Straight Talk with Nigel Hollis

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

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Wednesday, June 6, 2018

Are direct-to-consumer brands the future winners?

Randall Rothenberg, President/CEO of the Interactive Advertising Bureau (IAB), credits 2010 as the start of the direct-to-consumer brand revolution. That was the year Warby Parker was founded. But while a few direct-to-consumer brands have become relatively famous – like Dollar Shave Club which was acquired by Unilever for $1 billion – most remain largely unknown. What will the future bring?

Monday, June 4, 2018

The power of diversity in advertising

Inclusive advertising is a topic many marketers are talking about. While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage.

Wednesday, May 30, 2018

BrandZ again highlights power of strong brands

The combined value of the BrandZ Top 100 Most Valuable Global Brands rose by $748 billion to a total of $4.4 trillion. This huge increase was driven not just by the growth in demand for high profile categories like technology and telecom but by strong brands in every category. I review the topline here, but see below about an opportunity to learn more in person at Cannes.

Monday, May 28, 2018

Brands need to speak to “unchanging man” not data

A recent article by Sean O’Leary challenges modern marketers to learn from history not dismiss it as irrelevant. He speaks to the power of identifying things that do not change rather than fixating on the shiny and new. It will come as no surprise to people who read the blog that I agree with O’Leary wholeheartedly.

Wednesday, May 23, 2018

Can marketing be too efficient?

Can marketing be too efficient? It seems like a silly question, I know, but hold your judgement for a couple of minutes and read on. A review of a new book titled “The Efficiency Paradox: What Big Data Can’t Do” written by Edward Tenner raised a couple of important issues that apply to marketing as well as other disciplines.

Monday, May 21, 2018

Brand growth needs both good strategy and execution

In this post, Dale Beaton, Global Head of Brand Guidance, Insights Division at Kantar, considers why marketers need to know what they are trying to achieve and measure their progress toward that goal if they are to maximize the return on their marketing investment.

Wednesday, May 16, 2018

Social media boycott in Morocco hits leading brands

#Boycotters is a hashtag that is being used to try to force three leading Moroccan brands to lower their prices. The boycott is a fascinating social response to something that has traditionally been solved by individuals. Don’t like the price? Buy a cheaper brand. But the boycott may perhaps signal that these brands are ones people still want to buy.

Monday, May 14, 2018

Do not let data reinforce brand’s comfort zone

A while back I wrote about the need to break out of the comfort zone in order to create brand growth. The scary thing is that data can be one of the things that helps create the comfort zone. Our data becomes the lens through which we see the world and the real opportunities lie outside our view.