Straight Talk with Nigel Hollis

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

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Monday, December 3, 2018

Digital can build brands if you use it right

There is no doubt that the plethora of convenience metrics offered by digital media is focusing marketing attention on the here and now, often to the exception of longer-term outcomes. But there is actually no reason why digital media cannot be used for brand-building.

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Wednesday, November 28, 2018

Brands need to balance short and long-term

I was browsing the Kantar Media’s 2018 Dimensions report (well worth a read), when I came across a section on the need to strike a better balance between short and long-term. This seems to be a topic of increasing interest to marketers, but how do you find the right balance?

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Monday, November 26, 2018

Listen, marketers, smart speakers are the new radio

One of the biggest challenges facing marketers today is reaching people at a time when they are willing to pay attention to advertising. The shift to digital consumption and on-demand content means that people are more intolerant of interruption. But maybe smart speakers bring a new, more passive audience willing to listen to ads.

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Wednesday, November 21, 2018

Why brands need to be more like Lewis Hamilton

With just the Abu Dhabi race to go this year, Lewis Hamilton is firmly entrenched at the top of the Formula One leader board. His current position is the result of multiple wins and hard work, both from the driver and team Mercedes. When faced with today’s short-termism, marketers might do well to reflect on Hamilton’s success.

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Monday, November 19, 2018

Public outcry brings Iceland ad in from the cold

Kantar Millward Brown’s digital pre-testing finds that a strong emotional response means a digital video is five times more likely to go viral. So perhaps it is not surprising that after being banned from the airwaves, Iceland’s moving Christmas ad about a young orangutan made homeless by deforestation has gone viral online.

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Wednesday, November 14, 2018

Lululemon finds success with like-minded buyers

To grow your brand, it must acquire more new buyers than it loses existing ones. Simple, right? Except trying to appeal to new buyers might risk putting off existing ones, and lead to a lack of clarity over what the brand stands for. Which is why brands often need to reach out to new users who share similar needs or mindset to the existing ones.

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Monday, November 12, 2018

Capitec disrupts the South African banking industry

Banking is a tough industry for new entrants. People value the availability and trust promised by big, incumbent banks and may not wish to hand their money over to an unknown. And yet, Capitec, now the largest, if not yet the most valuable bank in South Africa, managed to gain a foothold and grow. Capitec’s story highlights the power of disruption.

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Wednesday, November 7, 2018

It is time to put judgement back into our analysis

When I first started work in the U.S., I vividly remember being taken to task by a senior research director at a client company who accused me of using “judgement” in my analysis. This episode highlighted a clash between my belief that data needed to be interpreted to be useful and a widespread belief that the research role was simply to report the data.

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