Straight Talk with Nigel Hollis

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

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Wednesday, March 6, 2019

Spark the magic between brand and customer experience

Celebrations big or small remind us of people’s desire to enjoy a magical moment and escape the mundane. Yet, when it comes to customer experience, Kantar’s first CX+ report for retail banking in the U.S. finds many companies fail to create the magical moments that will help them stand out from the crowd.

Monday, March 4, 2019

When did brand building get divorced from sales?

Is it me, or have many people forgotten that the only reason to invest in brand building is to help drive sales? The constant debate about whether to invest in brand building or sales activation seems to imply that sales elasticity is independent of the strength of the brand. To my mind that is just plain wrong.

Wednesday, February 27, 2019

#Balanceforbetter: Getting gender right

International Women’s Day is a week away, and if the past few years are any indication, we should be seeing a slew of brand campaigns to drive conversations about what ‘progress’ looks like.

Monday, February 25, 2019

Never mind a tipping point for TV, what about brand building?

Duncan Southgate, our Global Brand Director for Media, drew my attention to Mark Ritson’s reaction to the latest Ebiquity report titled ‘TV At a Tipping Point’ . Ebiquity finds that TV’s superiority in building quick, cost effective reach may be coming to an end. Ritson questions whether their analysis allows for how people’s behaviour changes as they grow older. I am more concerned about what the forecast means for brand building.

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.

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?

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?

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.