Straight Talk with Nigel Hollis

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

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Monday, October 10, 2016

Has Facebook left the door open for WeChat?

You have probably heard that Facebook’s Marketplace mobile-only service got off to a bit of a rocky start last week with many items posted for sale in violation of the site’s own commerce policy. This stumble, however, is unlikely to hinder the short-term success of Marketplace, but it does make me wonder why Facebook chose to create Messenger in the first place.

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Wednesday, October 5, 2016

Connected Life highlights complexity of digital media

My colleagues over at Kantar TNS have just launched Connected Life, an annual study of how connectivity is reshaping consumers' lives. Covering 57 markets and 70,000 people, the study explores the major digital trends that influence how marketers reach and interact with consumers around the world. The study confirms that one size definitely does not fit all when it comes to digital marketing.

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Monday, October 3, 2016

Mass-market brands still need mass-marketing

A recent article in AdAge titled ‘P&G, GM and Facebook Agree: Big Is Beautiful’reminded me of the furor following the news that P&G was cutting back on the spend it devotes to highly-targeted advertising on Facebook. It was a decision that said more about the nature of P&G’s brands than it did the efficacy of Facebook’s targeting.

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Wednesday, September 28, 2016

What to do when your brand is already a leader

You have just been promoted and now are responsible for the leading brand in its category. This may seem like an enviable position, but with it comes the responsibility to hold market share and still meet corporate growth demands. What do you need to do in order to be successful?

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Monday, September 26, 2016

Two routes to creating brand value

A while back I wrote about a hypothetical future in which a smart washing machine bought its own detergent. I suggested that with the Internet of Things marketers would find it difficult to incentivize new buyers except with price discounts and special offers. Why? Because machines are unlikely to recognize intangible value any time soon.

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Wednesday, September 21, 2016

Will rising nationalism undermine global brands?

Today sees the launch of BrandZ™ Top 50 Most Valuable Indian Brands 2016 and just as we saw with the latest Indonesian ranking the results find that the growth of locally-grown brands has outpaced that of global brands with a local presence. Given a widespread rise in nationalism around the world what might the implications be for global brands?

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Monday, September 19, 2016

Consistent measurement of impact for digital and TV

TV is evolving and how we measure its effectiveness needs to evolve too. In addition to good old fashioned linear TV, we now have Connected and Addressable TV. These new incarnations put TV on a par with digital when it comes to targeting, but hold TV to a higher measurement standard. Increasingly TV will need to prove it provides impact, not just reach.

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Wednesday, September 14, 2016

What brands can learn from the Bernie Sanders campaign

Irrespective of whether Bernie Sanders’ message resonated with you or not, there are still things marketers can learn from his campaign, not the least of which is that it takes more than a year to really establish what a brand stands for.

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