Straight Talk with Nigel Hollis

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

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Monday, January 15, 2018

Facebook puts meaningful user experiences first

Facebook is going to prioritize posts from friends and family and downplay those from businesses, brands, and media. Intriguingly, Facebook expects this move to result in lower time spent on the platform but higher engagement, something which can only be to the platform’s benefit longer-term.

Wednesday, January 10, 2018

Pre-testing in our mobile-first world

Canada’s Marketing Research and Intelligence Association (MRIA) held its annual Net Gain conference in Toronto late last year with the key note addressing the topic of copy testing in a mobile first world.

Monday, January 8, 2018

Contrasting views of physical and digital shopping

I was talking to Dale Beaton about the future of retail and he gave an insight that came from shopping for clothes with his teenage daughter over the holidays. I had suggested that their feelings about the shopping experience were probably very different but apparently not; they both disliked it.

Wednesday, January 3, 2018

Marketing in the age of assumption

There is no doubt we live in a post-factual world and that is as true of marketing as the news media. We have more data than ever on what people do but we rarely try to understand it. Instead we leave interpretation to algorithms, AI and machine learning. We assume that the results are valid and the resulting actions correct.

Wednesday, December 27, 2017

Do bank brands work differently from others?

I have done quite a lot of work recently looking at what drives the growth of bank brands over time. While a huge amount depends on business fundamentals, like how well a brand can use technology to create a better experience, the equity drivers remain remarkably consistent with other categories. Why? Because banks sell to people just like other brands do.

Wednesday, December 20, 2017

Retailers need to appeal to the monkey in us

As Tim Minchin notes, “We're just (expletive) monkeys in shoes”. But collectively we monkeys buy a lot of shoes. And clothes. And other stuff. And companies have made a lot of money building brick and mortar stores that sold shoes, clothes and other stuff. Then along came e-commerce and everything changed. Or did it?

Monday, December 18, 2017

Should Chipotle reset and rebrand?

A recent story on Marketplace by Aaron Schrank discusses the likely future of fast-casual restaurant chain Chipotle in the U.S. as it looks for a new CEO following its problems with various foodborne illnesses. The story concludes with the suggestion that Chipotle may need to “reset and rebrand”. But is that really what is required?

Wednesday, December 13, 2017

Why do marketers not test digital ads more often?

A new article on our website explores why testing ads is just as important in the digital domain as it is for TV. But I cannot help but wonder if the authors are not being too rational in their analysis. Yes, testing will improve sales response but some marketers just don’t seem to think that is important.