Straight Talk with Nigel Hollis

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

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Wednesday, July 24, 2019

Sharing and swearing in sunglasses: a meta-analysis from Cannes

I was lucky enough to interview a total of 16 advertising industry luminaries in Cannes for our Future Proof podcast. Each interview was provocative (and occasionally expletive) but, collectively, they represent a compelling viewpoint on the big issues facing marketing today.

Monday, July 22, 2019

How marketers can learn from a mechanical marvel

This blog post is written for those of you who are willing to learn and do not just want to be spoon-fed what they already know. Do you know what a flywheel is? If not, and you are willing to learn why this mechanical marvel is relevant to the world of marketing, read on.

Wednesday, July 17, 2019

Bias in the Asian media and marketing industry

When we started investigating the state of equality within Asia’s media and marketing industry back in 2017, we found that women felt unfairly judged and challenged when they tried to lead. Sadly, an update finds things are changing for the worse.

Monday, July 15, 2019

The three games every advertiser must play to be effective

In an a WARC newsletter item Keith Weed, then chief marketing and communications officer at Unilever, talks about the need for his company to play two games: support global brands based on universal truths and manage a portfolio of targeted, niche brands. But I would suggest that brands actually need to play three games at once.

Wednesday, July 10, 2019

Creativity’s back and it’s never been less effective

After last year’s Cannes Lions, I opined that there was not enough talk about what we were there to celebrate: great creativity. I’m pleased to report that this year there was much more talk of how to create winning content. But I was shocked – and maybe I shouldn’t have been – to learn that creative award-winning ads have never been less effective.

Monday, July 8, 2019

How FNB achieved growth in a weak economy

In our report, Mastering Momentum we highlighted the need for brands to grow market share by investing across three stages of the customer lifecycle: experience, exposure and activation. Brands that over-achieved at each of these three stages grew by an average of 46 percent across a three-year time frame.

Wednesday, July 3, 2019

Touching moments: Usage experience is essential in the touchpoint mix

Even in today’s digital world, brands like Apple put high effort in making consumers touch and feel the product in their iconic stores. Why? Because the physical usage experience is still key for decision making and brand building. Brands should therefore find innovative ways to drive these 'touching' moments.

Monday, July 1, 2019

Why marketers need to master momentum to build brand value

Kantar has just issued a new report titled, “Mastering Momentum,” which addresses the challenge of how to grow a brand over the short and long term. We all know marketing needs to generate sales now, but how can marketers also ensure that their activities also build for the future?