Straight Talk with Nigel Hollis

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

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Wednesday, May 13, 2020

Using AI to turn messy, unstructured data into insights

For much of our industry’s history, market researchers have used intentional questioning to generate structured data to derive insights from, but as technology has grown in its ubiquity, we’ve gained access to new unstructured data sources and the resources to turn this messy data into insights.

Wednesday, May 6, 2020

Coronavirus advertising: it’s time brands stopped being there for people

I’ll wager you’ve all seen one: they’re slow paced, backed by acoustic piano and open with shots of empty city streets. Those shots are followed by people coping with life in Coronavirus-enforced lockdown, then the brand that you can’t remember tells you that they’re there for you. ‘They’ are the COVID-19 ‘emotional support’ ad. And it’s time they stopped, or they got a lot better.

Monday, May 4, 2020

Core strength: does your brand need to train harder?

Core strength facilitates efficient movement in humans, but when it comes to brands, core strength helps ensure that the brand is poised for efficient growth. So how do you know if your brand’s core is strong or weak?

Wednesday, April 29, 2020

Technology and telecom brands lead the way into the great media unknown

Innovation is the heart of the tech and telco industries, and brands in this category continue to blaze trails by embracing new digital touchpoints. However, TV remains important and experience and recommendation are some of the most impactful touchpoints. In this post I take a closer look at which media work best for technology and telcom brands.

Monday, April 27, 2020

Anticipating consumer behaviours after COVID-19

As the economic and social ramifications of the Great Lockdown make themselves apparent there is a lot of discussion about what consumer behaviours will change when we reach a new normal after COVID-19. Some anticipate widespread changes, but I am not so sure. Mostly it will depend on what context the new normal creates.

Wednesday, April 22, 2020

There’s power in emotion, even when we don’t seem to care

It seems frivolous to talk about branding issues with everything going on. But if there’s one thing many of us have more of these days it’s some extra thinking time. And when the current circumstances change, we'll benefit from taking time to pause and reflect. So, let’s take a few moments to think about emotion and the role it plays in branding.

Monday, April 20, 2020

Can your brand afford not to advertise in months to come?

The Great Lockdown is just the beginning of what is likely to prove a long and difficult road through recession to recovery, and that means advertisers are going to have to answer three difficult questions. Can your brand afford not to advertise? Where should you advertise? And what sort of content should you run?

Wednesday, April 15, 2020

How brands can survive, and then thrive, during a COVID-19 triggered recession

Undoubtedly, COVID-19 has instigated a global recession. Which recession marketing lessons should marketers look to in order to help brands survive, and even thrive, in the difficult times ahead?