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Monday, April 10, 2017

Good consumer insight requires the mind’s eye

Last week I presented at the TUAD, the Turkish Researchers Association, addressing the conference theme “Sharper vision guides brands to a profitable future”. The following is a summary of what I had to say.

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Wednesday, March 29, 2017

What is your data not telling you?

Today we are drowning in a sea of data. Companies the world over – including Kantar Millward Brown – are using algorithms and cloud computing to beat that data into submission and force it to cough up its secrets. But what if the data is not measuring the most important things you need to know?

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Monday, March 27, 2017

Was that your message? Sorry I blinked.

Watching a selection of ads from YouTube, Facebook and broadcast TV has made me wonder whether advertisers credit their audience with superhuman powers of attention and observation. So much gets crammed into a video it is sometimes hard to keep up and viewers can literally suffer from what is known as an "Attentional Blink".

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Monday, March 20, 2017

Is your brand too reliant on short-term sales?

The other day Satya Menon, Senior VP of Client Solutions and Consulting, and I were reviewing the topline results from a set of market mix models. While qualitative in nature, the assessment suggests that brands may be increasingly reliant on driving short-term sales to maintain overall volume trends. If this finding proves more widely applicable then it has some scary implications.

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Monday, March 13, 2017

New research proves affinity important to brands

If you ask me about my car, then I might well reply, ‘I love it’. If so, I have been thinking about cheating on my car for some time now. If I really loved my car then would I not cherish it, keep it in pristine condition and ignore new car reviews? Whether it is a car, bank, candy, phone or soft drink I doubt many people love the brands they buy.

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Monday, February 27, 2017

Is our fragmented culture eroding brand strength?

I recently read an article in Market Leader by Judie Lannon titled, ‘Lost in translation: is the digital age weakening brand meanings?’ I think her proposition that cultural fragmentation has eroded brand strength is valid, but in part it has to do with how marketers are using digital media. 

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