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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, May 23, 2018

Can marketing be too efficient?

Can marketing be too efficient? It seems like a silly question, I know, but hold your judgement for a couple of minutes and read on. A review of a new book titled “The Efficiency Paradox: What Big Data Can’t Do” written by Edward Tenner raised a couple of important issues that apply to marketing as well as other disciplines.

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Monday, May 21, 2018

Brand growth needs both good strategy and execution

In this post, Dale Beaton, Global Head of Brand Guidance, Insights Division at Kantar, considers why marketers need to know what they are trying to achieve and measure their progress toward that goal if they are to maximize the return on their marketing investment.

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Wednesday, May 16, 2018

Social media boycott in Morocco hits leading brands

#Boycotters is a hashtag that is being used to try to force three leading Moroccan brands to lower their prices. The boycott is a fascinating social response to something that has traditionally been solved by individuals. Don’t like the price? Buy a cheaper brand. But the boycott may perhaps signal that these brands are ones people still want to buy.

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Monday, May 14, 2018

Do not let data reinforce brand’s comfort zone

A while back I wrote about the need to break out of the comfort zone in order to create brand growth. The scary thing is that data can be one of the things that helps create the comfort zone. Our data becomes the lens through which we see the world and the real opportunities lie outside our view.

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Wednesday, May 9, 2018

Three things holding back digital ad effectiveness

A recent study by the IAB UK is simply titled ‘Digital Ad Effectiveness’ and the analysis, which references work conducted by Kantar Millward Brown among others, finds that digital is indeed effective. So how come TV, radio and other studies find digital to have a weaker influence? Is it simply a matter of biased research?

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Monday, May 7, 2018

Learning from using facial coding on 30,000 ads

One of the principles applied to innovation at Kantar Millward Brown is that any new technique has to be scalable, ideally on a global basis. This was why we were the first major consumer insight firm to partner with Affectiva to apply the automated coding of facial expressions into our Link pre-test. 30,000 TV ads later and that learning has scaled well beyond providing feedback on individual executions.

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Wednesday, May 2, 2018

Is TV really still top of the tree? It depends…

Here, Duncan Southgate, Global Brand Director, Media, explains why marketers should always look beyond simple, generic rankings when deciding which media channels to use.

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Monday, April 30, 2018

Why we need to examine relative brand strengths

To really understand the attitudinal power of brands we need to look beyond the absolute scores and instead examine relative strengths and weaknesses. If more people say good things about a brand than claim to use it then that difference represents an opportunity to grow, provided that association has a positive relationship with business outcomes.

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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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