Straight Talk with Nigel Hollis

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

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Wednesday, July 1, 2020

Sustainability isn’t going anywhere, there are just new, emerging tensions

Over the last few months many companies have focused single-mindedly on their response to the crisis triggered by COVID-19 but many of the trends apparent before the pandemic started are still apparent today and even accelerating.

Monday, June 29, 2020

Long-term brand growth requires building perceived differentiation

Last week I posted about an update of the Mastering Momentum analysis, which found that brands which over-performed across different stages of the buyer lifecycle grew an average of 48%.

Wednesday, June 24, 2020

The most impactful touchpoints for finance brands have a human touch

In the fourth of Kantar’s category-specific touchpoint investigations, Renita Jude takes a look at media effectiveness for finance brands and finds that whether it is bank staff, friends and family or independent advisors, the human touch matters most.

Monday, June 22, 2020

To grow, brands must invest across the buyer lifecycle

What do marketers need to focus on in order to regain momentum? We assess how experience, exposure and activation can be optimised.

Wednesday, June 17, 2020

Good listening is key to advertising success, as Kantar Creative Effectiveness Award-winners show

Advertising communications should build meaningful difference. That requires understanding customers, which requires listening to them. But good listening requires more than hearing, it sometimes requires hearing those who have never been heard, listening to silence and listening in order to respond with relevance.

Monday, June 15, 2020

For many marketers Lockdown is the Great Deprivation Experiment

The famous “Got Milk?” campaign started with a deprivation experiment. You can find the history here, but, in essence, participants in a focus group were asked not to consume milk for a week prior to the research. It occurs to me that the Great Lockdown has forced many of us to give up our normal behaviour and brands.

Wednesday, June 10, 2020

Thinking probabilistically for marketing success

For almost 10 years, I have been a commissioner of a fantasy football league. Besides the fun and inappropriate banter the league provides, participating in fantasy football is a model in thinking probabilistically. 

Monday, June 8, 2020

Will bankruptcy help Hertz win back its iconic status?

Hertz, JC Penney and Avianca have all joined the growing list of brands that have sought bankruptcy this year. Dramatically lower demand coupled with high debt has triggered the need to restructure. But will a stronger financial foundation alone be enough to give these brands a profitable future?