Straight Talk with Nigel Hollis

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

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Wednesday, February 22, 2017

When creativity pays

We all know that creativity matters when it comes to advertising, but I will bet that this is where the agreement stops. Is creativity a means to get attention, a means to focus attention on the brand or a means to accentuate an impression of the brand? In reality the answer is all three.

Monday, February 20, 2017

Why creeping ad clutter is a bad thing for brands

Recently WARC’s news email announced that average ad loads on national television in the U.S. continued to creep upwards from 10.4 minutes per hour in December 2014, to 10.9 minutes in December 2016. While the difference is less than 5 percent, broadcast marketers should be concerned because the evidence suggests that more clutter is a bad thing for brands.

Wednesday, February 15, 2017

Can outdoor take advantage of digital’s disarray?

The Outdoor Advertising Association of America may be hitting back against the shortcomings of digital advertising, but maybe it needs to play to its strengths and get advertisers to recognize the medium for its inherent advantages not try to transcend them. 

Monday, February 13, 2017

Are the 4Ps still relevant? You have to be joking.

The fact that a title asking, ‘Are the ‘4Ps of marketing’ still relevant?’ appears on a website like Marketing Week just points to the desperate state of marketing today. If you do not get the 4Ps right you might as well donate your marketing budget to charity. It will generate a far better return that way.

Monday, January 30, 2017

Laughing horses go viral after overnight research

Last year Volkswagen launched the all-new Tiguan in Germany with the support of a large scale ad campaign. However, the Volkswagen team was concerned that a funny online video might strike the wrong note in the aftermath of the emissions scandal. Rather than risk a negative backlash or not use the video, they decided to test it. The results were positive and the ad went viral.

Wednesday, October 19, 2016

What cue should you use to elicit ad awareness?

Wow! Reading the paper titled, ‘Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures’, by Kelly Vaughan, Virginia Beal and Jenni Romaniuk was like taking a trip back in time. The experience reminded me of so many debates that I thought had been finished with decades ago.

Wednesday, August 31, 2016

Turning findings into insights

The other day I was chatting with a colleague who consistently used the word ‘insights’ to refer to what I might have called ‘findings’. To my mind a finding is useful, an insight is transformational. And in today’s world of slow growth and big data I think we have plenty of findings, but what we really need are insights that lead to action.

Monday, August 15, 2016

Getting Digital Right makes the case to unify marketing

Millward Brown Digital has just released its ‘Getting Digital Right’ report based on feedback from over 300 U.S. brand, agency, and media company senior marketers, which explores the current state of marketing in a connected world.