Straight Talk with Nigel Hollis

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

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Wednesday, July 5, 2017

Once-iconic Sears struggles to survive

Sears was founded as Sears, Roebuck & Company in 1886. Its catalogs offered an attractive alternative to rural town stores by offering a wider selection of goods at attractive prices. Unfortunately, the once-iconic brand is now struggling to survive and its potential demise has a lot to do with a company that is doing to Sears what Sears once did to the general store.

Monday, July 3, 2017

Short-term advertising effects can weaken long-term

I want to return to this post by Faris Yakob in which he replies to an email from Andrew Willshire and tries to explain why advertising can have a short-term effect while still undermining longer-term effects. It is a really important question and while I agree that metrics are the solution, I want to offer a slightly different spin on the issue.

Wednesday, June 28, 2017

Advertising scripts that sell to the lazy brain

Our end-goal as marketers should be to influence purchase decisions. One way is to hector people at the point of purchase, another is to shortcut the decision process and get people to pick your brand without conscious deliberation. But how best to do that? We need to provide people’s lazy brains with a script; one that guides their purchase decision.

Monday, June 26, 2017

Using targeting to build your brand

In a recent post I referred to the Admap article “How to grow brands by targeting the masses” by Gordon Euchler, Head of Planning at BBDO Düsseldorf. While it is well worth reading the article in full I want to quickly review my takeaways because they speak very directly to the marketing challenges brands face today.

Wednesday, June 21, 2017

What does Amazon’s purchase mean for brands?

Marketing Week’s 100 most disruptive brands were upstaged quickly this year when Amazon announced it was buying Whole Foods. Now that’s truly disruptive! And, as a result, the longer-term implications are hard to predict.

Monday, June 19, 2017

Why advertising needs to make a lasting impression

As you may know by now Kantar Millward Brown has published a new report titled, ‘Make a Lasting Impression'. Implicit in the report title is that idea that making a lasting impression is a good thing, something that advertisers should be aiming to do. But why is making a lasting impression a good thing?

Wednesday, June 14, 2017

Have marketers forgotten how advertising works?

Next week I will be speaking at a WARC panel session at Cannes on purpose marketing. It is an interesting topic but I believe the mindless pursuit of purpose is just one reason that the advertising is struggling to drive sales. Far more important is that I think marketers have forgotten how advertising actually works.

Monday, June 12, 2017

Pre-testing cannot be equated with click-through

In a recent post Faris Yakob concludes that metrics hold the answer resolving the tension between short-term and long-term effects. Agreed. But you will not be surprised that my blood pressure went up when he puts pre-testing on a par with click-through as a metric that responds well to rational advertising. Utter bollocks.