Straight Talk with Nigel Hollis

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

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Wednesday, May 1, 2019

Can brands engage women by addressing the self-esteem gap?

Over 100 years after women in the UK won the right to vote, women’s sense of self-empowerment still lags behind that of men. Women with lower self-esteem are motivated by different values then their high self-esteem peers. Closing the self-esteem gap could help improve how all women feel about themselves… but also change the brands they buy.

Monday, April 29, 2019

Accurate ad targeting relies on creating the right profile

I know that good ad targeting can make a big difference in the short-term impact of a digital campaign. And I also know that success is relative. Better targeting increases the probability of reaching a person likely to buy your brand; it does not guarantee it. But are advertisers really investing enough time in creating the right profiles for accurate targeting?

Wednesday, April 24, 2019

TV is still king, but the crown is slipping

TV advertising’s state of health remains the source of heated discussion and debate. Depending on the report you read, and the evidence you choose, it could be thriving, dying, evolving, or at the tipping point. One thing is for sure, our CrossMedia data finds TV’s brand building power is not what it used to be.

Monday, April 22, 2019

Marketers need to pay it forward

When you are responsible for a brand, it is tempting to believe that its success or failure rests entirely in your hands. Not so. Discouraging though it may be, this year’s performance is largely a done deal. But you can have a lot more influence on what happens in future, although it might be your successor that benefits.

Wednesday, April 17, 2019

Virtual reality can help brands get new in-store initiatives right

Brands must break through and win at shelf, but with an average supermarket stocking over 40,000 different products, that’s no mean feat. Whether it’s a new pack design, advertising at shelf or off-shelf display, virtual reality can help give marketers the confidence that their money will be well-spent.

Monday, April 15, 2019

Is Disney Plus too cheap for the premium brand?

You know, I think I might sign up for Disney’s new streaming service. At $7 a month it seems like a good deal, particularly given my child-like appreciation of Pixar movies. Far from displacing Netflix, Disney Plus seems like a good addition to my video options, and that, surely, is the point of the new service’s price point. But could it be too cheap?

Wednesday, April 10, 2019

Creating an effective packaging transition strategy

Packaging changes are an integral part of every brand’s lifecycle. Many changes are routine, but some are more radical; driven by changing consumer trends, the need to modernise, or signalling a more premium offer. However, even slight changes can dramatically impact sales, making it critical to get your packaging transition strategy right. 

Monday, April 8, 2019

Customer experience helped Best Buy survive. Is it enough?

Who would have thought? Suddenly American electrical retailer Best Buy is newsworthy again. You see, Best Buy did something amazing. It survived the Amazon onslaught. The question is: will it now thrive?