Straight Talk with Nigel Hollis

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

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Monday, July 16, 2018

Disruption must be specific to a brand and category

Different brands in different categories require different growth solutions. This fact should go without stating, but why then do so many people seem intent on applying a one-size-fits-all solution? If everyone follows the same growth strategy it is a recipe for stalemate, not checkmate.

Wednesday, July 11, 2018

Brands must balance disruption with consistency

In our report How Disruption Can Fuel Brand Growth we argue that significant brand growth results when a brand does something different that challenges established category rules or existing brand perceptions. But how does that fit with the need for brands to build consistent memories and brand assets?

Monday, July 9, 2018

Social and personal: divergent ad industry trends?

A couple of weeks ago I was at Cannes Festival of Creativity and was struck by an interesting divergence within the creative industry. On one hand we had brands trying to hack the cultural conversation and on the other we had brands using AI to personalize their ads. But could the two trends be mutually exclusive?

Wednesday, July 4, 2018

Do not over-rely on big data to fuel brand growth

Following the release of the new How Disruption Can Fuel Brand Growth report Bill Pink, Head of Brand Guidance Analytics in North America, and I have been mulling over whether big data is likely to inspire disruption. Our answer is that to do so you need more than just data, big or small. With that in mind we wrote up our seven principles for working with big data.

Monday, July 2, 2018

Does my brand have the potential to grow faster?

Based on analysis of huge attitudinal and behavioral data sets Kantar Millward Brown finds that meaningfully different brands grow faster than average and can command a price premium. But how do you know whether a brand has the potential to grow faster than average?

Wednesday, June 27, 2018

We need human insights not just data insights

Bill Pink sent me a link to this article by Steve Olenski who suggests ways to make better use of big data in marketing. But what caught Bill’s eye and caused him to send the link was a quote that gets at the elephant in the room for big data analysis.

Monday, June 25, 2018

Where has all the creativity gone?

In this blog post, Daren Poole, Global Head of Creative, Insights Division at Kantar, gives us his viewpoint on this year’s Cannes advertising festival.

Wednesday, June 20, 2018

In marketing, failing fast requires the right data

The mantra fail fast, fail often, was popularized by a book of the same title which encourages readers to suspend their fear of failure and let their enthusiasm to guide them. Sadly, when it comes to marketing this advice is simply a recipe for wasted marketing spend if you do not know things are not going to plan.