Straight Talk with Nigel Hollis

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

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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.

Monday, July 2, 2018

Does my brand have the potential to grow faster?

Based on analysis of huge attitudinal and behavioral data sets Kantar Millward Brown finds that meaningfully different brands grow faster than average and can command a price premium. But how do you know whether a brand has the potential to grow faster than average?

Wednesday, June 27, 2018

We need human insights not just data insights

Bill Pink sent me a link to this article by Steve Olenski who suggests ways to make better use of big data in marketing. But what caught Bill’s eye and caused him to send the link was a quote that gets at the elephant in the room for big data analysis.

Monday, June 25, 2018

Where has all the creativity gone?

In this blog post, Daren Poole, Global Head of Creative, Insights Division at Kantar, gives us his viewpoint on this year’s Cannes advertising festival.

Wednesday, June 20, 2018

In marketing, failing fast requires the right data

The mantra fail fast, fail often, was popularized by a book of the same title which encourages readers to suspend their fear of failure and let their enthusiasm to guide them. Sadly, when it comes to marketing this advice is simply a recipe for wasted marketing spend if you do not know things are not going to plan.

Monday, June 18, 2018

Why surprise alone does not build a brand

A paper published in WARC claims that surprise is the secret ingredient when it comes to building a brand, but how does this finding hold up in the face of testing people’s emotional response to over 30,000 ads? Not well.

Wednesday, June 13, 2018

Brand building transforms as the speed of business accelerates

2018 has been a record year for the BrandZ Top 100 Most Valuable Global brands. Following a 21 percent brand value increase - equivalent to the GDP of Switzerland - the total value of the BrandZ Global Top 100 has reached a staggering $4.4 trillion. It is no surprise that tech and tech-related brands such as Google, Amazon and PayPal lead the way, but this year the ranking holds a mirror to world events as we see a growing battle for dominance between the East and West as the number of Chinese brands in the ranking increased and dominated the list of fastest risers.

Monday, June 11, 2018

Join Kantar Millward Brown at Cannes

This post invites you to join Kantar Millward Brown at Cannes for a day of interaction designed to highlight the latest learning on how strong brands grow faster than average, make more money and use media more effectively.