Straight Talk with Nigel Hollis

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

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Wednesday, May 31, 2017

Ads must work with people’s brains not against them

Kantar Millward Brown recently released a new report titled, ‘Make a Lasting Impression’.  One of the key recommendations of the report is that advertisers need to work with people’s brains not against them. Recent experiences in Italy reminded me that it is sometimes difficult to anticipate what will work with people’s minds rather than against them.

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Monday, May 29, 2017

Does fame power the success of new brands today?

Do you know that feeling when you read something and get a nagging feeling that something is just not right? I got that feeling the other day when I read a WARC News item titled ‘New brands must create fame’.

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Wednesday, May 24, 2017

Making brands saleable with a lasting impression

In the WPP Annual Report, Jeremy Bullmore suggests that while some advertising works by encouraging an immediate sale most advertising works to make a brand more saleable. It is a hugely important distinction. Making a brand more saleable improves the efficacy of all aspects of the marketing mix but to do so the advertising must make a lasting impression.

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Monday, May 22, 2017

Is the end of interruptive advertising finally here?

A recent article by James McQuivey on Forbes proposes that the age of interruption is coming to a close, because people will no longer be doing interruptible things on interruption-friendly devices. If so, what does that mean for the future of brands and advertising?

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Wednesday, May 17, 2017

Why is the 30 second video still so popular?

According to the findings of to the IAB Europe’s first Video Ad Formats survey the three most popular formats are in-stream pre-roll, out-stream in-article / in-page ads and the good, old fashioned 30 second spot redeployed from TV. Given we know that most people do not hang around to watch a video to completion it makes me wonder why the 30 second spot is still so popular.

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Monday, May 15, 2017

Brands lack common sense in the digital world

A couple of weeks ago I was presenting at the #DontSkipAd event organized by Kantar Millward Brown in partnership with Geometry Global and MEC Romania. Focused on how to engage Gen Z, the event was moderated by Alex Cotet, head writer and director for Sector 7, and it was obvious that he was unimpressed with the efforts of most brands to engage people in the digital world.

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Wednesday, May 10, 2017

Price is a signal too

I believe that a brand’s greatest asset is its ability to command the price it chooses, not one that is determined by competitor or retailer pressure. Sure, you have to grow sales, but any fool knows how to do that. Just drop your price. Until that is people learn to expect your brand to be on discount. Then the trouble really starts.

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Monday, May 8, 2017

The future is mobile but what do the ads look like?

Digital media spend is now taking over half the money spent on advertising in a number of countries thanks to mobile. There is no doubt that mobile is going to feature prominently in any brand’s media mix for years to come, but that does not mean that mobile advertising can continue to serve up the same intrusive ad formats that it does now.

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