Straight Talk with Nigel Hollis

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

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Monday, October 31, 2016

P&G cuts back on profit-diluting promotions

Last week I sat in on a MSI webinar delivered by Dominique Hanssens and Koen Pauwels titled, ’Demonstrating the Value of Marketing’. The presentation reminded me that price promotion generally has little long-term effect on business performance. But then news from P&G caused me to ask whether that is always true.

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Wednesday, October 26, 2016

Brand learning from Clinton campaign hacked emails

A recent article in the New York Times led me to reflect on the importance of purpose in both politics and branding. The summary of thousands of hacked Clinton campaign emails portrays a candidacy that struggled to define for what Clinton stood. In the end Clinton won the nomination, but the campaign proved far more difficult than expected.

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Monday, October 24, 2016

Pepsico takes digital ad testing to the next level

Last week I joined a webinar titled ‘Linking Pepsico’s Digital Success To Automated Pre-Testing’ which revealed how Gatorade is using a custom test and learn platform to improve the in-market performance of its ads. By automating much of the process of research and analysis Gatorade not only gets quick feedback on specific ads but can also create new learning to guide future execution.

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Wednesday, October 19, 2016

What cue should you use to elicit ad awareness?

Wow! Reading the paper titled, ‘Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures’, by Kelly Vaughan, Virginia Beal and Jenni Romaniuk was like taking a trip back in time. The experience reminded me of so many debates that I thought had been finished with decades ago.

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Monday, October 17, 2016

Digital marketing does not need to be ‘shit’

Daniel Morel, recently retired global chairman and CEO of Wunderman thinks 20 percent of marketing content is “pure shit”. My concern is that he may be underestimating the situation, and that the impact of creative content is being undervalued by modern marketing practice.  

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Wednesday, October 12, 2016

E-commerce builds in loyalty for established brands

Kantar Worldpanel has just released its third annual Future of E-commerce in FMCG study and the findings point to interesting times ahead for both retailers and manufacturers. By simplifying the consumer purchase process e-commerce is building in loyalty for established players.

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Monday, October 10, 2016

Has Facebook left the door open for WeChat?

You have probably heard that Facebook’s Marketplace mobile-only service got off to a bit of a rocky start last week with many items posted for sale in violation of the site’s own commerce policy. This stumble, however, is unlikely to hinder the short-term success of Marketplace, but it does make me wonder why Facebook chose to create Messenger in the first place.

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Wednesday, October 5, 2016

Connected Life highlights complexity of digital media

My colleagues over at Kantar TNS have just launched Connected Life, an annual study of how connectivity is reshaping consumers' lives. Covering 57 markets and 70,000 people, the study explores the major digital trends that influence how marketers reach and interact with consumers around the world. The study confirms that one size definitely does not fit all when it comes to digital marketing.

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