Straight Talk with Nigel Hollis

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

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Monday, August 8, 2016

Is original content the solution to marketing’s woes?

Everyone is doing it. Creating original content that is! Apple is “not trying to compete with Netflix but it is developing shows like Planet of the Apps. Pepsi is setting out to create original content that will be sold on to media companies. It seems like brands have realized that content really is still king.

Wednesday, August 3, 2016

Do we need to redefine mass media?

In last week’s post I stated, “as yet, digital is not a mass medium.” Shortly thereafter I got an email from Jonathan Sinton, Director of Global Market Development at Kantar Insights questioning my definition of a mass medium. If platforms like Facebook, Twitter and Snapchat can reach millions of people worldwide, should it not be considered a mass medium, he asked?

Monday, August 1, 2016

The Internet of Things builds more brand inertia

A whole new layer of complexity is being added to the digital ecosystem. No longer is your fire alarm, your car, or your TV a dumb device, it is connected to that cloud. The Internet of Things offers huge opportunities for marketers, but creates yet one more layer between marketers and the people they need to motivate.

Wednesday, July 27, 2016

Losing ground Yahoo joins AOL in the Verizon portfolio

So, Verizon has bought another ailing Internet giant. Following its acquisition of AOL for $4.4 billion, the communications company has bought Yahoo’s core operating business for about $4.8 billion. Yahoo’s demise as a separate company has been a long time coming and one could argue that its troubles began when it failed to leverage its widely appreciated content.

Monday, July 25, 2016

Is Gap’s CEO suffering from “morbus digitalis”?

Mark Ritson has called out Gap’s CEO, Art Peck, as suffering from a severe case of “morbus digitalis” , which Ritson describes as a sickness characterized by erratic and irresponsible behavior such as swapping TV advertising for Tinder. But is Ritson right that senior management’s belief in digital and social media is delusional?

Wednesday, July 20, 2016

Are brands in an activation race to the bottom?

With the inevitable shift from analog to digital, brands increasingly focus on marketing in the moment; reaching out to consumers when their behavior indicates a potential interest in the brand or its category. But will devoting more attention and budget on changing behavior when people are searching or shopping build or undermine brands?

Monday, July 18, 2016

What does Brexit imply for British brands?

Some of our clients have asked what the implications of Brexit might be for brands. The recent devaluation of my British passport from allowing me ease and freedom of movement across the EU to now basically only the UK, makes it difficult for me to view the implications of Brexit neutrally. That said I will do my best to not to become overly negative in this post.

Wednesday, July 13, 2016

How do brands best leverage the power of Word of Mouth?

Faris Yakob, Co-founder of Genius Steals, has written a post on the Warc blog in which he envisages a future of brute force creative, where specialized bots can generate the perfect tagline from a million different combinations. However, that future may already be here, but applied to tweets and posts not taglines.