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Straight Talk with Nigel Hollis

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

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Wednesday, February 20, 2019

Bon-Ton’s demise reminds us that difference does matter

Bon-Ton may not be a familiar name to you, but it was a group of department stores in the U.S. that was finally liquidated in 2018. Right now Sears is in the news as it emerges from bankruptcy but if the new Sears is to succeed it could learn a lot from Bon-Ton’s failure.

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Monday, February 18, 2019

Does outdoor advertising have more impact in the digital era?

I lived the first 30 years of my life in the UK, so it is with exasperation and despair I watch from afar as the chaos of Brexit unfolds. But what caught my attention when I heard Brexit mentioned on the radio was that one group of protesters have resorted to outdoor advertising to register their dissatisfaction. Why would they do that?

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Wednesday, February 13, 2019

Goodbye to the big idea, hallo everyday creativity?

Daren Poole, Global Head of Creative at Kantar, recently asked on Kantar’s Workplace what people thought of an article by Zac Martin, writing in Mumbrella, which tells us to not sweat the big idea. So, is the big idea dead, misunderstood, or as important as ever?

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Monday, February 11, 2019

To scale, direct-to-consumer brands will need to advertise

As Marsha Appel points out, we have been here before. Direct-to-consumer (DTC) is not a new business model, it is an old one. What is different is the technology that facilitates the business model. What is not different is that people still buy the brands that are meaningful to them.

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Wednesday, February 6, 2019

The advertising efficiency trap and how to avoid it

In a recent article on Campaign Live Rory Sutherland suggests that we all adopt “the efficiency bubble” to describe the way media logistics, not creativity, have come to dominate the conversation about advertising. But our fixation on efficiency is not just a bubble, it is a trap.

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Monday, February 4, 2019

Will helicopter brands please stop hovering?

A post on The Financial Brand defines ‘Helicopter Banking’ as always-on, both distant and accessible, a trusted advisor available in a moment of need. But does the definition match the name and does it only apply to banking?

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Wednesday, January 30, 2019

An emotional journey of gender discovery

Yesterday, we released the AdReaction: Getting Gender Right report, following many months of analytic investigation into the roles of gender in marketing. As the mixed response to Gillette’s “We Believe” film has shown, society and the marketing industry are still far from certain about how gender progressive brands should and could be. Our own gender journey has confirmed some of existing beliefs but also thrown up many surprises along the way. So, what have we learned, and how has that made me feel?

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Monday, January 28, 2019

Three Ss help make consumer insight more effective

Last week I took part in a roundtable with some of our clients in Poland. The conversation, led by Pavel Ciacek ranged from the big picture to the specific, but when it came to making data more meaningful three things stood out.

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Nigel-Hollis_300x180
Nigel-Hollis_300x180 Nigel Hollis
Executive Vice President and Chief Global Analyst, Insights Division, Kantar

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