Straight Talk with Nigel Hollis

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

Please register to be notified of blog updates

Monday, March 26, 2018

How brands build competitive advantage beyond scale

I recently came across an article on Bain’s website which highlights the fact that a company does not need to be the biggest in their category to make the most money. In addition to the usual business advantages the article details attracting the best customers as one way that these companies get better returns. So how do you do that?

Wednesday, March 21, 2018

Does sustainability sell?

In this post, Anita Rao Kapur, Regional Director, Brand Guidance Systems, examines how brands are reconciling the need for sustainability with the need to grow profits.

Monday, March 19, 2018

Marketers spend in line with beliefs not data

Mark Ritson’s review of Radiocentre and Ebiquity’s new report on the dichotomy between marketers’ perceptions of media channels and the data on effectiveness of those channels is fascinating but somewhat depressing. Ritson concludes that the evidence will not make any difference to where marketers spend their money.

Wednesday, March 14, 2018

The branding lesson behind #Ladybooze

In part two of #ladycrisps, we now have #ladybooze; two examples of alcohol marketing promoting women's equality, masquerading cleverly as a PR stunt. Jane Ostler, Global Head of Media, Insights Division at Kantar, investigates further.

Monday, March 12, 2018

The real power of a brand lies in memory

I have seen ‘brand’ referred to as if it were something to rank alongside production, supply chain and capital; a part of doing business rather than something reflective of how people remember their interaction with a brand. But to do so diverts attention from the importance to shaping and framing those memories to best effect.

Wednesday, March 7, 2018

How tracking has evolved from map to Satnav

Today’s tracking is dramatically different from what it used to be, designed to guide a brand’s future not follow what  happened to it in the past. In this post, Claire Spaargaren, Global Lead of Brand Guidance Solutions at Kantar Millward Brown, offers us a viewpoint on how tracking studies have evolved to meet marketer’s needs in our age of immediacy.

Monday, March 5, 2018

Stop worrying about short and long-term in marketing

I recently proposed to a group of CMOs that short versus long-term was a meaningless distinction and that successful marketing requires building and triggering memories across the buying cycle so that people are predisposed to buy your brand and pay the price asked. Here’s why.

Wednesday, February 28, 2018

Why digital ads are like over-eager technology

The technology I use seems to be overly eager to help me. I realized this when Facebook yet again created a photo album for me without my asking. Nice but you know what? I am not going to post a random selection of photos. I want to curate them first. And I bet that I am not the only one.