Straight Talk with Nigel Hollis

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

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Monday, January 30, 2017

Laughing horses go viral after overnight research

Last year Volkswagen launched the all-new Tiguan in Germany with the support of a large scale ad campaign. However, the Volkswagen team was concerned that a funny online video might strike the wrong note in the aftermath of the emissions scandal. Rather than risk a negative backlash or not use the video, they decided to test it. The results were positive and the ad went viral.

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Wednesday, January 25, 2017

Thank you, Professor Sharp. Yes, thank you.

Recently, Mark Ritson wrote a piece in Marketing Week titled, “We should thank Byron Sharp, not attack him.”  And I think Ritson is right, we do need to thank Professor Sharp. We do not have to agree on everything, but in laying out some fundamental truths about how marketing works Sharp is laying the ground for real progress in how marketing is practiced.

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Monday, January 23, 2017

Excessive frequency is not just a digital problem

Recent exposure to live TV over the New Year holiday reminded me that excessive ad exposure is not just an online phenomenon. There is something fundamentally wrong when the same ad airs ten times or more in the space of an hour. Maybe this excessive frequency is a phenomenon of lack of ad inventory or the practicalities of media buying or does it reflect a misplaced belief in the power of repetition?

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Wednesday, January 18, 2017

Another undifferentiated retailer closes its stores

Another year and another retailer bites the dust. The Limited, a women’s fashion store, announced that it would close all its brick and mortar stores in the USA. Chalk up another victim to the growth of e-commerce and a failure to differentiate. Unfortunately, The Limited may be the first of many stores to capitulate to these forces.

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Monday, January 16, 2017

What marketers must do to appeal to Gen Z

The latest AdReaction: Gen X, Y, and Z study confirms that marketers will have to work much harder if they are to reach and motivate the digitally-oriented Gen Z audience. To do so they will need to understand the underlying motivation behind generational differences and not just accept the difference at face value.

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Wednesday, January 11, 2017

Who loves ya, selfie? Brands do.

For brands, selfies are both an opportunity for engagement and a means to gather information, however, this year’s AdReaction: Gen X, Y, Z findings might give marketers pause for thought on how representative selfie-lovers might be.

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Monday, January 9, 2017

Do not underestimate the power of brand equity

Writing last week’s post about marketing in the moment got me thinking more about the role of brand equity in driving sales. I am seriously concerned that our industry risks underestimating quite how much brand equity drives sales, because many of the industry’s analytic tools focus on identifying change over time.

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Wednesday, January 4, 2017

Prepare your brand for the moments that matter

One of the big trends of 2016 was ‘marketing in the moment’. People were talking about the need to use data and technology to target people at specific moments of need, but very few were talking about content. By definition, a ’micro-moment’ is specific to an individual’s needs and situation, so unless the content is tailored to match it does not matter how smart the targeting might be, the ad will likely be ignored.

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