Straight Talk with Nigel Hollis

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

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Monday, October 2, 2017

How the Link pre-test improves on Rotten Tomatoes

When I came across the article ‘Attacked by Rotten Tomatoes’ which reports that Hollywood is blaming the website Rotten Tomatoes for poor movie attendance I could not help but smile. After all, their complaints sound not unlike those agencies that still blame the Link pre-test for stifling creativity.

Wednesday, September 27, 2017

Great content is more than a great ad

I spent a day last week at a conference hosted by the European Sustainable Tropical Timber Coalition. The primary objective of the Coalition is to increase demand for tropical timber, which is tough to do when most people assume that cutting down any tropical timber is bad. But a tough challenge often brings out great creativity.

Monday, September 25, 2017

Amazon Go, BingoBox and Bodega are changing retail

From big boxes to little boxes, companies the world over are trying to change the world of retail. We have Amazon Go and Bodega in the U.S. and BingoBox in China. Which one seems to have the most potential and what, if anything, does it mean for consumer packaged goods brands?

Wednesday, September 20, 2017

Is digital advertising critical for brands?

I was recently asked to address the question ‘is digital critical for brands?’ Much as I was tempted to say no just for the hell of it, let’s just say I think the answer is that ‘critical’ is hyperbole. Can a brand survive without digital? Well, I believe that depends on the brand, category and country.

Monday, September 18, 2017

Is Apple playing the behavioral economics game?

Apple’s iPhone X is now a reality rather than the subject of rumor and, yes, it now has facial recognition, an all-screen design and a significantly faster processor. While commentators debate whether the iPhone X really is the “biggest leap forward since the original iPhone” it seems clear to me that the primary objective of the launch is to set a new price benchmark for the iPhone range.

Wednesday, September 13, 2017

Media money has shifted to less-liked ad formats

According to a Lightspeed survey conducted in Asia, 86 percent of the people interviewed stated they were seeing more online advertising than they did three years ago. Of course, they are right, the number of digital ads has skyrocketed over the last few years which means that more money is going to ad formats that people actively dislike.

Monday, September 11, 2017

How an ad campaign tapped into voyeurism to win

Social media has turned us into a culture of voyeurs. So went the thinking behind Leo Burnett Chicago’s Cannes-winning campaign for the Art Institute of Chicago. And by structuring a coherent campaign around that insight the team helped increase the number of visitors to the Institute by 54 percent.

Wednesday, September 6, 2017

Will people eventually get used to pre-roll ads?

I was chatting with a friend of mine the other day and he suggested that pre-roll ads on YouTube were getting longer. Then he suggested that this was part of a deliberate program to inure people to watching ads on digital devices. I have to admit I found both claims surprising but maybe he is right?