Straight Talk with Nigel Hollis

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

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Wednesday, June 7, 2017

Amazon now ranked fourth in BrandZ Top 100 2017

Amazon has powered up another three places in the BrandZ Top 100 Most Valuable Global Brands Ranking (you can find the latest ranking here). This rise required the brand’s value to grow 41 percent over last year, making the e-commerce giant the third fastest growing in brand value in the last year. Bezos’ Day 1 strategy really does seem to be paying off.

Monday, June 5, 2017

Now this I like. No more annoying ads.

A while back, a survey by HubSpot and Adblock found that 87 percent of online browsers in the U.S., UK, Germany and France agreed that “Not all ads are bad, but I want to filter out the really obnoxious ones”. Well, now it seems that people have their wish courtesy of Google Chrome and the Coalition for Better Ads. 

Wednesday, May 31, 2017

Ads must work with people’s brains not against them

Kantar Millward Brown recently released a new report titled, ‘Make a Lasting Impression’.  One of the key recommendations of the report is that advertisers need to work with people’s brains not against them. Recent experiences in Italy reminded me that it is sometimes difficult to anticipate what will work with people’s minds rather than against them.

Monday, May 29, 2017

Does fame power the success of new brands today?

Do you know that feeling when you read something and get a nagging feeling that something is just not right? I got that feeling the other day when I read a WARC News item titled ‘New brands must create fame’.

Wednesday, May 24, 2017

Making brands saleable with a lasting impression

In the WPP Annual Report, Jeremy Bullmore suggests that while some advertising works by encouraging an immediate sale most advertising works to make a brand more saleable. It is a hugely important distinction. Making a brand more saleable improves the efficacy of all aspects of the marketing mix but to do so the advertising must make a lasting impression.

Monday, May 22, 2017

Is the end of interruptive advertising finally here?

A recent article by James McQuivey on Forbes proposes that the age of interruption is coming to a close, because people will no longer be doing interruptible things on interruption-friendly devices. If so, what does that mean for the future of brands and advertising?

Wednesday, May 17, 2017

Why is the 30 second video still so popular?

According to the findings of to the IAB Europe’s first Video Ad Formats survey the three most popular formats are in-stream pre-roll, out-stream in-article / in-page ads and the good, old fashioned 30 second spot redeployed from TV. Given we know that most people do not hang around to watch a video to completion it makes me wonder why the 30 second spot is still so popular.

Monday, May 15, 2017

Brands lack common sense in the digital world

A couple of weeks ago I was presenting at the #DontSkipAd event organized by Kantar Millward Brown in partnership with Geometry Global and MEC Romania. Focused on how to engage Gen Z, the event was moderated by Alex Cotet, head writer and director for Sector 7, and it was obvious that he was unimpressed with the efforts of most brands to engage people in the digital world.