Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, October 8, 2018

Marketers need to ask, “what would Bezos do?”

There are plenty of quote collections from the world’s richest man floating around out there, but Jeff Bezos just has a habit of saying smart things. Perhaps if we marketers listened to him more, rather than running off after the next shiny object, we would all be a little bit smarter and more effective.

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Monday, September 3, 2018

What ads for slippers can tell you about targeting

This post follows on from the one about why ad delivery is so dominant in the digital domain. That post sought to identify why targeting and ad delivery needs to be far more nuanced, and take audience attitudes and emotions into account as well as more factual data.

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Wednesday, August 29, 2018

What is to blame for our obsession with targeting?

In a recent point of view on Campaign, Rory Sutherland discusses the origins of our “targeting-obsessed scientism” which leads us to focus on ad delivery to the exception of anything else like creative or the recipient’s mindset. Rory calls out Silicon Valley for tricking advertisers, but is this single-minded focus really just the fault of the tech companies?

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Wednesday, August 22, 2018

Can you predict the long-term effects of marketing?

A while back, I wrote a post about the spurious dichotomy between the short and long-term effects of marketing. In it I argued that the separation between the two time frames was a spurious one, but how do you predict whether your marketing will have a positive effect in the longer-term?

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Monday, August 20, 2018

Why “I am right, you are wrong” is bad for brands

Everyone knows that to get noticed in today’s frenetic media environment you have to pick a side and argue your case as vehemently as possible. That strategy might spawn a negative reaction, but then they say there is no such thing as bad publicity. But what if making hyperbolic assertions is undermining the effective practice of marketing?

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Wednesday, August 15, 2018

Some further truths about brand image perceptions

In his latest blog post, Byron Sharp has some pretty strong words to say about brand tracking. As usual, there is lots in his post that is true and important to say, but not that much that is as new or challenging as the headline suggests.

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Monday, August 13, 2018

Disturbing trends in the Cannes Effectiveness Lions

In a previous post I mentioned that there were some disturbing trends lurking in WARC’s analysis of campaign trends from this year’s Cannes Lions. To my mind those trends say a lot about the sorry state of marketing practice today.

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Wednesday, August 8, 2018

In India Savlon grows sales with useful marketing

WARC has released its report‘Cannes Lions 2018: Insights from the Creative Effectiveness Winners’, and while there are were some disturbing trends lurking in the analysis of campaign trends, Savlon’s Grand-Prix-winning case study is a delight.

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