Straight Talk with Nigel Hollis

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

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Wednesday, May 11, 2016

Creating effective ‘advertising’ in the age of immediacy

We live in an age where immediate response is both enabled and expected. When we post to Facebook or Instagram we feel let down if no one likes or shares it immediately. But just because social media enable us to respond immediately, does not mean that what we respond to has changed, or that any less time and effort needs to be devoted to creating shareable content.

Monday, May 9, 2016

Pre-testing needs appropriate action standards

I first shared data on the relationship between key Link pre-testing metrics and short-term sales effects nearly 20 years ago. Since then the evidence that pre-testing does predict in-market effects has grown significantly, but I worry that the findings are being applied too generically, and without reference to the task the campaign needs to achieve.

Wednesday, May 4, 2016

Why does efficiency win over marketing effectiveness?

Chapter 10 of my first book, The Global Brand, is titled ‘Balancing brand strength and business efficiency’ and explores the inherent tension between the two qualities. My proposition was that adopting a global, one-size-fits-all approach can undermine local effectiveness in favor of efficiency.

Monday, May 2, 2016

AARP parallels #LikeaGirl to disrupt aging

As if to prove that a creative solution can be applied to many different issues, AARP, Inc., formerly the American Association of Retired Persons, has taken the award-winning format applied to such good effect in Always’ #LikeaGirl, and used it to try and change how Millennials view older people.

Wednesday, April 27, 2016

Why Tesla does not need advertising (yet)

Thank you Marketing for a great example of clickbait titling: ’Tesla timeline: how the electric car company built a global brand without advertising’ Nice timeline, but am I the only one that remembers a rash of similar claims made in relation to Google, Amazon and Facebook?

Monday, April 25, 2016

Marketing to Muslim consumers, no stereotypes please

If you Google ‘marketing to Muslim consumers’ you get nearly 500,000 hits, but as my colleague Noaman Asar, Millward Brown Country Leader for Pakistan, indicates in his recent Point of View the idea that people in a diverse group of countries can be defined by their religion is far too simplistic.

Wednesday, April 20, 2016

Turning horrible data into meaningful data

In a recent conversation, Graham Page, Head of Global Research Solutions, described chatter on social media as “horrible data”. In doing so, he was alluding to the fact that the data is inherently messy but also subject to many different influences. If you want to make sense of trends in social data, you have to be able to turn that horrible data into meaningful data.

Monday, April 18, 2016

The risks and rewards of crowdsourcing

If ever you doubted the wisdom of crowdsourcing as a brand building strategy, the last few weeks have provided some wonderful examples of why marketers need to keep a tight rein on things. The same people that gave us iSnack 2.0 have now delivered Boaty McBoatface and taught a bot to be racist. That said, carefully thought out crowdsourcing can produce some positive results.