Straight Talk with Nigel Hollis

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

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Monday, September 17, 2018

What makes Kohl’s department store different?

The WARC news email brought to my attention that Kohl’s department store appears to be one of the retailers who have discovered the secret to thriving, not just surviving, in the age of Amazon. But what really drives that success?

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Wednesday, September 12, 2018

The big potential downside of zero-based marketing

In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?

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Monday, September 10, 2018

Is resilience a strong brand’s greatest benefit?

This thought was prompted by a comment made by one of our clients. Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks?

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Wednesday, September 5, 2018

Lessons from China on effective celebrity marketing

Chinese brands have long relied on proven celebrities to attract attention and add appeal. However, the explosion of social media, rapid growth of local brands and the e-commerce revolution are challenging brands to adapt their strategy. What does a brand need to do to effectively leverage celebrity in China today?

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Monday, September 3, 2018

What ads for slippers can tell you about targeting

This post follows on from the one about why ad delivery is so dominant in the digital domain. That post sought to identify why targeting and ad delivery needs to be far more nuanced, and take audience attitudes and emotions into account as well as more factual data.

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Wednesday, August 29, 2018

What is to blame for our obsession with targeting?

In a recent point of view on Campaign, Rory Sutherland discusses the origins of our “targeting-obsessed scientism” which leads us to focus on ad delivery to the exception of anything else like creative or the recipient’s mindset. Rory calls out Silicon Valley for tricking advertisers, but is this single-minded focus really just the fault of the tech companies?

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Monday, August 27, 2018

The interaction between attitudes and behavior

The furor over whether brand attitudes predict or follow behavior made me take a step back and re-examine my own beliefs about how attitudes and behavior interact. Assuming that ‘it’s complicated’ is not helpful, I have tried to map out a framework for thinking about how the two affect each other.

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Wednesday, August 22, 2018

Can you predict the long-term effects of marketing?

A while back, I wrote a post about the spurious dichotomy between the short and long-term effects of marketing. In it I argued that the separation between the two time frames was a spurious one, but how do you predict whether your marketing will have a positive effect in the longer-term?

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