Straight Talk with Nigel Hollis

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

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Monday, March 19, 2018

Marketers spend in line with beliefs not data

Mark Ritson’s review of Radiocentre and Ebiquity’s new report on the dichotomy between marketers’ perceptions of media channels and the data on effectiveness of those channels is fascinating but somewhat depressing. Ritson concludes that the evidence will not make any difference to where marketers spend their money.

Wednesday, March 7, 2018

How tracking has evolved from map to Satnav

Today’s tracking is dramatically different from what it used to be, designed to guide a brand’s future not follow what  happened to it in the past. In this post, Claire Spaargaren, Global Lead of Brand Guidance Solutions at Kantar Millward Brown, offers us a viewpoint on how tracking studies have evolved to meet marketer’s needs in our age of immediacy.

Wednesday, February 7, 2018

Inspiring growth on the Brandstage

New insights that marketers can use to inspire people to change their behavior are critical to driving brand growth. And what better way to learn how best to put those insights into action than using the power of improvisation? In this post Tim Kibbey and Patty Bloomfield of Kantar Millward Brown, Firefly Practice, explain how it works.

Wednesday, January 17, 2018

New report explores power of campaign integration

With the launch of this year’s AdReaction I thought it would be a good idea for us to hear from Duncan Southgate, Global Brand Director, Media & Digital, Kantar Millward Brown, and architect of the study. In this post Duncan outlines why he believes the new study is so important.

Monday, October 2, 2017

How the Link pre-test improves on Rotten Tomatoes

When I came across the article ‘Attacked by Rotten Tomatoes’ which reports that Hollywood is blaming the website Rotten Tomatoes for poor movie attendance I could not help but smile. After all, their complaints sound not unlike those agencies that still blame the Link pre-test for stifling creativity.

Wednesday, May 24, 2017

Making brands saleable with a lasting impression

In the WPP Annual Report, Jeremy Bullmore suggests that while some advertising works by encouraging an immediate sale most advertising works to make a brand more saleable. It is a hugely important distinction. Making a brand more saleable improves the efficacy of all aspects of the marketing mix but to do so the advertising must make a lasting impression.

Monday, April 24, 2017

Programmatic needs to live up to its promise

The promise of cost efficient, real-time targeting means that programmatic advertising has taken the digital ad industry by storm. Magna Global predicts the market for global programmatic will double between now and 2019. However, the evidence suggests that programmatic still has a long way to go before it delivers on its promise.

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?