Straight Talk with Nigel Hollis

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

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Wednesday, January 31, 2018

Great ideas help ensure well-integrated campaigns

Great creative remains a critical component of a well-integrated and effective campaign. Following the launch of this year’s AdReaction report, I asked Daren Poole, Global Creative Domain Lead, Insights at Kantar, to share his thoughts on what it takes to develop great creative.

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Monday, January 29, 2018

Refining search and social data to be more useful

Marketers today need fast feedback on whether their campaigns are likely to succeed or not. While automated pre-testing provides the opportunity to anticipate how well a campaign will perform, many will still want to check whether the in-market performance is on track for success and properly analyzed search and social data can help provide that feedback.

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Wednesday, January 24, 2018

Voice technology will offer new F-bomb insights

OK, I admit it. Every now and again I talk to myself, usually under moments of stress or excitement. And it occurs to me that with the advent of voice-first technologies digital designers, advertisers and researchers could get a whole new set of insights into how people experience their content. Of course, they might not always like to listen to what people say.

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Monday, January 22, 2018

Two important benefits of brand purpose

Laurence Green does not believe that we have reached “peak purpose”. As he wrote in a recent opinion piece his experience of judging Best Use of Brand Purpose at the 2017 WARC Awards led him to conclude that purpose was alive and well.

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Wednesday, January 17, 2018

New report explores power of campaign integration

With the launch of this year’s AdReaction I thought it would be a good idea for us to hear from Duncan Southgate, Global Brand Director, Media & Digital, Kantar Millward Brown, and architect of the study. In this post Duncan outlines why he believes the new study is so important.

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Monday, January 15, 2018

Facebook puts meaningful user experiences first

Facebook is going to prioritize posts from friends and family and downplay those from businesses, brands, and media. Intriguingly, Facebook expects this move to result in lower time spent on the platform but higher engagement, something which can only be to the platform’s benefit longer-term.

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Wednesday, January 10, 2018

Pre-testing in our mobile-first world

Canada’s Marketing Research and Intelligence Association (MRIA) held its annual Net Gain conference in Toronto late last year with the key note addressing the topic of copy testing in a mobile first world.

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Monday, January 8, 2018

Contrasting views of physical and digital shopping

I was talking to Dale Beaton about the future of retail and he gave an insight that came from shopping for clothes with his teenage daughter over the holidays. I had suggested that their feelings about the shopping experience were probably very different but apparently not; they both disliked it.

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