Straight Talk with Nigel Hollis

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

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Latest Entry
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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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.

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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.

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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. 

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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.

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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.

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