Straight Talk with Nigel Hollis

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

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Wednesday, February 22, 2017

When creativity pays

We all know that creativity matters when it comes to advertising, but I will bet that this is where the agreement stops. Is creativity a means to get attention, a means to focus attention on the brand or a means to accentuate an impression of the brand? In reality the answer is all three.

Monday, February 20, 2017

Why creeping ad clutter is a bad thing for brands

Recently WARC’s news email announced that average ad loads on national television in the U.S. continued to creep upwards from 10.4 minutes per hour in December 2014, to 10.9 minutes in December 2016. While the difference is less than 5 percent, broadcast marketers should be concerned because the evidence suggests that more clutter is a bad thing for brands.

Wednesday, February 15, 2017

Can outdoor take advantage of digital’s disarray?

The Outdoor Advertising Association of America may be hitting back against the shortcomings of digital advertising, but maybe it needs to play to its strengths and get advertisers to recognize the medium for its inherent advantages not try to transcend them. 

Monday, February 13, 2017

Are the 4Ps still relevant? You have to be joking.

The fact that a title asking, ‘Are the ‘4Ps of marketing’ still relevant?’ appears on a website like Marketing Week just points to the desperate state of marketing today. If you do not get the 4Ps right you might as well donate your marketing budget to charity. It will generate a far better return that way.

Wednesday, February 8, 2017

Has craft beer lost its cultural capital?

Ben Marshall referred me to this article which suggests the growth in craft beer consumption is largely the result of people seeking cultural capital. Consuming craft beer and decrying mainstream brands was a way to gain standing with your peers but which may now face a countervailing trend of “beer poptimism”.

Monday, February 6, 2017

Why marketers need to engage people’s emotions

AdReaction: Gen X, Y, Z study reminded me once again that the slow shift in people’s attitudes toward advertising places more emphasis on the need for emotionally-engaging content, rather than touting product specs and reasons to buy. It is not enough just to get your ad in front of someone; you need them to attend to it long enough that some impression sticks with them.

Wednesday, February 1, 2017

Local brand Bega buys iconic Vegemite brand

Well how about that? Apparently local Australian brand Bega Cheese is going to buy the iconic Vegemite brand from Mondelez International, along with the rights to use the Kraft brand under license for specific products. This acquisition is notable because six years ago Bega was under threat from Kraft’s entry into the everyday cheese category, and it proves that local brands can fend off global competition.

Monday, January 30, 2017

Laughing horses go viral after overnight research

Last year Volkswagen launched the all-new Tiguan in Germany with the support of a large scale ad campaign. However, the Volkswagen team was concerned that a funny online video might strike the wrong note in the aftermath of the emissions scandal. Rather than risk a negative backlash or not use the video, they decided to test it. The results were positive and the ad went viral.