Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, July 4, 2018

Do not over-rely on big data to fuel brand growth

Following the release of the new How Disruption Can Fuel Brand Growth report Bill Pink, Head of Brand Guidance Analytics in North America, and I have been mulling over whether big data is likely to inspire disruption. Our answer is that to do so you need more than just data, big or small. With that in mind we wrote up our seven principles for working with big data.

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Wednesday, May 23, 2018

Can marketing be too efficient?

Can marketing be too efficient? It seems like a silly question, I know, but hold your judgement for a couple of minutes and read on. A review of a new book titled “The Efficiency Paradox: What Big Data Can’t Do” written by Edward Tenner raised a couple of important issues that apply to marketing as well as other disciplines.

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Monday, May 14, 2018

Do not let data reinforce brand’s comfort zone

A while back I wrote about the need to break out of the comfort zone in order to create brand growth. The scary thing is that data can be one of the things that helps create the comfort zone. Our data becomes the lens through which we see the world and the real opportunities lie outside our view.

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Wednesday, April 18, 2018

The 3 C’s of instant recognition and meaning

In an increasingly competitive and disjointed brand landscape, where the influence of ‘private label’ and ‘direct’ brands continues to expand, how can established brands best achieve the recognition they need?

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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.

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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.

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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.

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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.

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