Straight Talk with Nigel Hollis

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

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Wednesday, February 12, 2020

How big brands can beat start-ups at the innovation game

We hear a lot in the news these days about how big companies are both challenged by and responding to the threat from start-ups. In many cases, start-ups are lauded as more consumer-focused and agile. As a result, big companies have set up small units designed to mimic the start-up model, but is this truly a recipe for success?

Monday, February 10, 2020

Is there a flaw in Burger King’s promotion strategy?

I really wonder about the long-term effectiveness of Burger King’s promotions, including the famous Whopper Detour promotion. I don’t care that Detour won the Titanium Grand Prix at Cannes, I cannot help but feel that this sort of marketing is a recipe for weakness, not strength.

Wednesday, February 5, 2020

How adidas regained its sales momentum

In 2014, adidas was suffering from declining global sales and market share losses in the USA. Since then the brand has returned to growth as it focused on creating brand desire rather than the efficiency of its marketing. It is a reminder to all of us that using the right metrics to guide marketing investment is important.

Monday, February 3, 2020

Strong brands leverage the power of a shared idea

I have to thank those nice people at Mediacom for sharing 'Two minutes with Simon Peel, Global Media Director at adidas'. In the video, Peel shares his thoughts on the power of a shared idea, and while he might be thinking that a shared idea of what makes things cool encourages people to buy a pair of sneakers, I think it applies to all strong brands.

Wednesday, January 29, 2020

Change for the sake of change undermines brand growth

I always used to say that the people that created a great TV ad got fed up with seeing it long before its intended audience did. After all marketers and agency team see the content on a regular basis, normal people do not. But, on reflection, this problem applies all aspects of marketing activity. Maybe all marketers should remember the adage, ‘If it isn’t broken, don’t fix it’.

Monday, January 27, 2020

Why visual impressions matter

Given all the hoopla about virtual assistants it seems so yesterday to be talking about the importance of visual impressions in marketing, but not everyone has a virtual assistant, and even fewer use them to make purchases on a regular basis. Most purchases are still made in a physical environment and marketers still need to make sure people recognise and respond to their brand in that context.

Wednesday, January 22, 2020

eCommerce is dead. Long live eCommerce.

Recently I read that physical retail is not dead: only boring physical retail is.  I would take that a step further: in digital retail, too, gone are the days of slapping together a .com with a checkout and declaring ‘job done’

Monday, January 20, 2020

TV ads must make an impression with people not ready to buy today

As a long-time cord cutter much of my real-time TV exposure happens in a hotel room, and, OMG, most ads these days seem to expect an immense amount of interest and attention from the audience. What are their creators thinking?