Straight Talk with Nigel Hollis

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

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Monday, August 13, 2018

Disturbing trends in the Cannes Effectiveness Lions

In a previous post I mentioned that there were some disturbing trends lurking in WARC’s analysis of campaign trends from this year’s Cannes Lions. To my mind those trends say a lot about the sorry state of marketing practice today.

Wednesday, August 8, 2018

In India Savlon grows sales with useful marketing

WARC has released its report‘Cannes Lions 2018: Insights from the Creative Effectiveness Winners’, and while there are were some disturbing trends lurking in the analysis of campaign trends, Savlon’s Grand-Prix-winning case study is a delight.

Monday, August 6, 2018

Kantar Millward Brown solutions pass metrics audit

The Marketing Accounting Standards Board (MASB) exists to establish and advance accountable marketing practices that drive business growth. With that in mind, it is gratifying to learn that now both Kantar Millward Brown’s Link pre-test, and its Meaningfully Different Framework have completed the MASB’s metric audit process successfully.

Wednesday, August 1, 2018

Chipotle to be a “purpose-driven lifestyle brand”

I applaud any company that manages to maintain a strong sense of purpose, and maybe that is why I am fascinated by Chipotle, the fast-casual restaurant. However, when I read that Chipotle’s new chief marketing officer aims to make the brand a “purpose-driven lifestyle brand” it made me wonder what that might really mean.

Monday, July 30, 2018

Good design helps brands command a price premium

Good design ought to make a product or service more convenient, easier, and more enjoyable to use; not just visually attractive or distinctive. But what evidence do we have that people will pay more for a well-designed product?

Wednesday, July 25, 2018

Brand building for the digital age

There’s no shortage of evidence and industry opinion to suggest that digital advertising is killing the art of brand building. Whether it’s Binet and Field’s superb work for the IPA or Simon White’s article in AdAge, the consensus is clear; the expansion of digital has generated greater efficiency in sales conversion, at the expense of long-term brand growth.

Monday, July 23, 2018

Signs your brand needs to be more disruptive

In a recent post I addressed the need to balance the need to disrupt how a brand and category are perceived in order to grow with the need to maintain consistency. While no brand should ever give up trying to find the next opportunity for disruption in this post I want to focus in on signs that indicate the need for disruption is vital not just desirable.

Wednesday, July 18, 2018

After disruptive growth come marginal gains

Which would you prefer? Disruptive growth or marginal gains? I suspect most of us would opt for disruptive growth. But while companies need to continuously seek ways to disrupt their category, few will find a meaningful way to do so – in part because of a limited view of what might be disruptive – and in the absence of disruption cumulative marginal gains can still produce a nice return.