Straight Talk with Nigel Hollis

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

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Monday, July 15, 2019

The three games every advertiser must play to be effective

In an a WARC newsletter item Keith Weed, then chief marketing and communications officer at Unilever, talks about the need for his company to play two games: support global brands based on universal truths and manage a portfolio of targeted, niche brands. But I would suggest that brands actually need to play three games at once.

Wednesday, July 10, 2019

Creativity’s back and it’s never been less effective

After last year’s Cannes Lions, I opined that there was not enough talk about what we were there to celebrate: great creativity. I’m pleased to report that this year there was much more talk of how to create winning content. But I was shocked – and maybe I shouldn’t have been – to learn that creative award-winning ads have never been less effective.

Monday, July 8, 2019

How FNB achieved growth in a weak economy

In our report, Mastering Momentum we highlighted the need for brands to grow market share by investing across three stages of the customer lifecycle: experience, exposure and activation. Brands that over-achieved at each of these three stages grew by an average of 46 percent across a three-year time frame.

Wednesday, July 3, 2019

Touching moments: Usage experience is essential in the touchpoint mix

Even in today’s digital world, brands like Apple put high effort in making consumers touch and feel the product in their iconic stores. Why? Because the physical usage experience is still key for decision making and brand building. Brands should therefore find innovative ways to drive these 'touching' moments.

Monday, July 1, 2019

Why marketers need to master momentum to build brand value

Kantar has just issued a new report titled, “Mastering Momentum,” which addresses the challenge of how to grow a brand over the short and long term. We all know marketing needs to generate sales now, but how can marketers also ensure that their activities also build for the future?

Wednesday, June 26, 2019

In a data-driven world, the Movin’On summit was refreshingly human

For those of you unfamiliar with Movin'On, it is a world summit created to develop sustainable mobility solutions and is often compared favourably to Davos or CES for its reach and influence. Here are my impressions from the recent summit in Montreal.

Monday, June 24, 2019

The fine line between virtual influencers and brand deception

Lil Miquela posted her first Instagram post in 2016. Three years later and she has over 1.6 million followers. Not bad for someone who is not even real. Brands are increasingly using virtual influencers like Lil Miquela, but where does virtual brand ambassador cross over into brand deception?

Wednesday, June 19, 2019

Are brands missing the point of purpose?

Brands are increasingly turning to the power of purpose to connect with customers and grow sales. But in spite of the growing interest in purpose our analysis suggests that many brands are failing to leverage their true potential and the key lies in how brands communicate with their customers.