Straight Talk with Nigel Hollis

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

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Wednesday, October 23, 2019

City mobility needs a diet

Cities around the world are facing huge challenges, not the least facilitating the daily commute as roads become ever more congested. To change this behavior, municipalities may need to follow similar advice to that offered in the movie Field of Dreams: “If you build it, they will come”.

Monday, October 21, 2019

What is this brand thing anyway?

I realise that the idea of a ‘brand’ is one of those ill-defined concepts that causes endless confusion. We all use the same word and yet can assign it very different meanings. Given that a blog post is meant to stimulate discussion, I am going to propose a definition and we can see where things go from there.

Wednesday, October 16, 2019

To succeed in Africa, brands must love Africa

Whenever you see Africa in the headlines, you would hardly want to be associated with the story told: an alarming military coup; an overwhelming number of dying children; a new spur of violence between 2 ethnic groups. Sounds familiar, right? The much too silent story of the African continent is a story of growth, one where people and brands do thrive.

Monday, October 14, 2019

Developing your media strategy from intimacy to broadcast

A recent WARC newsletter offered up an article titled, “How e.l.f. re-engaged with consumers”. The review of how the U.S. cosmetics company achieved this was interesting and led me to reflect on the need to adapt your media strategy to be appropriate to your brand’s status.

Wednesday, October 9, 2019

What is driving the crisis in creative effectiveness?

At this year’s Cannes Lions, Peter Field’s analysis of entrants into the UK’s IPA awards declared a crisis in creative effectiveness, blaming organisational short-termism for the decline. At Kantar we have long championed the role of creativity in driving brand predisposition, that if converted into action, delivers short term sales and longer-term equity. So, if award-winning ads are becoming less effective, how can we help restore them to their former strong effectiveness?

Monday, October 7, 2019

Brands succeed by better delivering against longstanding motivations

I have long been convinced that our basic, human motivations are changing far less slowly than the means to satisfy them; witness this post from 2014. Maybe that is why I enjoyed John Sills’ far more extensive exploration of the subject in a recent WARC article.

Wednesday, October 2, 2019

What most Direct-To-Consumer companies are missing

DTC businesses are flourishing these days, promising to disrupt categories that have been at a standstill for years. Recently I spent some time with Dr. Emmanuel Probst, author of the bookBrand Hacks”, who suggests that DTC companies might be missing a crucial ingredient that will ensure their long-term success.

Monday, September 30, 2019

What we can learn from the demise of Thomas Cook

By now you will probably have heard that 178-year-old British travel company Thomas Cook ceased trading recently, stranding 150,000 UK holiday makers, threatening over 20,000 jobs and challenging the tourism industry around the world. The company’s demise is a salutary reminder that big is not the same as strong when it comes to business and brands.