Straight Talk with Nigel Hollis

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

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Monday, October 16, 2017

Advertisers can do better than engage people for 2 seconds

Last week Kantar Millward Brown hosted a webinar titled 'Create Digital Ads that Drive Brand Growth'. Tip number one was to “Make people feel something” and tip number two is the closely related “Stand out at the start”. Yes, with digital video you have to engage those emotions quickly.

Wednesday, October 11, 2017

Behavioral economics and the art of making choices

This week Richard H. Thaler, professor at the University of Chicago Booth School of Business, won the 2017 Nobel Prize in Economic Sciences for his pioneering work in behavioral economics. In an interview Thaler promised to spend the prize money as irrationally as possible, a statement that acknowledges that he might otherwise try to make rational decisions.

Monday, October 9, 2017

Top seven tips for digital advertising

My colleagues have created a great list of the top seven tips for digital advertising which will be discussed in this upcoming webinar. The list is important because it addresses the single biggest factor in digital ad effectiveness: the creative. You can have the best targeting in the world, the best ad format and placement, but if people do not respond well to your advertising you might as well have not spent the money.

Wednesday, October 4, 2017

How availability not price or equity helps Ryanair

Marketing Week recently reported that attitudes toward budget airline Ryanair suffered a nose dive after the company was forced to cancel thousands of flights. At times like these a reputation for low prices may not be enough to encourage fliers to forgive and forget.

Monday, October 2, 2017

How the Link pre-test improves on Rotten Tomatoes

When I came across the article ‘Attacked by Rotten Tomatoes’ which reports that Hollywood is blaming the website Rotten Tomatoes for poor movie attendance I could not help but smile. After all, their complaints sound not unlike those agencies that still blame the Link pre-test for stifling creativity.

Wednesday, September 27, 2017

Great content is more than a great ad

I spent a day last week at a conference hosted by the European Sustainable Tropical Timber Coalition. The primary objective of the Coalition is to increase demand for tropical timber, which is tough to do when most people assume that cutting down any tropical timber is bad. But a tough challenge often brings out great creativity.

Monday, September 25, 2017

Amazon Go, BingoBox and Bodega are changing retail

From big boxes to little boxes, companies the world over are trying to change the world of retail. We have Amazon Go and Bodega in the U.S. and BingoBox in China. Which one seems to have the most potential and what, if anything, does it mean for consumer packaged goods brands?

Wednesday, September 20, 2017

Is digital advertising critical for brands?

I was recently asked to address the question ‘is digital critical for brands?’ Much as I was tempted to say no just for the hell of it, let’s just say I think the answer is that ‘critical’ is hyperbole. Can a brand survive without digital? Well, I believe that depends on the brand, category and country.