Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, June 10, 2019

Does marketing need a new lexicon?

The nice thing about attending a client conference as one of the speakers is that you get to hear some interesting presentations. While I am not sure that I agreed with Diego Bolson’s take on what the future will bring, I was intrigued by his belief that the language of marketing was holding companies back from making disruptive decisions.

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Wednesday, June 5, 2019

Would you recommend the NPS metric?

The Net Promoter Score has been in the news lately and it has as many supporters as detractors, yet continues to grow in popularity. Recently one of our clients asked, would you recommend NPS? My answer was it all depends on what you want to use it for.

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Wednesday, April 3, 2019

Are extreme sports brands failing in their representation of women?

A few weeks ago Rio Cook from our Neuroscience practice touched on the instinctive associations people hold towards feminism, and questioned whether advertising portrayals might be widening the gender gap. But that gap is informed by everything a brand does and extreme sports brands in particular are failing to treat women with the respect they deserve.

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Wednesday, March 20, 2019

Is the portrayal of feminism in advertising widening the gender gap?

A recent study I conducted in the Neuroscience team at Kantar looks at the implicit perceptions toward feminism: i.e. what people instinctively associate with that idea. The results make me question whether how feminism is portrayed in advertising might actually be widening the gender gap, rather than closing it.

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Wednesday, February 27, 2019

#Balanceforbetter: Getting gender right

International Women’s Day is a week away, and if the past few years are any indication, we should be seeing a slew of brand campaigns to drive conversations about what ‘progress’ looks like.

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Monday, February 25, 2019

Never mind a tipping point for TV, what about brand building?

Duncan Southgate, our Global Brand Director for Media, drew my attention to Mark Ritson’s reaction to the latest Ebiquity report titled ‘TV At a Tipping Point’ . Ebiquity finds that TV’s superiority in building quick, cost effective reach may be coming to an end. Ritson questions whether their analysis allows for how people’s behaviour changes as they grow older. I am more concerned about what the forecast means for brand building.

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Monday, February 18, 2019

Does outdoor advertising have more impact in the digital era?

I lived the first 30 years of my life in the UK, so it is with exasperation and despair I watch from afar as the chaos of Brexit unfolds. But what caught my attention when I heard Brexit mentioned on the radio was that one group of protesters have resorted to outdoor advertising to register their dissatisfaction. Why would they do that?

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Wednesday, February 6, 2019

The advertising efficiency trap and how to avoid it

In a recent article on Campaign Live Rory Sutherland suggests that we all adopt “the efficiency bubble” to describe the way media logistics, not creativity, have come to dominate the conversation about advertising. But our fixation on efficiency is not just a bubble, it is a trap.

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