Straight Talk with Nigel Hollis

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

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Monday, March 25, 2019

Why humans are not as predictable as marketers might like

I have been reflecting a lot recently on the efficacy of personalised targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable.

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Wednesday, March 20, 2019

Is the portrayal of feminism in advertising widening the gender gap?

A recent study I conducted in the Neuroscience team at Kantar looks at the implicit perceptions toward feminism: i.e. what people instinctively associate with that idea. The results make me question whether how feminism is portrayed in advertising might actually be widening the gender gap, rather than closing it.

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Monday, March 18, 2019

Can subscription DTC brands break with Double Jeopardy?

A couple of weeks ago, I posted about Direct-to-Consumer (DTC) brands and suggested that in order to scale they would eventually have to reach out beyond their social media audience to bring in new customers. In this post I want to explore the implications of the subscription model that many DTC brands have adopted.

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Wednesday, March 13, 2019

Is this the best time ever to be an insights client?

As an insights client you might agree that the description offered by Charles Dickens in A Tale of Two Cities is equally applicable today, “It was the best of times, it was the worst of times”. Never has there been more need for insights but never has there been less time in which to deliver them. But now that conflict has reduced with the launch of the Kantar Marketplace.

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Monday, March 11, 2019

Will digital advertising ever be truly relevant?

Let us cut to the chase. Facebook, Google and probably Amazon store everything you do in the digital domain. But any marketer who believes that true ad relevance is ever achievable should take a hard look at how the sites and apps they use classify them as individuals.

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Wednesday, March 6, 2019

Spark the magic between brand and customer experience

Celebrations big or small remind us of people’s desire to enjoy a magical moment and escape the mundane. Yet, when it comes to customer experience, Kantar’s first CX+ report for retail banking in the U.S. finds many companies fail to create the magical moments that will help them stand out from the crowd.

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Monday, March 4, 2019

When did brand building get divorced from sales?

Is it me, or have many people forgotten that the only reason to invest in brand building is to help drive sales? The constant debate about whether to invest in brand building or sales activation seems to imply that sales elasticity is independent of the strength of the brand. To my mind that is just plain wrong.

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Wednesday, February 27, 2019

#Balanceforbetter: Getting gender right

International Women’s Day is a week away, and if the past few years are any indication, we should be seeing a slew of brand campaigns to drive conversations about what ‘progress’ looks like.

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